Do I Need Secondary Logos?
Aren’t you supposed to have only one logo? Why do I see secondary/sub/alt logos in brand boards on Pinterest? What are they for? Do I need one or more?
Secondary logos can be great tools for ensuring your visual brand is flexible and easy to implement, but they can be an intimidating nuance to your visual brand.
Don’t worry - they’re not all that complicated. When it comes down to it, secondary logos are about practicality.
What is a Secondary Logo?
A secondary logo is an variation of a visual brand’s main logo. It’s based on the colors, shapes, and/or typography of the main logo.
It is not an independent design.
Kinds of Secondary Logos
The most common kind of secondary logo is an alternate layout. Mostly, stacked/square and horizontal.
These are helpful when you need to use your logo in collateral of varying shapes and sizes.
If the main logo needs to be used in very small spaces, an icon-only secondary logo can be helpful and keep the visual brand present even in the tightest places.
Secondary logos can be used to denote departments or programs within a business. This is often done with variations in color, icon and/or subtitle.
Though not as common, when the main logo has a distinctive icon as well as a distinctive type design, a secondary logo that is simply the text can be useful for internal collateral and minimal designs.
If the main logo includes multiple words, a secondary logo with initials can be a helpful secondary logo.
If you’re asking yourself if you need a secondary logo, ask yourself: what are my needs? Where is my main logo not performing as well as it could be?
Is your business is ready for a Noteworthy Visual Brand that perfectly showcases what makes you, your clients, and your services amazing?
I'm Sierra Kellermeyer, brand designer.
I work with passion-driven small business owners who feel their visual marketing is disconnected from their core identity and ideals. I get to know them, their business, and their services, and design them a Noteworthy Visual Brand that effortlessly attracts their ideal clients.