Here’s What Every Small Business Should Know
If you have ever worked with a designer or researched creating your own logo then you have probably come across the idea that most brands have more than just one logo.
Different situations require different logos. For example, a logo that works on your website might look cluttered when scaled down to fit a social media profile. So having a small collection of logo variations ensures your brand always looks intentional and considered.
Before I go into detail about different types of logos it’s worth noting that not every business needs all of these logos. Sometimes a primary and a secondary logo is all you need, other times a monogram or an icon genuinely useful. The right combination is different for everyone.
Your Primary Logo
Your primary logo is the main version of your logo and the one that most people picture when they think about a business. It’s usually the most detailed version and typically includes your full business name alongside a tagline. Because it is the fullest expression of your brand, it works best in larger spaces such as the header of your website, your email footer or printed materials like business cards and brochures.
Your Secondary Logo
Your secondary logo is a simplified or rearranged version of your primary logo. It exists to provide flexibility in situations where the primary version doesn’t quite fit. For example, if your primary logo is wide and horizontal then our secondary logo might need to be thinner and taller. Having an alternative option means you’re never trying to force a logo into a space it wasn’t designed for.
Your Monogram
A monogram is the most distilled version of your brand. It’s usually made up of your initials or a simplified mark that represents your business without needing any supporting text. Because it’s compact it works brilliantly in places where a full logo would be too large or complex. E.g. a subtle watermark on images or as a profile picture on social media.
Because a monogram contains no supporting text it works best in situations where your brand is already familiar to the person seeing it.
Icons & Illustrations
Some brands also choose to include a standalone icon or a custom illustration as part of their brand identity. These are not essential for every business, but they can add a lot of personality and versatility to a brand, particularly if you want something that works well across merchandise, patterns or more decorative applications. If your primary logo already includes an illustrated element, it is sometimes possible to use that element on its own as an icon which gives you an additional asset without needing to create something from scratch.
Which logo variations does your business actually need?
At a minimum, every business needs a primary logo. This is a non-negotiable because it’s how people recognise your business.
Beyond that, it depends on your business: where you show up and how you use your branding. A secondary logo is useful where your primary logo doesn’t quite fit the space. A monogram earns its place once your brand is established enough that a simplified mark will still be recognised. And an icon or illustration is worth considering if you want additional flexibility across your marketing.
There is no single right answer, and having more logo variations is not always better. What matters is that the ones you do have are used consistently and intentionally.
How I can help
All of my project begins with a conversation about your brand and if you have the logos and branding you need for me to be able to design your website. You will need to have your logos and branding completed before I can start to design your website.
If you would like to find out more, take a look at my branding services or get in touch to chat about what your brand might need.
