How Many Logos Should a Brand Have – The Magic Number

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banner of how many logos should a brand have


If you are considering starting a business, you will need to go through some initial steps to launch successfully. After selecting the business category, those steps could be business/brand name selection, logo design, color selection, UI design, and more. 

But in this article, we will not explain those initial steps except the logo design. Whenever you come to select a logo, there are a lot of criteria that need to be followed. We won’t explain all those criteria; instead, we will explain how many logos a brand should have. This article will give you a detailed guide on how many logo variations your brand should have before starting your business.

What are logo variations?

Variation of logo is not rocket science! I am joking. It’s a small thing to understand. Logo designers have the creativity and ideas to make your brand logo and the invention to make tons of variations of your logo. 

Making logo variations gives your brand a different look, but the overall concept is the same. Your logo will have different styles, but you will get the same feeling whenever you look into this. If other types of design do not give you the brand feel, then it’s not a correct variation of your logo. 

So this is the central concept, You will have different logo styles, but the feeling will be the same. Thats represent the logo variations.

4 variations of a demo logo in 1 banner

Why logo variation is important

If you are planning to establish your brand via various platforms like social media, website, email campaigns, and others, then making a few versions of your logo is essential. You can ask why and what the relation is between marketing platform and logo variation.

Because you can’t use the same sized and shaped logo everywhere, the website header, footer, social media profile picture, and email signature all need different sizes and shapes to fit the place. For this reason, you need a different version of your brand logo.

How many logo variations do you need?

It depends. If your business is only based on an online website, like an ebook-selling website, gift-card-selling website, or any other, then having one logo for your brand is perfect. Conversely, you will need logo variations based on the number of sectors to make your business visible in every possible sector. 

For example, you will need four versions of your logo if you want to focus your business on social media, website, and email marketing. And if you focus on social media and websites, then three logo versions are necessary.

Let's explore logo variations

Let’s explore more about versions of a logo and where it should be placed to have the perfect branding.

Primary Variation

The primary logo is the first and most crucial logo variation. All others versions of the logo come from the primary concept. So make sure you have applied all your requirement in this primary logo. You can use it on the website header and in the section where your business represents the most concern to users.

Secondary Variation / Horizontal or Vertical Variations

This secondary version will come from the primary concept and be restructured from the prior version. Most of the time, it gets a vertical or horizontal shape. Steep and flat-shaped logos can be used in business cards, mobile website headers, invoices, social media banners, and email signatures.

Submark Variation

Submark variations are straightforward and identifiable brand signs. Most of the time, it has a brand icon with a circle shape. This is also essential to putting your brand identity in small places like the website footer, social media profile picture, watermark, etc.


If you have a website for your business, having a favicon is a must because a favicon shows your brand identity at the top of the web browser. If your business is only based on a website, then you need two variations of your logo; the first one is primary, and the second one is favicon. The favicon is a must for every visible online business.

Different using areas of different variations

In the final things, brand identity and logo design are entirely different. They each play their own role. So you can’t make them attached. You have to use them in another way where they produce excellent results. Design your logo first and plan how to identify your brand to your targeted audience.

Advantages of using different logo variations

  • Brand Recognition: Different logo variations can increase brand recognition by making your logo more versatile and adaptable across various platforms and mediums.
  • Versatility: By having different logo variations, you can adapt it to different backgrounds, colors, and sizes. This versatility allows you to maintain the integrity of your brand while still being visually appealing and flexible.
  • Brand Consistency: Using consistent elements across all logo variations ensures that your brand remains consistent and recognizable, regardless of the variables used.
  • Increased Memorability: Different logo variations can create visual interest and add to the overall memorability of your brand, making it more likely that people will remember it.
  • Brand Storytelling: Different logo variations can tell a brand’s story or highlight different aspects of the brand’s identity. For example, a brand may use a specific logo variation to highlight its eco-friendly values or its commitment to innovation.

Disadvantages of using different logo variations

  • Brand Confusion: Using too many variations of your logo can create confusion among consumers and dilute the brand’s identity. This can lead to a loss of brand recognition and decreased customer loyalty.
  • Higher Design Costs: Creating and maintaining different logo variations can be costly, especially if you need to hire a designer or agency to do the work for you.
  • Reduced Legibility: Some logo variations may be less legible or recognizable than others, making it harder for consumers to identify your brand.
  • Brand Identity Issues: Using too many logo variations can dilute the brand’s identity, making it harder for consumers to understand what the brand stands for or represents.
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