When planners are creating the roadmap for a brand why don't they consider all devices? Sure, some identities may exist in one channel, for now, but what happens when they move across to another - how will the system hold up and will it deliver the right tone?

I've been checking out one of the most important elements of a brands visual identity - the logo. It seems that designers aren't considering or being asked to consider what the mark will look like on small screen devices. For example a fine square typeface appears beautiful and delicate in print, it is completely unreadable on the LCD screen size of 140x120px - the screen has a low resolution and the fine type simply gets lost.

For something so powerful, we need to change the creative process from interpretation to part of the creative brief.