5 Must-Have Logos Every Brand Needs (And How to Use Them)

Jacob Joel
Dec 16, 2024
3 min read

As you near graduation and prepare to enter the advertising and public relations world, understanding branding essentials is critical. One key aspect? Logos. A versatile logo suite is foundational to a brand’s identity. Here’s a breakdown of five must-have logos every business should have and how to effectively use them in different contexts.

1. Primary Logo

The primary logo is your brand’s most recognizable mark, often used on your website, business cards, and social media. Typically, it includes your brand's full name and any accompanying symbols or imagery. Since it represents the brand in its fullest form, it should be clear, easily legible, and adaptable for various platforms. For instance, this logo will most often appear on your company’s homepage or large print materials like posters. Make sure it aligns with your brand’s mission and personality because it’s the most public-facing element of your identity.

2. Secondary Logo

Secondary logos, or logo variations, are essential when the primary logo doesn’t fit aesthetically or practically on certain platforms. For example, in tight or confined spaces where your primary logo would be too cluttered, a simplified version can maintain brand recognition. TailorBrands suggests that the secondary logo may come in horizontal or vertical forms to accommodate space restrictions. Think of it as a flexible companion to your primary logo that ensures a cohesive look across platforms without compromising on impact.

3. Favicon

Favicons are the tiny icons that appear in browser tabs and bookmarks, often as a simplified symbol or letter associated with the brand. While small, these logos are crucial for digital presence. Their tiny size makes scalability a critical consideration; the design must remain crisp and recognizable at low resolution. According to BrandVillage, a favicon should reflect your primary logo but in a reduced, minimalist version that still conveys your brand's essence.

4. Submark Logo

A submark is another variation, often more artistic and less formal than your primary or secondary logos. These logos are ideal for social media profiles, packaging, or watermarking your work. They can be circular, monochromatic, or use an emblem from your primary logo. Akullian highlights the importance of submarks in maintaining brand identity while offering creative flexibility, allowing for a consistent yet distinct visual presence across informal channels.

5. Wordmark

Lastly, a wordmark logo uses only the brand's name in a custom font. This type is particularly effective when a brand name is memorable or visually distinctive. Wordmarks are often used in professional documents, email signatures, and smaller brand elements where a full logo might feel out of place. No Dinx explains that the font choice is crucial in a wordmark because it conveys much of the brand’s tone—whether that’s modern, elegant, or fun.

Why Cohesive Branding is Key

Having a well-rounded set of logos ensures your brand remains visually consistent across various mediums—both digital and physical. This cohesion helps build trust, creates memorability, and amplifies your brand’s message. You want to make sure all your logos feel related, share common design elements, and effectively represent the essence of your business.

Practical Steps to Build Your Logo Suite

When designing your logo suite, start with the primary logo. Once it’s finalized, create secondary and submark versions that complement the primary design. Don’t forget to design a favicon and wordmark for specific use cases. Keep scalability in mind across all designs—your logos must look great whether they’re blown up on a billboard or shrunk down to a tiny icon in a browser.

In the competitive world of advertising and PR, standing out is crucial. A versatile, cohesive logo suite gives you the tools to present a consistent, polished image no matter where your brand appears. Before you graduate, make sure this essential element of branding is something you fully understand and can execute for future clients or your own ventures.

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