Fri. Aug 12th, 2022
Four logo variations that every brand needs to know


A logo is one thing, but there are many more possibilities for your brand. That’s where logo variations come in. A logo variation is an alternate version of your primary logo design. The variation gives your brand the ability to be cohesive, consistent, and recognizable in many settings. It makes you adaptable.

Consider the following analogy: a logo may look different on a website, business card, and social media image. Rather than relying on a single logo to do all the legwork, your brand can have flexibility by developing several logo variations.

The more variations you have, the better your brand will look. We’ll go over four key types of logo variations—primary, stacked or secondary, submark, and favicon – to help you find out which ones you need.

Primary Logo

Your logo is an extension of your brand, so it’s important to build it right. The first step is to develop your primary logo. This is your most complete, and most complex logo—the one you’ll use the most often. It includes the most details, including a brand name, tagline, and date of establishment. From bold signage to corporate T-shirts, it’s your go-to logo and the front-and-center representation of who you are as a brand.

Primary logos, which are the first logo in a series, are often horizontal but can be stacked for a more dynamic design. For example, this bottom left image was created by Gorcha and contains a primary logo (made up of three color blocks) and a secondary logo (a single color block). If your primary logo has any color, make sure you have an alternate version of black-and-white as well.

Ensure that your primary logo is never overshadowed by other elements. A strong, adaptable design should be able to look as good in a website header as it does in large print. Let it be the star of your marketing materials.

The best way to avoid getting stuck with a one-dimensional logo is to never start out with one.

Most brands settle on one primary logo for consistency, but Adidas is the exception. The brand has three primary logos which are used interchangeably depending on the collection. They maintain cohesion by using the same font and continuing their signature three stripes throughout every logo. This is an unusual approach that won’t work for most brands, especially if you are still growing your business. But as the second-largest athletic apparel manufacturer worldwide, Adidas gets a pass.

Secondary logo

Once you’ve established your primary logo, it’s time to establish a secondary logo. The main goal of a secondary logo is that it should have a different arrangement from the primary version. For example, if your main logo is horizontal with a symbol adjacent to words, the secondary logo can be stacked with a symbol above or below the words.

Secondary logos can be the difference between boring and breathtaking. At Designviva, we ensure you’ll get your money’s worth.

The secondary logo should also be more abstract than the primary one. This means that it should not include elements that might be associated with your company’s brand identity—for example, if your primary logo includes a bird in flight, the secondary version will likely use an image of an airplane instead.

There are some things you can’t do with a primary logo.

Take the time to really think about what your primary logo represents and how it will be used (or not used). For example, if you’re a bakery and want to use a primary logo of a loaf of bread with butter on top, you might need to get creative with your secondary logo. Maybe it’s an apple pie, or maybe it’s an open book with words describing your brand. If space is limited in the design or layout of your site, you might want to include the secondary logo in an area where it won’t take up much room.

The secondary logo should reflect the same fonts, lime weight, and general aesthetic of your primary to uphold your brand persona in a consistent way.


A submark is a logo variation designed to be condensed and simplified. It’s a secondary logo that will be used when you need your primary logo in a small space, like on a business card or social media feed.

Not all primary and secondary logos are meant to be scaled down. That’s when a submark comes in handy.

Submarks are the secret sauce of logo design.

There are two major types of submarks: circles containing text or symbols and a submark that is solely a symbol. Depending on the size and layout of your primary and secondary logos, you may or may not need a submark, but when in doubt, it’s good to have.

If you’ve got a business that has a logo, but you’re not sure how to use it, submarks might be just what you’re looking for.

In print, submarks are common as footers or watermarks, and they’ll also make an excellent sticker. In digital spaces, a submark is perfect as a social media avatar or at other times when you need to use your logo but want it to look more refined.


Last but not least, creating a favicon is a useful part of developing logo variations. A favicon is a tiny icon that sits at the top of an internet browser. It’s often just a symbol but can also fit a few letters depending on the design and layout.

If you’ve never created one before, don’t worry! It’s easy to figure out how to do it and there are some great resources out there for those who need help getting started. The most important thing is to keep things simple—you don’t want to be making anything too complicated or engaging in your branding choices. Just make sure it looks good!

Favicons can be one of the best marketing tools you have. They’re small, easy to use, and always make a positive impression on your brand as a whole. While a favicon may not always be necessary for your brand, it can certainly come in handy because it can also pull double-duty as an app icon. Think of the many apps on your phone and how some icons stand out more than others. A well-designed icon will serve you well, making a positive impression on your brand as a whole.

Keep it fresh with new logo variations.

The most important thing about your brand is its logo. That’s right—it’s not the name or the tagline or even the color scheme that’s going to change how people perceive your company. It’s that one little thing called a logo—and it has to be just right.

You’ve heard it before: the logo is what people see first, so it has to be memorable, beautiful, and adaptable. And that’s because successful brands are able to make an impression on their customers at any time or place!

A primary logo, secondary logo, submark, and favicon create the ultimate visual brand experience. And if you feel overwhelmed with how to go about it, professional help is never too far away.


By admin