Placements: Website backgrounds, social media, various print collateral. It can only be used if the primary wordmark exists as the lead identifier. Choose one form of brand photography with a specific preset and stick with it.Įvery brand element exists to play a supportive role in your brand identity-not distract from it. If you have an illustration in your logo, use it to create one distinct brand element (pattern). A lettermark (brand’s initials) or monogram can also be used to create a brand pattern.Ī good rule of thumb is not to overwhelm your ideal clients with lots of logo variations and brand elements. Examples of brand elements include illustrations, patterns, icons, textures, and even brand photography.Ĭustom elements don’t use your brand name but may take an existing creative asset from your primary logo and use it to create a supportive design for your brand.įor instance, I used the illustrated willow leaf seen in Willow Bark Photography’s primary logo to create a brand pattern. However, with a wordmark logo, the name of the company or product is obvious. 4 Different Types of Logo Variationsīrand elements support your brand identity but aren’t always logo designs. Hence, this can lead to brand confusion and poor consumer recognition. Let’s take a look at each of the different logo variations your brand needs. Wordmark logos are also known as logotypes. Famous example of these logos include that of Coca-Cola and Visa. It may be of an abstract or figurative design or include the text of the name it represents as in a. 'imprint') is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. 'word' and Greek:, romanized: typos, lit. There is usually nothing else other than a company name in a wordmark logo. A logo (abbreviation of logotype, from Greek:, romanized: logos, lit. Such a logo is more focused on a company’s name. A brand identity designer should design you at least four non-negotiable logo variations to help your brand show up and look consistent no matter where you place it. A wordmark logo can be described as a font-based logo. Logo variations can include a range of colors, sizes, and formats, but there are four main logo variations every brand needs.
What about business cards? Thank you cards? Letterheads? Merch/swag? If you only have a small circular logo, what will you use on your website header?
First, a logo variation does not mean you have wildly different visual designs for every logo.Ī logo variation is a rearranged version of your primary logo design that gives your brand the flexibility to show up consistently, and recognizably, in different placements.Įvery brand needs a set of unique logo designs to use on several platforms that are recognizable, versatile, and complement its overall identity.įor instance, if you only have one large-and-in-charge horizontal logo, how will it work as the profile photo on your social media business page?