Let’s talk logo variations - what are they and why do you need them?
As a brand design studio dedicated to crafting bold and unique brand identities, we understand the huge role a logo plays in brand recognition, and we’re going to explain how it will help your brand!
Part of building brand recognition is being recognised in various places, and to do this different logos are required to ensure you have the cohesiveness you need in your brand to be recognised. But why? Does that make you inconsistent because you have different variations? Absolutely not!
A logo is a critical component of a brand's identity (not the entire brand identity!), representing the company visually and communicating its values and personality. However, a single logo design isn't always sufficient for all applications. This is where logo variations come into play.
Let's explore the different types of logo variations and why they are essential for a cohesive and flexible branding strategy. Firstly, here is an example of one of our clients brands below:
firstly, let’s break down the logo variations and their use cases
There are many different types of logo, and it might be that not every single one is relevant to your business, but you definitely need more than one!
Primary Logo: This is the main logo, used most frequently and recognised by your customers. It often includes the full brand name, a symbol, and the sometimes the tagline too. Use case: Ideal for websites, business cards, and other primary brand materials.
Secondary Logo: A simplified version of the primary logo, often with a rearranged layout. Use case: Used in spaces where the primary logo may not fit or be practical, think of a lanyard, or a letterheads, and small merchandise like a branded pen.
Submark Logo: A condensed form of the logo, typically a symbol or monogram representing the brand. Use case: Perfect for social media avatars, app icons, and watermarks.
Wordmark: A typography-focused logo variation that uses the brand's name in a stylised font. Use case: Suitable for contexts where the brand's name needs to be emphasised, like on signage or websites.
Icon or Symbol: A graphical element that represents the brand without any text. Use Case: Ideal for app icons, social media buttons, and other instances where space is limited. Sometimes this is used in place of a submark logo too.
ok, that’s so many, why do I need all of these logo variations?
Versatility: Different mediums and formats require logos of varying sizes and complexities. Logo variations ensure that the brand remains recognisable and professional across all platforms. You wouldn’t want to fit your secondary logo into a social media profile image (think, a long rectangular logo that would have to be scaled SO small to fit = unreadable).
Brand Consistency: Using a consistent set of logo variations helps maintain a cohesive brand identity, reinforcing brand recognition and trust among audiences. When you don’t notice a logo, that can actually be a good thing (hear me out!). Sometimes we notice things when they look out of place, which creates a negative perception of a brand - it sounds small but it’s all of the small details that count for building trust and recognition.
Adaptability: We talk about building trust by being consistent, but that doesn’t mean being rigid. It means being as flexible as possible in the parameters of your brand identity, and giving you as many logo options as possible allows you to remain flexible and adapt to the needs of your business but remaining on brand. Different contexts and usages may mean adjustments in the logo's design. For example, a highly detailed primary logo may not be legible in small sizes, so a simplified submark or icon becomes essential to use in this case.
Professionalism: Having well-designed logo variations prepared in advance shows attention to detail and a professional approach to branding, which can positively influence perceptions of the brand. If you care, they (your customers) are more likely to care!
Recognition: Using the appropriate logo variation for each context helps ensure that the brand identity is easily recognisable, regardless of where the logo appears. This can lead to increased brand recall and loyalty.
I need logo variations!
Logo variations are not just optional extras but essential components of a robust branding strategy. They ensure that a brand's visual identity remains versatile, consistent, and recognisable across various applications and platforms. That is why you will always get variations with us - it’s so integral to the success of your brand - by Investing in a comprehensive set of logo variations you can significantly enhance your brand's professionalism and adaptability, ultimately contributing to its success. No brainer right?
Enquire with us to start your brand journey today. Get consisntent with your branding to build the recognition your business deserves!
Found this blog engaging? Dive into more insights on the benefits of investing in your branding! Check out our related blog on why your logo deserves a unique touch Expand your branding knowledge and stay ahead of the competition.
