Building a Responsive Branding Package

What is the current state of your branding package? Is your logo responsive? Just like a website, a logo will benefit your business the most if it responds to mobile devices. If a website isn’t optimized for mobile viewing 91% of customers will turn to a competitor. 

In a world where screens come in all manner of shapes and sizes your logo will benefit your bottom line the most if it is recognizable and memorable everywhere. However, this means much more than making your logo larger or smaller to fit the screen. Your logo will best serve your business if it is responsive and adapts to any use-case accordingly. 

a branding package graphic showing responsive logos from Coca-Cola, Chanel, Disney, Heineken, Warner Brothers, and Kodak 

Image Source: https://medium.com/@jackanto/responsive-logo-must-to-follow-4901cb0cfcbc

Creating Trust

A branding package is much more than just a set of pretty graphics made for your business. Logo packages should be designed to serve a purpose. A brand that functions well is like a digital storefront: When your brand is attractive, updated, and appealing it will help create a foundation of trust between you and your customer.

Even as late as 2015 most small businesses could get away with one version of their logo in one place: on the sign in front of their business. Today’s logos have to function better and accomplish much, much more than they used to. Over 50% of consumers surf the net on smartphones. If your logo can’t scale down to smaller screens you’re potentially turning away over half of your business. 

Over 80% of customers view your digital storefront before they visit your actual business or make a purchase decision. For a website to scale effectively you need a logo that scales as well. Customers are more likely to trust you if your business is well-represented in all scenarios. 

Responsive Logo Attributes

Every logo that has been designed to be responsive shares a few specific traits. Those traits, in order of importance are:

  1. A responsive logo is recognizable in black and white, even if the mark has color it must be recognizable and clean without it. Why? If your logo doesn’t work in black and white it won’t work well on different mediums such as laser engraving, wood and glass etching, and vinyl cuts. 
  2. It must be recognizable at sizes as small as 32 pixels wide. Why? Because your logo needs to be recognizable from a distance as well as on small devices.
  3. There must be different versions for different media types in addition to versions that work well on any background. Why? Because your logo should be easy to use, it should look great on a photo, solid color, or on black or white.
  4. There must be an icon and a wordmark that can stand separate from each other and still be recognizable. Why? There are times where it isn’t appropriate to put your entire logo on a document or product. This is why it is best to have both text and an icon that can stand apart and still represent your business. 
  5. There are versions that scale to large sizes effectively and add meaning as a logo gets larger. Why? Small marks, when scaled up, can often dominate space and be the center of visual attention in a bad way. They’re optimized for contrast at small sizes, but that contrast can be too much at large sizes. A great example of this is the Warner Brothers logo above.

Improve Your Customer Relationship with a Responsive Branding Package

A responsive logo and branding package can work wonders to improve the relationship you have with your customers and even increase the value of your product. Contact UplinkSpyder and we’ll make sure to set you on the right path with a logo for your business that communicates, is responsive, and is beautiful. 

Free Halloween Graphics

Free Halloween Graphics

All of us at UplinkSpyder are wishing you a fun and safe Halloween! We are celebrating it in the best way we know how: FREE Halloween graphics! Wish your friends, family, and customers a Happy Halloween by posting one (or all!) of these graphics to your Facebook wall, and/or other social media! (more…)

Say It Before They Read It

Say It Before They Read It

The Importance of Typeface Choice

There are hundreds of thousands of typefaces floating around the web, and new fonts are crafted every day. Typefaces range from standard serif like the well known “Times New Roman” to an even more frequently used sans-serif like “Helvetica,” to script typeface, which resembles cursive handwriting.

In some cases, styling distracts from what is being said or limits readability. One thing is for sure, each tells a unique story. Aside from color palette or images used, a font can really set the mood for a reader.

At UplinkSpyder we love to have fun with design while maintaining readability and an appropriate setting for the message. Many of our favorite fonts are fairly versatile and present vastly different types of content in an effective way.

For any given organization and graphic design, not all fonts fit the bill. You wouldn’t want to use a dainty script on a hunting website where a rugged slab-serif would better suit the audience. It is important to choose the appropriate font because words can be saying one thing and the font choice can make the reader feel something very different.


Once you have the set of fonts that express the feeling and message you want, along with colors and a logo, you have the visual representation of your brand.

Once your brand is established and you want your website to reflect that brand, it can get a little tricky. Although web development possibilities grow constantly, it is still difficult to use some fonts organically on a website.

Nothing on the web is as easily manipulated as it is on a poster, but there are sneaky ways of getting the right feeling through use of your chosen fonts in website graphics. Headers, backgrounds, slideshow images, buttons, and other graphics can use any font and styling since they are created in graphic design programs.

When you integrate your brand in this way, you can choose a web-safe font to present content and still set the right tone & mood.