OUGD504 - Studio Brief 02 - Study Task 03 - Logo requirements - Reproducibility / Adaptability

Examples of good Adaptability / Reproducibility:

The Nike logo is primarily available in 3 colours, although this can vary for special editions / campaigns.  The logo is not hindered in any variation and is still as recognisable as ever. 

The option of the logo in black and white means it can be used over colour, enhancing brand aesthetics. The option of the the swoosh being used alongside type, in modern context, creates a sense of vintage as this is less commonly used as it once was, therefore creating a sub brand for Nike, expanding market potential. The logo can be used in any size, if it weren't adhering to brand guidelines of course. 

"There were a lot of different color iterations," Kedar says. "We ended up with the primary colors, but instead of having the pattern go in order, we put a secondary color on the L, which brought back the idea that Google doesn't follow the rules."

(from an interview with Ruth Kedar by WIRED writer Sonia Zjawinski)

When thinking about the Google logo, in relation to the colours used, it isn't so easy to reproduce easily, however when thinking of the context of the logo, this alters. Unlike Nike, Google doesn't use printed material: I can't recall coming across a printed Google logo. Therefore this use of colour is justified, it enhances the brand, especially after viewing the logo in B&W, it is easy to deduce this.

An interesting idea I realised when looking at the brand was the need for the logo on the cup to still be noticeable when in front of what ever coloured concoction is inside, looking at several photos from tumblr, the logo still functions even against chocolate gradients.

Another well established logo, Starbuck's logo has become increasingly similar since its conception, just as the Apple logo has. This could be due to the need for more easily adaptable logos and the great brand recognition, less aspects of the branding are necessary to create a link to the brand, due to huge exposure and age of the brand.

The Starbucks logo has become simpler and no longer needs to include 'Starbucks'. An interesting idea I realised when looking at the brand was the need for the logo on the cup to still be noticeable when in front of what ever coloured concoction is inside, looking at several photos from tumblr, the logo still functions even against chocolate gradients.

The logos transition from using tone to create depth to a flat design is in relation to current technology. The use of flat design means the logo is easier to reproduce accurately across the ever growing of platforms companies like Google need to adhere to. The introduction of the smartphone, tablet, responsive websites and apps has required a consideration for more adaptable design. Logos that can be scaled without loosing quality, just as vectors can.