Logo Variations Every Brand Needs
Your brand needs to work on a website header, a social profile, a business card, and a jacket patch — all at the same time.
That's why a brand identity is a flexible system, not just one logo.
Primary logo. Secondary logo. Wordmark. Brandmark. Submark. Each one is built for a specific context, so no matter where your brand shows up, it looks like it belongs there.
PRIMARY LOGO
The primary logo is the main, original logo, often horizontal and it used for most general branding. It’s the most complete version of your logo, used when you have room to breathe. Examples of where you would use this logo are on your website home page. business cards, letterhead and presentations.
SECONDARY LOGO
A vertical arrangement of the logo, used when horizontal space is limited, like on certainprint materials, in social media or in print ads.
WORDMARK
No icon, just your business name. It’s clean and simple, it strengthens your name and brand and sometimes it’s all you need.
SUBMARK
This is where you can have some fun. It’s a creative version of your logo, usually circular. It’s flexible, visual and playful but still part of your logo system.
BRANDMARK
The most minimal version of your brand, sometimes just letters, sometimes circular, a monogram or a symbol. Made for the smallest spaces.
Your brand identity is a flexiblesystem, not just a single logobecause real-world applications aren't always straightforward.
A primary logo, secondary logo, wordmark, brandmark, and submark are each built for a specific context, so whether it's a website header, a social media profile, or embroidered on apparel, your brand always looks intentional. Icons and patterns add even more versatility as your brand grows.
primary logo
