Why you need more than one logo

The reason you need more than one (variation) of your logo, is quite simply so that your logo is always represented correctly across your channels (social media, print, website etc). Your primary logo may be too big to be used as your social media profile, or when your website is being viewed on a mobile. That’s why having variations of your logo is essential.

“A logo variation is a rearranged version of your primary logo design that gives your brand the flexibility to show up consistently, and recognisably, in different placements.”

Primary logo

This is your logo that you use on all first instances with your audience and official documents. This is generally the largest size and most complete version. It may contain a tagline and an illustration or icon.

Where to use it: Desktop website, business cards, signage, presentations, letterhead.

Secondary logo

This is a variation of the primary that can be used when horizontal or vertical space is limited / a more condensed version. It may also be simplified without having a tagline or icon and generally typography only, so it is legible when scaled at a small size or used when embroidery or when screenprinted.

Where to use it: Email signature, website (mobile site), website footer, uniforms.

Icon / Mark

This is the most simplified version and can be used at very small scale. This is more simplified than the submark and usually contains no words, and acts as a graphic.

Where to use it: Over images, Favicon, social media profile image, sticker or as a pattern for tissue paper.

Submark

The submark is a graphic representation of the primary logomark, that is simplified and adds a subtle layer (without having your brand name ‘shouting’ on everything!). It may contain the initials of the brand name or a simple illustration. It can also contain the full brand name, in a simple way that scale to a small size.

Where to use it: Over images, as a sticker, email signature, packaging (like this tissue paper), or as a graphic element in a footer.

RESPONSIVE DESIGN

By having these variations, this allows your brand to be represented across platforms - having a logo that scales for the device it is being viewed on - this is called responsive design (see above).

You will also notice that each logomark will have a minimum size requirement, which again shows you how certain logo variations are better suited to small scale (see below).

Hope that explains (simply) why it’s best to have logo variations within your branding - so that your brand is always best represented across platforms and devices. Comment below if you have any questions.