4 Logo Variations That Your Brand Needs

The world of branding can be confusing, especially if you’ve just started a small business. If you’re asking yourself, “Which type and how many logo variations does my brand need?”, this post will help to unpack a topic that can be somewhat confusing for small business owners. It’ll also help to explain why more than one logo variation is essential when upholding the integrity of your branding.

It’s a lot to consider – will one logo work for your website, print materials, packaging, social media, event signage, and promotional items? If you’re attempting to squeeze one logo into all of these different contexts, there will probably end up being legibility issues and funky spacing/shapes. Your business is amazing, and your branding should be, too! So that’s why each of these logo variations exists; to provide cohesiveness and variety at the same time, no matter the context.

Primary Logo

The primary logo is the main logo, usually including the most detailed information about the brand. For example, the primary logo could contain an informative tagline, a location, establishment date, an accompanying mark or symbol, or other helpful identifying information. Because it’s the most complex and detailed of all of the logo variations within your brand, it’s important to use it for medium and large contexts so that all information is legible, and be sure to give it some clear space so that it can breathe.

It’s pretty typical for the primary logo to serve as the logo in your website header, as well as on most letter-sized marketing collateral, welcome guides, proposals, event signage, stationery, and other larger/medium-sized promotional items. 

Secondary Logo (Or Alternate Logo)

This logo serves as a simplified and often more compact version of the primary logo. Secondary logos are typically stripped of any tagline, location information, and establishment date that might be part of the primary logo. It’s also very common for secondary logos to be intentionally designed in a different orientation, compared to your primary logo.

For example, if your primary logo is horizontal, it’s a good idea for your secondary logo to be vertically stacked – that way, you have a horizontal and vertical option when needed. Some brands have multiple alternate logos, but for many small businesses, focusing on having cohesive logo options that work well in both vertical and horizontal spaces is plenty. Secondary logos are great for small contexts, like your business card, small promotional items, or contexts where the shape of the secondary logo fits the space better.

Submark (or Watermark)

A submark is an even simpler version of your logo that is often used in the same way as a watermark. This is a logo variation that shows your clients/customers that you are a serious brand that has carefully considered all of the contexts in which your branding lives. Many submarks are designed to be circular, round, stacked, or as monograms, so they hint back to the primary logo without being exactly the same.

Submarks provide excellent variation in contexts where you might need a rounded shape, such as on stickers, stamps, backsides of business cards, website footers, and social media profile images. Of course, they do not need to actually be circles! They could be initials, abbreviations, initials with a tagline, abbreviations with a branded element, etc. There’s lots to consider when designing a submark, and it’s an opportunity to get really creative and playful! 

Favicon

Your brand’s favicon should be a small and very simple branded icon added to your website that quickly tells users, when they have tons of browser tabs open (guilty!), that they are on your website. Favicons are often designed by creating a monogram for a brand, or distilling down to one mark or symbol that identifies that brand. Remember, favicons are extremely small, so contrast and legibility are key! 

That wraps up the common logo variations used in small business branding. 

But don’t forget about…

Other Brand Elements

These elements can be patterns, textures, icons, or illustrations, depending on the brand. These should be used as a supplement to your branding, and shouldn’t stand by themselves without one of your logos. For example, you could use a branded pattern as a background on your website or print materials, or as the backside of your business card, but that pattern shouldn’t take the place of your logo. It’s simply another way to show your brand’s personality, and inject some creativity and flair into the branding. Without branded elements to use, your branding could become a little boring and stale, so it’s nice to mix it up with options that make your branding super versatile! 

I hope this served as a helpful explanation for why branding packages typically include a certain number and type of logo variations. The variety is designed to help with all of the potential contexts in which your branding will be applied, and that way you’ll have a plan for all shapes and sizes of materials! If you’re interested in refreshing your own small business branding, I would love to work with you! Reach out by filling out the form here, and let’s connect on Instagram (@rosebenedictdesign).