Why You Need an Alternate Logo
Written by Dalaine Wall | April 8, 2021
So you’ve hired a graphic designer to create a logo, but quickly realize that your new logo doesn’t fit everywhere it needs to. This is downright frustrating because you end up needing to crop, resize or stretch your logo to fit certain situations.
Stop! Do not pass go. Do not collect $200. AKA – Do not alter your logo! This will damage your brand because it looks unprofessional, it’s not legible, and it confuses clients so your recognition is decreased.
The solution? To have a repertoire of alternate logos to fit every situation! If you’re thinking “but isn’t consistency key?” Yes! I’ll teach you what alternate logos are and how to properly use them without confusing your clients and hurting your brand recognition!
Primary Logo
A primary logo is your main logo/ principle logo, it has the first or highest rank of importance. It is the logo that everyone thinks of and often has more detail. Since the primary logo is numero uno in the logo hierarchy you want to use this logo the most. Therefore whenever you find yourself using your logo always try to use this one first. If it doesn’t work for some reason (we will explore those reasons later) then move on to your alternate logos.
What are alternate logos?
Alternate logos, also known as logo variations, are different versions of your primary logo. Meaning that they are still recognizable as being part of your cohesive brand. They still use the same brand elements, typography, and colours (the exception being a black and white logo).
There are two different types of alternate logos:
- Secondary Alternate Logos
- Tertiary Alternate Logos (submarks)
Secondary Alternate Logos
The secondary logo is a rearranged version of your primary logo, often it is simplified and has paired down information. Sometimes it has the same information but in a different composition. It could be a different size, shape, orientation, one colour vs. multiple colours. For example if your primary logo has more of a vertical/ stacked layout your secondary logo may be more horizontal. Take a look at Wendy’s primary and secondary logos to see what I mean.
Secondary logos, as the name suggests, are second in line and used when the primary logo does not work and/or fit. But what happens when both the primary and secondary logos do not work? Your third line of defence is a submark.
Tertiary Alternate Logos (submarks)
For continuity sake, I like calling these tertiary logos, but they are more commonly known as submarks. Submarks are more like a seal, as they are a super condensed version of your logo that provides evidence or authenticity of your brand. Most commonly used for social media, stickers, stamps, and watermarks. As the third extension of your logo, these should be used the least. Submarks are often emblems (a symbolic object) or a monogram (symbolic letter(s)) or a combination of both.
Why do I need alternate logos?
- Versatility – alternate logos give you more options so that you don’t get stuck forcing your primary logo to work in every situation. Think of it as your wardrobe; all your clothes represent you as you, but may not work in every situation – your sequin dress is brilliant at a cocktail party but frosty on the ski hill.
- Cohesiveness – alternate logos may have different information (full company name vs. initials) but they are still read as being part of a unified brand because they use the same colour pallet, typography and style.
- Consistency – by repeatedly using the appropriate logo for the appropriate situation you are telling your customers that you are professional 100% of the time, not only in certain situations, and that you are thoughtful!!!!
- Growth – As a small business or a start-up growing your client base, recognition is important, therefore it is really smart to have your business name as part of your logo. Eventually, as your recognition increases and your business expands you may find yourself considering just using your submark and dropping your primary logo. For example, take a look at the logo below.
The minimal swoosh is instantly recognizable as Nike because the company has built up their brand recognition as the company grew. However it didn’t start out that way, below you can see their progression.
When and where to use alternate logos?
- Time Constraints – when the viewer has limited time to take in the information, you may consider using a simpler version of the logo. For example, a billboard, parade sign, or flashing image may require people to speed read.
- Odd Space and Shape – your logo needs to fit in a specific space (vertical, horizontal, round, square, etc…). Common examples of this are social media profile pictures or a small space like a pen or favicon.
- Manufacture Process – sometimes there are technical limitations in reproduction. Some of these situations could be: laser engravings, embroidery, 3d printing, textile printing, black and white newspaper, or even using a stamp with a single colour.
- Focal Point – sometimes (surprisingly) you don’t want the main focus to be on your logo. For example, when using your submark as a watermark you want the focus to be on the photo or document.
How many do I need?
It depends, I cannot give you a hard and fast answer for this. As you can see from the above examples Wendy’s has 3 alternates, Century 21 has 1 alternate and Rocky Mountain Soap Co. has 2 alternates. The number of alternates you need hinges on your unique business goals. Once those are defined it’s easier to predict how you might use alternate logos. Having said that as your business grows and progresses you might find that you need another alternate logo. If that is the case, don’t be afraid to reach back out to your graphic designer! Creating a visual identity is not one and done! It will evolve and you will need more pieces!
How do alternate logos fit into my visual branding identity?
Alternate logos help to fill out your visual brand identity. They make your brand stronger by being easily recognizable across all platforms (whether it’s online, print, or merchandise) without having to sacrifice professionalism, legibility, and creativity. So think of alternate logos as tools to make your branding easier to display. Like all tools don’t use them incorrectly or you/your brand could get hurt! The key is to understand YOUR hierarchy of logos which should be outlined clearly in your brand style guide. And to only use your alternate logos in place of your primary logo when the situation calls for it. However, if there is some confusion, don’t be afraid to reach out and ask your graphic designer!
Your brand, by the way, is complex and is made up of more than just a logo – see my Brand Basics article for more info.
If you’re looking to create a brand visual identity – i’d love to hear more about it, contact me at 780.446.5038 or dalainerae@gmail.com.