Responsive Logo Design
The modern logo has to work harder than ever before. In the past, a company logo was perhaps intended simply for a shop sign and printed in local newspaper adverts. Today’s logos have to work with a growing plethora of smart devices with varying screen sizes and resolutions, displaying responsive websites.
Often logos end up suffering within responsive website design. Many have not been designed with responsive frameworks and variable sizes in mind, and are just resized to fit whatever available space has been provided for them or not.
However, there are brands that do well within the responsive web space. These are brands and logos that have been designed carefully, with consideration as to how they will display within changing formats. The very best logos are simple and flexible, with varying formats and layout options so that when a site is optimized for a device, the brand is also optimized to the space allocated for it.
Let's see why simple, flexible and versatile logo design has become so important in today's landscape. Industry-leading, born-in-the-cloud brands such as Twitter, Facebook, Spotify and Google are refining and simplifying their brands owing to responsive web design and the growing impact of the mobile device market. We can consider their solutions when thinking about our own brands, and how to optimize our logos to thrive within responsive web design.
A Simple FactThe human brain remembers simple forms far more easily than complex ones. One of the most common factors that separates a good logo from a bad logo is the element of simplicity. Quality, memorable, successful brands are always simple.
This concept is nothing new and was known long before responsive web design started pushing the envelope of simplicity. The simplicity of this design allows these logos to work well at any size on practically anything. Perfect for responsive web design, despite being made decades prior to the availability of such technology.
However, the original branding mistakes of iconic logos like Apple is a common recurring issue for most businesses. Small startup companies typically have a limited budget. To avoid costs they mistakenly turn to the wrong person for a logo, someone who is not a professional logo designer. Someone who feels compelled to add things to create something.
|An example of simple and complex logos|
|The logos as viewed on mobile devices|
This simple comparison shows how simple, clean and versatile design wins over more complex arrangements. The Great Lakes Golf logo probably suited its original intention just fine. However, in the context of a responsive website, the inability to scale cleanly becomes very apparent.
The Tech Industry Response
“This is actually a huge change and it’s much more than the ‘a’. It’s driven by mobile.”
– Howard Belk, co-chief executive and chief creative officer of branding firm Siegel+Gale.
In recent years it would have quickly become apparent that their thin, serif type was not going to scale nicely within responsive web design. So, like other tech brands, they’ve simplified to a sans serif typeface with a flat design and a friendly and distinctive ‘G’ icon.
|Google's recent logo changes for the responsive world|
"Once upon a time, Google was one destination that you reached from one device: a desktop PC. These days, people interact with Google products across many different platforms, apps and devices...
Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens."
– Posted on the official Google Blog by Tamar Yehoshua, VP, Product Management.
The Trend - No WordsWhen Prince changed his name to a symbol in 1993 most of us thought he was nuts. But perhaps he was just ahead of his time. An increasing number of companies are refining the simplicity of their logo, moving towards a flat, simple symbol design with no wordmark at all.
|Logos for Twitter, Nike, Apple, Starbucks and Pinterest.|
Moving ForwardDoes this mean all logos are going to end up as simple flat icons or flat sans serif typefaces? I don’t think so. However, there is little denying the influence responsive web design is having on branding and it will be interesting to see how far this goes.
The historically sacred view that a company’s logo is a rigid form that must never change is giving way to a new kind of branding freedom, where logos respond and vary. From horizontal formats to vertically stacked, from wordmarks to simple icons, even changing colours to suit dark and light screen backgrounds.
One might argue that looking at the branding direction of the tech industry isn’t relevant to, say, a law firm or a restaurant. However, all industries are going to eventually end up within responsive web design one way or another and become affected by the rise of mobile devices. Some companies may wonder why this doesn’t seem to work as well for their brand as it does for Twitter or Pinterest.
Those who understand the design principle of simplicity and embrace this flexible approach to their branding will respond best within this new medium. At the very least, how a brand appears when scaled down on a mobile device will become a staple test for any logo designer or branding project.
Logo designers ought to help educate clients to embrace this new flexible approach, where logos can be optimized within responsive web design while maintaining brand consistency. Otherwise we will witness more web builders taking it on themselves to alter a problematic logo on the fly to suit their individual project. Not an ideal solution for anyone.