Created by Wik Kee Y | https://www.behance.net/gallery/98634635/FoodWalk
You probably have heard about the responsive logo and its great impact on business and marketing. However, do you really understand what it is? Do you understand the benefits and its function for the business? Do you know how to create the logo? Do you have to deal with technical stuff or terms? What kinds of details do you need to be worried about? Let's dig further into the topic.
Understanding Responsive Logo
A responsive logo refers to a (generally business) logo with adjustable design elements. The elements vary, depending on the screen size or the device. Basically, it is able to 'adjust' itself automatically without making the visual effect look lame, ugly, or lousy. The design elements themselves can be in the form of slogans, names, backgrounds, symbols, icons, outlines, colors, and others.
The obvious example is like this: When you open a website on the desktop, and it displays the logo nicely. Then, when you open the same website on your tablet, it would adjust itself to the size of the tablet. And the same happening on the one on the smartphone (which is smaller than the tablet). Basically, it should be able to accommodate the size, and it would be displayed just nicely.
Such technology is crucial with today's advertisement's existing new channels and screen sizes (which shrink from time to time). In the old days, logos were about one size that fits all. Unfortunately, such a thing doesn't apply anymore – well, not if you want to achieve bigger brand awareness. Business today believes that a responsive logo is more appealing. Its ability to change complexity, size, and color is visually more appealing than a fixed type that can do nothing. Take a look at today's Disney responsive technology in logo, and you will see why such a thing gains quite a remarkable improvement.
The improvement seems to happen quite fast. It was only last few years that such a responsive logo would be considered a 'fad' – it was viewed as an optional practical necessity. Today, though, it becomes more important than before because we have more devices (and also places) to display.
Created by Carly Berry | https://www.behance.net/gallery/90472063/hisleepy-brand-identity
The Technical Terms
When it comes to responsive logo, we are talking about responsive technology – and responsive design. Responsive design is a part of the (web) design approach to enable flexible layouts. The web designer deals with the reveal or hide elements of the web, as well as positions and scales. They do it so that the layout would fill the space in a pleasing and functional manner.
In responsive design technology, the adjustment feature includes positioning, scale, and visibility. Because of these elements, the site's design can look visually appealing while keeping it stay useful. The screen can still display information while adjusting the size too big or small – or smaller. Not only that, but it can also change format and style. You can explore the web for tons of examples of responsive logos.
Most people think that a responsive logo is exclusive for the web only. In reality, it isn't. Images and articles aren't the only sections or elements affected by the responsive technology. With the growth of technology and the heavy usage of smart devices, the need for responsive technology increase. With a responsive logo, the designer 'permits' some element movements. For instance, the designer can make the image expand and fill the screen. It is also possible to stack columns in order to create a longer one.
Created by Valerio Labaro | https://www.behance.net/gallery/89009933/Sportclubby-Brand-Identity
Why Responsive Logo Is Crucial
There are many obvious advantages of having a responsive logo. Companies can place them in different parts of display areas. Not to mention that using the same and regular design version will somewhat lose something essential to it, especially if you are going to use it everywhere. You'd noticed that there would be something missing or losing here and there. So, what are the benefits?
Let's face it; we live in the digital area with so many different options of devices – and screen sizes. Mobile browsing (for the net, mind you) itself requires the need for an alternative version, at least one version.
Keep in mind, though, that we even passed the size of regular smartphones into smaller gadgets, such as smart glasses, smart bracelets, and smartwatches. You want to make sure that your logo won't be big for those small devices. When you want to create ads (even for those tiny devices), you definitely want to include these ads into those tiny gadgets.
Created by Alexis Balinoff | https://www.behance.net/gallery/109370089/Brand-Identity-ManekiAgency
Environmental and Print
Companies and businesses have always explored diverse and new ways to advertise. When dealing with promotional methods, you need to consider the size as well as how it looks on various (different materials). However, today businesses explore and expand their marketing efforts to video content, which is hugely popular (and important) in social media. This is when animated logos matters.
No wonder if brands (huge and small) are turning to a responsive logo. Big companies experiment with various abstract and simplified versions – while maintaining the classic version to remain recognizable. With today's condition and the always growing need for brand recognition (and awareness), a responsive logo becomes super crucial than ever.
- It will declutter the designs so clarity can be maintained
- It will make the text remain legible, which is good for brand recognition
- It increases brand visibility
- It maintains a consistent and well-thorough brand experience
Created by VOLTA Brand Shaping Studio | https://www.behance.net/gallery/28471929/EDIT-Disruptive-Digital-Education
Logos and Their Importance
It would create the first impression of the business. With it, you can either attract customers or repel them. It should be able to convey information about what your business is about – and whether it would be the right one for them.
It is also a crucial part of the brand. That's why you want to make sure that it is done well as it would be applied to your branding materials. When your customers get the packages, the logo will stare back at them. When they open the business's official website, it will be there. Not only can it create a positive impression, but it is also able to communicate what you (and the business) stand for.
Created by Cantone Studio | https://www.behance.net/gallery/111575391/Spreadsheet-branding-presentation
Here's a good example: A friend told me about her son's dentist and how friendly the doctor is, how good the overall service is, and everything positive related to the service. The logo, believe it or not, is a small tooth relaxing under a coconut tree. It is colorful with fun colors, and it exudes somewhat a relaxed feeling. The design tries to convey a message that you don't have to be afraid to go to the dentist. The experience can be soothing and relaxing, as if you were going to a tropical island and relaxed. From the visual alone, you can 'feel' the friendliness and the relaxed vibe of the service – and it's a great thing that they do deliver such wonderful and positive service. That's an interesting example of how it can convey a positive message and attract customers.
Different Logo Sizes
When we are talking about a responsive logo, we are talking about the size complexity because space will increase or decrease. It's about scaling – how it will remain clear within any scale and size.
It generally includes complicated graphics, elements, gradated colors, and taglines. Since the details don't reduce the clarity, the design itself can highlight different crucial touchpoints that will make viewers see (and remember more).
In this size, some elements may be removed to create a simpler look. The design will adjust the visibility for better clarity. At this point, some designs may be able to keep the tagline within a readable manner, but it is also possible that they may remove or abbreviate it completely. With this size, viewers won't be able to see the intricate and gradient details, so these details may be simplified or flattened.
In this size, all elements would be removed, except for the simplest ones. It is possible that it only contains the symbol part, an initial, or a whole (logotype), but that's about it.
Created by Nadun Jayasundara | https://www.behance.net/gallery/115080911/TimeOwl-Brand-Identity
White Space Matters
When you have a responsive logo, you want to make sure that the main part of it has a proper 'breathing room'. Clarity has a lot of relation with white space as the breathing room.
Imagine this: Your logo comes in the image of a hotdog riding on a bike. There are probably some words above or below that image. Imagine if the background is suffocated and packed with bright colors or smaller pictures. It will just look lousy, won't it?
In branding guidelines, there is an unwritten (and unspoken) rule of thumb that white space is needed within the whole visual. It is important so that viewers are able to differentiate the logo from its surrounding environment or content. The white space also enables viewers to remember the brand better. Without the white space, the brand's symbol will lose its function. Most design experts say that a logo is considered 'fail' when it has to sacrifice the white space (all of it!) for one element's clarity.
That's why a logo with a one-size-fits-all concept won't work effectively. Because it usually comes with small design parts, like the tagline, that must fill each pixel it gets – with the white space as the expense. It will end heavy and cluttered. Viewers have difficult times differentiating what's important and what's not. In the end, the design ends up being unmemorable. Always remember that breakpoints are important and white space matters.
Created by Peter Voth | https://www.behance.net/gallery/116235425/Optimo-Mundo
Responsive Logo Design
There are some steps that you need to consider when designing a responsive logo.
1. Create Multiple Versions
In a responsive logo, there would be 3 to 4 different versions of them. They vary in detailed levels and sizes. When you experiment with formats, you may want to keep that in mind. The first thing to do is to plan where you are going to the design. Afterward, you can develop four versions from the basic model. The first variation should be the master version. The master version must contain the information you want to convey and communicate. It would be a good idea to include extra info as long as there is enough space for it.
Created by Peter Voth | https://www.behance.net/gallery/112690363/Smit-Bokkum
2. Remove or add details while scaling down and up
Responsive logos are related to responsive (web) design. In this case, web designers typically remove details when the screen size scales down and add them as it scales up. In this part, you may want to prioritize the elements. For instance, an established date or slogan is considered low-priority, so they are only great when you do have the space to accommodate them.
3. Creativity and wit are important
When you scale down, you don't only remove elements. Keep in mind that they will also reduce their detailed levels. Be creative about how to manage it. Color reduction is as important as element removal. In most cases, it's okay to use various colors on a bigger scale, but when it comes to a smaller scale, you want to reduce those colors. Being simple can play a crucial role in this matter. Instead of removing the company's name, for instance, you should be able to use initials to replace it.
Created by Peter Voth | https://www.behance.net/gallery/78438061/Historic-Studios
4. Stay consistent
There is a misconception about a responsive logo that each version should be completely new. In reality, it is the original and same version with different variations and versions. Through every version logo, there should be a common thread that links them together. Be consistent with the color and font scheme through every variation. It doesn't mean that you can't change or modify or tweak these elements. You may be able to tweak with color or typography usage while keeping the remains consistent – to the original version.
Created by Gustavo Estevão | https://www.behance.net/gallery/115258429/Voltazar
5. Use symbols for smaller sizes
In most cases, you may lose the original image when you design the smaller versions. If it happens to you, then don't overdo it. It shouldn't be simplified. Period. How are you going to deal with it? Use a new symbol that can represent the original. You can take an example from Heinz when they fuse the label's shape (which is pretty abstract) to the logo. When you combine the abstract symbol with the colors that you use, the new symbol would be just amazing without ditching the old concept. It is able to mix up the consistency and new element to create a better outcome.
Created by Almarena | https://www.behance.net/gallery/108519243/Kanela
6. Try rearrange and/or stack
A responsive logo isn't about being smaller or bigger in size. It is about the ability to 'respond' to various conditions. Most people would refer to the tweaks of size, but that's not always the case. In some cases, you can have better flexibility with stacking. You won't have to remove elements – you just have to reorganize them. If you can combine reorganization, rearranging, and adjustments, it would be even better.
Created by IGØR SÁ FØRTES | https://www.behance.net/gallery/64205571/-Turn-on-Labs-2019
Things You Shouldn't Do
There are several things that you shouldn't do when designing a logo.
1. Don't fall into clichés.
Avoid generic types of designs. For example, just because you are a dentist, it doesn't mean that the design should have a tooth in it.
2. Avoid complication.
A complicated one may not last for a longer time. In reality, simplicity is often a crucial key for a memorable logo. Don't forget that simplicity will be beneficial when you have to print it out too. At least, you won't encounter any issue with it.
3. Don't fall into the trendy stuff.
Trendy may be a good thing, but you don't want to have something that will wear off and look so boring in two years – or even one!
4. Make sure to create a high-quality logo
When you have to print it out in 2D format or when you have a responsive logo. Choose a version that can be printed or displayed digitally. When you choose a service that can create responsive logos, make sure that it is appealing, good in quality, and it is truly responsive. You don't have to choose lousy quality just to save a few dollars.
Created by Lander Project | https://www.behance.net/gallery/82366401/Tera-Energy
Tweaking with the CSS
If you understand technical stuff, you'd know that a responsive logo is related to CSS. There are several options to manage the design. Autoscaling is considered the most popular – and also easiest – option. Simply set the maximum width while setting the scale to maintain the aspect ratio at the same time.
Another option is to use the split method. This is the more advanced version from the previous one. Another alternative split version would include removing texts on smaller screens to support a more streamlined outcome.
If this matter is too complicated, leave it to the pro. However, you know that there are many aspects involved in creating the responsive logo. You can be a part of the creation and the process, but still…. leave it to the expert.
Created by Shibin Arayilakath | https://www.behance.net/gallery/99471917/Atesa-Risk-Advisors
If you have a business, you have to consider a responsive logo to create wider brand recognition and awareness. Not to mention that it is visually pleasing – but also it's fitting to all media and space. I hope you enjoy reading this article. Tell us what you think about this article, and feel free to leave a comment in the section below! Cheers!