3 Logos Every Brand Needs
As a highly attuned business owner, you know that branding is everything. It sets you apart from your competitors and attracts your ideal audience to take action. Branding is more than just a logo; it’s a culture and community builder that must be rooted in a strategic framework to ensure maximum effectiveness.
Today, we will break down one of the most critical elements of branding - the logo and its three essential variations. Developing a brand with multiple applications can be challenging if you only have one primary logo. You’ll struggle to scale it to different sizes for digital and print applications and get frustrated when it doesn’t look quite right.
This can seem like a daunting task, but fear not; creating at least three logo variations will ensure your brand is always consistent and your logo maintains its integrity. Through strategic brand design, a combination of elements such as color, typography, and imagery are utilized to create something eye-catching and a highly optimized brand that can seamlessly integrate across various applications.
Having different size options for your logo is crucial since most brands need to place their logo on websites, social media, templates, and print applications. That’s where your logo suite comes into play. With your primary logo established, you can use elements from it to create a cohesive logo suite that includes three variations.
So why is having a strategic framework behind your brand so important? Because it will attract your dream clients and make you squeal with excitement. With a well-designed brand, your ideal audience will be inspired to take action and become loyal members of your community.
What is Strategic Brand Design?
Strategic brand design refers to the process of creating a visual identity that reflects your brand’s values, personality, and mission. This process involves using various elements, including color, typography, and imagery, to develop a visual language that communicates your brand’s unique identity to your target audience.
Strategic brand design can be crucial for small businesses to build a solid online presence and connect with customers. A well-designed brand can help you stand out in a crowded marketplace and attract loyal leaders who share your values and beliefs.
Think about your favorite brands - the ones you follow on Instagram and can’t help but share them with your friends. They likely have a cohesive visual identity that speaks to you on a personal level. This affect is the power of strategic brand design.
Whether you’re just starting your business or looking to refresh your existing brand, investing in strategic brand design is worthwhile. It can help you create a brand that resonates with your target audience and sets you apart from the competition.
Primary Logo
Ah, the primary logo - the queen of your brand identity. She’s the one you instantly connect with and has an effortless yet, intriguing vibe. This logo is the most intricate and crucial in your toolkit, and for a good reason.
When people think of your business, this logo is the first thing that should come to mind. It’s the face of your brand, and the one customers will immediately associate with your products or services. That’s why it’s crucial to make sure it’s done right.
Consistency is important, so we recommend that your primary logo is used across all channels, from your website to your letterheads to your postcards. This way, customers will recognize it no matter where they see it. In essence, it becomes your brand’s stamp of approval.
And, my friend, this logo is perfect for larger designs and big ol’ collateral. Desktop website header or homepage? Check. Large designs for print? Double check. Other large-scale collateral? You know it.
It is the starting point of all logo variations, so it typically ends up being the most complex. It is the most important visual representation of your brand. It should be used consistently across all marketing materials and channels to ensure brand recognition and recall. This primary logo is the main identifying mark of your brand and contains the most information.
So, when designing your primary logo, let your creative juices flow, and don’t be afraid to think outside the box. This logo is the queen of your brand, and she deserves to be treated as such.
Use cases and placements:
Desktop website header or homepage
Large designs for print, such as letterheads, posters, postcards or thank you cards.
Business cards
In-print advertising
Secondary Logo
Let’s chat about secondary logos - they’re like the trusty sidekick to your primary logo. They take the key elements of your main logo and arrange them in a way that’s more flexible and readable on small screens and in various design settings. Your secondary logo has all the elements of your primary logo, but it typically reduces the primary logo further. Imagine you are distilling each logo further down into a more concentrated version.
You might also hear them called sub-logos or alternate logos. They keep the most important parts of your main logo but simplify them for different applications. For example, if your primary logo is horizontal, your secondary logo might be vertical. If you have a round primary logo, your secondary logo might be square or horizontal. It’s smart to design your secondary logo in a different overall shape than your primary logo. This approach allows it to be used in places where your primary logo might not be suitable, like a social media profile picture or on a partnering company’s website.
These logos are super versatile and can be used in lots of different places. Don’t underestimate their power! Typically your secondary logo can be used in places like on your mobile website header or homepage, on business cards, and smaller-sized collateral.
And here’s the best part - creating a secondary logo can be a fun and creative process that adds some personality and flair to your brand. So go ahead and let your creativity flow, and have some fun with it!
Use cases and placements:
Mobile website header or homepage
Business cards
Average or small-sized collateral
Photo watermark
Social media profile
Brand Mark
Up next: Brandmark or Submark, which are one of our favorite branding elements. We love these little guys because they offer endless creative possibilities. We often create icons as part of a brand’s visual identity to increase its robustness. Brand marks are like a shorthand for your brand and are used as a standalone element in situations where your full logo might be too busy or overwhelming.
The beauty of a brand mark is that it can be simple, memorable, and unique while still communicating something about your brand’s personality or values. And who doesn’t love a little bit of personality and values, am I right?
Brand marks work especially well for two types of businesses: 1) tangible products or 2) service-based brands that utilize social selling platforms, like our Pinterest-loving friends out there. So, if you want to add an extra touch of ease and flow to your branding, consider creating a brand mark that reflects your brand’s unique style and vibe.
Use cases and placements:
Social profiles and pages
Stickers, stamps, or patterns
Small print collateral
Photo watermark
So, are you ready to take your brand to the next level and stand out in your industry? By incorporating logo variations into your branding strategy, you can enhance your brand’s overall identity. Diving deep and applying brand strategy to your logo will help people remember you and your brand. And that’s the ultimate goal of good branding, right?
Don’t underestimate the power of these variations - when combined with other design elements like color, typography, and patterns, they can help tell your brand’s story and attract your ideal audience. Plus, having a flexible and adaptable branding strategy can help you thrive in today’s competitive market.
Have you read this all and are left thinking:
“Sounds great, but this is totally out of my wheelhouse!”
Don’t worry; we’ve got you. We love all things branding, design, and strategy here at Terra Digital. Our favourite work is getting to help clients dive into their brands and work together to create a beefy brand that speaks to them.
Take a peek at some of our latest work for some of the coolest brands out there who are making a difference. If you’re ready to elevate your brand, let’s work together to create a rich and unforgettable brand experience.
