Logo Variations and Why They’re Important for your Brand
Simple isn’t always better especially when it comes to logo files. If your current logo folder only contains one or two files, then you’re missing a huge element of your branding – logo variations. Or, if you’ve recently redone your branding and received a folder form your brand design and wonder “Why are there so many files in here?” or “What the heck am I supposed to do with all of these different logo versions?” here is a simple breakdown of logo variations and why you need them in your branding arsenal.
Primary Logo –
This is your main logo file and the one you’ll use the most often. You should have access to the primarily logo in many different color variations (black, white, transparent, or brand specific colors). The primarily logo is typically horizontal and the one that comes to mind when most people think of your brand.
Alternative or Secondary Logos –
This logo variation is used when your horizontal logo doesn’t fit or work well in the space you’re using. These might include stacked, circular, or vertical versions of your logo. The secondary logos are designed to look just like your primary logo but an alternative option when the horizontal logo just doesn’t fit well or look good in the space you’re working with. For example, if you’re working on a marketing flyer that is portrait orientation and doesn’t allow much room for a horizontal logo you can use an alternate logo variation in the space.
Submark –
Think of this as a fingerprint of your larger primary logo. Often, the submark is one or two elements pulled directly from your horizontal logo. Typically designed to be used in small spaces (example: your social media profile image). Your submark is simply a gentle reminder of your brand, typically doesn’t contain many (or any) words but still reflects your logo.
Additional logo variations –
Favicon – This is the icon that is found on the browser of your website. Usually, the submark or mark of your main logo.
Pattern – While this isn’t necessarily considered a “logo” it’s still reflective of your overall brand. You may have a custom pattern designed that coincides with your primarily logo to use on marketing collateral.
Recap:
Why do you need multiple logos for your brand? It’s important to make sure your logos are flexible and easy to use in your advertising and marketing. Most importantly, if you’re spending a decent chunk of money on branding to enhance your business you want to make sure it’s flexible, legible, and USEABLE. Your brand designer should provide multiple variations for your logo in different shapes and sizes that vary in complexity, so you have options when choosing the perfect logo for your marketing materials!
Maybe you’re ready for a completely new brand? If so, here are few things you can Expect When Rebranding your Business.
—
