The Psychology of Logo ShapesNovember 5, 2018
Dynamic Logos –
When and How to Use Them
If you’re reading this, you’re probably on the hunt for a business logo with a little spice.And, barring a serious craving for jalapeno, you’ve come to the right place!First, let’s do a quick recap: What is a logo? A logo is an image, typeface, or combination of the two that communicates the values of your company and serves as a way to identify your business.
This symbol will go anywhere your business is being represented – on letterheads, websites, ads, social channels, business cards, merchandise, etc. – so that your target audience can understand what you’re all about, and associate your logo with your overall brand.
What’s Different About a Dynamic Logo?
A dynamic logo is an adaptable logo – one that changes depending on the context in which it’s placed. Unlike “static” (read: regular) logos, dynamic logos are meant to be transformed. It could be that a specific aspect of the logo changes – like the orientation of the symbol or the placement of the colors – or that the entire design gets an overhaul each time the logo is presented.
However, it’s important to remember that some basic elements of your logo should always remain consistent, regardless of the changes made to the logo – whether that’s the font, lettering or icon you use.
This is what separates dynamic logos from just, well, throwing a bunch of unrelated logos all over the place and calling them “dynamic”. So that first company logo you create probably won’t show up a lot day-to-day – but it will serve as the blueprint for your ever-changing, dynamic logo.
Why Should You Use a Dynamic Logo?
First of all, if you’re artistically inclined, dynamic logos are your creative heaven. But even if design isn’t your thing, there are still advantages to going the dynamic logo route:
Context is Everything
Let’s say your internet branding strategy involves showing off your expertise in your niche, but offline, you want the focus to be on how wholesome your company is. Your dynamic logo – which constantly tells your company’s story – can convey both of these qualities depending on the situation.
It Signifies Versatility
Different versions of a logo lend the impression that your business has more than one strength – and what better way to represent a company oriented towards change than through a logo that does that very thing?
Everyone Can Be Involved
Unlike with static logos, your employees can strategize and come up with ideas on how the next version of your dynamic logo should look.
It Adds to Your Brand Identity
Your logo plays a significant role in the way your brand is perceived, and a dynamic logo can give you the hook you need to rope customers in. Once your brand gets enough exposure, your audience will look forward to seeing what you come up with next.
The best example of a company that uses a dynamic logo to their advantage is Google, who has a different logo for what seems like every – and we mean literally every – occasion.
Just look at what they did for Romania National Day, in 2018
Or on the day we first discovered water on the moon, in 2009
Google fans have learned to anticipate a new logo from the tech conglomerate whenever something interesting happens in the world – and rarely are they disappointed.
You’ll notice that in all three examples, the “Google” text itself is the same, but everything else (like the graphics, fonts and colors) is completely different from logo to logo.
There was even a version of the Romanian National Day logo that had a moving element – which brings us to our next subject:
The burning question: What to change?
Answer: Anything is up for grabs. Consider tweaking some of the following elements:
Nickelodeon is famous for this. The children’s TV channel uses a different icon for each show on its network, but keeps the energetic orange and playful font consistent throughout – speaking to the channel’s fun side while remaining instantly recognizable with every version of the logo.
FedEx utilizes color change effectively, alternating the color of the “Ex” in each version of their logo to denote a different service that they provide.
To promote tourism to the Nordkyn peninsula (which sits at the top of Europe), a dynamic logo was created to model the region’s changes in wind direction and temperature. On the tourism website, the logo icon switches position every five minutes.
Adding movement to your logo makes it dynamic in real time, as it changes right in front of your customers’ eyes! This may be difficult (if not impossible) to do on printed materials, but it’s a great way to make your logo pop across multimedia and give the impression that you’re a forward-thinking, trendy brand.
Shazam, an app that helps people identify songs based on a small clip, uses motion in their logo to represent a speaker that’s constantly playing – indicating that with their product, the music never stops.
A dynamic logo allows your business to be creative and make a series of cultivated impressions on your target audience.
Points to Consider Before Creating a Dynamic Logo
It’s fun, it’s cool, it’s intriguing – but a dynamic logo isn’t for everyone. As you’re deciding on the type of logo you want to create for your business, remember the following:
Don’t Mistake “Dynamic” for “Better”
Standard logos are not without their advantages, especially when your goal is to create a perception of timelessness and continuity surrounding your brand. That said – dynamic logos allow you to constantly innovate, which may be in line with the perception you want others to have of your business.
Stay Faithful to Your Original Logo
The elements that mark your logo as belonging to your company should be preserved in every version of the mark. Remember, the point of a logo – dynamic or otherwise – is to represent you and your business. While having an attention-grabbing dynamic logo is important, what’s arguably more crucial is keeping its design in the brand family.
Dynamic Logos Should Stand Alone
Bear in mind that customers will interact with your brand at different points in time, or through varied mediums, and whatever logo they see will likely be the only one they associate with your brand. Because of this, every variation of your logo needs to have a backbone – supporting your entire brand in one shot.
Know Who You Are
Be absolutely sure what your brand message is before designing variations of a logo that will communicate it. If you’re uncertain about what you’re trying to say with each version of your logo – don’t say it at all!
Over to You
Now that you have all the info you need to make a dynamic logo, it’s time to get started! Use Tailor’s logo maker to create your core logo, and you can experiment with logo variations with our design suite.