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Posted by Thera-lee Rego on March 23, 2020


Today's logos need to work harder than ever before.

They need to be flexible and able to adapt to the growing market of multiple smart devices, all that have varying screen sizes and resolutions. Not to mention the various locations logos will be shown.

This old school mentality exists - that in order to provide greater brand awareness, a logo must remain the same across all channels and marketing materials. Designers need to consciously make an effort to design for multiple mediums, understanding that 'one size fits all' logo just doesn’t work anymore. 

For example, as this Heineken logo starts to shrink in size, it loses detail and becomes very difficult to read and recognize on a smaller scale.

This is why responsive logos are becoming increasingly common. A responsive logo is a family of logos that work together with a consistent visual language across all mediums. Responsive logos are capable of adapting to fit a space in the best possible way, without compromising the look and feel of the brand.

Now adapting to be a responsive logo, the Heineken logo keeps only the most important parts of the logo, and as it scales down it changes to best represent the brand.

If this is the first time you have heard of responsive logos, or if you’re considering it, we are here to guide you through it:

Like responsive websites, responsive logos have the capacity to “respond” to different screen sizes so that it can always look its best no matter what device it’s being viewed on.

With the rise of technology and the ability for logos to be viewed on really small screen sizes, it’s vital to start designing the best-optimized logo to suit. Lately, we have been venturing into even smaller screen sizes, think smart watches, smart appliances and more. This is also something to consider in your search engine marketing strategies as ad companies like Google and Facebook offer their audiences abundant content in addition to imagery like logos.

Let’s not forget about video. Video content is on the rise and has been underutilized until now with the introduction of animated logos, which is just another version of a responsive logo. With more companies branching out into video content especially on social media platforms, brands can take advantage of using animation in their logo to help create a more dynamic logo for that medium.

Large enterprises have also started to experiment with responsive logos, testing their customers to see how well they know their brands by experimenting with their logos, by taking out pieces of their logo and overall simplifying their logos. For example, you can see this in the Nike logo:

The best way to approach creating a responsive logo is by creating at least four versions of your logo, varying in size and level of detail. First start off with your master logo which will have your logotype (text), logo mark (symbol), tagline and anything else you need to communicate. Next start simplifying your logo by removing details as you scale it down. It will help by prioritizing the elements of your logo ahead of time, deciding what can be taken off as it gets smaller. A good place to start removing items is by taking off your slogan and establishment date first. Then as your logo gets smaller try to keep your company name as long as possible, but eventually, it will be hard to justify keeping it, because as the logo becomes smaller it will not be visible. It’s not just about getting rid of elements in your logo, its also about simplifying your logo by taking out details as it gets smaller. When it comes to responsive logos simplicity is key.

The final step is to be consistent. As much as a responsive logo adapts to change to fit the context, it should still look as close to the original logo as possible. Make sure you keep fonts and colours the same. These elements are actually tied to your branding as a whole, not just your logo, so keep it consistent!

Some brands are just text logos, in this case, it is best to create a smaller version of their logo they utilize the idea of using a monogram at very small sizes. For example, Google does this very well, they use their full logo with a variety of colours when it’s larger, but as it scales down for mobile use, it turns into a solid G that equally uses all the colours from the main logo, so that it’s still recognizable at a smaller scale.

Responsive logos are not just about scalability, they “respond” to fit the environment in which they will be used. This means that they can rearrange to fit the surrounding area. For some logo’s you can create more flexibility by stacking the logo elements in different orientations. By doing this you can achieve a logo that works well both vertically and horizontally.

Sure, it’s easy to have one logo and use it on everything from print ads to digital ads, but that doesn’t mean that it’s the most effective way to visually show your logo, as it could become illegible and hard to see on a smaller scale. It’s best to have designed a plethora of logos that vary in size, with a common look and feel that work seamlessly across all mediums.

The new era of reinventing the logo is here, responsive logos will be the next new thing for branding. Feel free to reach out to our design team if you need to revamp your logo to create a responsive logo that works across all platforms. We’d love to help you out!

Do you think your logo needs some love? Contact the Connectors at BTI today! 

Get in touch with the Connectors at #TeamBTI. Fill out the form below or call us at 905-286-1991.