A logo is a huge part of any brand's identity, but often just one logo isn’t enough.

Logo variations give your brand the flexibility to work consistently and effectively across any application. For example, the logo used for a website navigation bar may not work for a company's social media profile picture. If a brand only uses one logo variation it will likely encounter legibility and spacing issues across different platforms, in turn lowering the overall consistency and professionalism of the brand.

To cover all bases, and create adaptable branding, at least three logo variations should be designed. These include, but are not limited to, a primary logo, secondary logo and logomark.

Primary logo

A primary logo is the main logo used to represent your brand, all other logo variations are taken from this design. This tends to be the most complex of the logos, containing the most detail/ information. This means the primary logo needs lots of space around it to be effective, this space also highlights its importance.

Usage:
A primary logo should be used in all instances where you want to firmly state your company's branding. For example your website header or any large printed collateral (shop fronts, signs or advertising).

Logo variations for Alocura

Secondary logo

Secondary logos tend to act as stacked or stripped-down versions of the primary logo. This variation will often follow a different format to the primary logo to allow it to work in different scenarios. For example, if a brand's primary logo sits in a horizontal format then its secondary logo may benefit from sitting in a stacked position. This is demonstrated across the primary and secondary logo for pltfrm, a brand we have recently worked with.

Usage:
A secondary logo could be used for business cards/ flyers or digital display banners.

Logo variations for pltfrm

Tertiary logos

Not all brands need a tertiary logo (this may depend on how many different platforms the brand needs to be applied to or how much flex the primary logo gives you). A tertiary logo could be an even further stripped back version of the primary logo (depending on how much detail the initial logo has). Or it could be stacked in a different way or even act as a more decorative element for the brand.

The tertiary logo for Voya uses just the brand name but stacks the first two letters on top of the last two letters of the word.

Usage:
A tertiary logo could be a great decorative element for your design or used in areas where you have more freedom to use something fun!

Logo variations for Voya Lifestyle

Logo mark

Also known as submarks or brand marks, logo marks are usually a small shape or text on its own that can be used in isolation to create brand recognition. Applicable to many different scenarios but particularly good for condensed spaces where the primary logo may not fit or be legible. A great example of this can be seen if you look to the left of any tabs you have open on your browser. You should be able to see ours!

If your logo mark uses only it’s brand initials then this is referred to as a letter mark – many high end fashion brands use this format. The approach to logo marks is versatile but it must be simple enough to be recognisable at very small sizes.

Usage:
Due to their simplified design, logo marks can work successfully for social profile pictures, footers, mobile headers or even as decorative elements across branding.

Logo variations for Webol

A logo suite will work differently for all brands – it all depends on the context of the brand and how many different platforms it will have to cover.

If you are unsure on how to get the best out of your logo – we’re here to help. Just get in touch!