Making Sense of Your Brand’s Logo

Every business wants to be a customer’s first choice. Building and managing a brand can play a significant part in making that happen. The branding process takes an extraordinary amount of time, effort, and collaboration between designer and client. So the big question…

Is your brand feeling needy? Do you look at people’s Instagram feed and think why doesn’t mine look like that? Looking at a competitors website and wishing yours had better copy, brighter images and more diverse branding? Don’t worry this is very normal. When small independent businesses start, lots of owners do everything themselves, logos, websites, marketing, accounts, packaging and so much more. As the businesses grow and we become a little less scared and maybe there is some more money in the bank, we can make the exciting (and slightly daunting) decision to outsource, this might include an nice, shiny set of branding materials. If that is you, then hopefully this blog will help you on your way.

We are going to break down the 4 main different logo types, why you need them and where to use them….

Making Sense of Your Brand’s Logo

The primary logo is the most valuable player of your brand. It should be used most frequently, whenever space allows.

Reaching brand goals

The secondary logo – this is the logo you’ll use when the primary logo doesn’t fit or feel right in the chosen context. If your logo takes up too much space, maybe this one is circular. This logo still feels cohesive and at home with the rest of your identity but it is used on more of an as needed basis.

branding refresh stalbans

A simplified logo is pretty straight forward. Sometimes your primary logo can be too detailed for certain layouts. This can work well on invoices, quotes & even your website header. 

Your brand is what you are really selling to your customers

The mark could be an icon or symbol that’s part of the primary and/or secondary logo, or it may stand on its own as a totally separate brand element. We tend to use the mark to support the brand in places where the business name already appears (so as not to be repetitive) and/or where the full logo would be too large. Think social media avatar, website favicon, or one side of a business card. For some brands, the mark becomes a standalone element that’s so strong it is still recognisable on its own (Apple and Nike for instance).

Now that you know what logo files you need and know where and when to use them, let’s get you ready to build a shiny new identity! Remember the more you put your brand identity to work as it was meant to be used, the stronger and more recognisable your brand will become. 

At Midnight Blue, we don’t just make pretty branding (although, we do love making things pretty). We solve your problems by using strategy-driven design to get you and your business where they need to be. If you like what you have read and think we would work together well drop us an email or check out our services on the link below.