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Why You Need Logo Variations

Unless you have a background in graphic design, it’s easy to assume your studio would only need one logo. It’s a common question from our custom branding clients who are surprised to find not one but many logo variations within their deliverables. While it could seem like one logo would be plenty, each variation serves a different purpose. Having several logo options on hand ensures interior design studios have an effective way to brand every communication touchpoint, from initial inquiry to the final goodbye.

As designers, we cannot overemphasize the importance of each logo variation sharing visual consistencies that tie into your overall branding. We’ll take you through the five most common logo variations with examples from our portfolio of work.

IDCO Studio Client The Layered House

The Layered House: primary logo

1. Primary Logo

The primary logo is the most complete and detailed logo variation. It can include the tagline, mark, hand-drawn elements, the studio location, or establishment date. Because it is the most complex, it needs room to breathe and is best suited for website headers and large print collateral. All other logos will stem from this one.

The Layered House: secondary logo

2. Secondary Logo

The secondary logo is a more compact version of the first. If your primary logo is horizontal, you might need a vertical option to fit into tighter spaces, like business cards or stationery. If your logo is more vertical, vice versa. You might also see this logo variation in the mobile version of your website design. Using a secondary logo allows client-facing materials to feel bespoke and tell a complete story.

The Layered House: alternate marks

3. Alternate Marks

Alternate marks are an extension of the logo to be used whenever the primary or secondary aren’t appropriate or simply won’t fit. An alternate mark might be a hand-drawn element used throughout your branded materials, an illustration, or your brand’s initials. Our custom branding clients receive six alternate mark variations to create a refined touchpoint throughout the client experience.

4. Icon

An icon is the simplest, most concise form of a logo. A brand logo will include hand-picked typography selections or could contain a small, hand-drawn element. One example of an icon is a branded monogram. Just as a person’s monogram contains their initials, so does a brand’s. The monogram is a classic way to brand stationery and other print collateral. This variation is especially appealing in brands that carry the owner’s name. A brand monogram will include hand-picked typography selections and could contain small, hand-drawn elements, if applicable.

5. Favicon

A favicon is similar to an alternate mark but is crafted for a specific purpose. When you visit an established webpage, you might notice a branded symbol in the URL bar next to the address. That is a favicon, and all of our clients receive one as part of their branding suite. They add a professional touch and carry branding imagery one step further in a tiny space where a primary logo, secondary logo, or even monogram would be unreadable.

The IDCO Studio Branding Experience

Our studio of award-winning designers offers a variety of experiences for bespoke brand identities. Custom branding clients receive a comprehensive visual identity system, including a primary logo, a secondary logo, six alternative marks, a brand icon, a monogram, a favicon, a color palette, a pattern or texture, and typography selections. Additionally, our custom branding includes a brand voice copy suite, including a tagline, mission statement, description of your brand tone, voice style guide, verbal lexicon, key words, and a variety of ready-to-use bios.

Alternatively, our branding suites are an excellent choice for new designers or seasoned studios in need of a refresh. Our branding suites are semi-custom and limited release, meaning each suite is only sold five times to maintain a distinctive feel. Branding suites include a primary logo, secondary logo, brand icon, alternative mark, and an entire collection of stationery design elements. The best part? Branding suites include access to our team of designers as we edit each suite to represent your existing or ideal brand.

We’re currently accepting new clients and cannot wait to connect on your next project—shop our branding suites or inquire here to get started.


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