ARTICLE SUMMARY: It wasn’t long ago that companies had logos that were works of art. You could be passing a billboard at sixty miles per hour and out the corner of your eye you would recognize a logo, same for surfing the net, it would be basically the same.
Enter iPads, tablets, iPhones and smartphones and it’s a whole new ball game. More and more people are doing work, transactions, and surfing the net on the smaller devices and less on the big screens. As the screen size gets smaller and smaller, brand recognition becomes an issue designers must reckon with.
“Why Minimal Logos Work” by Chris Martin is a look at the issue of smaller screens and how to create a logo that will be easily recognized on the smaller screens of today, his article talks about:
- The Rise of Responsive Logos
- Measuring What Matters: Business Impact Over Opinions
- The Three-Phase Approach to Logo Evolution
With screens getting smaller designers need to take a minimalist approach to logo design. Complex designs become illegible on the smaller screens and brand recognition takes a hit.
The goal is to create logos that are clear and recognizable on screens as small as a few inches, viewed from arm’s length while users scroll at lightning speed. Ignoring mobile optimization risks weakening brand recognition and hurting business performance.
This article is well worth reading by the younger and older designers alike, let us know what you think in the comments.
