The logo has evolved – modern logo requirements

2 min read
Watb Team
The Apple Logo

Go back to the print age and logos previously had a much narrower set of considerations. Does it work in greyscale? Can it be scaled up without a loss of quality? Is it readable at small sizes?

Back in today’s world, however, and a logo needs to do so much more. It’s this change in logo considerations that is the reasoning behind Google’s logo refresh of last week – their previous logo no longer met the requirements needed. So what exactly do we need to consider now when creating a new logo? What are the modern logo requirements?

  • RWD (Responsive Web Design) – Does the logo scale well for mobiles and tablets? Could it be designed to display differently?
  • Favicons and Touch Icons – how well does the logo translate into an icon format? (Particularly important for brands that use apps)
  • SVG – For higher image quality and scalability across devices, logos need to work as an SVG.
  • File size – These days we strive hard to make the internet as fast as possible – logos need to be lightweight and download quickly.

These are issues that Google addressed with their update. Their new logo exists as an SVG, so it’s pure vector format and can be drawn with a few simple circles and rectangles. This achieves most of the above goals – it has a tiny file size which is great for mobiles and slower connections, and by switching to a sans-serif font the logo is more readable when scaled down.

Depending on your browser windows size/device size, the logos on this page will adapt. Try resizing your browser to see what happens.

Google’s new logo also works responsively, a now critical factor in logo design.

What this all means is that, as a business owner, when you hire an agency to design your company or product a new logo, the end result needs to consider these requirements – which can mean that it may not be quite what you requested. The agency has a responsibility when designing your logo to ensure that it works well across many different criteria, unfortunately, you may need to sacrifice your own personal needs. That motif you insist on may not scale at all well, or be readable on a smaller scale.

You’ll also need to be aware that with these increased requirements, the logo design process is longer and more complicated, which means inevitably the cost of re-branding is higher.

A logo needs to do so much more. It’s this change in logo considerations that is the reasoning behind Google’s logo refresh of last week – their previous logo no longer met the requirements needed.

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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