The topic of this article alludes to the fact that there are logos that cannot go online. As a matter of fact, you may be using or designing one at the moment.
A logo made with the mindset of a mere design, or conceived as a humongous illustration, is the kind that may not be able to function effectively online. It may look impressive in a particular setting, but fail when required to work across the increasingly diverse digital environments through which businesses are now seen, recognised and experienced.
That said, I am certain you would agree that going online is increasingly crucial. “Everything is going online” has become a commercial reality, whether as a means of remaining commercially viable, increasing corporate visibility, maximising touchpoints for engagement, or making it easier for customers to become aware of and use products and services.
Added to this reality is the impact of social media, which has created the expectation that every serious business must maintain an effective strategic online presence. One of the requirements of such a presence is ensuring that the logo can function effectively online. The need for a logo to go online is ultimately connected to its fundamental purpose: identification and differentiation. These are central to the ways in which impressions are formed and emotional connections with a business or brand are stimulated. To appreciate the importance of this discussion, the reasons behind the change of the Formula 1 (F1) logo provide a useful example.
Sean Bratches, Managing Director Commercial Operations, F1.
Sean Bratches, then Managing Director of Commercial Operations at Formula 1, explained that the decision to change the logo was influenced by the fact that the old design was no longer suited to modern digital platforms. He noted that the organisation had to consider the example of other global brands, such as Coca-Cola, whose simplified visual identity was better suited to the digital era.
He said:
“A number of brands, particularly in this day and age, are trying to simplify their marks to enter the digital space. We felt we had to go a little bit further and really retool to position us on a going forward basis.”
Sean Bratches, Managing Director of Commercial Operations, Formula 1.
He further explained:
“We hold in high regard the incumbent mark. It served F1 extremely well over the past 23 years, but in terms of where we are taking the business and our vision for the business, the negative space in the ‘1’ doesn’t come through candidly in digital.”
The point is clear. The previous Formula 1 logo had served the organisation well, but the changing digital environment presented new requirements for how the identity needed to function.
So, how can a logo go online?
1. Simplicity
The logo has to be built with simplicity. “Less is more.”
Simplicity ensures that the essential characteristics of the logo remain clear when it is reproduced across different digital platforms and applications.
2. Colour
The choice of colour, including its intensity and temperature, must take into consideration how it will be rendered on digital and electronic platforms. A colour that works beautifully in one environment may not produce the same visual effect in another.
3. Adaptability
The logo, or a central theme within the logo, should be capable of being adapted for applications such as a favicon, social media profile image or other small digital identifiers.
4. Scalability
The principles of simplicity, appropriate colour selection and adaptability all contribute to scalability. A logo must retain its essential visual characteristics and remain recognisable when reduced to smaller sizes.
The issue is not merely whether a logo can be made smaller, but whether it can remain effective when it is.
Hence, by implication, if a logo is not made with the principles that govern the science of these considerations, such a logo may be unable to function effectively online.
It will not only fail to fulfil its fundamental purpose as a logo; it will also fail in the digital race to establish a credible and effective corporate presence online.
Look out for my next article titled:
“The Woes of Neglecting Corporate Identity as a Business Strategy”
