A great logo has the ability to work across a wide range of applications whilst retaining a consistent message throughout. It’s something that designers strive to build intoany logo design. This required structure can take the form of colours, typefaces or brand elements that you use in a particular way. With so many brands utilising digital mediums it is key to build this in at the very start to guarantee longevity in a digital world. In this article we discuss what it takes to be digital ready.
Clear out the clutter
French writer Antoine de Saint-Exupéry once said: “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away”. Now we all know that perfection is incredibly hard to achieve, but he certainly has a point when referring to keeping things simple. A cluttered and complex logo will struggle to translate well into the digital world, where social media apps and marketing advertisements on mobile devices display smaller graphics. Therefore the need for single colour or stripped back versions is extremely important.
Antoine de Saint-Exupéry was a French writer, poet, aristocrat, journalist and pioneering aviator.
Do I already have what I need?
Designers generally produce a client’s logo (part of the brand) in a single colour as a starting point. This means that it isn’t the eventualcolour that is the brand’s major controlling factor. When supplying final artworks this ‘monotone’ version is included to give maximum flexibility. Responsive versions of the logo and elements that are able to work independently are also provided. The essential’brand manual’ supplied byany reputable design studio includes where and when these should be used.
Examples of famous brands with multiple versions of their logos for different applications.
Designed for digital from the start
Several of the world’s largest car manufacturers have recently rebranded specifically for the digital age. Volkswagen were the first back in September 2019 to launch a new stripped back version of their logo. Their key focus being to appear clearer across digital applications and better represent their electric vehicles. BMW and Nissan then followed suit with equally subtle 2D designs in March and July respectively. Toyota hastaken this trend one step further by not only removing the 3D nature of its emblem,but also the ‘Toyota’ word mark completely! A step too far perhaps? Maybe, but Toyota see it as an acknowledgement of its status as one of the most recognisable brands in the world!
A 2D trend has started to sweep through the automotive industry.
Awareness and review
The takeaway from this article should be that you need to be acutely aware of where you want your brand to be in the future. As a rule you should review your brand every 3 to 5 years. Reviewing your brand doesn’t necessarily mean you have to change anything. Quite often, a critical review can simply reinforce your confidence in the brand you already have in place. If changes are required, then it is often a case of evolution rather than revolution.
As a graphic design professional with over fifteen years experience, I’d be more than happy to advise on making your brand digital ready. You can either comment below or use the main contact form and I’ll reply to you as soon as possible.