Already some time ago we talked about the need for our logo to be responsive (In Spanish), but web design has become so advanced since then that it is time to make a new article to see how manufacturers are adapting their logos to a style that suits all devices.
We have said on numerous occasions, navigation via Smartphones and tablets is increasing unlike computers, so it is absolutely necessary that the web and all surrounding components are perfectly adapted to them.
We know the three factors we have to take into account when designing a logo: name, colour and font. So today we will take a step further and talk about the design of it.
We can design our logo as we like (although we can always make a recommendation to follow trends.) But we must be clear about how and where to display it. If our logo will be displayed on most occasions in a certain size, its design must be adapted to it.
But, let’s see some tips!
Complex vs Simple
It is true that the flat is trend, but it does not mean that it is a subjective aesthetic. It carries a great truth: The more complex our logo is, the harder it will be to remember. It is as simple as that. If our logo has lines, backgrounds, combination of 5 colours, 3 fonts and keeps up only one version no matter from where you are seeing it… I am sorry, but it will be very difficult to remember.
Before, it was very normal to have only one version of our logo that we were expanding or decreasing depending on the support. If our logo does not contain many lines or words, well, it can be ok. But if our logo is very complex, forget it, nobody will see it.
However, not being flat does not mean that we do not need more than one version. Typically, we have different versions of our logo depending on where we will watch it.
Here they are some examples…
We have already seen in another article some redesigns of logos that suit the different tendencies. So as google should be the first of this list, to remember it I recommend you to read the previous article.
There are many more examples of brands that have been adapted, assuming that a partial redesign of the brand but above all a necessary redesign. Logos have not lost their essence, but at some point they become almost an icon. We think, that brands have had to adapt to new trends and especially advertising, whether on television, written or internet in all cases “Less is more”. So let’s see those redesigns:
This is the case of a brand with two logos. We have the complete one, where the entire name is included, and the one for items such as applications, the responsive versions, the favicon…. We find the icon. The name is very long and if it always appears regardless of the support, it could lose readability.
Twitter logo has gone through several versions. At first, as you can see it was far more ornate, with the name and a little bird in great detail that has been lost over time to become an icon. In fact, more than the name, twitter uses the bird icon regardless of the medium in which you are.
It is perhaps one with the most substantial changes. And although we have left some earlier versions on the way, more radical, actually, we cannot wonder: the first icon had a complexity that would eventually become obsolete.
Today, we are all clear what the Apple logo is, which clearly has become an icon.
Nike joins the group of brands that have decided to transform their logo on an icon, regardless of the letters and leaving only the main characteristic brand icon. The brand is totally recognizable without the name, achieving visibility.
Like Nike, it is not a digital brand but it has been adapted to new trends on design. Ignoring a logo more recharged to turn almost an icon, we all recognize without requiring the name appears.
This does not mean that all logos must be converted to lines logos and icons. Brands must keep their essence. If not we would be talking about logos that are the same. But we should do an exercise of introspection and decide if our logo is adapted to all devices and formats, and if not, at least do a redesign in this regard.
I hope these examples have served your logo to look different and define the changes that could carry it out!