Brand logos: How and where to use them

Brand logos are the visual asset you use to communicate your name, message and vision to current and potential clients. They help build recognition and assist in establishing your brand identity. Let’s break down how and where to use your logos and more.

What is a logo

A logo is a graphic mark, emblem, symbol, or stylised name used to identify a company, organisation, product, or brand. It may take the form of an abstract or figurative design, or it may present as a stylised version of the company's name if it has sufficient brand recognition.

What are the different logo types?

1. Primary logo

A primary logo is the foundation of a business. It’s how the business will be remembered and it needs to make a lasting impression, be scaleable and adaptable. A logo conveys who you are and has the ability to connect with people instantly. A great logo will both accurately represent you and also entice people to find out more about you or your business. 

2. Secondary logo

A secondary logo or alternate logo, supports the primary logo, it is usually a minimal, condensed or different composition of the primary logo. A secondary logo may have reduced text or rearranged elements to make the logo readable at smaller sizes.  

3. Submark

A submark or icon is perfect for subtle branding. It is generally a symbol, graphic, drawing, abbreviation of the name or a tagline to represent the business. It usually includes little or no text. Submarks help clients quickly identify a business and are commonly used online, across social media or when a logo needs to be reduced dramatically. 

What are logo usage guidelines and how do you set them?

Logos aren’t a ‘one size fits all’ product. Individually and collectively they each serve a unique purpose but all need to be consistent and accurately represent the business across all platforms. Logos are the starting point of your brand design and steer the direction of all future design elements. To ensure your brand remains consistent, a brand style guide should be created. It will outline how all the design elements; typography, fonts, colours, visual assets are to be used. A brand style guide will explain when, where and how to use each different logo, who the target market is, the brand’s messaging, tone of voice and audience. It is a great reference guide for you and anyone who works with your business.  

You should ensure you set your own guidelines for your logo usage. Below are some essential points to consider: 

• Space around the logo

• Colour palette

• Typography and font

• Logo size

• Description of logo

• Colours

• Logo versions or variations

How and where to use your different logo types:

Primary logo

• website header

• large printed collateral

• store signage

Secondary logo

• smaller printed collateral eg business card

• mobile website header

• Social cover or header images

Submarks or icons

• stickers

• stamps

• social graphics

• social profile photos

• website favicon