Before the advent of the digital age, businesses used to design logos that went well with their business cards and letterheads. The logos allowed them to go for an easy branding exercise without being overly concerned about their implementation across marketing channels. However, logo design or rather, the objectives of logo design have changed considerably with the rise of the social media platforms. Furthermore, the growing penetration of smartphones has brought about a significant change in the way people communicate and consume content. As a result, logos that are created for the traditional space do not go well with the social media profiles.
Here’s how the approach to logo design has changed with the increased use of social media platforms.
The need for conforming to tiny sizes
If you look at the present scenario, businesses increasingly leverage the social media for interacting with customers, for these provide arguably the easiest and cheapest way to reach out to the latter. In other words, social media is now the key to brand engagement. Since smartphones are widely used to access the social media, a logo design company, while creating logos for its clients, should ensure the sizes of the logos remain small (around eight millimetres) to make them easily recognizable on small devices like smartphones.
It is not that an established logo design company has never created logos for small sized devices before the advent of the social media. The point is that before such networking platforms became popular, logos were mostly seen on the top bars of websites, email signatures, the exterior of shops, packaging, and so on. So, earlier, the need for a logo to be compatible with small devices was not that important for maintaining the brand identity. However, now, with social media platforms being increasingly used, a logo must look appealing at super tiny sizes as well, so that the identity of the brand can have an impact on the audience over social media.
To cite an example, the logo design of the Premier League had a full lion with a crown and a football in its paw. The illustration looked cluttered when it was reduced to a smaller size to conform to the requirements of the social media platforms. Consequently, the design was later revised by including only the head of the lion. This looked amazing when users accessed it through their social media accounts on smartphones.
Logos that can be modified and adjusted
Social media is now being increasingly used as a platform for raising awareness on different issues. This has become a new way for a brand to communicate and engage with its target audience. The way includes making instant changes in the logo design to raise awareness for different situations, topics and ideas. This, undoubtedly, has made the task of a logo design company more intricate, yet interesting.
Presently, a number of logos are being designed in the form of what is commonly called the ‘Logo Systems’. Here, the logos are developed as an alterable framework, which allows for their modification by keeping the basic components identifiable. To keep up with such demands, logo design services have also evolved accordingly.
A great example of the ‘Logo Systems’ is the logo designed for the erstwhile US presidential candidate, Hillary Clinton. The logo was not only fit for the small sizes of the social networking platforms but also had much power and influence. To explain further, only a simple change of Hillary Clinton’s Twitter icon to a logo variant could pull the target audience towards political issues, ideas and events. The logo thus helped in a greater brand engagement since it was easy for anyone to modify the Twitter icon as per the topics that mattered to them.
After the launch of a logo design, huge discussions usually follow on the social media where customers and other stakeholders often give their opinions. However, this can be a scary situation for the brands as a particular feedback (positive or negative) can circulate globally.
If a feedback is positive, then there is no pressure. On the other hand, a negative feedback can exert a lot of pressure on the logo design services. In fact, as a result of possible discussions sparked over social media, designers might be compelled to create something fresh and exciting to draw attention, rather than aim at what is correct for the brand.
A number of businesses have understood the popularity of social media platforms and have designed their logos accordingly. However, if your business has a logo that has been used for years, it is but natural that you will be hesitant to change it. In cases like these, you can take the hybrid approach. You should consider updating the branding of your business by retaining all the elements that have reinforced brand recognition, and design the logo to make it social media friendly. It does not matter if you are designing a new logo or working on a logo that already exists. The only thing you have to remember is that the logo should be designed well to suit your business. If you want to design an attractive logo that helps in the branding and promotion of your business, Contact us today!