Definition of a flexible identity system

My question now is how to you determine weather something is a flexible identity system as apposed to a logo which is recognizable enough that it can take on many forms, such as that of Deloitte featured in the post below.

Is it in the colour scheme, the font, the style of layout? or can it be something more than that, something recognizable where you wouldn't expect it to be. The links that are made from a product, brand or company to what? A vibe, a way of life. Can you even see it sometimes? Coca cola is all about happiness, you see santa, big red trucks, even the current T.V advertisement where everyone is just laughing and having fun in the sun, thats what coca cola seams to be all about. Summer fun, thats about it. The shots even go through quite quickly (aside from a few slow ones at the end) so aside from the giant coke bottle air thing, its just happy people with coke there with them.






Does it link to experiential marketing? or is it a fine balance of all of these things which somehow falls together and can be recognizable in any form weather it be print, a t.v ad which shows no logo/branding until the end, or maybe even not at all, yet you still know what it's promoting? I'm going to see if I can find one now, actually I can think of one already, something from before my time. 

Advertisement for Silk Cut cigarettes
Paul Arden (creative director)
Alan Burles (designer)
Daniel Jouanneau (photographer)
1988
Museum no. E.381-1989

Saatchi & Saatchi first took on the Silk Cut account in 1983 and Paul Arden introduced the famous cut silk concept. Following the example of Benson & Hedges, no copyline was used, just a still life photographic image in the brand's signature purple.

In 1988, Alan Burles created this Silk Cut advertisement, drawing on the visual similarities between a loaf of bread in profile and a packet of cigarettes turned on its side. This won the D&AD Annual Award in 1988.

I would call this a very flexible identity system. But then how would that sort of thinking transfer from paper, onto a 3D building and into a space? It's not so much about getting across one message, but about giving insight into what happens inside the building, which should be reflected on the exterior and the visual space within. This is where things have to be broader and yet still come together as one in a much more abstract way.