top of page


We all know what a logo is ...

A symbol that represents a brand and a business.

But do we understand its role in branding?

The logo is usually the first element designed for a brand but is only the beginning.

It is only one part of the visual brand.

Too often we see one of two extremes:

  1. Unintentional: Business owners not realizing the power of a logo. Thus only designing a generic logo and not taking the steps to build a brand.

  2. Too Personal: Business owners who put too much pressure and responsibility on the logo, wanting it to communicate everything about the business or designing it solely on the personal style of the founder.

The logo should be intentional and consider personal elements such as the why, mission, target audience, services/product, personality, and industry. These need to be defined in order to stand the test of time and become memorable. When this is done you are developing a brand and not just designing a logo.

Below you will find examples of brands we have developed and learn about the types of logos that are necessary for a brand.


1. Main Logo - the main logo is the logo that was first designed and is most frequently used. It is the logo that is most recognizable for the brand.

The main logo is used on all items unless its size or orientation does not fit in the design.

2. Alternate Logo - the alternate logo has the same components as the main logo but they are rearranged. If the main logo is stacked and taller, the alternate logo will be longer. If the main logo is long, the alternate logo could be stacked and more square.

The alternate logo is used in spaces where the main logo does not fit or does not balance the design.

3. Sub Logo or Sub Marks - the sub logo usually has parts of the main logo but is arranged in a circle or smaller design. A design that can fit in smaller areas or may be used as a watermark. The sub mark can be the icon from the main and alternate logos. The sub logo begins to be used more and more as the brand builds brand awareness.


Every brand has a color palette. We usually include 5-6 colors in a palette unless there are multiple sub-brands that need additional accent colors. The logo does not include all the colors of the brand. The logo can be all one color or it may have multiple colors in it. We always provide our clients with a full-color version and an all-white version. Based on the business and the use of logos, we will also include an all-black or color variation.


JPEG (Joint Photographic Experts Group) - this is a high-quality image file with a white background

PNG (Portable Network Graphic) - this is a medium-quality image with no white background that is helpful for designs where the logo is placed on a colored background or image. All white logos need to be saved as a PNG so that there is no white background.

EPS (Encapsulated PostScript) - this file type is can be used across various design software and is what printers and designers use to set up artwork. It cannot be opened without the correct software. It enables someone to scale the logo without pixelation.


If you need help designing or re-designing your logo, fill out our Services Form to see if we are the right fit for you! You can see more of our work here.

If this blog post was helpful, share with others or pin to Pinterest.


bottom of page