In response to increasingly dynamic communication environments, contemporary organizations are moving beyond static visual identity systems toward models characterized by variability. Within the scholarly literature, a range of terms are used to describe the characteristics of such systems, including: responsive logo design, dynamic identities, smart visual identities, smart logos, dynamic logos, dynamic visual identity, fluid visual identities, and post-logo visual identities. This article offers a review and comparative analysis of key theoretical frameworks that define dynamic visual identity systems. Drawing on the works of Ulrike Felsing, Irene Van Nes, Martin Lorenz, Emanuel Jochum, Tiago Martins, and others, it synthesizes diverse approaches that articulate how visual identity systems may evolve, identifying the common features shared across the analyzed perspectives. This article serves as a foundation for further research on dynamic visual identity systems, with particular emphasis on the empirical validation of the presented models, and the development of evaluation frameworks for assessing system coherence in relation to the interplay between consistency and variability.