I ran across an article this week that had a concept that I can’t believe I hadn’t seen much about in my few years of doing media and design work – Responsive Logos.
Now, most of us are familiar with the concept of responsive websites. If you aren’t familiar with the term, you are familiar with the concept in practice. A responsive website is one that morphs in appearance based on the width of the device’s screen. Think about the last site you visited on your phone or tablet. If you change the orientation for vertical to horizontal, a good website should have morphed with the new screen width.
How does this apply to logos?
I try my best to stay up to date with the design world. As a “Media & Communications Pastor,” I’ve got my toe dipped in the design world, and a bigger portion of my body emerged in the communications sphere. Although the “Responsive Logo” concept is new to me, it has apparently been around since 2014, when UK designer Joe Harrison published an experiment. You can find his brilliant concept here: http://responsivelogos.co.uk/
Most logos contain elements that are familiar. Think of Coca-Cola. They have their own red color, their own script, the iconic swish, and the non-script “Coke.” Now, we typically see these logos in a static “snapshot,” but what if the logos were programmed to simply appear different based on the width of the screen just like the website? The results could be mind-blowing! See for yourself:
Why Should I Care?
In my mind, the use of Responsive Logos can be a total game-changer.
- It helps you strategically think through your logo design
- It provides an array of acceptable useable logos
- It is good design practice.
I’m excited about trying out some responsive logos in some of my upcoming projects. In reality, these responsive logos are a familiar concept…but going about it strategically -from the beginning of your project- helps a designer make intentional logo decisions that would otherwise be done on the fly.