How to future proof your logo with adaptive branding

Isabella Cheung   |   March 1st 2021   |   @17:05

The transition to digital service delivery and online marketing has accelerated over the last twelve months. With physical spaces inaccessible, businesses have had to move their work and sales activity online. The digital world is becoming increasingly saturated and for this reason, it has never been more important to have a strong brand identity and make your voice heard above all the noise. With this in mind, and for a brand to stay relevant in today’s ever-changing environment, you must adapt and find new ways to communicate across a variety of media channels.

Consistency is key, and although there is much more to effective branding than your logo, it is one of the first things that customers experience and can embody what you represent. Logos create associations and meaning, which is crucial for building a brand and customer loyalty.

When designing a future proof logo, we must consider how and where people will interact with it. With over 4 billions internet users in the world and 56% of them using a mobile device, your visual identity must accommodate this and other platforms so that customers will instantly recognise the shape, form and colour as you. For example, an inline logo works perfectly well on a billboard or desktop screen, but when viewed on a mobile device the logo may become unreadable, or worse, unrecognisable.

Adaptive branding is essentially designing a brand mark, word mark and set of lock-ups (layout combinations) for different situations and media. Each element must be strong enough to exist on its own and work in harmony with one another. Take Nike for example, whether you see the tick, their name, or a combination of the two, you know exactly what it is and what it represents.

Take a look at the examples of our own adaptive branding work, such as So.Social Media and GGS. As you can see, we have adapted the logos in size, shape and form so that they can be applied to any space without losing effectiveness. Considering the various screen sizes available, we often have to reduce the logo down to its core components when scaling down, this means removing text or decorative details that will become unidentifiable. We also stack or rearrange objects and typography (as you can see with So.Social and GGS) to create lock-ups that adapt to various spaces.

Adaptive branding gives your visual identity the scope to change and evolve regardless of placement. Organisations that recognise the value of adaptive branding are able to achieve better levels of consistency and customer engagement, without having to re-brand every time their activity moves onto a new media channel. This can help to ensure that you stay competitive and ahead of your competition in an ever-evolving market.

To discuss how we can help to future proof your brand, please get in contact now using the form below or by emailing: [email protected]

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