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Understanding And Applying Logo Suites

A logo suite consists of your main logo and variations of the main logo, allowing the logo to occupy a more diverse range of spaces and executions. A logo suite should be comprised of a primary logo, secondary logo, logo submark and a favicon; but what does all this mean? Here I'm going to teach you a bit about how to design all of these variations, and the different situations in which to apply them.

It's important to note that a logo variation does not mean that the visual designs are drastically different. The logo suite needs to remain cohesive and recognisable through each variation. So with that in mind, let's begin!

What is a primary logo?

It is the main logo that represents your brand. The design of all other brand logos is derived from this primary logo. Use your primary logo in places where it isn't restricted by space because of it's possible amount of detail. This is the logo that should be used the most so it's extremely important that your primary logo communicates everything that consumers need to know about your company.

Placements: desktop header, large scale print and packaging assets.

What is a secondary logo?

Generally, the secondary logo consists of a simplified version of the primary logo, this may include removing some of the text or rearranging the elements for improved readability. Examples of stripping back your primary logo to create a secondary logo can include removing taglines, dates or extra creative elements. Secondary logos are often condensed or stacked for smaller scale use.

Placements: footers of print documents such as letterheads or invoices, and smaller scale print and packaging such as tags or business cards.

What is a logo submark?

A sub-mark logo is a stripped down graphic of your main logo, it can include the full company name or not, it depends on how versatile your business name is. This logo variation often takes the form of a circle as they are most commonly used for social media or anywhere that requires a circular profile image. It is important to have a logo submark as part of your logo suite as they are used on very small scales where the detail of a primary or secondary logo would be lost completely.

Placments: social media and other online profile images, footers of websites and other print collateral where there isn't much space for a logo (or where there are multiple logos and other info), and mobile websites.

What is a favicon?

Favicons and submarks are quite similar, but favicons are even smaller and more simplified versions. They could include just the initials or single initial of your company or a very simplified graphic. Favicons are most commonly found next to anything that identifies your website, such as the browser tab. Like submarks, they are commonly circular in shape or at least a similar width to height ratio. They must be this way in order to be placed in very small areas where things like your primary logo would never fit or be legible.

Placements: browser tab, bookmarks, toolbar apps, history results, and search bars.

So, now we know more about the different elements of a logo suite and how to apply them, it's also very important to understand the other assets you need in order to have a complete and versatile brand. Not sure where to start? Head over to my other blog posts and check out 'What is branding and why is it important?' or follow this link:

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