In our ever evolving world, it’s now more important than ever that your brand can be successfully expressed across a variety of channels. Whether you’re handing out water bottle promo items, blasting out email campaigns or building your mobile website, you have to get your brand across in a consistent manner.
And, what is your greatest brand asset? Your logo. However, what looks good on your website may not look so great on a letter head or stress ball. Thus, building a logo that is effective across multiple channels is the best way to get the most out of every branding opportunity you have.
The first consideration to make is the style in which your logo is designed. You’ll have to take into account a number of aspects, including size, intricacies, symbols and images. All of these features translate differently from one marketing channel to the other, and you want to be conscious of how they will look in smaller and larger spaces.
- Simple: While you want to express your brand, Best10LogoDesigners.org suggests, “When a client sees a logo, its message should be picked up right away, so that that it can leave a lasting impression. Its impact should be conveyed right then and there.” This is especially important when creating a logo that transcends all channels. A simple logo means it should be understood regardless of where it’s placed.
In this multi-device world, your brand needs to fit each and every screen that it appears on, from iPads to smartphones. While you can design your mobile site specifically for a smaller screen size, some phones are much larger than others, and thus a mobile-specific design may not be the solution.
- Responsive web design: This should be done by a professional, whether they are in-house or outsourced. This is mainly beneficial for users accessing your website, and therefore your logo, from a variety of devices. The technique suggests that the size and viewing experience will depend upon user behavior, screen size, and platform, ensuring that your logo will be effective on any platform.
- File sizes: Have your logo created in a variety of file sizes. Though it sounds archaic, it’s necessary to have access to any number of versions of your logo for each and every occasion.
Finally, if you can’t design a flexible logo, you need only be concerned with whether your brand is communicated. Whether that is through symbolism within the logo or just your brand name, having a logo that can successfully represent you in any situation is what makes it multi-channel friendly.
- Symbol: If your symbol is more recognizable than business name, consider utilizing that for your smaller spaces, and the entire logo in larger, more prominent spots. A flexible logo may have a number of designs that can be placed accordingly.
Designing a multi-channel friendly logo is now more important than ever. From trade shows to mobile phones, people are accessing your business in a variety of environments, and you want to be successful in your branding and marketing at each opportunity.
Photo credit: certechcomputerrepairogden.com