logo makers

Every business needs a logo and a brand communication strategy. The first part concerns the creation of a visual representation that will mark your entire identity. Your brand is not limited to a logo, and therefore you must have a communication strategy. For different platforms, you may need the logo in different formats and sizes.

In reality, a brand is rarely limited to ONE logo, but rather a package of logos and logo variations that are coherent with each other. Therefore this article will explain why there are variations of the logo and what to consider.

Why does a brand need a logo?

Let’s start with the principle: a brand needs a logo for many reasons, such as:

The logo is the visual representation of your company: the scope of the business, the values, and the company’s offer.

It represents the representation that will identify your business and help distinguish and recognize your brand in all your communication.

The logo promotes brand recognition allowing users to gain loyalty

Of course, after a long time, if a brand is successful in the market, it ends up becoming an icon in its business area.

Consider where your logo can be used:

Visit cards
Websites and Landing Pages
Social networks
Promotional posters
Stands and events

And others like menus, uniforms, reports, etc., depending on your business.

As you can see, you will need to consider a huge number of logo makers and applications when creating a logo. It is necessary to consider different sizes, backgrounds, and colors where it will appear.

A single shape will probably not fit in all places without losing readability and identification.

How many variations does the logo need?

All logos have the main matrix. You will always have your main logo, from which you will have to make the variations and combinations necessary.

The number of variations will depend a lot on your business and your communication strategy. The broader the strategy, the more variations you will need.

And depending on your business area, you may have to consider applying the logo in places such as uniforms, business reports, facades, etc.

When your main logo is too complicated for a smaller application, you will have to think about a more simplified variation according to space and situation. This is where the variations begin.

We give a very simple example: imagine that your logo is long, and when you put it in the circle of a social network like Facebook, it is cut to the point of not being read. It means you need to create a square variation to look right inside the circle and have a full.

Logo variations and their uses

This post will now show how these variations work, considering different logos that you can create or already have.

Types of logos

In terms of design, it can have 3 types of logos:

Word Logos
Image logos (or icon)
A combination of words with the image
Your brand does not need to have three variations of logos. But you will need at least two.

Word logos can be the full name of your business or an acronym for initials when your business has a too long name.

The image logos can be: pictographic, as a symbol, an icon, an illustration, or a mascot. The mascot can represent a personality, animal, or even an inanimate object that comes to life through the mascot.

The visual elements can also be abstract or conceptual and do not even look like anything that we usually recognize, but that end up embodying the concept of the brand.

Combining both types allows you to create more square logos, horizontally and vertically, combining the text with the image.

You can always create a more dynamic logo that adapts to the environment where it fits completely. Even here, there must be an element that never changes.

Initially, your logo may not have any variation, and you will only begin to feel this need as it grows and evolves. Some brands may even have only two variations, as is the case with some major brands. Others will have 8 or more variations. Everything will depend on your organization’s needs and budget to create a logo and its variations.

Hierarchy and usability of logo variations

  • Main logo

This is where it all starts. When you define your logo, there is always a starting point for your original and main logo appearing in most applications. It will appear on your business cards, your main website, and your letterhead on the first page. All places where your brand will have to be identified immediately. Even in the uniforms of your workers, you should use this logo unless it is already a recognized brand.

Most of the main logos are a combination of text and image.

  • Secondary logo

The second instance of your logo is used in all places where your main logo does not fit. For example, suppose your logo is very long horizontally. In that case, you can create a square or vertical version, and it can be just a visual mark or an acronym always taken from the original main logo.

  • Sub-brand

The sub-brand is a square variation of your logo, but it must have full visibility within a circle. If your primary logo is already well within a circle, you do not need this variation. Nowadays, this need has grown, derived from social networks and websites, in creating stickers or buttons.

  • Favicon

The favicon is a very small graphic that appears on websites in your browser bar. Here you will have to have a very minimalist variation of your logo, which may even be your secondary logo.

  • Black and white

Think of all the places where you will need to print your logo in black and white (B&W) only. If you have that need, you will have to create this variation. This variation can have several variations: applied on white, applied on black, applied on large textures and backgrounds with many colors can create variations in B&W or lighter or darker gray tones.

  • Other elements

You should also consider the size in which your logo will appear and define maximum and minimum sizes for each version of the logo. Otherwise, it may be misused and lose readability.

To be kept on logo variations:

What is the main logo? It is the logo that you will use in the main institutional media, and it is where you define the main elements of your brand.

What are logo variations? The variations are different representations of the same graphic identity.

What to guarantee when requesting logo variations? Check if the variations appear to belong to a family. That is to say, and they are coherent with each other, have similarities or something in common, as if they were brothers. All variations must be complementary to your main logo.

Why have a standard manual for the logo or brand? It is important to define application rules so that your logo is always read to identify your brand.

How many variations does a logo need? It depends. It will depend on the main logo, whether it serves several purposes, and on your communication strategy.

Why create a brand logo?

Brand image can be one of the reasons for the success of a business.


When you create a brand and your logo, it is normal that the size of your business does not justify all these variations because they are not used. Over time and as the business grows, it will have other application needs, and you will have to consider creating some or all of these variations.

The more variations you need, it is likely that your investment will grow because you need a complete manual of standards.

When your business grows, it is important to look for a more professional service to create the necessary variations and ensure the necessary consistency and application rules so that its use is correct.

If you have a limited budget, start with just what you need and invest what you can. Make your logo with a reduced budget if applicable, or, if you have no way, search online for available services that have templates to customize.

For example, the DesignEvo logo maker could be your good helper. It has over 10,000 pre-built logo templates in various categories, so you can easily find a template that fits your niche to start your design.