The impact of digitalization on logo design

Abstract: A logo is a vital part of any company’s visual identity. The following report exploreshow logo design got affected by the recent age of digitalization. The report helpsoutline essential parts of successful logo design for current and future mediums. Sincecompanies want to hire designers or agencies who work based on research andsuccessful methods, this study helps create a generalization of good logo design that iseasy to implement. Our research confirms the notion that design is a science and not an art, since logosare strong when they fulfill their intended purpose and follow specific guidelines.With the help of gathering both quantitative and qualitative data, we found out that theprimary change of logo design through digitalization was done because of the mediumof which the logos lived. The specific elements that changed were that logos nowfocus more on logo marks and have solid and memorable colours. Further, we sawthat logos had to be distinct and unique to work in the overly saturated digital market.At the same time, logos had to be responsive and have the ability to be showcased in asimple way for it to be ready for any medium it could be thrown against. By analyzing some of the most successful logos of all time such as Apple, Adidas,and Nike this report gets an understanding of the part their logo had in making theirbrands successful. Which is also complemented by insightful interviews with industryprofessional designers who helped develop logos and brands for companies such asBurger King, Netflix, and Audi. All this together helped outline a valid understandingof what makes a good logo for the digital age.