How to create a responsive logo design? Logo that is convertible throughout all media
When did brands start opting for responsive logo designs? It’s a story, not so new, but decade-old when the boom of mobile devices left every brand and website owner in a rush to go for a design overhaul.
Recall the days when mobile devices entered our life, and we started visiting the websites on small screens we used to check in on the desktop. It was clearly not an optimal experience.
With over 60% searches coming from the mobile devices, it became inevitable for the brand owners to transform their outdated digital identity into a responsive online platform where people can come from all sorts of devices and still enjoy an effortless experience.
But this didn’t stop here. With the rise of mobile devices and responsive websites, came attached the need of responsive brand identity; especially logo design. A logo which is not stagnant, but versatile and adaptable throughout multiple platforms.
This blog is intended to add to your knowledge of responsive logo designs and will also help you create a versatile logo that is convertible throughout various platforms. So let’s roll.
Responsive Logo Design- The Background
The post-2015 era was a chaotic time for the designers as well as brand-owners. Almost every brand wanted a logo revamp, minimalism was on the rise, and ‘simple’ became the new classic. Logos were getting straightforward, lightweight, and versatile. Grids were being dropped. Simple color schemes were being adopted. In a nutshell, “Less is more” had become the mantra of almost every logo designer.
Almost everyone was opting for the logo design, which is not only the shrunk version of their previous logo but a brand identity emblem, which is capable of providing an exceptional user experience across multiple mediums.
Simplicity is the Key
Long gone are the days, when logo designs were filled with the intricate details. Two decades ago, logos were designed to look good on the storefront, billboards, or big screens. Now the scenario is quite different. Evolution of smartphones and social media has changed the digital behaviour of users. Keeping this in mind, it’s quite clear that only simple and minimal logos could stand the test of the time.
Apple is the most iconic examples to describe the scenario with just an image. Their company logo was overly complicated, which they realised soon after the launch. They decided to shed all the unnecessary details and came up with an appealing logo which was not only a visual hook but also a bearer of organisational values and traditions.
Strive for Versatility
A modern logo should not be only simple but also versatile. When we talk about logo responsiveness, we are thinking about the flexibility and adaptability of the design wherever it goes. If you want to test your logo on the parameter of versatility, just upload it as a desktop picture on any social media platform and check it on a mobile device. If it looks fine and clear, just as you want it to come across, congratulations you have passed the test. On the contrary, if all your logo elements look cluttered with unclear details, that means you should opt for a redesign.
Take Disney’s logo as an example, the Castle’s image has always been one of the most known elements used for decades to display Disney’s brand identity. Still, in the modern version, the company omitted the Castle and kept just “Disney” instead of Walt Disney. The logo is further tweaked to its most recognised icon “D” which is a globally recognised part of the logo- enough to recall the brand identity.
Minimise Unnecessary Details
Contrary to popular belief, a logo does not lose its significance when you remove the minor or unnecessary details from it. All you need to do is to determine the elements you want to keep and details that can be ditched without causing any damage to your brand’s core identity. For instance, you can skip the wordmark for smaller browsers, or you can opt for vertical stacking, or you can simply go for a more abstract version of your logo. All these measures will help you in adapting your logo to design constraints.
Here is how you can implement the tips in the real world.
• Opt for Vertical Stacking
The horizontal setting of logo design elements is perfect for the desktop and other bigger devices. However, these kinds of logos are not a good fit for smaller resolutions. Vertical stacking of logos is a great way to accommodate the entire logo on smaller browsers without having the need of removing any essential element from the logo.
• Omit the Wordmark
If you can communicate your brand message with a simple icon, then what’s the need to utilise the entire wordmark? For instance, Kodak’s identity is easily identifiable by the yellow and red K symbol, no matter if you are putting the wordmark or not, the purpose of the logo is being served either way.
Go for the Abstract Version
If you want to simplify your logo without messing up with the look and feel of the imagery, you can always go for the abstract version of your logo. This way, you can come up with a contemporary and prominent responsive design without axing any crucial detail.
To sum it up, I would compare the logo designs journey to responsiveness with the survival of the fittest. Those who are adaptable to the environment, survive, and thrive. On the other hand, those who fail to adjust to the situation, usually fail to stand the test of the time.
In today’s responsive world, you need to approach your company logo differently. Needless to say, simplicity, versatility, and omission of unnecessary details are the only measures that will help you retain your brand image in the ever-changing digital world. Looking for a new logo design or an existing logo refresh? then please view our logo design service.
Loius Martin is a Creative Marketing Manager at Invictus Studio, a custom logo design company Southlake, Texas. He has been guest blogging for quite a long time about design, search engine marketing and branding. You can follow him at @loiusmartin1