摘要：Many publications refer to the responsive design of logos as one of the most important trends in the digital strategy of the current corporate visual identity. According to this paradigm, the identifiers modify their graphic characteristics to adapt to the peculiar resolutions and sizes of the different screens and devices, in order to optimize the legibility and reception of the sign. However, the question is whether this phenomenon is truly relevant: to decipher it, using content analysis as the methodological technique, this research reviews the graphic marks of the 100 brands selected in the last published report by Interbrand (2019) through four variables: the possible changes in the type of logo and their visual attributes on the desktop and smartphone screens of their webpages, the level of simplicity or complexity of these signs and the graphic strategy of the favicon. The study concludes that, in web interfaces, brands prefer a single logo with high simplicity instead of these responsive tools which, however, far from the original meaning (directly linked to the equivalent webdesign trend), are used in the configuration of other elements (such as the favicon itself).
关键词：Logos;visual identity;graphic design;responsive design;digital strategy;Marcas gráficas;identidad visual;diseño gráfico;diseño adaptativo;estrategia digital
