You’re maybe just starting to wrap your head around creating a logo for your brand, what kind of logo you want and how to go about creating one and now I am going to tell you that you actually need more than just one logo. You need a couple of logo variations.
All the elements of your brand identity need to be versatile in order to use them for a wide range of designs. Often you will reach limits with the flexibility of your logo design even if you put a lot of thought into it. In order to have the possibility to use your logo for all kinds of purposes and make sure your brand design stays cohesive, you might want to create some logo variations for your brand. If you decide to work with a designer you will see that most of us already offer brand packages which include these variations.
There are several logo variations which can be of value to your brand. Let me explain what they are and where to use them.
Your primary logo is the main logo for your business. In general, this one will be created first. It’s what you might call the complete version and will be used most of the time.
This is a variation of your primary logo also called a secondary logo. Alternate logos come in different styles depending on your brand’s needs. They can consist of the same elements as your primary logo but use a different composition or arrangement of these elements. But they could also use just one or two elements of your initial setup. If your main logo is composed of wordmark, icon, and tagline e. g., each of these items could be used individually as well. This all depends on the purpose you have for this logo and where you want to use it.
There are several reasons why you might need an alternate logo. Space is sometimes a problem. If there’s not enough space for a rectangular logo you might want a square secondary logo. If your tagline is really small it’s better to leave it out when you use your logo in a small space. Colors can play a role too. A single color or black and white version of your logo can be used in print design. It gives you more flexibility and reduces printing costs.
Related post: The 3 components of a strong logo
Submark or icon
Yes, there’s another logo variation but this one you might already know because it’s often used as a favicon (the tiny logo in your browser tab) or as a watermark for photos. The submark is a really reduced version of your primary logo. It often consists just of a symbol or the initials of your brand name. This very basic variation is great for small spaces e. g. as a favicon or the profile image on social media. It can also be used as a decorative design element for stationary or as a stamp or signature on social media graphics and emails.
Why do you need logo variations?
As you can see different logos serve different purposes. Of course, this all depends on your brand and how you make use of your logo. Sometimes one logo can fit for every type of usage and you don’t need to create several logo variations.
But what about the future. When you start a business you don’t really know how it will evolve. Better be prepared for all eventualities and have a brand identity which is future proof.
The thing is to have the right logo for every purpose and every situation and often this means that one logo is not enough. Sometimes you need your main logo to introduce your brand and build recognition. Other times you just want to put a submark in the corner of an image like a signature.
Always think of your brand as a whole. The design must stay cohesive which is only possible when you plan your design as a full concept. Having logo variations means you will be flexible while making sure you’re always on brand.
Do you have logo variations for your brand? How do you use them?