Welcome to a new branding world order: make a unique form work for multiple functions. For a long time, the concept of the logo as a sacred and untouchable mark has reigned supreme, but the scalability/interactivity/changability of online marketing provides the perfect opportunity to shake up this old-school paradigm. The web demands (and is defined by) frequent content updates – your logo is no exception to the rule. Changes in a logo’s context and aesthetic treatment can empower your brand without eclipsing your brand standards.

MTV (self-declared originator of the 'flexible' logo) has been skinning their logo since its inception - a statement on the network's broad range of featured music. The network recently underwent a logo refresh to further streamline the scalability of their mark, switching up the footprint of the logo to better accommodate static and moving imagery. The new logo is stockier and wider, enabling MTV to let their programming content (for better or Jersey Shore) define their brand.

Worried that logo augmentation means sacrificing brand recognition? Don't. Google has quietly been rocking the flexible logo for years, reinventing their unique logotype in line with holidays, current events and historic milestones. A strategic balance between the individuality of your mark with the pop of a targeted theme, skin or content fill will get you more bang for your buck with an intended target audience.

Target is another great example of the flexible logo. They've turned their logo into a small-screen star, incorporating the now-iconic mark as an actor within their commercials. Consequently, the mark has developed a likeable personality that moves beyond what one would imagine three red shapes were capable of. While I'm sure that Target is still working within outlined brand standards, their willingness to treat their mark as something more than a rubber stamp is refreshing and clearly successful.

The flexible logo isn't just something for "edgy" brands. London's Natural History Museum skins their logo across their entire web presence. Each navigation category uses their "N" mark differently to show off beautiful photography from their various exhibits. The effect is sophisticated and compelling allows them to connect with animal aficionados and fossil fans alike.

Augmenting your logo doesn't necessarily require a redesign, as Google has proved. That said, a few thoughtful and strategic tweaks by branding experts can open a whole new world of opportunities to better and more efficiently connect with your multiple target audiences of clients, potential clients, users and fans.