Murder on the Website Express: The Static Logo
But who killed it? And why is it dead? Why can’t static logos represent brands anymore? There have been many changes in the wide world of websites, so let’s start at the beginning:
Traditional Logo Design
Logos use solid vectors that use both full colours and single colours, and which define the visual identity of the brand. The traditional vectors used for the logos are scalable and they work in print media as well, not just online. Besides, the main element of vector format is the variations of full and single colours which allow the logo to be used in various ways.
This has changed recently considering that express social media platforms may need another logo shape. As many social media profile icons are circular, the logo can be cropped unnecessarily if you keep the same one. And let’s not forget the apps, animations and resolutions on our mobile devices that all require differently shaped logos.
Versatility is probably one of the fundamentals of great website logo design that is the currently the most important. Users have different devices and so the full-size logo might not be responsive enough for them. That’s why designers need logos of different sizes for apps, social media profiles and small icons.
And it’s not just about reducing the size. You have to make sure the text is still readable, and that the brand identity is clear. These changes produce more dynamic logos, with flexible design.
But are these new logos with different colours, shapes and sizes really representative of the brand identity?
Animation and web design go hand in hand, so it’s no wonder you see animated logos too. It all started with a small element that moved, but now animated logos really bask in the limelight, entertaining visitors. Another advantage is that animated logos make a brand memorable and unique.
Producing Straight Designs
With so many changes, how can these logos have straight designs? How can web designers make changes that don’t alter the brand identity? You need a logo system for that.
This rather new concept refers to the framework that substantiates all these variations in your logo. So you need to understand very well how branding and logos work together before setting up these variations.
Now that you’re here, you understand why the static logo had to die and who did the deed. The good news is that that’s not necessarily a bad thing. The web design industry has to evolve express, and so web designers need to learn new skills, like animation or using a style guide. However, you still need logos that are representative of their brands’ identities.
Related Article: “5 Reasons Why You Shouldn’t Go Cheap On Your Logo Design”