WHAT ARE LOGO VARIATIONS?
Logo variations refer to different versions of a logo design that have been created for various purposes such as different platforms, backgrounds, or contexts. These variations help to maintain consistency and recognition while allowing for flexibility in usage.
Some ways you can add variations to your logos
- Color variations – using different colors of a logo for different contexts.
- Size variations – creating multiple versions of the logo in different sizes to ensure clarity and legibility across different mediums.
- Orientation variations – creating horizontal, vertical, or circle versions of the logo to fit different layout requirements.
- Simplified variations – creating simplified versions of the logo that can be used in smaller sizes or for social media profile images.
By creating different variations of a logo, a brand can ensure that its visual identity is consistent across various mediums while also remaining flexible enough to adapt to different contexts and not get stale.
Don’t they have actual names?
Yes, logo variations have some technical names, let’s get into it.
The primary logo is the main logo to be used throughout your brand. It is the most recognizable piece of your brand. Think of your primary logo as the trunk of a tree and the other logos as branches.
Large displays, website, signage, & large print collateral
Secondary logos are needed for every brand & allow you to have the appropriate, scalable logo for each platform or purpose. These can be stacked, horizontal, or in different formations.
Watermarks, headers, signatures, & paper goods
Submark logos are simplified, small, but identifiable brand designs. You can have more than one submark. Often these are optimized for social media profiles. If the submark only uses your brand’s initials (like to the left), it’s known as a lettermark.
Social media profile images, website footer, small print pieces & stickers
The most important aspect that people need to remember about you is your business name. Word marks are simply that! A simplified version that conveys the main point, your biz name.
Business products, labels, & medium-scale online signs
If you have an icon in your primary logo, you can use it as a standalone visual extension to promote your brand. One of the most important icons IMHO is the favicon, it is the little icon next to your website on a desktop, usually a square or circular brand mini-mark. Icons can also be optimized for social.
Website URL, website footer, apps, social media profile, & small print pieces.
These are all the options, not every logo suite we create at ESM Creative Studio has all these elements, it is on a case-by-case basis. Below is an example of what a quick style guide would look like. We also deliver full brand guidelines for our full and premium branding packages.
WHY LOGO VARIATIONS MATTER
Variations can add depth to your branding
Variations can enhance brand recognition by creating logo variations that are tailored to specific platforms, contexts, or campaigns, a brand can enhance its recognition among its target audience. For example, a simplified version of a logo may work well as a social media profile image, while a more detailed version may be better suited for print materials. By using variations of the logo consistently across different platforms, a brand can create a stronger visual identity that is easily recognizable by its customers.
They also showcase brand personality by helping showcase brand personality by allowing it to experiment with different colors, fonts, and design elements. For example, a brand may use a bright and colorful version of its logo for a summer campaign, or a more minimalist version for a sophisticated product launch. By using logo variations that reflect different aspects of its personality, a brand can create a more dynamic and multi-dimensional brand identity.
Having a design system prepares you for expansion
Having a design system can prepare a brand for expansion in several ways:
- CONSISTENCY: A design system ensures consistency in the brand’s visual identity, which is essential for building brand recognition and trust. When a brand expands into new markets or launches new products and services, a consistent visual identity helps to maintain the brand’s credibility and recognition.
- SCALABILITY: design system makes it easier to scale a brand’s visual identity across different platforms and mediums. As a brand expands, it will likely need to create new marketing materials, websites, and other assets. A design system provides a framework and guidelines for creating these assets in a way that is consistent with the brand’s visual identity.
- EFFICIENCY: design system streamlines the design process by providing a set of design elements and guidelines that designers can use to create new assets quickly and efficiently. This is particularly important when a brand is expanding rapidly and needs to create new assets at a fast pace.
- BRAND DIFFERENTIATION: design system helps a brand differentiate itself from its competitors by establishing a unique visual identity that is consistent across all touchpoints. This is essential for creating a strong brand presence and standing out in a crowded marketplace.
Accelerated brand success
Variations lead to increased brand recognition. By using variations of the logo that are consistent with the brand’s visual identity, a brand can increase recognition and familiarity among its target audience. This can help to create a stronger brand presence and make the brand more memorable, ultimately leading to accelerated brand success.
They also allow for greater brand differentiation. By using logo variations that reflect different aspects of the brand’s personality and values, a brand can differentiate itself from its competitors. This can help to create a more compelling brand story and connect with customers on a deeper level, ultimately leading to accelerated brand success.
TLDR (too long-didn’t read)
You need more than just one logo. Creating a branding system when variations of your logo allow for more creativity, less stagnation within your graphics, marketing materials, and so on, and overall sets your brand up for success. Need to add some variation to your branding suite, reach out!
Previously published by Emma McGoldrick