Why Does My Brand Need Logo Variations?

Each logo serves a unique purpose in how you are presenting your business. When you only have a primary logo, you’re sacrificing quality of design instead of having a seamless brand experience. Having a full brand identity with a family of logos will serve your business much better and more effectively for longer.

• Primary Logo - The primary logo is the main identifying mark for your business. It’s like a trunk of a tree with the other types of logos and variations branching out from it. This is the one that is used the most and often is placed at the header of your website.

• Secondary Logo - This is often referred to as an alternate logo. It uses elements of the primary logo arranged in a different composition. This provides your brand with more flexibility to use your logo in different design settings - such as in black and white or when you need something that will show up nicely in low resolution. It is also often more simple and compact than your main logo.

• Submark - a submark can also be referred to as a watermark. This final type of logo is the most simplified, compact mark of the logo family. For example, it often pulls in an icon or initials that can stand alone as an identifying mark. Submarks are handy to use as favicon, social media profile images, watermarks on images, and footers of websites. It is also great to use on interior pages for a pricing guide or ebook, so you are not pasting your logo on everything.