Many designers today encounter the issue of trying to incorporate a client’s existing logo, colour-scheme and typography guidelines into a usable, functional responsive website – whilst in some cases the process is painless, in others, a lot of problem-solving is required.
One size doesn’t fit all
Take for example, a logo that is very tall, incredibly detailed or which features text that is tightly contained within a set shape. Then, think about how websites work: In general, the user will scroll vertically downwards, from top to bottom. Limited space is available in a website header, or within a social media profile section. A logo which needs to be large in order to be effective can end up taking up a lot of valuable screen real-estate: This can be problematic in a world where screen sizes are not just getting larger on one end of the spectrum: But smaller on the other, with the rise of tablets and smartphones as web-enabled devices.
If usability and content sit at the forefront of an effective website, what room is there for a logo which pushes those out of the window, just so that it can be noticed and appreciated by all? People don’t visit websites just to gawk at the brand logo now, do they?
The answer, it seems, is that there isn’t much room at all for branding which makes no considerations as to how it will be used in the digital realm – unless the logo and branding can be adapted to fit a myriad of mediums in an elegant manner, it is most likely doomed to be replaced or altered beyond recognition.
A balanced approach is required
Through clever design, it is possible to make virtually any logo work effectively in a website: But sometimes, adaptations may need to be applied. For those who are invested in their brand identity and don’t wish to alter it in any way, even to make their website function more effectively, there is a danger of many poor website design decisions being made, simply to ensure that these branding guidelines are rigorously adhered to.
Designers need to respect the wishes of their clients – but similarly, it is important for an existing brand to be used in the most effective way possible for the medium that it is being featured upon, whether that be on a business card or a responsive website.
In an ideal world, graphic designers would consider all possible uses of the branding that they create for their clients, so that it could be used on both physical and digital mediums without any issues – but as this is not always the case, it is down to the skill of modern designers – and the flexibility of their clients, to ensure that brands are represented in the best possible light, regardless of where they are being showcased.
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