DESIGNING RESPONSIVE LOGOS

If you are here for the first time, you can get up to speed reading our previous post on what responsive logo is- Moving on! This article is not just for advanced or seasoned graphic designers alone. Starting your first designing class or DIY learning? If yes, you can also pick a few things to add to your knowledge as you plan on using your designing skills in the industry playground.

How to design a responsive logo in FIVE easy steps

1. Make at least four different versions

When you break down a responsive logo, you’ll find three or four different versions of the same logo, varying in size and their level of detail. Keep that in mind as you start experimenting with the format.

If you already know where you are going to use your logos, you can model your four versions around those locations. If not, you can copy the format used by the top name brands on the right.

Your first variation should be your master logo, containing all the information you want to communicate, plus any extra frills you have space for.

 

2. Add or remove details as you scale up or down

What’s the difference in the four versions outlined above? If you are familiar with responsive web design, you already know that designers add details as the screen size scales up, and remove details as it scales down.

It may help to prioritize the elements of your logo beforehand. For example, low-priority elements like a slogan or an “established” date are good additions when you have plenty of space, but should be the first to go, as you get smaller. Higher-priority elements like the company name should remain for as long as possible, but it is hard to justify their necessity at the smallest sizes.

It is not just about getting rid of elements, but about reducing their level of detail. Similarly, you can also reduce the amount of colours to simplify your logo. Colours can be hard to see at smaller sizes, and if you have too many, the design becomes too busy and distracting. When it comes to designing responsive logos at small sizes, simplicity is key.

via designerpeople.com

3. Stay consistent

One of the biggest misconceptions about responsive logos is that each version should be a new logo all together. The truth is, as we, said above, responsive logos are different versions of the same, original logo. Throughout each version of your responsive logo, keep common threads to link them altogether. Be consistent with font and color scheme through each logo variation. These elements are innately tied to your branding as a whole, not just your logo.

That is not to say that you cannot modify these elements at all. Considering the restrictions of small logos, feel free to simplify your typography or color usage while remaining consistent enough with the original.

In two different versions of the 3Brothers logo, the font, color scheme and texture effect remain identical, even though the structures are very different. Logo design by blink3moi

4. Use abstract symbols at smaller sizes

Sometimes when designing smaller versions of your logo, you’ll run into a wall where too much of the original is lost. If that’s the case, don’t force it! Some design can’t be simplified (and looks awful when you try). A smarter alternative is to use a new symbol to represent the original.

via 99designs.com

Heinz does this well, taking advantage of their label’s unique abstract shape by fusing it with their logo. While they use the traditional method of removing details for the first three versions, the final version is simply the distinct shape of their label with the familiar color scheme to improve recognition. Because they’re a household name, their customers have no trouble recognizing the Heinz logo without words.

what about brands whose logo is just their name, without any imagery? Usually, when these brands make responsive logos, they replace their full name with initials or monograms at smaller sizes. 

The principle is the same whether you use abstract shapes or initials. Those familiar enough with your brand will still recognize the telltale elements.

Just remember what was said above about consistency; the more visual cues you include, the more easily people will recognize you.

5. Strategically use stacking and rearranging

Responsive logos are not always about bigger or smaller. By definition, responsive logos are meant to “respond” to different circumstances; usually size, but sometimes how they fit together with the surrounding area.

For some logos, you can achieve more flexibility in how you stack your elements, such as text. Rather than removing elements altogether, you can achieve the same space-saving effect just by reorganizing where everything goes.

See what we mean in the four B&O logos on the below. If the company opts for digital banner ads, their logos are optimized no matter if the banner is vertical or horizontal. On top of that, they also have a perfectly plain logo for when neither of the other options work.

When designing a responsive logo, consider rearranging as an option alongside merely removing elements. In some cases, smart planning can allow you to retain crucial parts of your logo at smaller sizes, so you have your cake and eat it, too.

via gm-design.co.uk.

Responsive Logo is the ‘New normal’

Sure, having a single logo is easier and more convenient, but the more marketing channels that open up, the less effective that one logo will be. Responsive logos are about having the perfect tool available, no matter what the job is.