Is your logo designed for today’s media?

I’m always surprised how often I visit a website where the company logo in the top corner is a really low-quality JPEG file. On a ‘retina’ standard display (which includes many mobile devices, not just expensive laptops and desktops), it’s very easy for the logo to look distinctly shoddy in comparison to the pin-sharp headlines and text around it.

Many businesses have logos which pre-date the internet, never mind high-resolution displays. But it’s easy enough for all but the largest organisations to get theirs ‘cleaned up’ for the current era. That means producing nice new vector graphics files to use as the master for everything, so you never again have to dig up third-generation re-re-re-compressed JPEG files.

Google’s AdWords ‘responsive’ ads system addresses today’s web by taking a series of elements and compiles them on the fly to make up adverts which will fit the space on a web page. To give it some degree of flexibility, Google asks for two versions of the company logo, one to fit in a square space, the other in a space four times as wide as it is high. This to me is not unreasonable, yet many businesses have just one fixed logo which ends up being a compromise in almost every situation. I don’t know why. There are no laws about logos. You can have what you want, so why not create something flexible?

A recent article on the Hubspot blog looked at examples where companies have gone even further. 26 Animated Logos to Inspire Your Own is a gallery of logos which actually move, often to give an image of dynamism. Of course, you don’t want something jumping up and down in the corner of every web page, but if designed with subtlety, they can look classy as well as eye-catching. When you see them, you might think: “Why not ours too?”