Responding to a new world of digital branding
Article by Rebecca Moss
We’ve seen the rise of responsive design – a technique focused on solving the constraints of small screens, before applying the resulting design patterns to ever more complex environments. Of late we’ve started to apply similar thinking to the world of branding.
My company has been fortunate to work with some of the world’s best branding agencies. We’ve always been impressed with the quality of their work, except in one area: how the brand is reflected online.
When we meet agencies, we are typically presented with a brand book. It generally goes into a huge level of detail around factors such as how many inches should be left around the logo, and what typefaces should be used. The book sadly gives scant consideration to how these things should work on screen.
If we’re lucky, the branding agency will get one of their juniors who knows ‘a bit about the web’ to attempt a home page mockup. That’s often it.
I believe that digital first branding will be the next major trend in design. Not because of visual trends, or advances in technology. Rather, I think digital first branding is what clients need.