The hidden lesson responsive logos teach us

Daniël Diaz Brea
Nov 22, 2019 · 3 min read
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Modern days ask for modern solutions. As screens start to become both smaller and bigger, designers now use scalable logos that adapt to screen size; responsive logos. But what ancient Egyptian secret lies within this technique that can teach us something about our brand?

Shapeshifting identities

Modern websites already embrace the concept of responsiveness. They adapt to any screen size. Elements move and resize according to what is the most user friendly. This way, mobile devices don’t get cluttered with elements that may stand in the way of achieving the website’s goal.

Although logos may seem static, they can actually transform in the exact same way. This is what is called a ‘responsive logo’. A logo that reduces or changes its elements in order to simplify the logo. Thus, making it easier to read and recognize in small spaces.

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It’s not just good practice to have such a flexible logo. There’s a valuable lesson hidden inside this method.

The Egyptian essence

When thinking about a country, which building comes to mind first? Perhaps for France it’s the Eiffel Tower and for Egypt the Great Pyramid. You could say, the shape of a pyramid can represent all of Egypt and its rich history. Even the pyramid itself shows that at first sight it may seem as a basic shape, but hidden inside is a whole complex of inner chambers and pathways. The same concept can be applied to logos.

Responsive logos bring companies back to the essence of their identity. When decreasing a logo’s formation to the bare minimum, what remains? Responsive logos teach us what is the most important part of the logo. The part that conveys the story of the brand the most. The most recognizable shape(s) that define your brand.

Backwards design

One technique to design a responsive logo, is to work backwards. You start with the most basic shape that should be well visible in small areas. Then you start adding elements (such as the brand name) to enforce the message. Just like the mobile first design approach.

Be sure to know which core values you want to portray and what the big idea behind your message is. This way you are sure that you are telling the right story with as little information possible. The less time people need to spend recognizing your brand, the faster they can interact with you.

Now take a look at your own logo. Which elements can you remove without compromising your message?

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