.webp)
At TAMSO, we know that a brand is more than just a logo. While a logo is a key visual element, it's only a part of your brand's overall identity.
Relying on a single logo isn't enough. To effectively represent your brand across different contexts, you need a set of four core logo variations.
Many clients are unfamiliar with terms like “submark” and “alternate logo.” We're here to clarify these concepts and show why these variations are essential for a cohesive brand identity. In this article, we explore the four different logo variations that are crucial for any brand identity project.
What’s a Logo Variation?
At TAMSO, we define a logo variation as a rearranged version of your primary logo, not entirely new designs. This allows your brand to remain consistent and recognizable across different platforms.
Every brand needs versatile and complementary logo designs. For example, a large horizontal logo might not fit well as a social media profile picture, while a small circular logo may not suit a website header.
Logo variations are essential for different uses, such as business cards, thank you cards, letterheads, and merchandise. A brand identity designer should provide at least four key variations to ensure your brand looks cohesive and professional everywhere.
Let's explore the essential logo variations your brand needs.
01, What is a Primary Logo?
At TAMSO, we define the primary logo as the central design representing your brand, from which all other logo variations derive. Typically, it is the most detailed and comprehensive logo, often in a horizontal format.
The primary logo usually includes elements like taglines, established dates, illustrations, icons, and locations. Due to its complexity and size, it requires ample space to be fully appreciated.
We recommend using the primary logo in areas with plenty of space, such as the header of a desktop website or on large print collateral like signs.
Photo Credit: Selah Creative
02. What is a Secondary Logo?
A secondary logo, also known as an alternate logo, can be either vertical or horizontal, depending on your industry. These logos are typically simplified, stacked versions of your primary logo.
Think of the secondary logo as a backup player in sports: if your primary logo doesn’t fit a certain space, the secondary logo steps in. It often omits creative elements or taglines, focusing instead on the brand name, making it a wordmark logo.
A vertical secondary logo is ideal for clothing hang tags, while a horizontal version works well for smaller print collateral.
Suggested Placements: Business cards, invoices.
Photo Credit: Selah Creative
03. What is a Submark Logo?
Submark logos, also known as brandmarks, alternate marks, or logo submarks, are simple, small, yet distinctive brand designs. They may include the full business name and/or a creative element. When they consist solely of initials, they're referred to as lettermarks.
Submarks are perfect for condensed spaces where larger logos are impractical. While it can be challenging to distill a complex primary logo into a tiny submark, the result is a versatile and creative logo variation.
Suggested Placements: Social media profile images, website footers, mobile website headers.
Photo Credit: Selah Creative
04. What is a Favicon?
A favicon is a small design mark, often including only your brand initials or a tiny illustration. It’s similar to a submark but even smaller. Favicons are the tiny icons you see on the left side of browser tabs.
While they may go unnoticed until they're missing, favicons serve an important role: they provide a final branded touch to your website. Without a favicon, a website platform's default icon (like Squarespace's black box) will appear instead, which can look unprofessional.
Suggested Placement: Website browser tab.
Photo Credit: Selah Creative
.webp)
