Branding Resources

Logo Variations, Explained

One of the most valuable assets of a brand is its logo, which is at the heart of a brand’s identity. It is the most effective tool for communicating the business’s beliefs and values to its customers.

While a logo is essential for a brand, it is more than just making it beautiful and appealing to the eye. Sure, having a visually appealing logo has its advantages. However, it isn’t everything.

A logo should be built on a brand strategy, and it should also be able to communicate with your ideal customer. Customers should feel something when interacting with your logo and brand identity.

We’ve all had experiences with brands where we’ll want to buy it no matter what they sell because we’re so invested in their products and brand.

When your ideal customer interacts with your brand, we want them to feel the same way. At our design studio, we design intentional branding that has purpose and meaning while being able to build relationships with your customers.

In this blog post, I will discuss what a logo variation is and the different types of logo variations. Such as the primary logo, secondary logo, and submark logo. I will also discuss our brand and logo approach and what makes our design studio different.

What is a Logo Variation?

Variations of your primary logo would be considered a logo variation.

A logo variation is a rearranged version of your primary logo that helps your brand show consistently and recognizability in various places, such as your website, social media accounts, business cards, packaging, etc.

Depending on your business’s needs, you may only require a primary logo or a complete brand identity. A full brand identity would include the entire family of logos, such as the primary, secondary, and submark logos.

Primary Logo

The primary logo is the main identifying mark for your business.

This logo is often the most commonly used. And all of your other brand logos will stem from the design of the primary logo.

In the more extensive logo designs, the primary logos are often horizontal. Any tagline(s), founding dates, illustrations, and so on are typically incorporated into the primary logo.

You’d find the primary logo on print collateral, website navigation, and business cards.

Secondary Logo

The alternative logo is another term for the secondary logo.

This logo can be vertical or horizontal, depending on your business’s industry. Alternate secondary logos are usually stacked variations of your primary logo reduced down.

I usually remove any creative elements or taglines in secondary logo designs to focus on the brand name.

You’d find the secondary logo on clothing tags, business cards, stationery, invoices, shopping bags, and product packaging.

Submark Logo

Watermarks are another term for a submark logo.

The whole business name and/or a creative element are included in some submark designs. A letter mark is a submark that solely uses your business’s initials.

Submarks work well in small spaces where larger logo variations won’t fit.

Sizing a large primary logo into a little submark can be challenging, but the result is a versatile and creative logo variation!

You’d find the submark logo on social media profile pictures, small print pieces, and your website footer.

Additional Brand Elements

Along with logo variations are brand elements, which are part of a brand’s identity.

Brand elements include patterns, textures, icons, illustrations, and graphics. These elements would tie in with the brand’s logo variations to have a complete brand identity.

You’d find additional brand elements on print collateral, packaging, website design, and social media graphics.

Our Approach To Logo Designs & Branding

Our design studio understands that not every business requires a complete brand identity package with all of the bells and whistles. A primary and secondary logo, font pairings, and a color palette are sometimes all that is needed for your business.

That’s why we’ve created a basic package to suit those needs. The best part about our branding packages is that you can always add additional services to meet your business’s specific needs.

Our branding process starts with a brand strategy workshop where we understand your brand and ideal customer on a deeper level. After the brand strategy workshop, we will further research your brand and industry and put together a complete brand strategy guide.

Once you’ve approved the brand strategy guide, we will start designing. All logo designs will be based heavily on the brand strategy. It will be our north star. By basing everything on strategy, I’ve found that it delivers my clients the best results and more conversions for their business.


As you can see, each logo variation serves a distinct brand purpose. Our branding projects include an in-depth strategy workshop, creative direction, a custom color palette, font pairings, a strategy guidebook, and logo variations.

Keep in mind that the brand identity was designed for your target customer. Our goal is to develop something that captures your brand’s essence while speaking to your ideal customer.

We recognize that not every business needs a full branding package. That’s why we meet you where you are at. Our design studio offers a basic branding package that you can customize with add-ons. To see our branding packages, click here.

If you’d like to learn more or see how our design studio can help you achieve your branding goals, click here to set up a free discovery call! 

Ready to create an unforgettable brand?