Responsive logos are an essential part of any brands’ visual identity in that your logo is adaptable to the medium it is applied to, without compromising size and appearance. The examples above show only 3 versions of a responsive logo for each brand including my own. However, many brands have several more logo styles used for specific branding applications and applicable sizes. Coca-Cola, Mercedes, McDonald’s and even your local supermarket will have a responsive logo that allows flexibility in their product touch points. For Coca-Cola to have their mark applied in an instance that may not allow for the full ‘Coca-Cola’ logo, it is substituted to a simplified ‘Coke’ wordmark. The alternate logo is just as recognisable as the fully fleshed out logo and in most cases is done to make a logo bigger and of course, more noticeable. We can spot the Golden Arches from a mile away or recognise a Mercedes Benz cruise past us by the badge emblazoned on its front grill and for many brands, the most simple forms of their logo are the most recognisable and memorable. Having a responsive logo also allows your brand to adapt to vertical, horizontal and square/circle applications. You might use a horizontal logo for the top of your letterhead. A condensed, stacked logo for narrow horizontal instances like labels and business cards. Or a logomark that condenses your logo into a simplified and often small, identifiable symbol, that might also be used as your brand’s social media profile image. Understand how your logo is responsive and ensure its use cases are defined across your business’ touch points to best represent your brand.