Visual identity is what makes any brand unique—which is why it is important to be aware of different types of logos you can incorporate to give consumers a great first impression. The exceptional marketing team at GCS Malta discuss responsive logos in this article.
Responsive logos have different versions that change in size, colour, and complexity to adapt to wherever they are placed, no matter the medium or the size.
The term ‘responsive’ was initially used for websites to describe how a website changes or responds to different screen sizes. Although responsive logos were not yet a trend, there was something else at the time – contextual logos, which changed to suit the location or print medium.
As marketing evolved, a general rule came to be which stated that your logo should be the same across all platforms to uphold consistency. While consistency is important, this strictness melted away with the popularisation of digital screens. Due to the difference in sizing throughout the various mediums in which it is possible to display your logo, brands started using responsive logos.
When designing a responsive logo, there are some essential guidelines any designer should follow.
At least 4 variations
The first variation that is created should be the ‘master’ logo, containing all the necessary information and details to communicate the right message. Other variants after this first logo will be created with different scales in mind, usually for smaller sizing.
Adjust detail depending on the scale
Depending on the scale, the detail a logo contains should change. At a larger scale, a logo can have the most details as these can be easily seen and appreciated; however, when scaled down, the logo must be simplified, sometimes even using an abstract symbol to represent the main logo.
The level of detail is not chosen randomly. Instead, a designer must choose what details can be forgoed so that the logo is still recognisable even with fewer elements.
Keep Consistency
As aforementioned, consistency is key throughout all variations of the logo one is creating. Some main elements should be chosen and kept throughout, linking each variant together. It is also essential to keep the typography and colour scheme consistent.
Stacking and Rearranging Elements
Perfectly worded by 99designs, “Responsive logos are meant to ‘respond’ to different circumstances.” Other than removing and adding elements, another way a logo can adapt to the space it is placed in is by stacking and rearranging its elements, such as changing the logo from a horizontal layout to a vertical format.
Why GCS Malta?
At GCS Malta, our in-house marketing team of professional designers can help you stand out from competitors by creating a unique visual identity for you! Contact us today for more information.
