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.