Identity systems

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Responsive and adaptive logos

Lesson 8 of 18 in Identity systems.

Visual Identities: More Than Just A Logo | Sagi Haviv | TEDxPenn · TEDx Talks
Lesson

The responsive idea is simple and it predates the web by a century. A mark exists at several levels of detail, and the one you use depends on how much room there is. Full lockup on a poster, symbol and name on a website header, symbol alone on an app icon, and sometimes a single letter or device at the very bottom.

full lockupmark and namemarkat 24pxeach step drops a whole element, never a thinner version
One identity at four sizes, losing an element at each step.
An ink drawing of a studio corner with a large poster showing a full logo, a laptop showing a shorter version, a phone showing just the symbol as an app icon and a smartwatch showing a single small leaf shape.
The same mark on a poster, a laptop, a phone and a watch, carrying less detail each time the space it has to fit into gets smaller.
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  1. Question 1, locked

    Which of these words means this? “A graded set of versions, each carrying less detail, for progressively smaller sizes.”

    • Favicon
    • Sonic logo
    • Responsive logo
    • Data-driven mark
  2. Question 2, locked

    Which of these words means this? “A system whose elements change by context while a constant holds it together.”

    • Optical volume
    • Lockup
    • Emblem
    • Adaptive identity

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