Since the rise of dynamic logos, designers have been exploring many ways of making adaptable logos for different applications. As clients’ needs continue to transform, it’s helpful to explore new and innovative ways to make branding more flexible.
Here are 5 ways to get you started!
1. Open up the parameters of your logo
A common misconception is that all the parameters of a logo need to be closed or, in other words, that once the logo design is complete, it exists exactly how it looks in all applications. This doesn’t need to be the case.
The parameters that are opened up in the example above are character placement and color assignment. This is allows for the consistency in typeface, jumbled letters and half blue/half green text.
As long as those three constant parameters are met, the character placement and color assignment can be extremely adaptive and flexible, as it is in the three applications above.
2. An identity can be an ink and paper pairing
The logo itself doesn’t necessarily need to hold all the weight of a brand identity. By sharing that weight with, for example, a specific ink and paper pairing, the logo presence is not as mandatory throughout the branding.
Notice how the Parcel Yard logo is not on the front of the invitation, yet the brand identity comes through in full force.
3. An identity can be a concept
An adaptive logo can simply be an idea or concept. In the example above, this album logo is essential an up arrow next to a down arrow. This idea is manifested in different ways on the t-shirt, poster and album, yet is identifiable as the same brand throughout. This is a great example of an extremely “loose” logo that still holds together across applications.
4. A logotype can go anywhere
Logotypes may be the most adaptable classic logo format. It is a self-contained object that has everything in one package: the brand name, identity and aesthetic. For that reason the brand identity can be easily infused into any application, simply through placement of the logotype.
5. Allowing a logo to work in black and white, as well as color
Acknowledging budgets and print limitations is extremely important in logo design. In some cases, a company may not have the means to print your full color design. In awareness of that, it is often good to create something that works in both color and black and white, so that it can adapt to each individual application.
The designs above are unique and creative solutions for adaptable logos. They are all useful to have in your “toolkit”. With that said don’t be afraid to find your own creative solutions for a given project!