When evaluating the visibility of a logo design, most designers consider how it will look in all kinds of situations — printed on advertisements, cast in metal, embossed on letterhead, foil-stamped on packaging, blown up to a mega-size for environmental signage, etc. Logos for apps, however, are different. The most important test is how the mark will look at less than a quarter-inch high when viewed on a smartphone or laptop screen. Here’s a quiz to see if you can name these app brands, shown here larger than they are normally seen.
Imagine that you are a regular Italian commuter on Line 2 of the Milan Metro subway. The train pulls up to Moscova station and you get off as usual. But wait! This isn’t right! You must have dozed off. This doesn’t look like Moscova station; it doesn’t even look like Italy. Like Captain Kirk in “Star Trek,” you’ve leaped time and space and have been beamed to Shibuya station in Tokyo.