AG - 3 Logo Variations Every Brand Needs

Having multiple versions of your logo can help up level your brand and keep your brand looking consistent across all platforms and media. Having various logos makes sure your branding is flexible and you won’t have to squish or stretch your logo to fit. In this post I’m going over the most common logo variations. I’ll explain what they are and how to use them.

What is a logo variation?

A logo variation is your primary logo rearranged into another format. The point is that your variations are still recognizable and fit within your branding, but give you options to use throughout your content and marketing materials.

Why you need different versions of your logo

It’s good to have different versions of your logo to use depending on the format and the space available. It’s important for each variation to be consistent and still match with the rest of your brand identity. Here are the logo variations you should have in your brand and how to use each of them.

Primary Logo

Your primary logo is the one you’ll use most of the time. This is your main logo you’ll use on your website header, business cards, marketing materials, brand collateral, etc. Your primary logo should include your full business name.

Secondary Logo

Your secondary logo is usually your primary logo rearranged into another orientation. So, if your primary logo is horizontal, your primary logo could be a stacked version. It’s helpful to have a secondary logo to use in places that your horizontal logo may not fit or be legible if you have to shrink it down. Some places you might use your secondary logo are social media, print materials.

Submark(s)

Your submark is a simplified version of your logo. It might include your business name or it could be just the initials or icon from your primary logo. I usually like to create a couple of submarks to have as options. A few good places to use your submarks are on your social media profile images, website or email footer, Pinterest and blog graphics, podcast cover. You can also use your submark on the inner pages of things like workbooks, opt-in PDF’s, or webinar slides.

Brand Elements/Icons

If your primary logo includes an icon, it’s useful to pull it out and use on it’s own as a brand element. Another option is to use the first letter or initials if your logo is a wordmark with no icon. Icons can be great to make repeating patterns, use on your website, social media, business cards or other marketing materials. An icon is a subtle way to add branding to a graphic that will already be seen in context with your full logo, for example an Instagram post or story graphic.