Is Social Media Making It Cool To Be Square? - Thirsty Thursday of Knowledge

Is social media and social media marketing making it cool for brands to be square?

Personally I've always favored horizontal logos -- they just work better in ads, letterhead, etc. They're easier to place, etc. But now with social media, I'm wondering, should brands favor square logos instead?

I always admired the folks up at Landor for how they approach logo creation. They seek to understand the "power application" - the place where the logo will be seen the most or work the hardest. For instance, when they redid the NY Stock Exchange logo, they realized that the power application was the banners that hang from the ceiling and are seen on CNN, CNBC, MSNBC, etc. So they decided that the logo had to work first and foremost in that application. All other applications were secondary. (At least that is how I remember the presentation which was a few years ago -- if anyone from Landor is reading and I got it wrong, please say so)

So, using Landor's Power Application approach, has Social Media become powerful enough to rise to a power application for some brands? Most brands? And if so, should logos be designed to work first and foremost as avatars living in an 80x80 world?

What do you think?

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photo credit:  vonSchnauzer