Picture this, you're scrolling through Pinterest. You come across a beautiful brand style guide.
You instantly connect with the color palettes and primary logo. But, there are variations, a submark and brand elements. It creates a beautiful looking Pin... but do you really need all of those variations and elements?
I'm here to tell you that you do. Your creative business needs diversity for the many mediums your business will encounter on a daily basis. In today's post I'm going to share the unique features, uses and definitions of each branding piece. Keep reading!
This is the easy one. The logo.
Your logo is the primary identifier of your brand and business. It is the most frequently used brand design element and will be most memorable to your target audience. Your logo is most frequently used on your website, packaging and signage.
A logo variation is also a well-known term. In the simplest explanation, a logo variation is your primary logo with design elements rearranged or simplified.
Your logo variations, or secondary logo, are used when the primary logo isn't appropriate. For example, if you have a horizontal logo there may not always be space for that design. Your logo variation may commonly be used on blog graphics, brand collateral or content upgrades.
A submark is a logo variation that is simplified to only the most necessary elements of your primary logo. A submark is generally more balanced in dimensions and the most scalable version of your logo.
A submark may be used as a favicon, watermark or avatar for your social media accounts.
Brand elements are the most vague definition for your brand design as they cover a wide range of design possibilities. An element could include an icon, pattern or texture that is unique to your brand. The brand elements often tie your brand together and are the most unique graphic piece of your brand.
Brand elements are supplemental to your brand and should not be used as the primary communicative piece of your brand. Brand elements can be used for favicons, backgrounds and added to most brand collateral.
Were you aware of the differences in all of the brand pieces? Let me know in the comments