Case Study: Responsive Logos
Willing or not, the expression “responsive design” is the new trend and due to its importance, it seems that it will continue to intrigue the web design world. It’s enough to check some web design related blogs to confirm my opinion. “Responsive design” sounds a little bit complicated but in fact, it compresses all the ideas and methods to create websites that may be perfectly rendered via mobile devices.The exponential development of the smartphones and tablets represents the main reason for this new conception; people like the freedom offered by mobile devices and now they want to have their favorite websites at their fingertips. Unfortunately, for web designers it represents a great challenge and there are many issues still unresolved or partially done. Anyway, the great minds of developers and designers will find a proper solution.
In spite of this movement, few designers noticed that there is also another important, but more discrete change: the logos of the new websites must fit into this new modality of creating online presences. Yep, the new types of displays determine a profound changing into the way of perceiving a logo and the logo designers must find new solutions to stay on top. Here I added my personal thoughts about how will look the new logos in the responsive design era. These aren’t by far, rigid rules, nor recommendations – you should take this as a personal opinion and nothing more. I am sure that logo design will evolve to better match with mobile versions of the websites and the changes will be discussed amongst designers. It will be great to have included in this post your opinion about, so please use the comment form.
1. Simplicity is mandatory
The new websites must offer only the vital information, everything redundant baffles the users and quite probably, they will search for other online presences. The navigational menu offers only what is capital for user to get an idea where to find the information needed. Accordingly, the logos can’t be super complicated because will be in too much contrast with the website. Much more, a complicated logo disturbs the users and it is the last thing you want to get. The balance is the key in this equation: the logo should be discrete in such a measure not to irritate the viewers but powerful enough to be noticed. The job of the logo designer became even more complicated, it must realize a creation that’s expresses, more than ever, the entire essence of a website in just few lines.
2. Powerful message, every pixel matter
Visiting a website from your desktop or laptop, assures a lot of space both for logos and content but with the apparition of the new gadgets, especially the smartphones, the situation changed dramatically and any pixel is important in the overall economy of the space. A responsive design must include a logo that, in just few pixels, is convincing the viewers to remain on the respective website.
It is off topic but capital in understanding what it’s about with the new generation of the websites. The individuals using smartphones or even tablets don’t use these to work…there are laptops and desktops. The common use supposes that the respective individual need stringently a piece of information or have some free minutes to enjoy the latest updates on Facebook or Twitter.
This big picture will make you understand easier that really every pixel is important.
3. Gradients won’t be a solution
A rule of good logo design says that a creation should not include more than three colors, therefore a logo using gradients can’t respect this. In a smaller format, on the display of a mobile, a gradient is hard to notice and many times, it complicates the situation, the user being tangled.
Briefly, the logos of the responsive websites won’t be colored with gradient combination. (I am sure that many designers will still create amazing logos for mobile versions but here is about talent and experience, the rules are created to be broken sometimes).
4. In some cases, it should be only the “responsive” solution of the “conventional” logos
On the other hand, some companies that paid much money for branding won’t love the new changes, obviously made to better match to the new needs of the user and their logo turned into a well known brand symbol. Under these circumstances, the new logos would be the “responsive” versions of the existent ones.The redesign will be crucial, the logo must have many common elements with the conventional one, but enough suitable for mobile versions. Pretty complicated, isn’t it?
Once again, these four points are only a personal opinion and none should judge these as rules. The logo designers must collaborate better with the designers and developers to create a light version of the website, very accessible via mobile devices. The new logos must be wisely created and tested to be sure that will match with the website and the new conditions of web surfing.
I am sure that in the next months, the logo designers will treat this matter seriously and sooner posts like these will turn into something more common. But more important is the necessity of an active dialogue between all the members of the logo design community; only in this context will be made the best decisions.
– Written by Daniel –