Creating a new logo? Make sure it’s socially acceptable

In the old days – like the 1990s – brands designing a logo thought about how it would look on brochures, buildings and billboards. Today, brands must think small, considering first how their mark will look on social media.

The Internet has reversed the way that consumers interact with a brand’s mark. A potential customer’s first impression of a brand will likely be its thumbnail-sized avatar on a computer screen or mobile device. Creative concepts that are complex or unworkable at a small size are now out.

Businesses creating or redesigning their mark must commit to being flexible, and be sensitive to the limitations inherent in new media. It is important to work with creative departments that can maintain a brand’s essence when it’s being viewed in the palm of one’s hand.