How does the web influence logo design?

The design of any logo or identity icon should be a two-stage process. In the conceptual phase the designer is briefed on the project and begins the process of research, brainstorming, strategic thinking, planning and sketching to create the initial potential concept to be presented to the client. After consultation and adjustments, a final concept is arrived at.

The designer then enters the production phase where the concept sketch is cleaned up and refined and produced as finished art (for traditional print graphics), an eps or tiff file (for computer-based graphic and print applications) and as jpeg, gif, animated gif and vector art (for web-based content from pixel-based still images and simple animations to dynamic vector graphics via Macromedia Flash).

Seeing the design process as consisting of two distinct stages illustrates very clearly that that the conceptual (strategic and creative) phase of the process remains unchanged, no matter what the final application will be.

A good visual will work across all mediums

Once a good visual has been created (bearing in mind the traditional design criteria that the concept should be strong, the weights of the graphic proportionate and that it scales well and displays effectively in colour and black and white), only then should the designer tackle the task of ensuring that the artwork is optimised for the delivery medium.

When translating a logo design for a web/screen based application, the technological restrictions of the media, such as colour palette of screens, memory and resolution, need to be considered.

For print-based work, trapping and CMYK colour consistency considerations must be made. By the same token, web/screen-based design requires that the web-safe palette be conserved and that considerations be made for users with slow connections (by limiting the file-size of the logo).

The very global nature of the web also creates a challenge for designers. Care must be taken when designing icons and symbols, as not all designs translate equally well to an international audience.

The nature of the web creates exciting design possibilities

While there may be certain technological constraints when designing for web/screen based application, the interactive nature of the medium allows for exciting possibilities for a design.

In print, the designer has one chance to make an impression. In an interactive medium like the web, a logo can come to life as an animation, telling a story and helping to create a memorable branding experience.

At the end of the day, designers need to understand basic design principles and how to apply them to the growing number of visualisation outlets. We never design a logo in a vacuum. At the end of the day, a good design must work across all types of applications - large, small, 3D, embossed, de-embossed, engraved, animated. Good design is good design!