IS IT TIME TO EMBRACE RESPONSIVE BRANDING?

Benjie Moss from WebdesignerDepot writes this interesting article about responsive brand identities and suggests maybe it’s time to consider a responsive approach to not just your website, but also your brand identity.Consistency, we’re taught, is the hallmark of quality. Whether it’s in copywriting or color, layout, or lettering, consistency feels deliberate and reinforces ideas. Nowhere is this more true than for branding, where the visual identity of a company is often treated as sacrosanct.Brands go to extraordinary lengths to ensure consistency, spending millions of dollars on brand guides that specify not just a particular color and typeface, but the exact number of pixels that should be used to frame their logo, or the minimum and maximum number of words a link may contain. Brands cling to control of their identities because we as designers told them they should.However, the advent of responsive design has created a design community far more comfortable relinquishing control of assets. When once a designer may have insisted on a precise relationship between type and layout, now we attempt to create the same feeling but accept that designs will not look the same on all devices.Recently, The Verge reported on a study by UCLA that found students had difficulty recalling the look of Apple’s logo. The conclusion drawn by the study was that the lack of recall was due to “attentional saturation”; in layman’s terms, the more we see something, the less we notice it.

The Advertising Association’s logo consists of a small capital ‘A’ inside a larger capital ‘A’. The exact form of the characters can vary.Read more hereHappy Branding :)