When To Use Your Logo Variations

In an effort to continue teaching and sharing knowledge about the design industry with non-designers, I thought it might be helpful to demystify some common questions around when to use your primary logo vs your other variations.

Below you will learn the difference is between a primary logo, a secondary logo, and an icon, as well as common uses for each of those logo types.

PRIMARY LOGO

The primary logo is the main identifying mark for your business. Think of your primary logo as the trunk of the tree with the other logo types/variations being the branches. This logo type is used the most, and is often utilized on the header of a website, on brand collateral, etc.

 ALTERNATE LOGO

The secondary logo is also commonly referred to a secondary logo. The alternate logo uses the elements of the primary logo arranged in a different composition. This provides you with more flexibility to use your logo in different design settings. For example, a secondary logo is often either a simplified version of the primary logo or another version may be in a circle composition. This logo type is ideal for using in circle social media profile images, email signatures, graphics, and other places where you need to use a more compact version of your logo. 

SUBMARK OR ICON

Can also be referred to as a watermark (especially if the brand identity is being created for a photographer). This final type of logo is the most simplified, compact mark of the logo family. For example, it often pulls in an icon or initials that can stand alone as an identifying mark. Submarks are handy to use as favicons, social media profile images, watermarks on images, and footers of websites.