Logo Variations
BRANDING vs LOGO
Note to Self: A Brand is the core message/services to your ideal clients while a logo is one visual expression of your brand, and there are many forms to it.
When I first started growing my brand, I soon realize that there are multiple ways to represent my brand. For a while, I was trying too hard to implement one single logo into others.
My first Instagram logo vs now.
Using the same logo to fit it into my Instagram Profile turns out too difficult to read.
That’s when I realize that I need to increase the visibility of my logo so that I bring a clear message across to the services I am providing.
In my earlier year as an artist, there were many asking for my Bespoke to provide them with logo designs. I reject some because I did not feel I could give them the best experience just by designing a pretty floral.
Thus I was in search of how to design logos professionally, with the correct intention to save time. This is because DIY designs or requesting a single logo from a designer does not cut it. If you want your business to show up and stand out, you need a set of four core logo variations.
What’s a Logo Variation?
First, a logo variation does not need to be wildly different.
A logo variation is a rearranged version of your primary logo design that gives your brand the flexibility to show up consistently, and recognizably, in different placements.
What you need is a set of logo designs to use on several platforms that are versatile, and complement its overall identity. For instance, a large and horizontal logo, will not fill into your social media profile photo.
On the other end, if you only have a small circular logo, what will you use on your website header? What about business cards? Thank you cards? Letterheads? etc.
Logo variations can include a range of colors, sizes, and formats, but there are four main logo variations every brand needs. They should be the least non-negotiable logo variations to help your brand show up and look consistent no matter where you place it.
4 Logo Variations
01. primary logo
A primary logo is the main logo used to represent your brand. All other variation stem from this primary logo design. Primary logos are typically horizontal, and the most extensive of all brand designs. It includes tagline(s), est. dates, illustrations, etc., making their way into this grandeur logo.
Placements: Use in places where it is not restricted by space
eg. Desktop website header, large print collateral
02. SECONDARY logo
The secondary logo is a simplified version of the primary logo. This design may eliminate some text or rearrange the elements to improve readability in small sizes. Secondary logos are intended for online use or when you must resize your logo to small formats.
Placements: Business cards, invoices, mobile website header.
03. Submark logo
A submark is a simplified version of your logo that can easily be used on a smaller scale. Your submark is not a second logo. It's more along the lines of an extension of your primary logo. Submarks fit in condensed spaces where the larger logo variations won’t work. It can be a challenge to size down a large primary logo into a tiny submark, but the result is an extremely versatile and creative logo variation!
Placements: Social media posts/profile images, website footer, small print pieces.
04. FAVICON logo
A favicon serves one purpose: to provide a final branded touch to your website. Think, “icon.” A graphic image associated with a particular Web page and/or Web site. Many recent user agents (such as graphical browsers and newsreaders) display them as a visual reminder of the Web site identity in the address bar or in tabs.
Placement: Website URL tab.
BONUS: brand elements
Brand elements support your Brand Identity but aren’t always logo designs. Examples of brand elements include illustrations, patterns, icons, textures, and even brand photography. They are your Brand Creative assets from your primary logo to use to create a supportive design for your brand.
A good rule of thumb is not to overwhelm your ideal clients with lots of logo variations and brand elements. If you have an illustration in your logo, use it to create one distinct brand element (pattern). Choose one form of brand photography with a specific preset and stick with it.
Every brand element exists to play a supportive role in your brand identity—not distract from it.
Placements: Website backgrounds, social media, various print collateral.
I hope this finds you well. Every business needs a holistic brand identity, not just a logo — but a set of recognizable logo designs, a versatile color palette, some creative elements, and even a photography style to support the brand’s aesthetic. So if you need any help elevating your Brand experience. Feel free to reach out!
Besides creating Floristry Artwork, I am now offering Bespoke Branding Experience, helping you create more than just a logo so that you can continue your business at ease for a long haul.
