The Ultimate Guide to Logo Variations
Different types of logos and why you need each one.
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What is a logo variation?
Creating logo variations means rearranging the visuals of your primary logo so that it can look well in a wide variety of placements, from large banners to tiny icons.
The goal is for each variation to look similar and be easily recognizable as a different version of the same primary logo. Having a few logo variations on hand guarantees that you can effectively brand all of your communications and assets, without damaging your visual identity.
Why do you need different logo variations?
Having different types of logos to fulfil different purposes is necessary for a good visual identity system. While they may appear completely different, it is important that they all remain consistent to the essential aspects of the visual identity. This means that all variations must adhere to specific guidelines in order to fit into your brand's look
Your business needs a couple of different versions of your logo, all working seamlessly together to represent your visual identity - this simple trick is key to having a full Visual Identity System, which will be a major asset for your company.
Logo variations provide your business with flexibility, which allows your brand to be consistent and easily recognisable, and since it takes 5-7 impressions for people to remember your brand, taking advantage of each placement is key. Having an easily recognisable brand also has a big impact on your revenue, since studies have shown that presenting a brand consistently across all platforms can increase revenue by up to 23.
How many variations of a logo should you have?
Before starting a branding project, it’s important to consider:
How many logo variations does your business need?
Which logo variations must be included in your Visual Identity System?
Which use will each logo variation have?
At Quaandry, we like to discuss this early on, (before the design process begins), while we develop your Brand Strategy. This is the time when we will consider the different uses and placements your logo will require. This decision should be based on your business goals and how they align with your company’s brand strategy and awareness tactics.
When you are working with a brand designer, make sure your final deliverables include at least the four main types of logo variations – we will explain each one in detail below.
Regardless of how many logo variations you get in your final deliverables, make sure to understand each version’s use – otherwise, you will end up paying for assets that may stay hidden in an unused folder (a waste of your money and your designer’s time!)
The Checklist
Logo variations have a huge impact on whether or not your visual identity will be successful. This is why it’s useful to look over the logo versions that are most needed and compare it with the list of deliverables you will receive from your designer. Take a minute to go through this checklist to make sure you have covered all your bases:
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Now that you have your answers, let’s have a look at the four main logo variations that your brand will need:
1. Primary Logo
2. Secondary Logo
3. Submark
4. Favicon
5. Bonus: Brand Elements
Other factors create different versions of your Logo
There will always be different types of versions of a logo. With “Logo Variations” we refer to the different shapes a logo might be represented in.
Logo Variations:
However, logo variations (different shapes) are not the only factor that might make a different version of a logo. There are two other important aspects to consider:
Strapline or other information.
Colours.
Straplines and extra information will not be applicable to all logo variations (you would not be able to read anything added to a favicon!) This is where your brand designer comes in to decide which versions of the logo should have which information, depending on their use and the applications they should have.
Logo versions with and without extra information:
Finally, it is important that your final deliverables include the logo in all its different shapes, with and without added information, in the colours your brand will require for each application.
Logo versions in different colours:
Now you’ve got your final files (Yay!) – but it’s vital to have rules of engagement, so that the logo is always used correctly. This is where Visual Brand Guidelines come in. This is a document that explains to all current and future team members of your company, how your visual identity and logo variations should be used.
I truly hope this has been helpful, and I’d love to know if you have questions or comments, so feel free to use the comments section below!
Mapa Barragán
Logo Variations Recap
The four logo variations your business needs to stay consistent and increase brand recognition are:
Primary Logo
Secondary Logo
Submark
Favicon
*Optional: Brand Elements
Every successful brand is accompanied by a strong visual identity system, composed of several logo variations. Having these key variations gives the brand flexibility so that the logo can be placed on a wide range of materials and collateral without being stretched or damaged.
Before you can start thinking about the variations your logo will need, it’s important to consult with a Brand Strategist, to make sure that every variation has a purpose and will be useful for your brand.
