Fast COmpany have created an article highting 6 really cool tips for creating an engaging brand. “You never see a logo by itself,” says Yang Kim. Instead,  it’s usually part of an overall brand that when well-executed takes into account everything from self- and outward perception to media landscape. For their new book, Kim and Budelmann culled their top 100 picks from 3,000 submissions of recent work around the world.

Here is our favourite of the 6, for the full list head over to Fast Company:

Logo Flexibility: Can you have a constant logo that is still recognizable but also for its variety? Absolute Vodka perhaps? And also, Kapulica Studio. The K is constant but the treatment of it ranges form rigid to flexible – making variety also part of its graphic identity.

To see all 6 steps, click here.