In the past, the display of a company logo was typically limited to a shop sign, business cards, and print advertisements. However, as you well know, the marketing space has changed dramatically in recent years with the shift to digital marketing and advertising.
Your website is often the first impression that people form of your business, and any good website design is going to prominently feature your brand's logo.
We've talked a lot about responsive website design and how a responsive web space can greatly benefit your business in terms of providing an optimal user experience on your website and helping to boost search rankings.
On the other hand, though, responsive design requires your logo to work harder than ever before as it has to be able to adjust to a growing number of smart devices used to access your website with different screen sizes and resolutions.
With this in mind, here are some helpful tips for creating a logo for responsive website design:
Keep it simple.
First of all, the human brain remembers simple forms much more easily than complex ones. Think about some of the most memorable logos. Nike. Apple. Google. Target. What do they all have in common? A very simple design that is easily scalable to small areas on smartphones and mobile devices.
All too often, small businesses in the startup stage decide to go the budget-friendly route and turn to the wrong person for logo design. This can result in working with an unskilled logo designer that feels compelled to create something that is overly complex. Simple, clean logo design will typically always be superior to any complex arrangement, especially with responsive website design.
Embrace flexibility and versatility.
Considering the growing number of people accessing the internet from mobile devices, your logo will need to be flexible enough for optimal viewing from any device.
One brand that does this particularly well is Skype. When the logo is scaled down to small areas on mobile devices, the design is still recognizable and easy to see. Even when scaled to the smallest size, the simple "S" in the logo makes it obvious that the logo represents Skype.
If your logo design does not offer the flexibility and versatility to scale cleanly, it will be very apparent with responsive website design.
We go into much more detail about the pillars of great logo design in a recent blog post that is definitely worth the read.
Somewhere along the line, the belief was formed that a company's logo should be a rigid form that never changes. However, with a business's website now being an incredibly powerful marketing vehicle, this belief must change--especially when responsive website design is used. And, ultimately, most websites will eventually use responsive design one way or another.
If professional logo designers take it upon themselves to help educate businesses about the flexible approach that needs to be taken for responsive website design, we'll see fewer problematic logos and more successful branding strategies.