Think of your logo. This image, as simple and small as it may be, represents something as large as your organization and embodies its spirit. It is the inspiration and focal point of all your visual branding and the mark recognized by your consumers. As a rule, therefore, your logo should never be altered. Right?

Maybe not.

As responsive design quickly becomes the norm on the modern web, some designers are looking to responsive logos as a design solution for guarding a logo’s clarity, detail and meaning when viewed on different display sizes.

London-based designer Joe Harrison was one of the first to explore adaptive logos. He argues that depending on the logo, simply reducing or enlarging it to adapt to different displays isn’t always the best solution.

To demonstrate this theory, Harrison created The Responsive Logos Project for which he redesigned the logos of brands like Coca-Cola, Chanel and Nike to be as responsive as their websites. You can see his examples here. Just drag the corner of your browser to watch the logos change.

While this trend is still incredibly young, Harrison’s examples highlight the wonderful potential of responsive design and highlight the pros and cons of responsive logos:


  1. Legibility: Creating simpler logos with less and larger type means they’ll be a lot easier to read on smaller screens.
  2. Detail: Responsive logos give designers the opportunity to add detail to logos that will appear on larger displays. For example, designers wouldn’t be restricted to putting logos with equal detail on a wearable watch and a screen at the movie theatre.


  1. Time: Designing multiple executions of one logo for a responsive design will take designers longer than if they were asked to design just one.
  2. Recognition: Responsive logos could make brand recognition harder on the consumer – or at least, could take longer to learn than a set logo design.

What do you think? Will breaking the age-old rules preventing logo modification create a more natural user experience on mobile devices?