You’re probably familiar with Joe Harrison’s responsive logos gallery where he showcased the concept (view in a browser you can size for full effect).
However, the advent of responsive logo design has created a design community far more comfortable relinquishing control of assets. When once a designer may have insisted on a precise relationship between type and layout, now we attempt to create the same feeling but accept that designs will not look the same on all devices.
We’re going to need to get used to it however.
Designers have always allowed logos to be displayed in different ways depending on context. A quick flick through any brand guidelines will reveal different iterations of a logo according to its usage.
In the responsive design age this has never been more important.
Yet so many brands continue to simply shrink their logo rather than have it behave truly responsively.
Joe Harrison famously experimented with what this may mean a few years back. He took the iconic logos of big brands and put them through their responsive paces.
If you haven’t seen his refreshing approach on the Responsive Logos website take a look now. It makes logos behave like every other element in a responsive design space as they adapt to different screen sizes.
These logos don’t just get smaller: they change shape, simplify and lose words. In short, they respond.