In my professional opinion; nothing.
They're both over-intellectualized representations of contemporary identity creation practices.
Using a graphic to house, contain, float behind, or otherwise contrast a symbol or corresponding graphic does not present information to the audience any differently upon initial inspection.
Broadcast designers have utilized these techniques for many years. And, in my opinion, should probably be considered the inventors, or at least, the designers who refined the method.
There is always a fixed mark, icon or corresponding graphic, which becomes actually a logo as focal-point. Despite the intent or definition someone gives it, it's still a logo.
If I added a silhouette of a car behind nike's swoosh, does that automatically make it fluid? Is nike perhaps now effectively promoting a new extension of their brand? I don't think so. Varying the background element or the mark itself based on the context of specific messaging, is not a new design model. It's simply new jargon.
Don't cling too tightly to their definitions. In the case of design, consider the notion of a fluid/dynamic identity a result of the contemporary graphic designer's adjusting identity systems through evolving media platforms.
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