Are Logos Left Behind in Responsive Design?
So, you’re thinking about a new look, a new website maybe, great design and wonderfully written content. You’ve even thought about the fact that mobile usage has overtaken desktop so you’re excited about having a mobile friendly option – and, of course, you want a fully responsive website. There is another consideration though… what about your logo?
We live in a responsive design led world, which means a truly responsive logo is a must. But, are brands moving forward with these responsive design times, or are logos buckling under the responsive design pressure?
Take a look around, you may be surprised to discover that even well-known brand symbols are finding it difficult to adapt to responsive design, especially as there are so many demands on logos to adapt to screen sizes that are shrinking as mobile use increases.
For example, logos with a spherical design – such as the old Microsoft logo or the Ford logo, will find it difficult to sit within a natural looking resolution. Did you even realise that Microsoft has changed its look from their widely recognised wavy or circular logo designs to a design that looks flat, but adapts to responsive design? This responsive design move ensures that the Microsoft look works well across multimedia channels. Although Ford hasn’t moved their logo into responsive times, which means it struggles with different resolutions and looks uncomfortable in responsive design.
Logos bear a big burden. Rightly or wrongly, consumers expect them to be the face of an organisation, even though a logo is not a brand (or vice versa). With the right design, a logo can be what it is meant to be: simple, with a clear message that people will remember. And then, it can fit easily into a responsive design led world.
Just look at Twitter; simple and scalable, it doesn’t even need its wording on desktop or mobile now. There’s no valuable screen space waste and it adapts to its design confines. Starbucks is another brand to adopt this approach and it’s easily recognisable logo adapts well to any online platform. But it’s not just those with simple logo designs who fare well in the responsive design world, brands such as Bella Italia, with their ‘Pizza, Pasta, Grill’ tagline, look good too.
Here at Rawww, responsive web design – and the logos that sit within that responsive design – is what we do, and we do it well. We understand not only the importance, but the attraction of easy to use navigation, simple yet striking design, eye-catching colour palettes, fast loading speeds and adaptive orientation and resolution.
Desktop and mobile sites should retain the same style, but adapt, simplify and change where necessary, including the logo. Take one of our recent clients Coombe Abbey, who asked us to create a new, fully responsive website that worked across a wide range of devices. As well as ensuring customers experienced a more tailored customer journey when navigating the site, we designed a fully responsive logo that looked striking and adapted according to its online platform.
The Hong Kong Tourism Board is another fine example of creative digital design that ticks all the responsive design boxes; a microsite brimming with ideas on how to discover and experience Hong Kong according to different tastes and requirements, along with a colourful and responsive logo that works across both mobile and desktop.
If you want to know more about responsive design and how it could work for you, get in touch. We’ll help propel your brand forward into the wonderful world of responsive design.