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Strength in Numbers


Your logo is an essential piece of your visual brand identity. But did you know that most brands have multiple logo variations? Having one single logo isn't practical for any business, and the chances of one logo being able to fit perfectly when marketing on various platforms is slim to none...which brings us to the ultimate question. "How many logos should my brand have?!" We've got some helpful information that will set you (and your brand) up for success.

It's common for professionally designed brands to have four logo variations, each suitable for different print and digital use. When planning your logo, typically, you will want a design for your primary logo, 1-2 alternate logos, a submark logo and a favicon. This will ensure you have a cohesive logotype to promote your business and increase your brand recognition across different platforms. 

Your primary logo is considered your "umbrella" logo that allows you/your designer to restructure the logo into alternates that will work on various platforms. For example, a horizontal logo won't fit into the tiny circular image space that Instagram uses in your profile. You'll need a submark logo that is optimized to work within this space. Another great example is knowing which file types to use and where to use them. When uploading your logo to your website, or a newsletter, use a PNG. However, when sending your logo off to print, you'll want to use an EPS or PDF file.

Are you starting to see the pattern? Let's look at the variations of logos and their common uses to get the best return on your branding visibility.

The Four Essential Logos

Primary Logo - Your primary logo represents your brand. This will be your most complete and complex logo variation that is well balanced horizontally and vertically. Your primary logo will often contain a combination of text (your brand name) and a unique illustration/icon. This logo is an excellent place to display your tagline and year of establishment.

Typical uses: Website, Newsletters & Business Cards

Alternate Logo - Alternate logos will be a variation of your primary logo. These will look/feel similar to the primary logo but should differ slightly in terms of layout and colour (for example, horizontal or vertical). Sometimes you'll find yourself in situations where spacing or colour is limited for your logo, so it's essential to have an alternative one (or two) on hand.

Typical uses: Social Media, Website, Blog, Print Work

Submark Logo - Usually, Submark logos are a condensed and simplified variation of your primary logo. Often they will be designed as a Wordmark/logotype; however, Lettermark (think: HBO or CNN) and symbols/icons are also frequently used. Submarks are also generally circular or square-shaped so that you can leverage them in smaller displays.  

Typical uses: Profile Pictures, Social Media, Watermarks & Newsletters

Favicon Logo - Favicons are the icons associated with your brand's URL and are displayed in the web browser's address bar. Favicons are relatively small, with their size restricted to 64 x 64 pixels, so the overall design should be simple and recognizable to your brand. Usually, a simple letter, icon, image, or small submark will suffice.

Typical uses: Signatures & Website URL

Now you've got the ultimate arsenal of logos for branding that ensures consistency in your marketing strategy across a multitude of on and offline platforms. If your business is missing some of these variations, it is something to consider for 2021! Our team at Blue Ocean Interactive Marketing is always happy to help.

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