Responsive Branding

Is Your Branding Flexible Enough?

Brand consistency has never been more important for a company in today’s market. Although you may have an excellent grasp on your own brand have you considered how it is being represented across different contexts? Are users frustrated when viewing your website on different devices because it’s not responsive or it simply doesn’t work resulting in lost traffic and potential profits? A simple addition to your website, such as responsive branding, can have a huge effect overall.

In the days before the Web branding was always essential for any company. Customers needs to recognize your company immediately with a quick glance. McDonalds, Coca-Cola, Microsoft—all companies who have spent millions of dollars and countless hours developing, supporting and evolving their brands over the years. So it makes sense that these companies, and many more, have moved forward ensuring that brand reception is congruent online as it is offline.

So what is branding? Branding is more than just colors and logos and typography. Those are key elements for sure, but branding is more than just visible cues. How your company is received by viewers is only part of it. How they feel and how they respond emotionally is far more intangible but just as important, if not more. And the key to success is when your brand becomes so recognizable that only a mere dash of color or a small symbol is enough to generate recognition and response—whether positive or negative. Making sure your branding is consistent through all platforms is key to maintain this guaranteed response.

How does a company logo fit in with branding?

Logos are visual displays of a company’s unique identity. The shapes, lines, typography and colors all demonstrate to your audience who you are, and that logo makes you different than your competitors. A logo is more than just a symbol, it represents the face of your company and helps customers identify with your brand.

And brand is the keyword. A logo isn’t just a pretty simple. It evokes memories of past experiences with your brand. Customers who have both positive and negative experiences with your brand will have an emotional response to your logo when they recognize it. And when a customer is repeatedly satisfied with your company and the positive experiences they’ve had with it, you build brand loyalty.

Your logo becomes more than just shapes and colors—it transforms into something more powerful and longlasting.

How the digital world is changing the way your brand is received

Originally your logo would appear on printed materials from stationary, advertising to signage on physical stores. With the advent of the online marketplace your logo can appear any number of digital contexts such as your website, banner ads and mobile apps.

As technology changes and digital applications increase, the number of ways your logo shows up can vary wildly. And as we’ve seen with the advent of responsive websites and apps, your logo and brand presence overall can become inconsistent. Your logo that once worked for years suddenly is now showing up on smaller and smaller applications, becoming unrecognizable—thus losing that immediate brand presence.

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As screen sizes change in size icons become less detailed while still being recognizable symbols.

So what is responsive design and how does it affect your brand?

Since the dawn of the Internet, technical improvements happened immediately. The Internet has not only grown immensely in scale, but so has the rate of consumption by users. The Internet has become a greater digital space that includes more than just a simple website. From eCommerce platforms to apps on your mobile device, the digital space is evolved into something that is a part of everyone’s daily life.

Due to the complexity of how all of this information is seen by so many different devices, from widescreen TVs to the smallest iPhone, new ways of showing the same info consistently were crated—thus the idea of responsive design.

Responsive design allows a user to experience your brand in a consistent way across a multitude of devices. Regardless of size or orientation the technology is here to allow greater flexibility for a much more satisfying user experience. Your logo should be legible and recognizable throughout these contexts and responsive design enables this.

For example:

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Rand Group’s logo maintains clarity without sacrificing brand recognition throughout various sizes.

Creating a logo that is responsive is not as challenging as it might seem. You may only have one or two versions of your logo currently. A simple design process would quickly decipher the most important and strongest elements to employ in a more simplified form. The next step would be integrating it into a responsive website and testing on a variety of device to ensure it works as intended. You never want to lose a potential customer if they couldn’t immediately figure out who’s website they were visiting.

To ensure your brand is working for you online to its fullest potential, contact Rand Group’s Sales & Marketing team for a brand audit.

– Software Delivered as Promised. No Surprises.

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Daniel Sinclair

Insight written by Daniel Sinclair

Senior Graphic Designer at Rand Group

Daniel Sinclair is a strategic, multidisciplinary designer and art director with over 15 years of professional experience, a strong understanding of business needs and an unparalleled eye for design. Highly adaptive to demanding creative environments, he brings unique skills that innovate and elevate brand excellence.

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