Responsive Logos

Technological evolution gives people the possibility to receive information from different sources by means of various devices. In the field of branding, logos have to be optimized for smart phones, tablets, TVs and desktops and meet users’ needs at the same time. It’s not new; traditionally, a designer is used to preparing a few variants of the same logo to use for different purposes (horizontally, vertically, short, tall, small, etc.) in different media (book covers or spine, advertisements, positive/negative…). Today, in what is becoming a branding trend, the ability to adapt has assumed more importance given that within the diverse spectrum of current displays and formats a logo has to preserve its personality and identity in a wide range of sizes. Just like webpages, brands adapt and change their visual appearance depending on the width of display devices. For this, in some cases measurements are already taken to reduce logo details and reorganize identifiable elements to avoid losing the identity that characterizes them. In other cases, designers abandoned the old logos that no longer work well today and create more flat designs to suit today’s media. This book features both trends with detailed analysis to help designers make logos that are both useful and stylish in this digital era, through examples of brands with design variants for all types of physical and digital supports in addition to the responsive adaptation of the brand in diverse display formats.