Why You Need a Flexible Logo Design

Sales & Marketing

Jun 9

Help Your Brand Shine on Every Platform

Perhaps you’ve noticed over the years that web design has become more responsive and flexible to help it display well on a variety of devices, like your desktop monitor, iPad, and phone. What does this have to do with your logo? Well, as technology and use cases evolve, your logo should too. Very rarely does a one-size-fits-all logo work equally well across multiple media any more, and the new digital landscape we live in has made it even more necessary to have a beautiful logo that is flexible enough to adapt across them all. In addition to ticking the general requirements for a strong visual identity—clear, legible, scalable, easily reproduced in a variety of formats (print, digital, embroidered, screen printed, etc.) and works on a variety of background colors as well as in a single color—another important factor is format, or shape.

At Due West Design, we ensure our client’s logos work well in three key formats: horizontal, stacked, and a mark only (sometimes called a monogram). Here’s the break down on each of those formats and how they are best used.

Horizontal

A horizontal logo is just as it sounds, wide and short. It can be a type of word mark, or the text may have an additional piece of artwork incorporated (called a mark). This format typically works best with things like your web site or social media profile header area, letterhead and notecards, pens, flyers, shirt chests and sleeves, and return address labels.

Stacked

A stacked logo is a bit more square or circular in shape, where the words might be stacked on top of each other, or the mark sits on top of the wording. This format is ideal for an account profile photo, sticker, magnet, shirt full front/back or pocket design, tote bag, coffee mug, and more.

Monogram (or Mark Only)

Finally, the monogram is a smaller piece of art that may be the mark from the logo design, a literal monogram, or another custom icon that ties into your brand and can be a fun accent or secondary logo to incorporate in your designs. You’ll often see these in the footer of a web site, the back of a business card, as a stamp or watermark on social media graphics, or layered into printed marketing materials like a brochure or rack card.

Other Considerations

Depending on the nature of your business, you may need a logo format that works well in a physical space for specific sized exterior signage or decals for your office door, windows, or floor. Vehicle window clings or wraps also lend themselves to specific sizing requirements that your logo needs to work within. Having a flexible logo design allows you to use the most appropriate version of your logo suite for the task at hand!

The most important consideration when putting together a flexible logo suite is that the elements work together consistently and seamlessly to retain the key components and style of your brand. It should be recognizable, legible, and distinctly representative of your business in whatever format it’s shared in.

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