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Most likely you’ve heard terms like “submark” and “alternative logo” in a branding package while searching for a brand designer and walked away a bit confused about what the heck the designer was talking about, let alone what those logos look like!
Today, we’re gonna break down each logo mark and explain its purpose.
Logo variations are rearranged versions of your primary logo design that give your brand the flexibility to appear consistently in different settings.
A brand must have a recognizable and versatile logo that can be used across multiple platforms and complement its overall identity. Colors, sizes, and formats can be used in logo variations, but there are four major logo variations that every brand needs.
Let’s look at each of the logo variations your business needs.
Your primary logo is the logo that your company uses to represent itself. This core logo design is the foundation for all of the other brand logos. The primary logo is the most elaborate of all brand designs and is often horizontal. Any tagline(s), founding dates, images, and so on are normally incorporated into this logo.
Because of its complexity and scale, your major logo design tends to require a lot of areas. Use your main logo in places where there’s a lot of breathing room and isn’t cramped.
Placements: Desktop website header, large print collateral.
The secondary logo is made up of the elements used in your primary logo just rearranged in a different layout, giving your brand more flexibility.
This logo can be vertical or horizontal, depending on your industry. Alternate secondary logos are usually simplified, sometimes stacked versions of your primary logo.
A vertical secondary logo works well on clothing hang tags, while a horizontal version works well on smaller print collateral pieces.
Placements: Business Cards, Invoices, and the Mobile Website Header.
The Submark logo is a condensed alternative version of your primary logo.
Placements: Social network posts/profile images, website footers, and small print pieces are examples of placements.
Favicons are usually overlooked (until they go missing). Think “icon” when you’re thinking “What is a favicon?” Favicons are smaller design marks that merely comprise your brand initials or a short graphic, comparable to submarks.
Favicons are little square or circle marks located on the left side of your desktop browser tabs. The sole goal of a favicon is to give your website a final branded touch.
Placement: Website URL tab
For better brand presence from your company on multiple platforms, here are the four logo variations you need:
It is not enough to just have a logo. Business owners should develop a comprehensive brand identity with a set of recognizable logo designs, a versatile color palette, creative elements, and even a unique photography style in support of their brand.
However, before you can make decisions about colors and typography, you’ll need a brand strategy to guide you!
Keep learning: 5 Ways to Achieve A Cohesive Brand Identity →
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