Different Logo Types And Which Ones You Really Need

I’ve seen it a lot of ways: Some brands might have a plethora of logo types and some might have just one.

In my experience, it really depends on the brand and what you’re going for – and ultimately what you’ll need – all of the different applications and ways you’ll use your brand identity.

For example, unless you’re a very large well-known brand with a long history (like the sports king, Nike), or unless you’re a boutique brand (small-batch clothing comes to mind), then too many logos will tend to work against you rather than for you.

Case in point, Nike does have a few different versions of their logo circulating the market right now:

Source: Nike.com, February 2023

See the difference? All of those examples say “Nike” or have the iconic swoosh, but they are all definitely not the same text or style. Even the orange swoosh on the white shoes is altered.

There might be a few other categories besides clothing where more could work, but regardless, it is hard to keep brand consistency at the forefront when you have too many types of logos floating around.

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As a brand designer for over 12 years, I can say it’s hard to come by a brand that does 7 different logos well that’s not already a really well-known brand. A brand at a large scale with a historic reputation can get away with a lot…

Nike.

All you have to do is hear the name or read it, it doesn’t matter what font or logo it’s displayed in or how well they keep to their brand style guide. They have long-standing recognition no matter what.

However, for smaller brands like yours and mine, we need to think about our logos a bit more constructively.

That’s not to say you can’t have options, it just all depends on your brand and your audience, and really what your overall goals are.

Difference Between Logo Types & Logo Colors

Logo types (or logo variations/logo options) are a set of logos for the same brand, but they all present slightly differently. Each variation follows the brand style guide as a whole, but there is at least one thing different about each one.

What makes them different is usually one or a few things: orientation, typography presentation, and/or a graphic element. (This does not include color, and you’ll see why below.)

When it comes to logo types versus logo colors, it’s pretty simple:

LOGO TYPES:

Your different types of logos are specifically talking about each graphic option you use for your logo set. You can have Logo Type 1, Logo Type 2 and Logo Type 3, for example. Each type has something different about it, but they all go together (as mentioned) to create a cohesive brand suite. 

LOGO COLORS:

Your logo colors are what each of your logo types can be displayed in. For instance, Logo Type 1 can be in all pink, all green, or all gray. It’s still the same logo (Logo Type 1), just in different colors depending on preference and what application you need to use it for.

All in all, you might have 3 logo types for your brand suite, but each one is available in 3-6+ colors, depending on your brand’s color palette. This is the difference between logo types, and logos in different colors.

My Logo Types (what I typically create!) 

What are the different types of logos?

For ease of use, I designate my logo types by name: Primary Logo, Secondary Logo, and Submark.

These names aren’t anything special that I made up, they are widely used names that give an easy way to know which logo you’re referencing.

Each of these types offer something different: orientation, graphic element, etc., but still have the same look and feel of the overall brand.

They are ideal for different uses such as websites versus social media, or printed on products versus a billboard.

I go into more detail about Primary/Secondary in this post, but here’s a snapshot:

Your Primary Logo is what you use most of the time, while your Secondary Logo is used some of the time.

Your Submark is another fun version of your logo that can be used for special applications, depending on what you do or sell.

Sticking to 3 and having each designated by name also keeps it relatively simple for you: You know that your Primary logo is one you want to use most, whenever possible. Doing so will provide the optimum chance of brand consistency, and customer/client loyalty. It also offers versatility while allowing you to use your brand to its fullest potential.

Again, I’m not saying I don’t create more logo options or that it’s not possible for you to have more, I’m just saying I know a thing or two about brand consistency on a large scale, and 3 is my rule of thumb.

If you’re lost right now or don’t quite understand, don’t worry! It can be very confusing and design is also very subjective, so I’ll walk you through some examples, to hopefully help this make more sense:

Which Logo Types You Really Need (IMHO)

How many should you have? You might be able to guess this already, but here’s the rule I typically follow:

One brand = 3 logo types.

In my case, as I mentioned, I call these your Primary Logo, Secondary Logo, and Submark.

Maybe a client needs more options for one reason or another, but the starting point is 3, and I usually don’t offer any more unless it’s specifically requested.

Why?

Because as a brand, you need consistency and cohesiveness to be your top priority.

I think this rule is especially important for establishing a new brand identity or a rebrand/brand refresh.

If you have too many logos to choose from, you might end up bouncing around from logo to logo without a rhyme or reason.

My advice to you is, keep it simple. You don’t want to be confused, and you definitely don’t want to confuse your audience.

If you know and they know what your logo set looks like, chances are you’re doing something right. It’s when you try to introduce too many images, that it gets complicated and confusing.

Take Action

A: Work with your designer on logo types/types you need during the early stages of the process. If you don’t know, tell them. If you do have an idea of how many and orientation, application, etc., tell them – this will really help your designer deliver files you can actually use!

-OR-

B: If you’re not working with a designer yet, make a list of every spot you currently (or plan to) put your logo: digital products, physical products, freebies, website, social, etc. That way you have a list of where you actually use your logo, or where you would use your future logo, which will be super helpful for your designer.

The rule of thumb: Pick 3 logos, and stick with them. You can always reevaluate later!

PS: When I say “working with a designer”, it doesn’t have to be intimidating, cost $$$ or be from some large agency. There are many brand designers out there that charge a fair price for amazing logos. There are even pre-made, semi-customizable brands just waiting for you (semi-custom gives you a gorgeous brand suite for a deal of a price AND you still get to customize it… win-win).

The best option is the one you can afford, with the designer you can trust.

ICYMI: I have a really great toolkit that can help you with this and all of your basic branding questions. The B.Y.B. Toolkit includes everything I know as a designer and everything you want to know as a business owner when it comes to branding 101. Click here to grab it.

Thank you for sticking around and reading, please let me know what other questions you have or other ways I can help you on your journey to better branding.

If you’re ready for more, head here for 3 mindset shifts to conquer brand consistency for GOOD!

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