How to use your logo and brand elements

I often get asked by my branding clients after we wrap up their project why I provide so many different designs as well as how and when to use them. So today I’m going to share with you exactly how to use your logo and brand elements to make your business cohesive and clear. As you can see in the example brand board below, you often will have a primary logo, secondary logo, and sub-elements (brand marks, monogram, signature, etc) that can be used for your brand.

YOUR LOGO

PRIMARY LOGO:

I always tell my clients to use this logo before anything else, as this is the one you want potential clients and customers to get familiar with. EXAMPLE: Typically used on business cards, signs, website header, social page headers, etc.

SECONDARY LOGO:

Basically, this little one is considered the ‘second choice’ when the primary logo just doesn’t work. It should look similar to the primary logo, just a slight layout/variation to it (I don’t recommend anything too different). Typically if your primary logo is horizontal in design (and wouldn’t work in a square profile pic), the secondary should come into play and fit (maybe a more vertical/stacked logo).

YOUR BRAND ELEMENTS

BRAND OR SUB MARK:

This can range from a simple icon (think Apple) to a creative monogram or design (like my example). This is often used alongside the primary/secondary logo and not too often on its own. EXAMPLE: Favicon, stickers/labels, profile Pic (sometimes), the bottom of stationery, wax seal, brand pattern, etc.

SIGNATURE or SECONDARY MARK:

This is often just an additional design element that can be used to complement the overall brand. In the past, I’ve done signatures (can be used on stationery, end of blog posts, about pages) to established dates or a simple icon. These shouldn’t be used on their own, but with the other design elements. EXAMPLE: On packaging, the bottom of the business card, as a pattern, etc.

RECAP

I think it’s super important to understand how to use your logo and elements to help establish your brand and style. Feel free to also check out the following!

• Understanding file formats and when to use them.
• Font Pairings Guide