Every business that has an online or a physical presence needs to have more than one type of logo. In general, there are 3 types, the main logo, an alternative logo and a combination of both.
1. Logotype or Wordmark
This is usually a horizontal logo that can be used on the main website or other collateral such as business cards. It uses fonts or typography in order to convey the intended impression on the audience. Using a thicker font gives the sense of power and strength while the handwritten calligraphic fonts give a more feminine look. Finding the right font for your main logo is of utmost importance because it should convey what your business is all about.
Also, this type of logo does not work on social media because its sides get cut off. Instagram and Pinterest use a circular format to display the profile pic. Facebook and Twitter instead use a square format. This means that your horizontal logo will be very small or cut off.
2. Symbol or Icon
These are simplified versions of the main logo. Usually, this type of logo is emblematic and uses a literal or abstract representation of your business. This type of logo is not as restricted as the main logo but it needs to be memorable, recognisable and has good resolution in small sizes.
3. Combination of both
The last type of logo combines both the wordmark and a symbol. Think Starbucks. Their logo includes typography and graphics and this makes their logo memorable. Or Mcdonalds, the brand wouldn’t be as successful without the yellow M.
Depending on where it’s being used, a logo can take on different aspects.
The main website can take on any type of logo. Your imagination is the limit.
Social media and blog posts
This type of logo needs to be either circular or square depending on the platform of use. And the simpler it is the better because complicated logos won't be readable or memorable.
Your printed collateral are things like stationery, billboards, notebooks, tote bags, mugs etc. Depending on the size of the item in question, your logo should be simple when it comes to small print sizes and can include a combination mark when the size of the print area is large enough for the design to be recognised and read.
When to use Colored vs solid logo
A coloured logo always works best on a light background while a solid coloured logo looks best on either dark or light coloured backgrounds depending on the logos colour choice.
It's easy for new businesses to think of the logo as just one image that can be placed everywhere but it's always better to think of your business in the long term and picture where you'd love to see your logo placed. Be it on a billboard, an office window, a bag or a pen. Plan ahead when you design or hire a designer to create your logo.
The consistency of your brand is more that just having one logo.
It's about knowing each platform you use and what goes best with it. Every time you place your logo somewhere, you are either attracting or repelling potential customers with its design. So, having different types of logos for different situations is a must!
Have any questions? Ask away!
Psssst, I think you might also like these: