Every brand needs a logo, but is yours responsive and digitally enabled?
“Responsive identity design” is a relatively new term, but the concept has been around for as long as brands have existed. Brands have always conformed to the medium they’re on, from merchandise and print materials to digital platforms. With so many diverse channels in the market, a responsive logo means being visible no matter where your audience finds you.
Responsive identity design is essential for creating a lasting impact online.
So, Exactly What is Responsive Identity Design?
Simply put, responsive identity design is the 21st century model for communicating your value across any platform, context, or medium.
A responsive logo identity scales up and down the typographic and iconographic elements within the logo lockup—including iconography and typography—for small screens and business cards, or blown up as large as a billboard. This ensures that your logo connects with your audience no matter the touchpoint, while remaining familiar and cohesive across all channels.
Designers approach brand identity with an eye towards scalability. Ideally, the core components of the logo lockup includes all elements of the complete logo. As it scales down, less relevant aspects of the lockup are removed or minimized. For example, a responsive logo can be center-stacked, horizontal-stacked, or even just a recognizable icon.