For several years brand has meant coordinate image: a graphic element based on a rigid form reproduced on everything. This handbook shows us that is possible to create a more natural and elastic brand thinking at how the objet is produced, rather than at an abstract form. The brand is going to be friendlier and less rigid. The non-coordinated image often has several authors, so that it can be changed without losing his identity. Is this the future in graphic design? Beppe Finessi is the author of the introduction.