Almost everyone has a smartphone, and nearly all of us use social media. It has transformed how we communicate and consume content regularly. This change is also having a direct impact on how designers are approaching logo design.
Social media has become one of the cheapest, quickest and easiest ways to interact with your target audience. For that reason, it is likely to be the place where people see and engage with a company’s brand identity the most. That means your logo needs to be instantly recognizable while still fitting on a phone screen.
Designing for small sizes is nothing new. It is common practice to develop a versatile logo but, before social media, a tiny logo was not as important to nail down. Before smartphones, a logo would commonly be seen in an email signature, on the top bar of a website, on the packaging and a shop’s exterior. Today, because of social media, for a brand to have an impact on its logo must look good in tiny sizes.
Logos should be changed frequently because of how we associate with brands and communicate online. Doing so presents a unique opportunity where logos can be adapted at any point to raise awareness of topics, ideas and situations. The term Logo Systems has been used to describe a type of logo that is designed as a framework to be modified while remaining identifiable.
One of the most identifiable examples of an adaptable logo is the one on Google’s homepage. It can change based on a holiday or commemorate another special occasion or achievement, but it still always remains easily identifiable.
When a logo is launched, it incites discussion online. Thanks to social media, we can instantly share our opinions of a logo. What can be disconcerting is that the feedback is instant, and visible to anyone worldwide. That means both the company it symbolizes and the designer responsible will see every word of feedback about the logo.
Generally speaking, people do not like change. That means any change, even if it is good, will result in some form of negativity. Brands are an essential part of people’s lives, so messing with a brand identity in any way can be bothersome.
The most successful logos are those that accurately symbolize what that brand stands for and meets set goals. A logo does not have to be the most clever or original to be successful, but it should be captivating enough to draw in people from various social media platforms.
If you want to ensure your company has a logo that completely encompasses its vision, mission and goals, contact High Style Performance. We can create a custom logo unique to your brand that is sure to resonate with a digital audience.