A logo is a visual image used to demonstrate the message of your brand, these carefully curated designs are used to connect with your audience on an emotional level and when executed correctly create strong ties between the user and the brand they’re engaging with.
Since the days of Ancient Greece rulers have used symbols to determine social rank, much in the way luxury brands use their logos today, however 21st century living has led to a change in the way we view logos thanks to influx of technology and various marketing channels that saturate daily life. A one-size-fits-all monogrammed coin won’t cut it in today’s marketing world. Does your logo transcend the multiple platforms needed to succeed in today’s competitive market or is your logo left stagnating in the past?
Logos in the 21st century
Today marketers face new challenges in logo design and the need from them logos are not just used on shop fronts; there are multiple touch points where your logo can be displayed in order to drive engagement with your brand. Each of these branding opportunities will need a logo of a different size so it’s important your design can be scaled without looking distorted.
• Business cards
Tips for a versatile logo
If your logo is busy and cluttered it should be redesigned ASAP – As Simple As Possible. Today your audience is busier than ever and engages more with companies that cut through the chaos of modern living. A simple logo does not mean a lack of creativity but in fact shows a great deal of imagination. Distilling a brand message into the simplest form is no easy task. Business logo designers Repeat Logo explain the effectiveness of simplistic design;
“When designing a logo, it is easy to get carried away with trying to encompass multiple messages and ideas. Avoid this trap; it almost always leads to a totally over-complicated and ultimately ineffective logo.”
The Nike Swoosh is a very simple design but connotes the ideas of sportsmanship, luxury clothing, speed and strength. This design is recognised by 97% of people and works in different sizes easily on billboards, TV, digital and merchandise and even mobile applications.
These offline practices are vital to the success of any branding campaign, but the most important platform to market your logo is on digital platforms. Company logos are facing brand new problems thanks to the rise of digital. Consumers are now engaging with multiple channels throughout the day and brands must adapt their visual representation to align with different sized screens.
Masters of redesign
The most recent brand who has taken the plunge to modernise their logo design is financial heavy hitters MasterCard. They were challenged with the task of dragging their 50 year old brand into the modern age so as to engage the millennial online banker without alienating their loyal customers who have banked with them for half a century.
• The brand’s original design was simplified; the unnecessary “teeth” were removed in place of overlapping circles. This design can be easily scaled on small screens without the visual effect being compromised,
• In place of the teeth, the circles are now transparent which reflects the brands ideals about the transparency of their banking system. Logos should be used as metaphors to convey values to your customer.
• The “flat” design removes all shadows and provides great user experience for digital customers using online banking.
Logo redesign is risky business
Logo redesign is often necessary, especially if you are moving your brand to new digital platforms, such as optimising for mobile or applications. However, your audience will be emotionally attached to your previous design so you should always communicate with them if you’re planning a change. Netflix reassured their audience recently by communicating with their customers via Twitter that they were creating a new icon, but their logo was remaining intact. This type of open ended communication is a great way to maintain great customer relationships throughout a rebrand.
By Melissa Lang, Repeat Logo