Responsive Branding

Currently knee deep in a strategic rebrand project, with ambitions for a durable identity which will be seen across the globe (more detail on that soon). I thought I’d share the approved logo, influenced in part by the responsive design age we now live in.

I believe that good design and great branding integrates a degree of flexibility, allowing a freshness into communications which maintains recognition of the identity across a range of mediums. Well-designed identities should have different variations available, however quite often there are some sensitivities – mostly relating to a sacred view of an identity being rigid and it’s permanent presentational form.

But with Google now favouring websites enhanced for mobile, it’s more important than ever to deliver subtle flexibility and ensure logos are adapted to break the screen constraints and work as best as possible at any size.

In fact with logo’s in particular, applying this ‘responsive design thinking’ can actually support and enhance the solution, which is why I include this as part of my design process (scalability is logo design 101, but developing a design that incorporates recognition through responsive simplification can be tricker).

See. Flexibility can support and enhance the identity. More on this project, and others, soon.