Most companies put plenty of thought, time, and money toward their logos. But have they thought about how others see that logo online?

Whether designing a brand new logo or redesigning an existing one, it’s important to keep in mind where and how that logo will be seen in the Internet age.

Think, for a moment, about all the possible ways your logo might be displayed online.

On Google search results, in various sizes.
On display ads; both elongated banners and squares.
As a tiny square box on a Twitter profile.
An even tinier square box for a mobile app.
As a mobile ad.
In a Facebook update.
On a LinkedIn profile.
In a press release or embedded in a blog post.

These are just a few examples, but the point is this: Your logo must be flexible to adapt to different sizes and situations. It also must be recognizable both large and small. If your logo contains your company name or slogan, the lettering must be legible even when it appears small. Your logo might look great elongated, in an oval shape, or composed of several small facets – but how will it look confined in a box?

Your logo also must “pop.” Simple lines and your company name might look great on printed letterhead, but it won’t stand out online where consumers are barraged with other interesting images that evoke a response.

If your company logo simply cannot be modified or adapted to fit in the digital landscape, consider making an alternate logo for digital use. Of course, it must be immediately recognizable as your brand and not stray from the parent logo. But, chances are good that, in this age, your logo will be seen online more often than anywhere else.

It happens all the time. Really, it does. You know, those times when you watch that short flash animation over and over again on a website. Or think about how many of those “how-to” videos you watch in order to use something you just bought, try a new recipe, or just because it makes you laugh.

That’s the power of implementing motion graphics to “move” your brand. It has a way of capturing our attention. It pulls you in and takes you along for the ride.

Motion design has a way of telling a great story like no other medium. Through the combination of movement, stunning visuals, and music, you can connect with your consumer on a very personal level. And in doing so, you will strengthen your brand and your message. For example, a well done web video on a company’s homepage can set the tone of their brand and quickly build interest within the viewer. These first few seconds a viewer spends on your page is vital and more often than not will decide whether they will stay or continue on to somewhere else.

Motion design is memorable. Yes, that song you’ve been humming all day is from that TV advertisement you watched before you left home. You were drawn into it for that brief moment and it stirred up emotions that made an impact on your day. That’s pretty powerful stuff.

Beyond television, more and more we are realizing that the general public is getting a lot of their information and recommendations from online sources such as YouTube. For example, a company that makes a specific product could create their own “how-to” videos and connect with their consumers. Or a company that provides services could create a video series in which they educate their consumers and eventually become known as the “leading expert” in their profession.

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