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One logo can’t do it all - How having multiple logo variations can improve your brand’s image.


Brand identity best logo file format
Don't be that brand that gets lost in the crowd because of poor formatting choices. Keep your logo consistent, professional, and recognizable.

So, you've hired a design studio to create your logo, and they’ve led you through the process, from strategy and mood boards to mockups and final designs. And boom, you’ve found the one - the design that nails it without any need for revisions (because let’s be real, who has time for that?) Now you’ve got your hands on the final files and you’re feeling trigger-happy to get your brand launched. But wait, what’s this? A sea of folders with different colors, formats, and layouts? Confused? Don’t panic, my friend. All those variations are there to give you flexibility and consistency, to make sure your brand always looks its best, no matter the platform or medium.


Creating variations of your primary logo design is essential in ensuring consistency and recognizability across all platforms and media. You don't want to go cramming that horizontal logo into a small square space and risk making your brand look like it was designed in Microsoft Word. You also don't want to be putting a color logo on top of a similar color photo. You want your mark to stand out and be noticed. To keep your brand looking top-notch, it's crucial to use the correct format so you can give it some breathing room and contrast for easy recognition. Don't be that brand that gets lost in the crowd because of poor formatting choices. Keep it consistent, professional, and recognizable.


How many logo variations do you need?

Let's go over some of the formats you're likely to encounter and what they include.

Primary Logo

A primary logo also referred to as a primary brand mark, is the primary visual identity of the brand. It usually consists of a symbol or graphic (although some logos are typographic only), typographic wordmark, and a tagline, slogan or other short descriptive phrase. A well-designed primary logo mark should be simple, memorable, and easily recognizable.


Primary Logo File format Example


Horizontal Logo

A horizontal logo mark is a type of logo design where the elements of the logo are arranged horizontally, typically from left to right. This type of logo is most often used when the space it needs to fit in is landscape orientation.


Horizontal File Format Example



Square (or stacked) Logo

A stacked logo mark, on the other hand, is where the elements of the logo are arranged vertically, typically one on top of the other. This type of logo is often used when the limited space is more vertical in format.


Square or Stacked Logo File format Example


Logo With/Without Tagline Detail

A logo mark with a tagline is a type of logo design that includes a graphic element or symbol (the logo mark) and a phrase or sentence that serves as a slogan or descriptor for the company or organization (the tagline). The tagline is often positioned beneath or beside the logo mark and serves to reinforce the message or identity of the company or organization. A tagline can help to communicate the company's mission, values, or unique selling points.


Logo design without a tagline

Logo File format With Tagline Example



Inverted Color Logo

An inverted logo is a type of logo design where some parts of the logo are white (or another contrasting color) and other elements or kept in their original color. This type of logo design can be useful for creating visual contrast when placed on top of a colored background or photograph.


Inverted Logo File format Example

Reversed (Black/White) Logo

A logo mark that uses black or white exclusively is designed by utilizing only black or white on a background that contrasts with it, such as white or black, or transparent. The usage of only one color makes the logo easily recognizable and reproducible in situations where the addition of color would make it difficult to read. Additionally, it can be a more cost-effective solution as it eliminates the need for color printing.


Black Logo File format Example

White Logo File Format Example


Secondary, Alternate, or Abbreviated Logo

A secondary, alternate, or abbreviated logo is a variation of the primary logo that is used in specific contexts or mediums. A secondary logo can be used to represent the brand in situations where the primary logo is not suitable, for example, when space is limited, or when the primary logo can't be used for technical or legibility reasons (think small profile icons or favicons.) They can also be used for different departments or specific product lines within an organization. This type of logo is useful for maintaining consistency and recognition across all platforms and mediums, while also allowing for flexibility in representation.


Abbreviated logo file format example


Having access to variations of your primary logo design provides you with a solution for every situation. Crafted from the primary formatted design, each format has a unique function to help your brand look its best. From the horizontal logo that's perfect for when space is narrow and long, to the inverted color logo that stands out on difficult backgrounds, this toolbox of brand marks will make sure your brand is always consistent, professional, and easily recognizable.


. . . . . . . Need to expand your brand’s logo toolbox? Reach out. I can help.

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