Making Brands (or at Least Their Logos) Responsive
Posted by Rebecca Blake on January 22, 2015
Last fall, UK designer Joe Harrison unveiled his exploration of scalable logos. The result was Responsive Logos, a simplistic website featuring the logos of major brands such as Coca Cola, Walt Disney, and Kodak. As the viewer resizes the browser window, the logos respond, becoming both smaller, and stripping away elements. At the window’s smallest size, the smallest recognizable feature remains: Chanel’s interlocking Cs, the Guiness harp, Nike’s swoosh. As Harrison wrote on his website, “The concept aims to move branding away from fixed, rigid guidelines into a more flexible and contextual system.”
The logo project follows his earlier Responsive Icons project, in which a detailed graphic of a house resizes and sheds gables, windows, the chimney, and the door as the screen resizes. At the screen’s smallest size, only a simple house shape is left. Harrison started the project to explore “the perfect balance of simplicity in relation to screen size.”
Both projects utilize SVG files, deployed as image sprites. The sprites are packaged with CSS rules and media queries into an encapsulated SVG file. Smashing Magazine analyzed Harrison’s Responsive Icon project, and published a detailed how-to. They conclude that scalable SVG icons satisfy some key needs, for responsive ads, logos, and application icons. With Responsive Logos, Harrison elegantly illustrates their application in branding.
Logos from screenshot of Responsive Logos. Used with permission.
How to Start your Very Own Communication Design Business!
Enter your email address below to receive a FREE download of "Starting Your Own Communication Design Business" written by Lara Kisielewska.
By signing up you will receive our monthly newsletter and occasional e-mails about our advocacy work. You will have the option to opt out at any time.
Looking to keep up with industry trends and techniques?
Taking your creative career to the next level means you need to be up on a myriad of topics. And as good as your art school education may have been, chances are there are gaps in your education. The Guild’s professional monthly webinar series, Webinar Wednesdays, can help take you to the next level.
Members can join the live webinars for FREE - as part of your benefits of membership! Non-members can join the live webinars for $45.
Visit our webinar archive page, purchase the webinar of your choice for $35 and watch it any time that works for you.