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.
Often the topic of heated debate, the Olympic logo and identity system is an important component of the way we perceive The Games. This year the Vancouver 2010 arena & spatial design is all about vivid, saturated blues and greens, graphic textures, and wavy, tentacle-like forms that intertwine and surround a figure performing the sport at hand. On the other hand, the Vancouver 2010 logo is done in bright, primary hues and speaks to the Inuit culture of the Canadian Arctic.
Named Ilanaaq, the symbol is a graphic, modern representation of the inukshuk – stacked rock forms that native tribes built to provide landmarks and direction throughout the Canadian landscape. Ilanaaq means “friend,” so the logo is meant to be “a friend that warmly welcomes the people of the world with open arms every day,” according to the official website of the Vancouver Games.
Um, what? OK, so I can absolutely see the resemblance between this Ilanaaq character and the inukshuk sculptures, and the rationale for this logo is totally valid. The host city should absolutely celebrate the culture of its country – that’s what The Olympics are all about! – pride in your country and the fact that you are going to kick your competitor’s ass in the name of [insert country here].
That being said, there is a very poor connection between this culture-rich mark and the rest of the Olympic identity system. What’s with the complete switch in style and the void-of-meaning free-flowing blue & green shapes that overshadow the logo? Sure, the friend-focus of the logo is a little cheesy (but who doesn’t love cheese!?), and it’s head kind of looks like a green Pac-Man (I wish I could take credit for that, but I read it here: http://www.topnews.in/usa/vancouver-2010-olympic-logo-under-eye-storm-23564) but at least there’s some relevant meaning behind it!
Don’t get me wrong; the blue and green designs are beautiful to look at, and there is obviously a nice big maple leaf reference in the poster artwork, but that’s it. Boo. I have to agree with Art museum curator David Ross, who pointed out on The Colbert Report that the 2010 Olympics graphic identity contains no strong reference to sports, history, or the spirit of competition. It is completely irrelevant to what it is meant to represent.
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