The next stage of the digital marketing revolution_

Responsive web design has revolutionised digital marketing and brand design trends over the past few years. As more and more users predominantly view content, check emails and engage with brands via smart phone and tablet devices, it has now become a necessity rather than a luxury for brands to implement responsive web design across all aspects of their company websites.

The next stage in this digital marketing revolution is responsive logos. Adapting content no longer means just scaling up and down font sizes and images; brands now need logos which can make an elegant and efficient use of screen space and engage with consumers irrespective of the device they are using.

To help you get to grips with the wonderful, wide world of responsive logos, listed below are our top tips on how to make your brand logo engaging, interactive and responsive;

 

The death of static logos

At its core, the starting point for all brand logos remains the same; you need a solid vector logo[1] with a clear design, and both full-colour and single-colour versions. These traditional static logos must be scalable for all manner of print and online applications. So far so good.

However, in today’s multimedia centric society brands now need to be able to facilitate different versions of their logo which can be viewed across all manner of social media apps. These apps often use circular profile image spots which can cause odd, unappealing crops of your brand’s original logo shape.


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Moreover, when you view these reshaped logos on various different mobile and desktop devices the problem becomes even more complex. Designers have to create not only a primary logo (full size), but also a secondary logo (often for app icons and social media profiles) and a compact logo (for favicons and small icons).

One of the main issues with these various logos is brand cohesion. Has the shape of the logo remained the same? Is the text still readable? Has the imagery in the logo changed? All of these minor changes can culminate in a major shift in brand identity with the secondary and compact logos looking unrecognisable compared to the primary logo. In this manner, trying to apply a static logo across multiple mobile devices and social media applications can leave users feeling disconnected from the intended brand and confused as to whether they are even dealing with the same company anymore!

 

The benefits of responsive logos

Responsive logos provide an efficient solution to the current problems facing their static counterparts. These dynamic, flexible designs can adapt and facilitate multiple combinations of elements with a common brand thread. Responsive logos also enable brands to incorporate animated elements within their website design. Take Facebook‘s animated profile photos for example[2]. These exciting and engaging displays immediately pique user interest and encourage engagement with your brand.

At its core, a responsive logo will have all the benefits of a static logo but with enhanced viewing capabilities. As website developers Wix advise, a good brand logo should be;

“Simple: Great logos feature unique elements without too much detail.

Versatile: Aim for one that will look good across all different platforms and devices.

Appropriate: The font, colours and design of your logo should be a true representation of your brand.

Unique: You want your logo to sparkle in a sea of competitors”[3].

 

As such, your company’s responsive logo should be versatile, relevant to your brand and utilise a simple colour scheme. Take for example the Apple logo, the Coca Cola’s font and Nike’s tick symbol. These logos are simple, scalable and easily recognisable irrespective of their size or scale. As creative design blogger Jon Tarr highlighted when discussing the creation of the Apple logo;

“Steve Jobs commissioned professional graphic designer Rob Janoff to design something simple, memorable and modern. The colours may have varied but this basic shape has remained unchanged for over 30 years and has become one of the most iconic and recognizable logos in history. The simplicity of this design allows it 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…An increasing number of companies are refining the simplicity of their logo, moving towards a flat, simple symbol design with no word mark at all…using an icon graphic as part of an identity increases the flexibility of the brand for use on mobile devices”[4].

 

The rise of interactive viewing capabilities

Responsive logos are part of an ongoing trend of interactive viewing capabilities; with new product tagging and visual search tools starting to take social media and retail sites by storm. Brands such as Instagram[5] have already begun to implement product tagging features within their sites wherein users can tap the tags applied to certain photos in order to gain more details about these products. These types of innovative product tagging capabilities offer exciting new marketing opportunities for brands as they will be able to place more personalised adverts at specific touch points.

Another growing retail trend is visual search which enables users to photograph an item and be matched with similar products from a company’s catalogue.  These enhanced responsive web design capabilities can increase product views, return visits and conversions. After all, a Bloom Reach study revealed that users who took advantage of visual search tools viewed 48% more products, were 75% more likely to make a return visit, and placed orders worth 9% more than those who did not[6]. In this manner, businesses need to start taking advantage of responsive logos in order to offer their consumers comparable interactive viewing capabilities to their industry rivals.

Want to learn how to implement a responsive logo within your existing website design? Then please feel free to contact our Cloud Ten team today for targeted advice and support.


Sources 

[1] theedesign.com

[2] wired.com

[3] wix.com

[4] smashingmagazine.com

[5] adweek.com

[6] econsultancy.com

econsultancy.com

designmantic.com

joeharrison.co.uk

sympli.io

enigma.swiss