Just as web pages are capable of adapting depending on the format in which they are being displayed, the internal elements that build them must also do so. Logos are the graphic part that identifies a company and by which consumers are guided when buying. These too they must be adaptive and change depending on the scenario.
Users have to be able to perceive the same identity and brand values, whether they are browsing from a computer, a mobile phone or seeing a printed advertisement. In this post I explain what is a responsive logo, how you can create yours and I leave you some ideas of famous logos that have been able to adapt to different formats.
What is a responsive logo?
A responsive logo or also known as an adaptive logo, is a logo that is capable of adapting to the size of the screen, so it varies in size, format and space. They do not lose legibility or the identity of the brand itself.
This logo allows the brand to adapt anywhere. Companies need to visualize how their logo will look depending on the mobile device their consumers are using. Similarly, Normally, when a logo is designed, it has several versions and sizes depending on the online format it is focused on.
There is a website called Responsive Logos, where you can see well-known logos that adapt depending on the space they are in. The website itself tells you to resize your browser window to see how those logos fit.
Characteristics of a responsive logo
As I have mentioned before, The main characteristic of a responsive logo is thatadapts to all possible sizes, formats and spaces. There may be several versions of this logo, it will also depend on the horizontal or vertical format. They can be just the brand icon, the brand name, the union of these two or the entire logo, that is, the brand name together with the icon and the tagline.
Other important features are identity and simplicity. The objective of a responsive logo is to reduce its concept to the smallest possible expression without losing its identity. The important thing is that the viewer is able to recognize the brand regardless of the website they are on. Either through just an icon or with the entire logo.
How to create a responsive logo?
To create a responsive logo you will have to take into account the original logo of the brand. Subsequent versions will depend on this. Previously, I have mentioned the possible versions that it can have. You can do this whole process in Adobe Illustrator, as it is the main logo creation tool in the design world. Although you can always ask a graphic design professional for help.
You will have to take into account the following factors to generate a responsive logo:
Reduction of size: you will have to do size tests, as there will be a minimum size in which you cannot reduce the logo any further, since it will not be legible.
Format: a logo created in a horizontal version is not the same as a vertical one. A responsive logo has to meet the criteria you have in your corporate manual.
Scenario: a logo is not displayed in the same way on a computer screen as on a telephone screen, in the latter, as the screen is smaller, you will have to adapt it to the minimum expression that can be readable. On the computer, your responsive logo will probably have all the elements that make it up.
White Wine: It is recommended that you apply the same white space in all versions of the responsive logo, so that the change does not seem so abrupt. Having already created the logo, you can take, for example, the measure of white that you have between the icon and the name.
Versions: you can make variations with all the elements that make up a brand: the name, the icon, the tagline.
Color: If your brand is made up of several colors, it may be interesting that, depending on the versions, you apply one color or another. But as long as this color helps to identify the brand, otherwise, apply the same color in all versions. You will also have to take into account the night mode, and help it not affect the view. It is recommended that this case appear in negative or in a single color.
responsive logo ideas
Lacoste
The French company that manufactures clothing, watches, perfumes and many other luxury items has been able to adapt its logo to the minimum possible expression. Starting with the full logo in a horizontal version, adapts it to the vertical version only by moving the famous position crocodile. Lastly, remove the name of the brand and leave only the crocodile, because they know that the only presence of the famous crocodile icon is capable of being recognized anywhere, without the need to put the name next to it.
Levis
The famous brand of jeans, choose to remove its tagline and add the trademark symbol in the first reduced version. While in the second he chooses to remove all possible elements, leaving only the name of the brand next to the red symbol that always accompanies it.
New Balance
As for the versions of the New Balance responsive logo, we can see in the first version how the famous lines that cut the "N" are reduced in number but increase in size, this means that, being smaller, the same concept is generated. In the simplest version of the logo, only the famous letters “N” and “B” are visible.
Conclusion: why have a responsive logo?
That your logo is able to adapt to different scenarios creates a good impression on the viewer. Technologies advance and with them do the different technological supports, brands must know how to adapt to them, and the first thing that a future client sees of them is their logo. If your logo is able to adapt like the examples that I have given you above, it will surely give a much more dynamic and professional image.
