The concept of a logo with a constantly changing persona is contrary to the widely held belief that trademarks and visual identifiers should be absolutely fixed and used in a consistent manner. The logo changed the face, the idea, and the speed of graphic design; it played a major role in redefining visual identity in the electronic age. This logo anticipated the kinetic world of motion graphics soon to explode as cable television, video games, and computer graphics expanded the variety and range of kinetic graphic messages.