Why Your Brand Needs Alternate Logos & How To Use Them

Most business owners believe that hiring a designer to create a single logo is all they need for their brand. However, this is far from the truth. To be honest, a single logo just doesn’t cut it, especially when you’re posting that bad boy all over the place (work it!). Your brand needs alternate logos. The use of alternate logos allow you to optimize your brands presence across any platform, stay present where ever your business is, and ensures consistency in your branding.

Now, when we say alternate logos, we don’t mean that they’re all completely different in regards to colors or fonts. We’re talking about structure, file type, and it’s intentional use. Let’s dive in to why exactly you need alternate logos & what we mean by them!

Why Your Brand Needs Alternate Logos & How To Use Them.png

Why you need alternate logos


Having one single logo is not practical for your business. The chances of this logo being able to fit perfect on every medium your business is on is extremely low. When we deliver our logos to our clients, there is usually a main logo, 1-2 alternate logos, and a favicon logo. From there, each logo file is delivered in full color, black and white, some with white backgrounds and others with transparent. This ensures that our clients will have every logo type they could possibly need for their business.

The logo file you use for your website shouldn’t be the same file you send to your print shop. The logo file you upload to social media won’t be the same file you use on your weekly newsletter. See where we’re going here? Some mediums call for transparent backgrounds whereas some might call for a B&W logo with a solid background. Check out the different design file types & why you need them by clicking here!


Using your main logo as your “umbrella” logo allows you (or your designer) to restructure the logo into alternates (see below for examples within our brand) and to deliver different file types to you. This ensures that you have the right file types for the right platforms. For example, you won’t be able to upload your horizontal main logo to fit in the tiny circle image space that Instagram gives us, right? You’ll want to have an alternate version of your logo to be optimized to fit. Another example is, you’ll want to use PNG when uploading the logo to your site or newsletter, but you’ll want a PDF version if you need to print.

Are you starting to see why you need more than one logo? Let’s break down what kind of alternate logos we’re talking about and common uses for them!

Different types of logos


Your main logo is the primary logo that will represent your brand.

Usually they are in the form a wordmark (all text. see our logo to the right as an example), however, lettermarks (text based with use of initials in place of the entire name. example: CNN) and icons/symbols are just as acceptable.

Common uses: Website, newsletters



Alternate logos are variations of your main logo. These should look and feel similar to the main logo, but can be different in terms of layout and color. There will be situations where spacing or color is limited for your logo, so it's great to have an alternative one on hand.

Common uses: Social media picture, website, print work
* for example, we used the stacked alternate logo on our business cards, and use the submark alternate logos on our social media + blog graphics

Alternate Logos.png


Favicons are icons associated with the brand's URL and is displayed in the web browsers address bar (see far right image). Because these are so small and can only be a max size of 64 x 64 pixels, favicons are usually a simple letter, icon, image, or small submark.

Common uses: signatures, website URL

Favicon Example.png

All of your different logos should be displayed visually on your Brand Style Guide that your designer delivers to you. If you’re unsure of what a Brand Style Guide is, click here to find out all the elements included!

We hoped this help you understand the importance behind having alternate logos in your branding and the ways you can use them to optimize your brands presence and ensure a consistent brand image to your audience. Let us know if you have any questions!


Is your branding working for you?


xox, katelyn & nicole

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