When starting a business, one of the first things to be sorted out is the logo.
Having helped many businesses come up with a logo before, these are the three things that my clients often focus on:
- Colour palette
- Font choices
The logo mentioned above is commonly the primary logo, which uses the main colours of the brand and often also includes the brand tagline.
However, I often find that my clients aren’t aware that they need an alternate logo in their branding guidelines.
What exactly is an alternate logo?
An alternate or secondary logo is a different version of your primary logo that can be used where the original logo doesn’t fit. It is an optimisable look to help ensure that people can easily recognise your brands across different platforms.
Alternate logos can come in different options – size, shape, and even different colour schemes to allow it to stand out on different backgrounds. These secondary logos are also often referred to as submarks, which are essentially a minimalist version of your primary logo.
Here’s an example of Poised Creative’s submark:
But why do you need an alternate logo?
The alternate logo is usually used for display photos (e.g. your Instagram or Facebook profile photo), watermarks, letterheads, favicons, etc.
The good news is you don’t need a version for every different platform. Most brands usually have 2 to 3 versions of their primary logo for different purposes.
When considering your alternates or submarks, here are some options you can consider:
- Different colours: Your primary logo may be made up of 2 or 3 colours, but your submark could be a black and white version or a minimally coloured version of your primary logo. These can be used for printouts (especially when they’re not in colour), or for your website’s favicon.
- Different sizes: While your primary logo can be a wider image, you may want to consider an alternate logo that is narrower. For instance, if your logo fits well on your website, it may be too long for your name card or social media post, thus requiring one that fits nicely on that image size.
- Different shapes: Some of the most common logos are designed in a rectangular shape, but with the increase of social media usage, we often prefer a square image that fits well into circular profile photo displays. These could either be the same as your submark, or an alternate version of your primary logo.
Here are some examples of alternate logos and submarks from brands that we love:
Need help with establishing a better brand and designing alternate logos? Contact us for more details on how we can help.