Logos have long been used to represent a company in a visual and interactive way. Since their inception, logos have been largely used for the print media. Since technology was not very rampant in the good old days so people had access to mostly print media as the form of communication or the television.
Fashion brands, TV channels, law firms, education institutions all had what we now consider “static” logos. Static, as the name suggests, refers to logos which lack in movement or transformation. They are limited in their appearance.
Differences in media
In order to understand why static logos may now fail to prosper, we need to first look at the specifications of the media used back then and the media used now. Previously print design was the basis of a logo.
Since there were no smart phones or a lot of telecommunication, a static logo could do well because there was not a need of much change. And moreover, changing the logo design on an urgent or frequent basis was costly. Thus, these logos had consistency where their designs were considered.
However, now with the dawn of technology and the digital media a changing logo proves more beneficial than a static one, hence calling for the logo systems. A flexible logo can help to attract people and break the monotonous cycle of people seeing the same logo over and over.
Why use logo systems?
Having a logo which can change according to certain events or notions related to the public can also make people feel more in connection with the particular brand/company and initiate positive responses among them.
This can be seen with the new Google Doodle. This system enables to change the Google logo temporarily according to certain events and holidays etc. Even as the name suggests, it’s a digital doodle where the designers can play around with the design and colors of the logo. Another example is the logo of MTV which keeps changing according to certain events.
Logo systems are hence, now becoming an essential part of the modern era. To keep up with the pace of digital media, companies are moving to logo systems. With a logo system, the logo’s main structure remains the same but its color and form changes giving it a new look each time differentiating it from what is known as a dynamic logo where there is at least one same element in the logo which doesn’t change.
A logo system has a graphical framework which enables it to change the colors and schemes and give out a new message each time with its logo alone.
Limitations of the static logo
A static logo cannot be as diverse as the logo systems. Static logos cannot be changed according to new events and hence can be monotonous on the social media.
Changing the logo can help attract new people to the brand or even bring the brand to notice to its existing users/customers. As an example we can see the DC Comics logo which has been changed recently to keep up with the digital world. “One of the many benefits of the new logo design is its versatility to showcase DC’s iconic and timeless characters and stories across all media,” as was mentioned on the official DC Comics website.
A word of caution
Though logo systems are becoming a thing and replacing the static logos, the decision of this transition should be taken carefully. The company’s budget and its ability to put up with the diversity should be kept in mind before opting for logo systems.