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Logo design doesn’t have to be one-size-fits-all

April 15, 2020 by Erin Brand

In our studio, we talk a lot about how the most effective brand platforms should be launchpads versus straight-jackets. That’s our philosophy when it comes to creating Brand Standards Guides, but it’s increasingly coming up in our logo design process, too.



Today’s brands need to speak to multiple audiences across multiple channels – differing customer segments, shareholders, employees, and partners. A flexible logo can be one way of creating a more agile brand experience.

An overly rigid brand is like someone who shouts the same message over and over. A more nuanced design system with flexible components gives brand managers the ability to be more nuanced in their messaging.

For example, this brand identity for Camp Quality, a camp for kids with cancer, clearly establishes the name of the charity for a first-impression donor audience. A version based on the nickname given to the camp by the kids who attend it is more appropriate for those already well-versed with the brand. A suite of graphic elements allows for regional to combine components so that they can individualize their local brand communications.

A logo lock-up can often feel clumsy when applied to various elements of a business, and it doesn’t always adapt that quickly to different formats. Taking a systems-design approach results in brands that can evolve to the medium—solutions that can formulate different messages, adapt to different situations depending on the context.

We often see that the rules in traditional identity design misinterpreted or even ignored. A more flexible, context-driven logo design process means brand managers are transparent about working methods, tools, and materials.


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