In order to create a strong and cohesive brand, you're going to need more than just a logo. In fact, you're going to need a few different logos.

In this post I'll be explaining why you need more than one logo, the three types of logos you'll need, the difference between each one, and the common uses for each.

Keep scrolling to learn more!


The 3 Types of Logos You Need for Your Brand


Why you need more than one logo

As your business grows, your logo will likely appear on various types of media including your website, social media profiles, social media posts, business cards, emails, stationery, etc.

You always want your logo to stand out and be legible.

Your logo may not stand out or be legible if, for example, you only have one logo that has a wide shape to it. What if you run across a space that doesn’t exactly allow those dimensions? You could shrink your logo down, but then it will not longer be legible. Or what if you have a logo that was created with black text and you come across a situation where you need to put it on a dark background?

These are examples of the limitations you put on yourself by only having one logo.

On the other hand, if you have a few different layouts of your logo (wide, square circular, etc.) with a few different color options (full color, all white, all black, etc.) you'll create more versatility for your brand by insuring that you'll always have a logo option to choose from for any business need that arises.


1. Primary Logo

Your primary logo is the main logo you will use for your brand and is what any additional logos are created from. It will usually include your full business name, a tagline if you have one, and a graphic element or symbol, although some logo styles can be text only.

Common uses: The header area of your website, your business cards, printed materials, signage, etc.

Trendsetter Virtual Solutions Primary Logo

2. Alternative Logo

An alternative logo (also known as a logo variation) provides you with at least one additional option to give you some more flexibility.

It is usually a simplified version of your primary logo, perhaps with the tagline removed. Or it may use the same elements but they are rearranged into a different composition. If your primary logo has a wider layout, your alternative logo could be more square or circular, and vice versa.

Another alternative logo could be a one-color logo option, like an all-black or all-white version, to be used when either full color printing is not an option or if you need to use it as watermark or overlay on top of a light or dark image.

Common uses: Digital graphics like social media profile pictures, Pinterest graphics, Instagram posts, watermarks, a footer logo on your website, etc.

Trendsetter Virtual Solutions Alternative Logo 1

3. Submark Logo

A submark is the most condensed version of your logo. It's usually made up of just a few key elements from your primary logo and uses minimal colors. It usually comes in a circular or square format making it perfect for your social media profile images, stickers and watermarks on your photos (especially for photographers).

It could be the initials of your business name, or it could just be the graphic element or symbol used in your primary logo.

Common uses: Your website favicon (the icon next to your URL in your browser window), a social media profile pic, your website footer, the back side of your business card, in your email signature, as a watermark, etc.

Trendsetter Virtual Solutions Favicon Logo


In addition to your logos, your brand may benefit from some logo elements that help supplement your visual identity. This could be an icon, a pattern, certain textures, or anything else that ties your brand together and is recognizable through your branding.

Your main logo or a variation of it should always be used to accompany the element.

Tying it all together with a branding board

My brand identity package includes the design of a primary logo, alternative logo, submark logo and any additional logo elements that are needed. It also includes a mood board and any branded collateral items, such as business cards, a branded letterhead, social media graphics, etc.

Once I've created a full visual identity for a brand, I always tie everything together with a branding board.

A branding board displays all of the design elements of a brand on one sheet, including the logos, font names, color palette, mood board, and other design elements that were created.

This is a valuable asset to have because it will act as a reference sheet to help you keep the look and feel of your brand consistent going forward. In addition, you could provide this file to anyone else who might be helping you market and advertise your brand, such as a social media manager or another designer.

Trendsetter Virtual Solutions Branding Board

Looking to create a strong + cohesive brand?

Check out my brand identity package or my brand + website package for more info. You can also get in touch with me to chat about your ideas and get some answers to any questions you may have!

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