A logo is an essential part of your brand’s visual identity. It represents your brand’s values, mission, personality and aesthetic. To make your brand more versatile and adaptable, it’s important to have different variations of your logo. Each variation serves a different purpose and can be used in specific settings across your brand touchpoints. Let’s break down five of the most common logo variations that we design for our branding clients.
Your primary logo is the main representation of your brand. It’s often used on the header of your website, business cards, and other marketing materials. This logo should be easily recognizable, memorable and simple. (Remember, logos should be able to be scaled down to a small size!) The primary logo should include your brand name, and sometimes also includes illustrations, taglines, icons, date of establishment and more.
A secondary logo is a variation of your primary logo that can be used in different settings. It could include a simplified version of your primary logo, a different color scheme, or a different composition, such as stacked instead of horizontal. Having a secondary logo is super helpful when you need a strong brand recognition, but your primary logo doesn’t fit the space. Our clients often use this logo for email signatures, website footers, social graphics and more.
A monogram is a variation of your logo that consists of your brand’s initials. This type of logo is often used for luxury brands, but it can be used for any type of brand! A monogram is amazing for use in small spaces, such as a product label, social graphic, or even repeated as a brand pattern. We have a small obsession with monograms here at Hello June. Check out our portfolio of work to see some examples!
Brand Icon / Illustration / Brand Mark
Your brand icon represents your brand in a visual way. This can be more literal, like a key for a realtor, or abstract, like an image of a family home for a fine artist. This icon is stylized to fit your brand’s aesthetic. Brand icons can be used in any situation where you want to balance typography with a pop of imagery.
Although we don’t specifically design favicons, we make sure that the brand identity has a monogram or icon that can work as a favicon. A favicon is a small icon that appears in the browser tab when someone visits your website. It should be simple and clear at a very tiny size.
Having multiple variations of your logo allows you to maintain brand consistency across different mediums and platforms. Having a variety of brand marks in your toolkit makes it super simple to add a branded presence to your social media, marketing, packaging, and more. Are you looking to add versatility to your brand? Inquire with us to learn more about our branding services.