A brand is what people think and feel about a particular company, their product or service, right? Your brand IS NOT your logo.
I think we need to break free from placing the logo at the top of every website we design, and here’s why…
Designing digital experiences is about delivering your brand promise & values online, so why do we always feel the need to put the logo in the top left?
Is it because it’s become ‘best practice’? Is it because we feel safe doing it – it makes the client happy and it’s expected?
Surely the whole experience of your site is what reinforces your brand, and influences the way people think about you. So why do we need the logo in the top?
I’m not suggesting we remove it from all websites – but there are some cases where the top of a website should be dedicated to more important things like navigation & search.
This theory can work for both mono brand & multi brand sites alike. It all depends on how well you communicate your brand essence through everything you do – not just by using the logo to reinforce who you are.
OK then – convince me!
Using John Lewis (who else?) as an example I’ve tried to put forward my case to remove the logo and still retain the brand experience online.
The most common argument for putting the logo at the top?: “If you remove the logo, people won’t know which site they’re on.”
Firstly the page they are on should have enough brand cues (tone, design & art direction to name a few) to remind people of where they are – look at the example below – there are four places where the name John Lewis appears:
Secondly, a well-designed site will have brand elements that reflect & reinforce the essence of the brand itself, without needing a logo. Throughout the John Lewis online experience there are lots of elements that reinforce the brand. The helpful advice, the style of photography, and the simple and clear product information, just like in the store.
So there’s some arguments for my case. There’s probably a hundred more arguments for, and another hundred against, and I’d love to hear your thoughts.
As I said previously, I’m not suggesting we never put the logo in the header, just on sites where the brand is strong enough that it can be communicated through more than just the logo. I’d like to come across a client that has the strength in brand that will allow us to communicate it in other ways apart from their logo.