Having a successful logo is essential to the integrity of your brand. The most successful logos are instantly recognizable, regardless of the context. With that in mind, it’s important to understand the many possible uses for your logo.
Versatility is key when considering variations on your logo. As your business grows, your logo will likely appear on various media including emails, printed labels, tags, stationery, your website, apparel, web ads and sponsorships.
The Single Color Logo
This is the ultimate test of a logo’s strength and versatility. Not only is a single-color option simpler and more instantly readable, but it prepares you for one-color printing for business cards, letterhead, packaging, or faxes and black and white copies. A single-color logo also frees you to easily create rubber stamps, foil embossed labels, embroidered merchandise and laser-cut products.
Two or More Color Variations
Once you have a single-color variation of your logo, adding more colors could be an opportunity to define different business divisions (for example, wholesale or retail), sections within a website, and zones within an office or retail space. Color variations can also be used to bring variety to a system of branded components like icons, printed packaging and patterns. In a nod to their company’s focus on personalized products, the color variations in this Vistaprint identity image allow employees to customize their own business cards and office products.
Icon and Wordmark
Brands with a distinctive wordmark (the typography) and icon (the visual symbol) benefit from using these elements together or individually to represent their brand. Varying the lockup – that is, the arrangement of the components of a logo – will help your brand work in different media. A stacked, centered layout works well on labels and signage, but a horizontal layout may be best in the header of a website, in a banner ad, or on the spine of a printed brief or annual report. The Blue Goose branding is an excellent example of these icon and wordmark variations.
This variation provides a compact logo option for applications where space is at a premium. Monogram logos often combine the initials of a person or company’s name and create an elegant ‘signature’ for your business that’s as versatile as it is classic. A monogram works well as a repeating pattern for packing tape, wrapping paper, signage and wallpaper.
In conclusion, having a few logo variations can take your brand to the next level by improving its versatility and defining its personality. Your logo can start with something as simple as a single color, and grow to incorporate a colorful array of marketing materials and promotions.