Dynamic Logos: Uses and Advantages from a marketing perspective

The most important marketing asset that a company has it’s the logo.  A company’s logo is sacred and is the most loved part of the brand. You can do wonders on your communications and marketing efforts with a well-designed and well-used logo, and a dynamic logo is no different. Sometimes, marketers even love them more than static logos, because they get them closer to their target audience. So, let’s see what are dynamic logos, and what are their uses and advantages from a marketing perspective.

What is a Dynamic Logo?

You already know what a logo is: an image, typeface or a combination of both that is your company image and communicates your values and beliefs.

A dynamic logo goes beyond, because it can adapt or change depending on the context or the audience. You can change its color, shape or fonts, just to make it better suited for the context you’re going to use it.

However, a dynamic logo is NOT using a different logo for every time your company is going to communicate with your audience. That’s just messy. You must keep some basic elements untouched, regardless of the other changes. Successful dynamic logos work when you have a clear idea of the elements that stay the same and the ones that changes.

Let’s see what are the main uses and advantages of dynamic logos from a marketing perspective.

Pro Tip:

We recommend you to read our blog post about Branding, so you can get the most out of it!

Why should I use a Dynamic Logo to improve my marketing?

As we were saying, dynamic logos are great for marketing efforts if your company offers several products or services. Generally, those dynamic logos are more frequently used for marketing purposes than the original company logo.

Also, they work great when you’re trying to reach different audiences, countries, or business units. Therefore, you can have your corporate logo and some other versions for each business unit or audience you’re targeting.

Some examples

Think about Google, for example. They change their logo on a daily basis and adjust it for special dates or world-wide events. Another good example is Nickelodeon, who kept their orange and white colors on their name and only changed the shape.

But you don’t have to be on TV or to be Google to use a dynamic logo. For example, we at Elecsis have a dynamic logo and we love it. We use blue on our original version, the one we use for our corporate communications. Also, we use green on our logo when we’re talking about Software Development. You see purple when we’re talking about Marketing, and orange when we’re talking about Design.

Pro Tip:

We implemented those changes on our logo after we understood our audience. Read our article on Consumer Behavior, so you find out what you should know before embracing dynamic logos!

What are the advantages of using a Dynamic Logo on my marketing efforts?

A dynamic logo allows your business to be creative and make great impressions on your target audience. Let’s see some of the main advantages of using dynamic logos.

Versatility

A dynamic logo and its different versions talk about your company being oriented towards change and having more than one strength. You can identify one of your business lines with one of the versions of your dynamic logo, for example. Therefore, people will easily identify your company and that specific business line.

Adaptability

Maybe you have both B2B and B2C strategies in your company. Your dynamic logo can easily adapt to suit these two different approaches in marketing. It can also easily be adapted to packaging!

Brand Identity

Since your logo is one of the most important features of your company, a well-used dynamic logo only adds up to your brand identity. It shows your consumers you’re fresh and modern.

What do I need to know before I choose a Dynamic Logo?

If you’re not sure whether you should keep your regular logo or design a dynamic one, take a look at these tips before you decide.

Know who you are

You need to be sure of who you are and what you’re offering to your clients. Be absolutely convinced of your brand’s message, personality and values before working on your logo. This will impact the way you do your marketing and communications, so think about your strategy first.

Keep the important parts of your original logo

If you already have a logo you and your clients love, don’t change the elements that make it what it is. You should preserve what attaches your logo to your company: colors, shapes, fonts, wording, etc.

Make it simple

If you’re up for a redesign, or you’re ready to update your logo to a modern version, keep it simple. A simple design will work better for a dynamic logo, since the elements you change are going to be more notorious.

Consider a core Logo

When you’re implementing new dynamic logos, remember they should look like they’re from the same family. They shouldn’t be that different, because it creates conflict on your brand image. People should be able to immediately recognize your main logo when they see the variants.

Conclusion

If your company wants to create a perception of timelessness and continuity, regular or traditional logos are a good fit . However, if your company is innovative and it’s targeting several audiences, a dynamic logo can be beneficial.

If you have decided to go for a dynamic logo because you think you can improve your marketing approach, great!  Dynamic logos can be updated as frequently as you need them to, depending on the context or goals.

We can help you with a great dynamic logo design and we can also work with you on your marketing strategy. Let’s rock it! Don’t hesitate to contact us!