Building a powerful brand means being seen everywhere. You need to be recognizable on social media and website browsers, and equally unmissable on your product’s branding and the side of a bus. You’ll quickly realize one logo version won’t cut it. 

So how many logos should a brand have? The answer isn’t straightforward, but it involves something called logo variations. These are different versions of your main logo that help your brand look consistent across multiple platforms.

Let’s go through the different types you might need and talk about when to use each one. You’ll see how these variations help your brand look professional in all situations.

How Many Logos Should a Brand Have?

Most brands need more than one logo. The exact number you should have depends on your business and the platforms you intend to work with. Typically, you’ll want at least two and often up to four different variations.

Your logo lineup starts with your main design —  the one you’ll use most often. From there, each logo variation becomes simpler and tailored for specific uses. 

Starbucks is an excellent example of a brand with effective logo variations:

Primary and secondary logos

Submark logo

Favicon

Having these variations has allowed Starbucks to keep their brand consistent across various platforms and campaigns, with optimized logos for every situation.

These variations aren’t just for show. Research backs up their importance. A 2021 study by Marq found that brands like Starbucks with consistent branding are more likely to enjoy excellent brand visibility.  One-third of the 400 brands surveyed for the study reported that brand consistency increased their revenue by 20% or more.

Having multiple variations of the same logo ensures your consistency across all channels. It gives you the flexibility to look your best in any situation, from a tiny app icon to a massive billboard. And in the end, that’s what branding is all about — putting your best face forward, no matter where you are.

The Logo Variations Every Brand Should Have

A well-rounded brand identity needs more than just one logo, and most businesses benefit from having several logo variations to use in different contexts. Let’s look at the four key logo types that can help your brand shine in any situation.

Primary logo

Your primary logo is the main face of your brand. It’s the full version with all the elements of your visual identity — your brand name, symbols, and sometimes a tagline.

This logo is ideal for your website header, business cards, and promotional materials. It’s the most comprehensive representation of your brand, for situations where you have space to show all the details.

When designing your primary logo, ensure it’s clear and readable in various sizes. It should be simple enough to be recognizable when scaled down.

Secondary logo

The secondary logo is a simplified version of your primary logo. It typically includes your brand name and maybe a simplified version of your icon, but usually leaves out additional text like taglines.

This logo is useful when you need something more compact than your primary logo. It’s great for social media profiles, email signatures, or as a header for internal documents.

Your secondary logo should be instantly recognizable as part of your brand family. It might rearrange or simplify elements from your primary logo. However, it should still feel cohesive with your overall brand identity.

Submark Logo

A submark is an even more condensed version of your logo. It’s usually circular or square and contains only the most essential elements of your brand identity — often just words, initials or a simplified icon.

Submarks are perfect for small applications where space is limited. They work well as watermarks on images, social media profile pictures, or as design elements in the corner of marketing materials.

When creating a submark, focus on the most distinctive parts of your brand identity. What’s the one element people will instantly associate with your brand? That should feature in your submark.

Favicon

The favicon is the tiniest of all logo variations. It’s the small icon that appears in browser tabs, bookmark bars, and mobile home screens when someone saves your website.

Despite its small size, the favicon plays a big role in brand recognition. It helps users quickly identify your site among many open tabs.

Your favicon should be ultra-simple. Stick to your brand’s initials or a much simplified version of your logo mark. Test it at the actual favicon size to ensure it’s clear and recognizable.

Wrapping Up

Multiple logo variations are essential for any brand that wants to build strong brand recognition. With a good set of logos, you can keep your brand looking sharp and consistent, whether it’s on a billboard or a tiny app icon. 

Each logo variation — from your full primary logo down to that little favicon — plays its part in how people see and remember your brand. It’s all about being flexible and ready for anything in today’s fast-moving marketing world.

Ready to find your perfect logos — plural? Try an Atom.com logo contest to draw on the wisdom of crowds. Our international community of designers are ready to work round-the-clock on your next logo.