Three logo variations every brand needs.

what they are & why you need them

The most important thing about a well-rounded brand is that you have a set of logo options that compliment each other. Each logo will serve a unique purpose in how you are presenting your business. When you only have a primary logo, you’re sacrificing quality of design.

For example, at the top of your website, you have more space for a full, big, beautiful logo. However, as an Instagram or Facebook profile image, that big logo is probably unreadable or just too detailed for such a small space. This is when a smaller logo or simplified version would work best.

Having a full brand identity with logo options will serve your business much better and much more effectively. So below, I’ve broken down the most common logo variations that you’ll need within your brand.


The primary logo serves as the main identifying mark for your business. It’s like a trunk of a tree with the other types of logos and variations branching out from it. This is the logo that is used the most and is often placed in the header of your website.
logo variations


Referred to as an alternative logo, it uses elements of the primary logo arranged in a different composition. Also referred to as the stack version of a very horizontal logo. This provides your brand with more flexibility to use your logo in different design settings such as in black and white or when you need your logo to show up nicely in low resolution. It is also more simple and compact than your main logo.
logo variations


A submark can be referred to as a watermark. This is the most simplified, compact mark of the logo family. It often pulls in an icon or initials that can stand alone as an identifying mark. They are also quite handy to use as favicons, social media profile images, watermarks on images, and footers of websites. It is also great to use on interior pages for a pricing guide or ebook.
logo variations