After going through the branding process with your designer, you’ve finally received the logo you’ve always dreamed of. But now you have a folder full of different logo files, and you’re not sure which one to use in different situations. Don’t worry, I’m here to help you understand the different types of logos and how to use them effectively.

Brand Style Guide

In a perfect scenario, your designer will provide you with a detailed brand style guide that clearly labels each logo. This guide will serve as a reference for you to understand the purpose of each logo and how to use them. It should include the primary logo, logo variation, logo submark, and possibly other elements or patterns tailored to the specific needs of your business.

Primary Logo

Let’s start with the most obvious one, the primary logo. This is the main logo that represents your brand and will be used across various platforms such as your website, business cards, printed materials, and signage. It is the most frequently used logo that embodies the essence of your brand identity.

Logo Variation

A logo variation is an alternative version of your primary logo. It is often rearranged or presented in a different format to accommodate various design spaces. For example, if your primary logo is horizontally oriented and doesn’t fit in a vertical space, your designer should provide you with a variation that maintains legibility. Another essential logo variation is a one-color option, usually in black, for situations where full-color printing is not possible.

Logo Submark

Your logo submark is a simplified version of your primary logo. It serves as a secondary mark and can be used as a watermark or a smaller representation of your brand. This submark is ideal for secondary pages of printed materials or as a profile image on social media platforms, website footers, favicons, and the backside of business cards. Some businesses even have different logo submarks for each of their services, providing a cohesive yet playful way to incorporate branding into their designs.

Logo Elements

Logo elements are additional visual elements that strengthen your brand’s identity and recognition. They can include patterns, textures, icons, or any other design elements that tie your brand together. These elements should be recognizable and can be used across all branding materials. However, it is crucial to accompany them with your primary or logo variation to maintain consistency and brand cohesion.

By understanding the different types of logos and how to use them, you can create a cohesive and recognizable brand identity. Each logo and element work together to convey your brand’s message effectively. If you’re considering a rebranding or starting the logo design process, make sure your designer offers a complete branding package, including multiple logo options. As you can see, these different logos work harmoniously to establish your brand’s visual identity.

If you have any questions about branding or want to explore more logo options for your business, feel free to reach out. I’m here to help you elevate your branding game!