Logo variations every business should have
Can you make me “just a logo”?
Do I really need multiple logos?
What’s the difference between logos?
How do I use each logo design?
If any of this sounds familiar, you’re in the right place!
So often, designers will hear from clients that they simply need a logo, but the reality is, this is cutting corners and will only hurt your brand.
By working with a designer on a strategic brand identity, you’re creating a solid foundation — a strong first step — at developing a cohesive and memorable experience for your audience. But properly using that branding is just as important!
Just imagine trying to squeeze a wide, rectangular logo into a small square. It would be shrunken down to the point of being illegible, with far too much white space surrounding it.
We design brands with intention and purpose, so that your visual elements can adapt to a wide range of situations. If you’re ready to get the most out of your investment, keep reading!
What is a logo variation?
Every business that wants to build a recognizable, sought-after brand needs a brand identity — not “just a logo”. This is made up of multiple creative elements, and logo variations are just one of them!
When most people think of branding, they think of a logo. However, a brand is not simply a logo — this is just one visual expression of a complete brand identity, and doesn’t encompass the entirety of it.
While you may originally think only one logo is needed to represent your brand, most business owners will quickly realize that’s not the case.
Logo variations are a set of cohesive and versatile logos that are used across your platforms to build brand awareness and ensure your visuals stay consistent. The differences vary brand to brand, but they may be different sizes, orientations, or placements of the same core concept.
What a logo variation is not
Logo variations are not totally different designs that are unrecognizable from one to the other. Rather, they compliment each other, working together to seamlessly strengthen your brand identity.
Logo Variations
Primary Logo
This is the main logo used to represent your brand. More often than not, these are horizontal logos and of all the variations, contain the most complex information and design. This could include your full business name, taglines, established dates, locations, icons, and more. This also means they take up the most about of space.
Where to use it: You’ll want to use this logo where space is not an issue — website headers (desktop), landing pages, large printed collateral.
Secondary or Alternate Logo
A secondary logo is also known as an alternate logo. A parred-down version of the primary logo, it’s often in a stacked or vertical (rather than horizontal) format, but this isn’t always the case. This variation is used where the primary logo will not fit. Take hang-tags, for example — the composition may be better balanced with a vertical or stacked logo, rather than a rectangular logo.
Where to use it: Where your primary logo will not fit, business cards, invoices, marketing materials, small print collateral.
Submark
Submarks are stand-alone logos that are quickly recognizable as part of your larger brand identity. They’re often square or circular in shape, and can have different names depending on the final design. For example, a lettermark showcases the initials of your brand.
Where to use it: Social media profile pictures, website favicon, website footers, website header (mobile), email footer, watermarks, PDF’s, stickers.
Icon
A subtle graphic that strengthens your visual identity, icons are most often small illustrations that tie everything together. They can be pulled from your primary logo, or developed separately. This brand element can be used as an accent throughout your online and printed materials.
Where to use it: Website favicon, instagram highlight covers, patterns.
