Creating a brand is more than just designing one cool logo. A great logo is just the start. What happens when you need a version that fits into a square? Or looks good on a sticker? That’s where submarks and alternates come in. They help you stay on-brand in every situation—without using the exact same mark over and over.
TL;DR: A primary logo is your main brand mark, but not all spaces fit it. That’s why you need alternates and submarks—simpler, smaller, and more adaptable versions. They keep your brand looking cohesive and flexible across designs. Think of them as your logo’s sidekicks!
What is a Primary Logo?
Your primary logo is the “main character” of your brand identity. It might be detailed, with your brand name, icon, and even a tagline all wrapped up into one.
But sometimes, that full design can be a bit… too much. Imagine squeezing it into a profile pic or a teeny social media icon. Yikes.
That’s where supporting logo types come to the rescue!
Meet the Logo Squad: Submarks and Alternates
Think of it like this:
- Primary Logo: The big picture — full design with all the trimmings.
- Alternate Logo: A rearranged version for tighter spaces — maybe horizontal or stacked instead of wide.
- Submark: A simplified, often iconic mark — initials, monogram, or symbol only.
Together, they create a system that keeps your brand design consistent, but also flexible.
Why You Need Alternates and Submarks
Let’s be honest—one logo can’t do it all. Building these variations makes your brand more useful and visually balanced in any setting. Here are just a few reasons to make the switch:
- Scalability: A simpler submark works better at small sizes.
- Versatility: Use alternate layouts for small spaces like website headers or mobile screens.
- Memorability: A strong submark or icon helps people recognize your brand faster.
- Professionalism: A logo system looks polished and intentional.
Start With Your Primary Logo
Before you build your alternates, start strong with your main logo. Make sure it includes your brand name, and feels complete and balanced.
Tip: Your primary logo should be the most detailed and expressive version. Everything else will stem from it.
Example: if your primary logo is your bakery name in fancy script with a little cupcake icon and a tagline like “Made with Love,” that’s going to drive all your future logo forms.
Next Step: Alternate Logo Versions
Now, let’s experiment. What happens when that big, beautiful logo has to fit in a narrow header space?
That’s where alternate logos come in. Here are some common variations:
- Horizontal Layout: Everything in one straight line. Great for website headers.
- Stacked Layout: Items placed on top of each other. Handy for tight, vertical spaces.
- No Tagline: Removing extra elements for a cleaner, more compact look.
You’re not changing your brand vibe—you’re just making your logo more wearable in different spots. Like giving your logo a whole wardrobe of outfits!
Designing a Submark
The submark is like your logo on vacation—chill, minimal, and still totally recognizable.
It’s usually just the icon, your initials, or maybe a monogram. Super simple, yet packed with identity.
Submarks work amazingly as:
- Instagram profile photos
- Favicon for your website
- Stickers or packaging
- Watermarks
Design tips:
- Use elements from the primary logo: Shapes, colors, fonts—keep it in the family.
- Keep it clear and clean: Submarks should look sharp even at tiny sizes.
- Make it scalable: Try zooming way out and see if it’s still readable.
Keep Cohesion Across All Variations
Strong branding means every version of your logo feels related—like siblings, not strangers.
Here’s how to stay on-brand across every variation:
- Stick to the same color palette.
- Use your brand fonts consistently.
- Make sure the icon or design elements match throughout.
Each mark should be able to stand alone while still feeling like a part of the greater whole.
Use Your Logo Variants Like a Pro
Got a collection of logo types? Awesome! But where do they actually go?
Let’s match each logo type to where it works best:
| Logo Type | Best Uses |
|---|---|
| Primary Logo | Website hero section, printed materials, announcements |
| Alternate Logo | Header layout, email footers, mobile websites |
| Submark | Social media icons, favicons, stamps, small merchandise |
Using the right version in the right place helps keep your brand sharp and professional at every touchpoint.
Create a Logo Style Guide
Once you’ve got all your logo variations, don’t just save them and forget them. Create a mini style guide!
Include:
- All logo versions with clear labels
- Guidelines for colors and spacing
- Usage examples and restrictions
This helps you—or any designer you work with—use your logos properly every time.
Conclusion: Think Like a Brand Builder
Your brand is more than just one logo. It’s a smart system that adapts across surfaces and sizes. Submarks and alternates are essential tools in your brand toolbox. They make your business look polished, consistent, and unforgettable—even on the tiniest screens or the roundest stickers.
So, build your logo family! Pair your primary logo with clever alternates and a clean submark. Your brand will thank you.