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Logo Variations for Your Branding - A Flexible Brand with Recognition Value

A logo is an essential part of any successful brand. It represents the essence of your brand and helps to build trust and loyalty with your target audience.

Often, my clients ask me if logo variations make sense for a holistic brand design. My answer is: Yes! Doubts are deeply rooted that multiple logos convey an incomplete picture to the outside world and minimize brand recognition and trust. However, the opposite is true. While a logo is a unique visual representation of your brand, it can - and should - take many forms. Here are three reasons why logo variations can make sense:

Your logo should work for different applications

Nowadays, a logo has to do a lot. Applications on social media, packaging, web design, and other printed materials demand a lot from a design. If you want to use your logo on different platforms and materials, it is important that it looks good on each application. A professional logo design should be designed to work on different sizes and applications. A logo with multiple variations offers the opportunity for each version to be optimized for the respective application.

Example: Branding for Siesein - a sustainable fashion label for breastfeeding mothers. The word mark forms the primary logo. The secondary logo is an image mark and has been optimized for smaller applications. The symbol shows an abstract form of a breastfeeding mother holding her baby and a clothing hanger.

Logo variations offer flexibility and recognition value

Multiple logo variations offer more flexibility and recognition value. The more variations you have of your logo, the more flexible you are in using your brand. However, I would recommend a maximum of three variations (see point 3). By creating variations without changing the actual design, the logo can be tailored to special events or seasonal campaigns. This creates higher recognition and stronger branding.

Every branding should contain a primary logo, a secondary logo, and a favicon

A professional logo design should always include a primary logo, a secondary logo, and a favicon. The primary logo is the standard logo that is used most often. The secondary logo can be used as an alternative in special applications or as a design element. A favicon is a small icon that appears in the browser address bar and bookmark bar. It is important that all logo variations harmonize with each other to ensure a consistent and uniform appearance.

Example: Branding for Praxis Tacheles in Graz - a practice for multimedia art therapy. Three logo variations were designed for this project. The primary logo consists of the symbol and the name in a horizontal depiction. The secondary logo combines the same elements in a vertical application. For the symbol, the icon was combined with the slogan.

If you are looking for a professional logo design as part of your branding, then you have come to the right place. With over 10 years of cross-industry experience and as an eye-to-eye design partner, I work with my clients to tailor each project to their individual needs. My collaborative approach is based on the all-round support of my clients - from concept to finished project. Feel free to contact me via my inquiry form and tell me more about your project - I look forward to hearing from you!


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