Saatchi & Saatchi Design

Brand identity, positioning and design communications.

Abbreviated symbology: technology is driving brand evolution.

The digital revolution is crunching brands into smaller spaces. Channel operators, phone applications, favicons and social media slots are driving format and, in the case of iPhone applications, configuring logos into Apple formats. Let’s call this process abbreviated symbology.

Icon evolution

You might have noticed that Logos are being stretched across many formats and have to work harder to stand out. We’ve noticed that technology channels are driving brand identity and accelerating icon evolution.

Small is emerging as a dominant form of brand identity, so getting it right as a Microformat is key – Yahoo, Twitter and Facebook. (Y,T,F) have all effectively abbreviated. In time we believe many brands will inevitably adopt abbreviations as their lead format.

Logo - Favicon - Icon

And the winners are:

The most effective brands distil and shape their online presence using the fundamentals of shape, colour and font into a mnemonic or logotype: see Coca-Cola, Facebook, Yahoo or Nike symbols.

Some, like Greenpeace, Disney and Pizza Hut are chaotic; while others, like McDonalds and Cadbury corporate are more cautious of social media. Either way we are observing technology change the face of brands and rewrite the rules of identity and control.



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Highlights from Future of Web Design London 2009

Recently I attended the Future of Web Design London 2009 conference. It was a great chance to look at both the technical, and creative sides of digital design. Event hosts, Carsonified have posted video of the sessions from the conference, and here a few of the highlights:

  • Meagan Fisher’s talk on Designing Effective Mobile Interfaces
    The mobile web is growing fast. The way web content is consumed is beginning to fracture, much as TV markets have fractured. Each year, more and more users will be interacting with your brand through the mobile web. This talk deals with 3 approaches to serving your content to mobile users with the pros and cons of each. I concur with the approach endorsed by Fisher, of a mobile stylesheet — which hides unwanted content from mobile users as well as delivering a simplified layout and smaller, faster loading graphics.
  • Robin Christopherson’s talk on Accessibility
    Robin is legally blind and works for Abilitynet, a charity which helps get the disabled using computers and online. His talk demonstrated how a blind user browses the web, and highlighted good and bad designs from an accessibility perspective. His talk shows the very real benefit to good information architecture. All users, regardless of ability, will have a better brand experience when it’s easy to find what they’re looking for.
  • Mark Boulton’s talk on Web Typography
    Even with the advent of broadband, there is no getting around, the majority of the web experience is type. Despite a limited number of available “web safe” fonts, typography is plays a big part in your brand identity online. As Mark demonstrates — simpler, more often than not, is better.

All three of these talks in some way address simplicity. Simplifying content for mobile users. Simplifying site structure for greater accessibity. Simplifying typography for greater clarity.

With the buzz around Web 2.0 and social media, it’s easy to overlook the idea that less is often more. Twitter’s success can in some part be attributed to it’s simplicty. How can you clarify your brand message online and simplify your user experience?

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Why we blog

This blog is here to help us stop and reflect on our work, share insights we find on the way, and extend thanks to our clients who got us here in the first place. Enjoy.