The Importance of Responsive Logo Design Across a Wide Range of Devices on the Web

The aim of this paper is to clarify the significance of using responsive logos on web pages. It aims to bring a more flexible and contextual system of brand identification. This can be done by moving away from strict and inflexible design guidelines. The authors shall attempt to explain why logos in all its variations can be unambiguous memory hooks. Also, we emphasise that they can behave like many other elements in responsive web pages. Contemporary businesses demand adaptation of their content to many sophisticated communication platforms. Among these are the devices with different varying screen dimensions. A responsive logo can be used to build better user experiences across a wide range of devices, thus elevating brand freshness. Having in mind that logos are the key elements of corporate identity and brand positioning, it is mandatory to optimise it for every scenario. It is an element on par with colours or slogans. It can be simplified by applying responsive design principles to individual elements that make out the logo. By removing unnecessary parts in relation to the varying screen size, a clearer and much more readable logo can be arranged. We have built a model for applying responsive design to logos and performed experimental testing in the real environment.