4 brand variations that each model must know

Whereas a brand is a singular visible expression of your model, it will probably—and may—tackle many types. That’s the place brand variations are available. A brand variation is an alternate model of your major brand design. The variation provides your model the power to be cohesive, constant and recognizable in lots of settings. It makes you adaptable.

Consider it this fashion: a social media picture, a web site and a enterprise card could require totally different logos in numerous shapes and kinds. Slightly than counting on a sole brand to do all of the legwork, your model can have flexibility by growing a number of brand variations.

Any model can profit from brand variations, however some manufacturers will want extra variations than others. It relies on the type of your brand and what you are promoting style and wishes. We’ll go over 4 key varieties of brand variations—major, stacked or secondary, submark and favicon—that can assist you discover out which of them you want.

person sitting at a desk with four logo variations
Illustration by OrangeCrush

Main brand

Constructing your brand variations begins with the event of your major brand. That is your most full and sophisticated brand. It’s additionally the one you’ll use probably the most usually. The first brand is the one that may embody probably the most particulars, corresponding to a model identify, tagline and date of multinational. From daring signage to company T-shirts, it’s your go-to brand and the front-and-center illustration of who you’re as a model.

primary logo for alcohol shipping website

primary logo for homewares company

Main logos are steadily horizontal, however this could fluctuate relying on the design and theme. Typically you get a stacked brand to your major like within the backside left instance above by Gorcha. In case your major brand incorporates colour, don’t overlook to even have a black-and-white model readily available.

To emphasise the significance of your major brand, make sure that it at all times has room to breathe and isn’t overpowered by different design components. The first brand must be gripping, memorable and adaptable. Be certain that it’ll look as stunning in a web site header because it does in giant print. Let or not it’s the star.

Most manufacturers decide on one major brand for consistency. Nonetheless, we’ll sometimes see a novel exception, like Adidas. The model has three major logos that are used interchangeably relying on the gathering. They preserve cohesion by utilizing the identical font and persevering with their signature three stripes all through each brand. That is an uncommon method that gained’t work for many manufacturers, particularly in case you are nonetheless rising what you are promoting. However because the second-largest athletic attire producer worldwide, Adidas will get a go.

Three Adidas logos
Three Adidas logos through logaster.com

Slightly than the Adidas route, most manufacturers go along with a major brand that has a number of variations, like a secondary, submark or favicon, which we’ll go into under.

Secondary brand

When you’ve established your major brand, it’s time to ascertain a secondary brand. The principle purpose of a secondary brand is that it ought to have a special association from the first model. For instance, in case your important brand is horizontal with an emblem adjoining to phrases, the secondary brand might be stacked with an emblem above or under the phrases.

primary logo variation for sqilet
secondary logo variation for sqilet
primary logo variation for pixelinlove
secondary logo variation for pixelinlove

Consider the secondary brand as a mirrored image of the first brand. It ought to have the identical fonts, identical lime weight and identical normal aesthetic in an effort to uphold your model persona in a constant means. A secondary brand can be helpful for instances when house is a bit restricted or if the house doesn’t suit your major brand.

Totally different locations have totally different house necessities for a brand, for instance, a horizontal brand may be higher fitted to a letterhead template or enterprise card.  Or a social media profile picture may be higher fitted to a vertical, stacked brand. On this sense, your secondary brand is there to help and fill within the gaps the place your major brand can’t match or doesn’t look the very best.


As soon as your major and secondary logos are set in stone, it’s vital to create your submark. That is probably the most simplified and condensed brand variation and it’ll come in useful at instances when you should put a brand in a small house, each in print and digital types. Bear in mind: not all major and secondary logos are supposed to be scaled down. That’s when a submark will come in useful.

primary, secondary and submark logo variations
Main, secondary and submark brand variations by ✦ᎪᏞᎥᏟᎥᎪ✦

The 2 most typical varieties of submarks are circles containing textual content and/or symbols, or a submark that’s solely an emblem. Relying on the scale and format of your major and secondary logos, chances are you’ll or could not want a submark, however when doubtful, it’s good to have.

In print, submarks are frequent as footers or watermarks, they usually’ll additionally make an awesome sticker. In digital areas, a submark is ideal as a social media avatar or at different instances when you should use your brand however need it to look extra refined.


Final however not least, making a favicon is a helpful a part of growing brand variations. A favicon is a tiny icon that sits on the high of an web browser. It’s usually only a image however may match just a few letters relying on the design and format.

primary, secondary and submark logo variations for thimble and hive

The aim of a favicon is to create a visible reminder of name identification. For many who preserve many tabs open directly, a favicon may assist your buyer or consumer discover your web site simply. Take a look at it as the very best of each worlds. With a favicon, guests can shortly find your web site whilst you increase your model consciousness and identification.

Whereas a favicon could not at all times be essential to your model, it will probably definitely come in useful as a result of it will probably additionally pull double-duty as an app icon. Consider the various apps in your cellphone and the way some icons stand out greater than others. A well-designed icon will serve you nicely, making a constructive impression in your model as a complete.

Combine it up with brand variations

Your brand is probably the most recognizable side of your model as a complete. Not solely ought to or not it’s stunning and memorable, nevertheless it ought to be capable to adapt to totally different types. By using brand variations, your model can be ready to make a daring affect at any time and in anywhere. A major brand, secondary brand, submark and favicon create the last word visible model expertise. And should you really feel overwhelmed with the right way to go about it, skilled assist isn’t too far-off.

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