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Dynamic Corporate Identity has brought the new perspective of designing a brand identity. Dynamic Corporate identity is a system that applying the latest technology to create a flexible logo as the result the logo will constantly can change in color, pattern or shape. It is believed as the new way to create a living brand. However the new approach may not suitable for several types of businesses or identities. This research aimed to understand; what improvement that dynamic identity could do to make brand more alive. By collecting qualitative data, and some relevant literature this study has found that there is a paradox in dynamic identity system.