Through the years as a designer I’ve seen a lot of companies struggle with their Visual Identity as more and more platforms are available for them to reach their potential target group. Companies today have to take in consideration that their brand is not just visible in their print ads, on their stationary, business cards and office fronts.
That’s why it’s important to design your company’s identity in a flexible way. The logo is the cornerstone of your brand and companies tend to be very conservative when it comes to their logo. Personally I like logos that are versatile and playful in their design. A logo should be able to function on print materials as well as on online platforms. Today it’s not only on your webpage that you use your logo but also on a wide range of social media platforms and advertising formats. Your beautiful typography style logo is perhaps completely lost on some of the social media platforms and then it could be nice to have an iconographic version that works well in really, really small formats.
One part of my approach to logo design is to think of all the places where the company needs to be present and design the logo with that in mind. Although that it not always the case it is certainly a big influence in the design process. A typography style logo with a combination of some kind of iconographic form is my preferred style of logo. The iconographic form doesn’t have to be placed on the side or on top of the typography it can also be part of the typography and of course you can use all of these combinations at the same time, depending on where you use the logo. This way you always have some sort of unique visual representation of your main logo that can be used as an avatar, app icon or a favicon for that matter.