Whether you are an emerging e-commerce brand or a seasoned one, we are sure you must have heard about the tussle between dynamic and static logos. Over the years, there has been a great hullabaloo about dynamic logos. The increased use of responsive design and online platforms has led to the culmination of a very interesting phenomenon, one that had been quietly simmering under the surface for many years; that of dynamic brand identities -and many have claimed that the age of static logos is over. However, is that really the case? In this article we are going to take you over some basics of dynamic and static logos, to help you reach a decisive point about your pick!
A static logo, quite simply, is an unmovable logo. When you hear the word ‘static logo’, think classical logos –logos which comprise of only one brand icon which stays same over the years. This logo has a fixed composition, elements, shapes and colors. The only variation you may see in such a logo is its rendition in black and white from a colored version or a slight update after 10 or 20 years.
Compared to this, dynamic logos are very different. Dynamic logos are movable or fluid logos which change their looks with the context. Often, these logos have multiple iterations –they can change their shapes, colors, and forms with each individual viewing, or with the turn of events. Sometimes, these logos have a fixed framework which allows movement within it, at other times, even the framework is fluid and changeable enough. Two very popular examples of dynamic logos include the Google Logo, which changes form with context and events, and the AOL logo, which takes on different shapes and sizes.
Effective logo design is born out of genuine problem-solving –you craft a design that caters to the needs of the brand, and allows it to connect with its audience in a profitable manner. This is the core principle which you should always remember while designing a logo for your e-commerce brand. Whether you go for a dynamic logo or a static logo largely depends on the needs and goals of your brand. While there are numerous benefits of adopting a dynamic logo, it is not always the best choice for every brand. And similarly, while people may say static logos are dead, that is not true, and they may in fact be the best course of action for your branding!
So if you are wondering where you should go for a dynamic logo or a static logo, keep this checklist in mind to help you decide:
The primary purpose of a logo is brand recognition. It is something that should serve as a substitute for your brand personality; this is why it is important for people to be able to instantly recognize your symbol. Usually, when you are starting out as a new e-commerce brand your audience needs to form an association between your company and its projected brand symbol. In such a case a static logo is often fruitful. A static logo educates the target audience about a static logo framework which they should associate with your e-commerce brand. It helps to form a quick, easy and unmistakable association.
On the flipside, a dynamic logo can be tricky in such a case. When people form links between brands and their dynamic identities, it happens only after multiple viewings. Dynamic logos can have so many faces –which means your audience need to view a large number of those faces to be able to intuitively pick up on the base framework you are using to convey your identity. For example, your brand may use the same font or color in the dynamic logo, while keeping everything else fluid. When people view your dynamic logo multiple times, they are better able to pick up on the fixed elements which are the common strand between your dynamic faces. However, when you are a new e-commerce brand, ensuring the opportunity for such a large number of views can be hard, and an expensive challenge.
Dynamic logos are best used to denote the creative multiplicity of a brand. For example, a street-fashion brand may use a dynamic logo to show how they are always in flux. Similarly, a multimedia company or a television channel or a search engine may use a dynamic logo to say how they provide something different for every single customer –something which each individual can own, or how they are always moving and changing with time. If your e-commerce brand offers diverse products or services, then dynamic logos may work for you.
However, if you have a business which is pretty much fixed in nature –for example, if your e-commerce brand sells car spare parts or if you run a salon, or if you make a single flavor of your signature chocolate chip cookies –this kind of thing does not afford much room for change or multiplicity. And in this case, a static logo is better. A static logo can refer to your signature, ‘classic’, and ‘stable’ quality instead.
Dynamic Logos can be expensive. This is because of many factors; dynamic logos comprise of multiple logo options, which may be computer generated or manually designed, and because every single option needs to be equally good in quality and impact, this involves a lot of time and effort on part of the designer.
Also, the techniques used to make a dynamic logo are more complex than the ones used to make a static logo. And finally, a dynamic logo also needs a lot of budget for its marketing or launch –because you need to make sure people have had enough chance to view its many faces. All of this can be quite heavy on the pocket.
So if you are on a tighter budget, a static logo may be a better option for you –and may, in fact, do a better job than a dynamic logo. Static logos are easy to execute and you can get them designed by any good designer!
If you are an e-commerce brand, we are assuming your target audience is tech savvy. However, it may not always be the case. If you just happen to have an online website and a social media page to facilitate additional sales, but most of your sales come from on-ground stores, and your audience does not interact much with you online, then a dynamic logo may not be such a good option.
While it is true that a dynamic logo can be used just as effectively in print, as it can be online, it is also true that one of the best ways of projecting a dynamic logo is through the online platform. Online platforms help you maximize the impact of your dynamic logo. So if you feel your target audience is not engaged with you over social media, or online, then it can be more costly and difficult to market a dynamic logo.
In such a case, a static logo should be your go-to option –because like we said, dynamic logos should not be adopted because they are “trendy”, but because they truly resonate with the needs and personality of your e-commerce business.
Your marketing timeline is also a defining factor. The design and launch of a dynamic logo can be time-consuming. You need to develop multiple logo options for a dynamic logo and isolate a consistent framework, which can really eat up hours. If you do not have this kind of time on your hands, it is best to go for a static logo.
These are some of the points you should keep in mind while deciding between a dynamic of a static logo. Just remember, never go for a dynamic logo because you want to keep all the multiple logo options you could not decide between –don’t let a dynamic brand identity be the solution to your indecisiveness, or a choice you made because you thought it was trendy. Always go for the option which genuinely resonates with your e-commerce brand!
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