Today, as a key element of a brand, LOGO should adapt to different environments.
A qualified LOGO is not a logo with a single function, but should be diverse, able to integrate and communicate with various other media, so as to adapt to a variety of communication media. To meet this need, responsive design came into being and became one of the latest trends in brand visual identity design. Responsive design is a design concept proposed by famous web designer Ethan Marcotte in May 2010, and then swept the front-end and other design fields, becoming a big trend in web and graphic design today.

Logos applied to traditional physical spaces, such as prints, posters, stationery, interior/exterior spaces, fabrics, have long been important to brand identity. Today's digital world requires graphics to be designed to work on screens of all sizes and shapes. Today, the important thing in design is no longer the size. Just enlarged or reduced LOGO can no longer meet the needs of users. What is important is how the LOGO can generate various forms and adapt to different types of media in an elegant and efficient way.

This article features some excellent examples of how designers can use brand name initials, remove wordmarks, remove logos, create simplified or alternate versions of logos, use vertical stacking, paste text only, or change logo shapes, etc., which implements a responsive signage system. The pieces are from famous brands such as Converse, John & Jane, Meetup and more. For individual brands, these cases document trends in responsive design and provide readers with practical design approaches on how to make logos responsive to different application spaces, both physical and digital.

New York Jewish Museum: Connecting "History" and "Contemporary"
The Jewish Museum identity is located in a seven-story building on Manhattan's Upper East Side. It is one of the three largest museums in the world, dedicated to the dissemination of art and Jewish culture. In this visual upgrade, design firm Sagmeister & Walsh has created a series of new brand visuals for the Jewish Museum in New York, based on traditional graphics in Jewish culture.

How to make the main visual LOGO not only has great visual impact and memory points, but also accurately reflects the Jewish heritage and culture of the museum, the design team conducted an in-depth discussion on this. They studied the origin of the "Star of David" and discovered "sacred geometry," an ancient geometric system created by numerical precision. Its roots lie in the study of mathematics, and many forms in nature are related to this geometry, which is used in the design of much religious art and architecture. Based on these patterns, the design team designed the LOGO vision of the word Jewish Museum, and at the same time, designed from the flower of life (a geometric figure composed of evenly spaced, overlapping circles) to the tetrahedron pattern, suitable for stationery, packaging, advertising campaigns, Promotional materials and new website visuals.

Noted for its breadth and quality, the New York Jewish Museum's collection includes approximately 30,000 objects. The design core of the design team is to connect "contemporary" and "historical". They will permeate all accessories with a vibrant royal blue. Blue is an important color in Jewish history, and this jumping color is very modern. The entire brand's system, from typography to icons and illustrations to the logo's dozens of typographic patterns, etc., is drawn on a grid, and as part of the visual system, designers create an app that can Convert photos or webcams into Jewish Museum illustrations.

La Valise Hotel: Feeling "Reality" in a Virtual Interface
La Valise is a boutique hotel group based in Mexico with hotels in Mexico City, Tulum Beach and San Miguel de Allende, each Each hotel has its own characteristics, and can be skillfully integrated with the local culture, and is also regarded as one of the best hotel groups of its kind in the world.

Because of the combination of local characteristics and Mexican culture, the brand logo of La Valise Hotel was designed by mixing the iconic ingredients representing Mexico City. And because Mexico was once a colony of Spain, the name La Valise itself is taken from Spanish, and the design of the LOGO draws on the abstract style of Spain, including the initials of La Valise Hotels. Valise Hotel Group was impressed. But because La Valise has a hotel in three different cities in Mexico, the three cities are marked with small fonts below the LOGO. The LOGO is applied to the building and key cards, interior decoration details and website, which not only maintains the overall rhythm of the La Valise hotel group but also distinguishes the different beautiful landscapes and cultures of the hotels in each city.

Cala's Pizza: A hip new take on a retro shop
Cala Pizza is a famous pizza restaurant located in Buenos Aires, Argentina. The restaurant specializes in pizza, sandwiches, salads, beer, coffee and other light meals. Although many customers are very familiar with it, it needs a A new brand recognition system to attract the attention of potential customers.

Argentine design studio Bunker3022 presents a new brand VI for Cala Pizza Restaurant & Bar. Because the restaurant has been in the local area for a certain number of years, Bunker3022 adopted the concept of "fashionable renewal of retro old age" when designing. Cala Pizza's new brand identity draws on the old saloon style of Buenos Aires and the typography used by nearby restaurants in the 1980s.

At the same time, Bunker3022 also uses a variety of different fonts and retro tones to create a brand image with a sense of fashion and the times. The most worth mentioning is that Bunker3022 has redesigned the initial letter "C" of Cala pizza. The smooth outline of the original "C" subtitle is replaced by an angular outline, which is full of retro feeling, and changed the "C" subtitle after that. The C" subtitles adapt to mobile phones, iPad screens, and other social media, making Cala Pizza instantly recognizable at first glance.

CONVERSE: a "star"
People always say that in today's changing world, the only constant is change. In order to adapt to the development of the times, brands also need to accept change or act as a catalyst for change. In this process, the continuous optimization of the brand "LOGO" is very important to the brand's value, growth, marketing, promotion and customer demand. As the originator of the canvas shoe industry, CONVERSE released a new brand LOGO on its official social media and official website, aiming to retain the traditional spirit of the brand while conveying the brand image of youth and trend. In addition to the transmission of ideas, CONVERSE's new LOGO also needs to adapt to various media applications, such as various social media and websites.

Sawdust Design Studio was commissioned to work with the CONVERSE global brand design team to create a new visual identity for CONVERSE. The five-pointed star is a core visual element that CONVERSE has used for decades and has become an important visual asset for the brand. This time, Converse has replaced the main brand image. On the one hand, it believes that the LOGO has a sense of historical mission, and on the other hand, it means the core concept of never-ending youth. This logo upgrade has adjusted a detail, which is to tilt the star pattern at a certain angle, which makes the overall look more dynamic. The more core design is actually in the font: the English font design of "CONVERSE" is designed by mixing 5 English letter styles that the brand has used. The new combined typesetting method through pattern and text makes the two more harmonious and unified.

Meetup: chance encounter
Meetup, founded in New York in 2001, is a website platform that provides community events. Everyone can create, organize, or join specific communities on the site, according to their own interests. Then, the activity plan is arranged so that people who belong to a certain community can leave the computer, communicate face-to-face and conduct activities, so that the interaction of the virtual community can be implemented, and then help each user to meet friends who have common interests.

In order to further increase the popularity and influence of Meetup, Meetup decided to redesign its own image system. They invited design agency Sagmeister & Walsh to design and develop a series of brand-new brand identity systems. The design team carried out secondary optimization on the existing elements, and removed the background swatches with red strokes, so that the entire text logo will be more refined and concise, with a carefree feeling. Secondly, in terms of font redesign, the design team thought that the previous handwriting was too rigid and rigid, so the new font was smooth, natural and full of vitality.

When a group of people are looking for their like-minded circle on the Meetup platform, the most awkward moment is the first greeting. Therefore, the design team believes that the new image needs to change this strangeness. In addition to designing a new font LOGO, they also designed a graphic symbol. This graphic symbol consists of multiple dots of different sizes gathered together to form a huge whole. Among them, the dots represent people brought together through Meetup. The icon is dynamic, with Meetup's initial "M" added to the center of the icon, which will allow each community to have its own personalized symbol.

In addition to the design of the main LOGO, during the initial discussion, the design team realized that a simple LOGO could not solve the challenges in front of them, how to allow users to quickly find a visual system belonging to their favorite community on a small screen. In response to this problem, Sagmeister & Walsh created a visual system that uses symbolic color photography and a number of two-color-based background images to design easy-to-navigate categories and sub-categories, allowing users to quickly find their own communities.

FLOR: make connections
With a rapidly growing customer base, FLOR has undergone a comprehensive rebranding. There's a reason FLOR has such a cult following. They are willing to take the time to build relationships with everyone who walks into their space to ensure that every client ends up getting what they want. Design firm Firebelly Design was commissioned to carry out a top-to-bottom overhaul of the brand's visual system.

After an in-depth study of the brand, the design team developed a visual identity system that is a robust system of modular elements, including a rich palette of colors and undertones. At the same time, the grid-based custom marking system enhances the simplicity of FLOR products in process operation. In-depth descriptions of unique configurations are provided through print and interactive digital brand guides.

Additionally, the type of system and corresponding hierarchy are centered around the hyper-dynamic custom letter FLOR Mono. The circular font is deliberately lighter in volume to highlight the importance of the "dots" in the FLOR carpet system, while the tiles are held together by discreet sticky circular stickers. As a result, each piece has a personal and undeniable FLOR feel.

Based on the brand culture, the design team produced a vivid brand LOGO to convey FLOR's free and casual brand genes. Second, from seasonal catalogs and event invitations to business and thank you card designs, every print helps connect people with the brand and reinforces their love for FLOR.

Article Source:艺术与设计

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