A recent discussion at work about how responsive web design could lead to brand consistency across platforms by repurposing and restyling shared content in a device-appropriate way got me thinking about how companies ensure common brand treatments in our multi-device world.
The theory underlying responsive design is that changes to stylesheets allow you to reuse your content on multiple devices, making it easier to maintain brand and stylistic consistency. For examples of this see the Media Queries site. Now there are plenty of usability issues with responsive design, such as pushing all your website content to mobile devices, but that’s outside the scope of this article.
So back to brand consistency across platforms. It’s not easy. But it’s also not an insurmountable task. And when I think about brands who maintain consistency across platforms and channels, Target immediately comes to mind as a best-of-class example.
Target’s recent redesign of its website introduced a bold new look for their main ecommerce property. At the same time, Target also launched a redesigned mobile website, iPhone and Android apps, and a promotional email template that strongly support the new look and feel. Once you are familiar with the Target brand, it’s clear where you are shopping no matter which platform you are using.
Target’s brand consistency is maintained with strict use of typography, layout, color, and icons. In a bold move, the famous Target logo is tucked behind the page header, a treatment also used on the mobile web, native apps, and email.
While the information design patterns for some parts of the experience are slightly different between the mobile web and apps, the brand treatment is fairly consistent.
Target has given the design community a great example of executing a brand in a consistent manner across various platforms, while still leaving room for the unique needs and constraints of each platform.