You’ve heard of responsive website design – is 2018 the year for responsive logo design to take centre stage?

For many decades, designers of corporate identities have supplied logos to brands along with sets of water-tight brand guidelines forbidding any tampering of any kind.



But the reality today is that logos need to work across a brand’s website, numerous social media channels, apps, pieces of wearable technology, in magazines, on billboards and more.

On the digital front, brands are constantly under pressure to adapt themselves for the latest set of devices, browsers and screen resolutions.


Should designers take note? Perhaps as an industry we must now be looking to design logos able to follow contextual responsive principles?

But how would this actually work in practice?

Well high-profile brands are already simplifying their logos to work more effectively on digital as enduring graphic design ideals of clarity and simplicity have come to the fore once more.

Deliveroo are one example of a well-known brand who have re-developed their mark to work as effectively as a favicon as it would on a billboard.



Across the board, logos are being simplified by reducing detail, flattening gradients, removing shadows and bevels, limiting colour, and redrawing illustrations into more abstract graphical shapes.

Google have already gone a step further though, and re-developed their logo to fit contextual principles using a strategy known as incremental graphical reduction.Check out this website and resize your window to see how this strategy works in practice:


Responsive logo design principles are very similar to that of responsive website design – just applied to individual elements of a logo instead of individual elements of a website. By stripping out details in a logo, a more screen-size appropriate logo can be displayed. This might be achieved via ditching the word mark, simplifying the logo itself, or re-shuffling the elements that make up the logo itself.



The move towards responsive logo design principles seems very likely considering the way in which modern brands are increasingly mimicking human behaviours (most have their own tone of voice and Facebook page for example).

Just like humans, brands no longer look the same everyday. We’re not afraid to adapt to the context we find ourselves in, so why shouldn’t brands?


What are your views on responsive logo design? Let us know below.