The New Logo

Last year I wrote about 5 small steps toward a social media campaign but, in fact, the steps are not small at all and, furthermore, each step can be broken down into substeps of their own. It’s worthwhile, I think, to begin 2011 by broadening the scope of each phase in a series of posts over the next several weeks.

Let’s start with your logo.

To succeed in social media/networks and it is imperative that your logo work in ways you may not have previously considered.

Over the past year we’ve witnessed the re-design of several well-known logos. In the world of design, each reveal seemed like nothing more than fodder for grumps, groans and practical jokes. GAP, iTunes, MySpace, Comedy Central, and, most recently, Starbucks are among the big names that dared alter their well-loved emblems.

Take a closer look.

There’s a trend:  the simplification of the mark. Logos now need to work across hardware that range from smart-phones to televisions to 3D theater. A logo, no longer a stagnant 2-color illustration in the corner of a business card, must do so much more. In addition to being flexible in terms of color and size, the 2011 logo needs to dance – or at least be open to the concept. And to this end, simplicity is king.

So, as you (re)design your logo for the new decade keep these thoughts in mind: will it work in a PowerPoint presentation projected onto a 12-foot board? Will it look equally beautiful scrolling across the bottom of an iPhone app as it does hovering on the teeny tiny screen of an iPod nano? What about as a facebook or twitter avatar?

Refining your logo to meet the requirements of modern technology will pave a smooth road as you venture into social media.