How have company logos evolved amid the rise of responsive web design?

Piranha Designs - Friday, July 07, 2017
Despite the reputation of the company logo in certain circles as something that remains necessarily consistent over time, it’s fair to say that it has been buffeted by various pressures in recent years – not least of which has been the ascendancy of responsive web design. 

Just think, after all, of the circumstances in which so many of today’s familiar brand motifs – the four Audi rings, for example, or the yellow ‘M’ of McDonald’s – were conceived. Until as recently as the 1990s, company logos may have been largely expected to take their place mainly on high-street signs, on printed advertisements and perhaps on the side of commercial vehicles. 

Matters have changed a bit since then, with the rise of responsive web design cruelly exposing the deficiencies of many logo designs. At the same time, though, the challenge of scaling down logos in accordance with the smaller screens of smartphone and tablet devices has helped to demonstrate what always made certain brand logos so great. 

The positive characteristics of such brands of which we are speaking are their simplicity and flexibility that not only makes them adaptable to various formats and layout options today, but was already making them effortlessly memorable yesterday – and continues to do so now. 

A short history of effective brand logos 


When “Purple Rain” hit-maker Prince swapped his name for a logo in the early 1990s, the overwhelming response was one of bafflement. However, the late Artist may have actually been ahead of his time in making such a move – and it’s hard to deny that many people remembered it long after he reversed the decision in 2000. 

Much earlier than that, however, the most impactful brands were evolving their logos in ways that would prove, if inadvertently, highly advantageous for the coming age of responsive design. Apple’s first attempt at a logo, for instance, was certainly intricate-looking, resembling a traditional print depicting Isaac Newton sitting under a tree, with an apple hanging over his head. 

However, such a design could hardly be accused of being simple or modern, so it was perhaps unsurprising that just a year later, a new logo was created. With its simplified, albeit instantly recognisable silhouette of an apple with a bite taken out of it, it was clear that the logo’s designer, Rob Janoff, had created a classic. While its colours have varied down the years, the basic motif has continued in use, largely unmodified by Apple, ever since. 

Is your firm’s logo fit for the responsive web design era? 


From Twitter’s bird symbol that presents itself to anyone firing up the micro-blogging platform’s app, right through to the Nike swish and the multi-coloured Google G, a variety of brands have shown their ability to create logos that just happen to scale well to any screen size and are therefore brilliantly compliant with our current responsive web design era. 

Could you say the same for your own company’s current logo, or would you like to discuss with us how we could play our part in crafting a compelling and timeless visual identity for your brand? Talk to our professionals in brand identity and logo design today to learn more.

Choosing a good business name

Piranha Designs - Wednesday, February 08, 2012

Names are very important, some people believe that you are defined by your name. There are plently of books which explain the meaning of each name and a lot of parents use these books before naming their children ( I know we did). With a business it is very common to use your own name or something to do with Gibraltar. That can be good but can also mean you get lost in a large array of businesses with similar names. Here are some tips to help you select your business name.

1. Keep it simple.If you company name is too hard to spell, or difficult to pronounce or remember you are making things difficult for yourself. At the beginning it is best to have a simple name that people can remember.


2. Describe what you do.Your name or at least part of it should describe what you do, an easy test is to tell someone the name and ask them if they know what the company does. As in all marketing keeping things simple and clear is the best way. 

3. Choose the right tone.Is your company very corporate and serious? Or youthful and fun? The name should help to set the tone of the work that you do, this helps the right people to identify with the company.

4. Don't limit yourself too much. Although describing what you do in your name is good, it can also limit what you offer in the future, try and choose something that is descriptive but quite open for future business expansion.


5. Sleep on it. Once you have decided a name, sleep on it and look at it freshly the next day. This is a great test for any creative ideas. Having a good rest will help you to look at it from a more neutral point of view.

6. Add something memorable. If your business tone allows you to, you should try to add something a little different. In our case we chose Piranha Designs. Piranha is not something common and is quite unusual, people remember it. The Designs part describes what we do without limiting us to one particular area of design. 

7. Be careful about using your own name. It can be very good to use your own name for the business but you need to try and think long term. Maybe you want to sell the business in the future, or things don't go so well and your name is always associated with the company. It is best to be very sure before connecting yourself in such a powerful way.

There are always exceptions to these rules, that still work incredibly well. Google, Yahoo etc are perfect examples of this. These are just some thoughts and suggestions for smaller businesses, that have proven to be useful. If you have any other ideas or things to add to this list, please let me know, or add a comment below.

Some cool ideas to make your business cards stand out

Piranha Designs - Monday, July 25, 2011

Whilst at university our tutors always spoke about doing things differently. Especially when entering a crowded market, you really need to stand out.

A business card can either be a run-of-the-mill throw away item or something rather original and memorable.

Often it is just a simple idea that really makes a difference.

Here are a few articles which show some really great ideas:

http://mashable.com/2011/07/23/business-card-designs/

http://www.artfans.info/20-original-and-quirky-business-card-designs/


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