![]() ![]() Thanks to the popularization of mobile devices and the subsequent branching out of their screen sizes, brands started rethinking their “never change the logo” mentality. It makes more sense to optimize your logo for its context than to copy-and-paste a logo designed for a billboard on your tiny business card. There’s truth to that idea (consistency is important with responsive logos, too), but being so rigid about changing your logo at all can become counter-intuitive. Instead, it’s more about creating different versions of the same thing and then optimizing them to better fit different contexts.Īs marketing evolved, an idea took hold that your logo should be consistent to increase brand recognition. ![]() That’s not to say responsive logos should all be different from one another. Or often they added more flourishes and decorations for an impressive letterhead.Įven before smart devices, altering logos had practical advantages. Other times they shrunk and simplified their logo to appear on promotional pens. Sometimes companies drained the color from their logo for black-and-white newspapers. Over the last century, companies have experimented with different “contextual” logos to suit a specific location or print medium. ![]() More recently, logos borrowed the word to describe their own size-shifting capabilities.īut the truth is, “responsive” logos have been around far longer than responsive websites, or even the internet! Vesper Hill has a separate logo design for small materials like product tags, and also a variant just for their wedding services. The goal is for websites to always appear at their best-no matter whether on a desktop, tablet or phone. The term was originally coined to describe how a website adapts or “responds” to different screen sizes. You’ve probably heard the buzz word “responsive” a lot. ![]() Responsive logos in action by OrangeCrush The history of responsive logos Whether this is the first you’ve heard of responsive logos or you are actively considering making one yourself, we’re here to tell you everything you need to know: what they are, why we need them and even how to design one yourself. That old rule of “never change your logo” that had been canon for decades? Nowadays, it’ll hold you back. Today, there are more places to stick your logo than ever before, and they all vary widely in size. Originally thought of as a design trend ( as we announced last year), responsive logos seem less like a fad and more like a practical necessity. What’s that, you ask? Responsive logos are shape-shifting logos that change in size, complexity or even color to accommodate and adapt to wherever they are placed. (Nike did just that with their infamous “swoosh” while their traditional logo is their name combined with the swoosh image, their clothing is often branded with just the swoosh – and is instantly recognized.With shrinking screen sizes and new channels for advertising, something about branding is becoming increasingly apparent to business owners: logos are no longer “one size fits all.” Scaling back the details as they scale down in size, Disney’s responsive logo shows other brands how it’s down. The combination also allows for easy rebranding – your company name, for example, combined with an image (abstract or otherwise) will be associated as one, so that eventually your customers will only see the symbol and still immediately think of your brand. With both symbols and letters at your disposal, you can use your logo to craft a clear brand message that sticks. (We’ll talk more about some of these other logo types below.) The name is pretty self-explanatory, but combination logos incorporate – combine – both images and words into their design.Ĭombination mark logos include any combination of images and words that you choose you can pair a letterform with a mascot, a monogram with an abstract image – whichever combination speaks to you the most. ![]()
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