The ideal logo should be responsive – no matter what.
This concept may be familiar from web sites: a responsive web page looks different on various gadgets, although it maintains a similar, good aspect. In other words: sites look different on a PC than on a cell phone. It is important because this way your design keeps its best aspect and your site are easily accessible on any device. When it comes to logos, the idea is the same, only the implementing phase differs.
According to Wikipedia “a logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark.” The main goal of a logo is to represent an organization or company and to separate it from their competition. A good logo should be unique and easily recognizable. It is not a top priority to make your logo beautiful, although we tend to pay attention to this matter as well. The most important thing for the logo is to represent the brand exclusively *on every device and/or platform it appears on*. Your logo becomes the very first and most crucial step in developing the full image of your brand or company, and also the key element in marketing.
Recently many great companies have edited or even changed their logos, because they needed it to appear as elegant and friendly as possible in any size and dimension, on any platform (online and offline) – in other words, they have created a responsive logo. This type of logo implies creating more versions of the same logo, by treating iconic elements of the original one as independent logo versions.
This photo shows what a responsive logo is. It is not necessary to simplify it this much, but we truly recommend you to have at least two versions: the original and the secondary, simplified one. The first one will be used everywhere it fits without losing from its visibility – displayed on some platforms the letters may be too condensed. The latter one, on the other hand, works perfectly as a profile picture on social media platforms, apps, and devices with smaller displays. The simplified version works best if it is a part of the original full logo. It should be a vital part of it, a key element that can represent the full logo by itself even with no words or phrases. Many techniques (minimalist, clear etc.) can be useful in creating an ideal, modern logo, but most recently responsive logo design is the most popular method.