May 10, 2016

5 Thoughts on Logo Design for Modern Diversity

Applying a standard ‘one size fits all’ approach for logo designs is no longer possible. Digital marketing has opened up the market, giving customers more opportunities to interact with your logo. 

Logo design needs a little extra thought when it comes to how it will be displayed on mobile devices. The resulting design will also need to be displayed on print, websites, apps and possibly animated for a video.

In days gone by, before we were so heavily entrenched in computers, logos were designed with replication and consistent application in mind. Printed materials would normally have a lifespan of around 12 to 18 months in print.

Once social media and digital marketing arrived on the scene, branding took on a whole new shape. The focus was put on how to connect the customer with the brand. With so many touch-points, the logo design and brand had to work well with every communication channel in use.

The first company who brought flexibility to their logo design by displaying it in a variety of different shapes, colours, sizes and even with animation was MTV. Not only was it shown animated on a regular basis, but it was also decorated in a nod to the fluidity and variety of the music industry. You’ll also see this dynamic approach used by companies such as Adobe and organisations such as the 2016 Rio Olympics.

Here are a few thoughts on how the modern day logo design can be approached for optimisation in the digital era:

1. Brands are vital for products. As a brand can give a product meaning, for example why do people associate a supermarket own brand smoothies to have less quality then Innocent smoothies. Brands also help differentiate products. Many products such as phones may all seem similar yet it is the brand that separates them. A logo is the face of the brand, and so a logo is the first point of contact with a customer be it physically or online, so your logo will be an early indicates of what your business is about.

2. A flexible design. It’s not just how the logo design will be used in print anymore, or even how it will look on Facebook. It needs to be suitable for any number of replications through different channels. Favicons, logo animations for video and any other promotional use.

3. Optimised for the medium. The logo needs to look good on an app but it also needs to play a strong role in the overall packaging design. There are many different touchpoints for a customer to be introduced to your brand. Although mobile is a primary channel for marketing for many businesses, for some local high street business it’s all about packaging design.

4. Go beyond surface-level. Some truly ingenious logos are highly memorable. FedEx have an arrow between the E and the X and Amazon has a smile situated between the A and the Z. These mean something, although you may not see them at first. Once you’ve seen these symbols, they’re hard to forget and impossible to not see.

5. Scalable. No matter what size the logo is, they should be clear, compelling and distinctive. The logo could be used on the side of a building or on a favicon. Logos need to convey the most important message for the brand. Overcomplicating matters will dilute that message.

amazon-com-logo         FedExLogo

We’ve worked on hundreds of logos for businesses who want to optimise their packaging design and other marketing channels and we’d be happy to help you with yours. Have a look at some of our logo design work here and contact us today.