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Logos are one of the most vital parts of your brand identity. The right logo can convey what your company stands for at a glance, and the wrong logo can scare away the right clients.

It’s also a misconception that you only need one. Having versatile logos for different uses is crucial for promoting and growing your business or brand.

Brand and Graphic Designer @Kristy.ThePinkPony lays out the four (or more) types of logos every brand needs:

Primary Logo

This is the core visual identity that represents your brand. It should use your brand’s core colors and fonts and should look good both large and small. It needs to be recognizable and evoke the essence of your brand.

Secondary logo

This is the logo used in spaces your primary logo won’t sit well. For example, if your primary logo is stacked, your secondary logo should be horizontal.

Brandmark logo

Your primary and secondary logo’s best friend, the brandmark retains brand recognition without requiring an intricate full-color graphic. For example, a simplified single-color logo works better for website favicons, printed invoices, pens, and other promotional items.

Alternative Logos

These are modified versions of your main logo that allow for additional non-traditional usage without sacrificing brand recognition. Examples include a Typography Logo (no brandmark), an Animated Logo (for video openers and digital ads), as well as a Mascot (e.g., Mr. Clean, Geico Gecko)

I recommend following Kristy, especially Having a strong primary logo and several alternates gives you flexibility in promoting and strengthening brand awareness through consistency in all marketing materials.

Consult an experienced graphic designer to craft effective logos tailored to your company’s mission and values, or you can use services like Canva and Logo Diffusion to create your own.


Orondé Jenkins is a multidisciplinary artist and media consultant based in Nashville. No Average Journey was born out of his desire to help artists grow in their lives and careers.