Current TV, the media company started by former U.S. Vice President Al Gore and businessman Joel Hyatt, has launched a new logo designed by Wolff Olins and animation house GHAVA. Unlike traditional logos, the Current identity takes advantage of the technological capabilities of the broadcast medium. Dropped out of whatever background is behind it, the name undulates like a flag, leaving the borders and proportions loosely defined. As flat graphics, it’s pretty simple. What makes it special is that movement isn’t used as an afterthought, but as the essence of its uniqueness.

{via @issue}