Let's talk Branding! What is the first thing you think of when I say 'Brand'....Logo right? Your business logo forms just 1 part of your brand - it is a visual representation of your brand. It should incorporate your brand colours, style and be easily identified as you. But did you know, you need more than 1 logo?
Different platforms and size artwork require the use of different logos. These logo's need to gel and all align to your brand and business but will help to represent your brand in the best light.
Primary Logo
A Primary Logo is the main identity of your brand. This is the full version of your logo and includes all the elements - symbol, business name, tagline. All your other logos will stem from this design.
Typically, primary logos will be horizontal and are quite comprehensive. Everything you need customers to see to help them identify you and know what you are selling.
Where do you use this logo? Due to the size, this logo should be used where you have plenty of space - think Desktop website header, Signage, Product Packaging, Letterheads, Brochures, Flyers, Newsletters and any online presentations.
2. Secondary Logo
A secondary logo is a more versatile option of the primary logo. The secondary logo is simpler - without any taglines. It would include the symbol and business name.
To use this logo you can have it either horizontal or vertical and is great on hanging tags on clothing. The second logo is perfect for any business merchandise you get like pens or keychains. For smaller print spaces like business cards you would add your secondary logo. You can use this logo for your email signature to give a clean, professional look.
3. Submark Logo
Submark logos are simple, small but easily identifiable as your brand. A submark logo is a stand alone symbol of your brand with just your business name or initials as well as your icon. Your business name would usually be represented in a creative way.
The submark logo is used in condensed spaces where the larger logo just wouldn't fit or would not create the impact it needs. This logo is perfect for your mobile website, social media platforms, website footer, watermarks, product embellishments and small print materials.
4. Favicon
The favicon is a standalone symbol of your brand, without any words. Think of it like your brands icon. It may be just your business initials or a small image that represents your brand. A favicon is the tiny icon that appears in the browser tab, bookmark and address bar of your website. It is a quick way to recognise your brand in a tiny space.
If you don't have a specific favicon your browser will automatically issue your logo - which will generally be too big to be recognisable. This logo may be so enough for your brand that you use it on your socials or some print media with small print areas.
Colours and Typography
Your logo also needs to be in keeping with your colour scheme. You can vary these logos using your strong brand colours, but make sure the colours and font need to be set and adhered to in your branding guide.
By having these 4 key logos will enhance your brand's versatility and visibility, ensuring it remains impactful and recognisable to your customers. So, remember when you ask your Marketing team or designer for a new logo - make sure they include a full branding pack and not just a single logo!
Comments