Logo variants and when to use each
A visual identity needs more than one version of the logo. The primary logo works for most situations, but you will also need a secondary or horizontal version for narrow spaces, a stacked version for tall layouts, and a simplified or icon-only mark for small applications such as favicons or social avatars.
Each variant should be approved separately and documented with clear usage rules. Decide which version is the default for your brand, and specify when the others must be used instead. This prevents ad-hoc choices that dilute recognition over time.
- Primary logo for general use
- Horizontal or stacked variant for constrained layouts
- Icon-only mark for small or single-colour applications
- Reversed or monochrome version for dark or busy backgrounds
Spacing, typography hierarchy and colour contrast
Spacing around the logo is not optional. Define a clear minimum clear space on all sides, and set rules for minimum size so the mark remains legible whether it appears on a business card or a billboard. Typography hierarchy should follow the same logic: choose one or two typefaces, assign roles (headline, body, caption), and specify weights and sizes so every piece of communication feels consistent.
Colour contrast matters for both aesthetics and accessibility. Pick a primary palette and a secondary palette, then test each combination against WCAG contrast guidance. Document screen colour references and agree suitable print values with the production supplier. Colour appearance can vary with the profile, process and material, so matching numbers alone does not guarantee a visual match.
- Minimum clear space around the logo
- Typeface roles with headline, body and caption sizes
- Primary and secondary colour palettes with HEX, RGB and CMYK values
- Contrast checks for text against background colours
Image direction and style rules
Photography and illustration style are part of the identity, not an afterthought. Decide whether your imagery leans toward documentary, staged, abstract or illustrative, and write a short brief that covers lighting, composition, subject matter and post-processing. This keeps every image looking like it belongs to the same brand.
Set rules for how images interact with the logo and text. Specify whether imagery should carry an overlay, how captions are styled, and whether there are recurring visual motifs or patterns. A short image style guide prevents mismatched stock photos from undermining the rest of the system.
- Photography or illustration style brief
- Rules for overlays, captions and recurring motifs
- Approved image libraries or sourcing guidance
- Guidance on avoiding generic stock imagery
Editable templates for consistent output
Templates turn the identity into everyday practice. Build master files for the formats your team uses most: social posts, presentations, letterheads and email signatures. Each template should lock in the logo placement, type hierarchy and colour palette so non-designers cannot accidentally break the system.
Keep templates editable but constrained. Use layers, styles and master pages rather than flattened designs, and document which fields can be changed and which must remain fixed. This balances flexibility with consistency, and makes handover to new staff straightforward.
- Social post and presentation master files
- Letterhead and email signature templates
- Locked logo placement and colour fields
- Layered files with clear editing instructions
Checking a mobile header versus a printed label
A design that looks fine on screen can fail in print, and vice versa. Test the logo and key text at the actual sizes they will appear. A mobile header may be only a few centimetres wide on a phone, while a printed label on a product may need to remain legible when viewed at arm's length. Both require different spacing and type sizes.
Run a simple proofing routine: view the design on a real device, print a test copy on the actual material, and check contrast under typical lighting. Note where text becomes unreadable or the logo loses detail, then adjust before final production. This step catches problems that only appear in the real world.
- View designs on actual mobile screens
- Print test copies on the final material
- Check contrast under typical lighting conditions
- Adjust spacing and type size for each medium
Your working checklist
- Confirm which logo variants are approved and where each must be used
- Document clear space, minimum size and type hierarchy in one reference sheet
- Record colour values in HEX, RGB and CMYK and run contrast checks
- Write a short image style brief covering lighting, composition and sourcing
- Build editable master templates for your most-used formats
- Proof mobile headers and printed labels at real size on real devices and materials
- Store all source files and reference sheets in a shared, accessible location
Questions worth asking
How many logo variants do we really need?
Start with a primary logo, a horizontal or stacked variant, and an icon-only mark. Add a monochrome version if you need dark or single-colour applications. More variants only help if you have real use cases that demand them.
What should go into an image style brief?
Cover the overall mood, lighting and composition preferences, subject matter, and whether you prefer photography or illustration. Include examples of images you like and note any stock libraries you are approved to use, so every image feels consistent.
How do we check a design before printing?
View the design on an actual mobile screen, print a test copy on the final material, and check contrast under normal lighting. Adjust spacing and type size where text becomes unreadable, then approve the corrected version before full production.
Make the next conversation concrete.
Bring the questions this page raises, the materials you already have and the decisions you need help making. The brief planner turns those starting points into a document you can review and share.
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