You can instantly raise the level of your brand and keep it consistent across all platforms and media. How can you do that? By having multiple versions of your logo.

When you have various logos, your branding is flexible and you won’t have to squish or stretch it to fit. You can have different uses for each logo and your followers will still identify you by that version of logo used.

Here’s an explanation of the most common variations, what they are, and how to use them.

What is a variation of a logo?

Logo variations are rearranged versions of your primary logo. Your variations should still be recognisable and fit within your branding, but should also give you options to use throughout your content and marketing efforts.

What is the need for different versions of your logo?

To use different versions of your logo based on the format or space available is a good idea. It’s crucial that each variation matches your brand’s identity and remains consistent. The following are the logo variations you should have in your brand and how to use each of them.

Meraki - Primary logo

Primary Logo

The logo you’ll use most often is your primary logo. This is your main logo that will appear on your website header, business cards, marketing materials, brand collateral, etc. Your primary logo should include your complete company name.

Meraki - Secondary logo

Secondary Logo

In most cases, your secondary logo is just your primary logo rearranged into a different orientation. Therefore, if your primary logo has a horizontal layout, the secondary logo may be stacked. It’s helpful to have a secondary logo to use in places where your horizontal logo might not fit or be readable if you need to shrink it down. You can use it on social media or in printed materials.

Meraki - Submark


Submarks are simplified versions of logos. It might include your business name, or it might just be the initials or the icon from your primary logo. It is normally a good idea to have a couple of submarks available. Some good places to use your submarks are on your social media profile images, website or email footer, Pinterest and blog graphics, and podcast covers. Submarks can also be used in the inner pages of workbooks, opt-in PDFs, or webinar slides.

Meraki - Brand elements_icon

Brand Elements/Icons

When your primary logo includes an icon, you can use it on its own as a brand element. If your logo is a wordmark without an icon, you can use the first letter or initials. You can use icons to create repeating patterns for your website, social media, business cards, or other marketing materials. It is a clever way to add branding to a graphic that already has your full logo on it, such as an Instagram post or story graphic.

Are you ready to create your brand?

In order to create various logo versions like the ones shown here, you need to get clear on your brand characteristics and the feelings you want people to associate with your brand. This is what we do during our Brand Strategy Sessions. During the session, you’ll develop a visual brand strategy that feels purposeful, consistent, and timeless.

Read more about these sessions in our article: Why Is Brand Strategy So Important For Your Business?