Beyond "Just a Logo" – The Power of a Logo Suite
“Can you make me a logo?” This is a common question I receive from prospective clients. Which is often followed by them explaining, “I really just need a logo, not any of the other stuff”. The client has been asked to create something that represents their new (or revamping) business, whether it’s a t-shirt design, website, or space ad for a publication. Or are starting a new business and decide this is a logical first step. All of those reasons for wanting a logo are valid. And on rare occasion, that may be all you need, though I can’t think of too many times that would be the case. And if you’ll bear with me, I’d like to explain why! Your brand is your identity, your first impression, and the key to standing out in a crowded market. As a graphic designer and brand strategist, my approach goes beyond creating a standalone logo. I advocate for a comprehensive logo suite, within a well-thought-out brand identity, and in this blog post, I'll delve into why a holistic branding strategy is essential for your business.
What is a “logo suite”?
A logo suite refers to a collection of cohesive visual elements and variations that make up a brand's primary logo and its related assets. It goes beyond the concept of a standalone logo and includes different versions, submarks, icons, and variations designed to maintain a consistent brand identity across various platforms and applications.
Key components of a logo suite typically include:
Here’s an example of a versatile logo suite, and brand identity items such as patterns, for a recent client. See case study here ©Pfeifer Design
Primary Logo: The main and most recognizable version of the logo that serves as the core representation of the brand.
Alternate Versions: Variations of the primary logo optimized for specific use cases, such as horizontal or vertical layouts, color variations, or simplified versions for small-scale applications. Your brand is a representation of your business. So you want to put it on “all the things”. But logos are not one-size-fits-all, and if you can’t put them on anything you want to, you are heading back to your designer to ask for something different. Throw different file formats (explanation about knowing your various file formats here) into the mix, for different applications like print or web, and your logo needs to not only have variations, but be adaptable. (More on this here).
Submarks or Secondary Logos: Distinctive elements derived from the primary logo, often used in situations where the full logo might be too complex or impractical, such as social media profile pictures or small merchandise.
Icons: Simplified graphic symbols associated with the brand, which can be used independently or in conjunction with the logo to enhance recognition.
Color Variations: Different color options of the logo to accommodate various backgrounds, printing methods, or branding requirements.
But let’s take it one step further, in order to see the big picture, for your brand’s success. From this definition of a logo suite it’s also helpful to understand what a brand identity refers to. Stay with me! I’ll get you there :)
Brand Identity:
Color palettes, typography, imagery, and artifacts like patterns are integral components of a comprehensive brand identity, and they complement the concept of a logo suite. While a logo suite primarily focuses on variations of the logo itself, the broader brand identity encompasses these additional elements to create a cohesive and recognizable visual language. Let's explore how each of these elements below fits into the overall brand identity:
Color Palette:
A carefully chosen color palette is crucial for brand recognition and conveying the brand's personality. It extends beyond the logo to influence various brand materials such as marketing collateral, website design, and product packaging. A consistent color scheme fosters visual unity and strengthens the overall brand identity.
Typography:
The selection of fonts and typography styles is a key aspect of brand identity. Typography choices convey the brand's tone, personality, and professionalism. Consistent use of fonts across different applications reinforces the brand's visual identity and contributes to a cohesive overall design.
Patterns or Artifacts:
Patterns, textures, or other visual artifacts can add depth and uniqueness to a brand. They are often used as background elements, in digital and print materials, or to enhance the brand's visual appeal. Patterns contribute to a brand's visual signature and reinforce its identity.
Imagery:
Compelling brand imagery, including photography or illustrations, plays a vital role in conveying the brand's values and narrative. Whether evoking emotions through storytelling visuals or showcasing products in a lifestyle context, brand imagery adds depth and authenticity to the brand identity.
So, while a logo suite primarily focuses on variations of the logo itself, the broader brand identity includes color palettes, typography, artifacts, and imagery to create a holistic visual language. This ensures that every visual element associated with the brand works together harmoniously, reinforcing a strong and memorable brand presence across diverse platforms and applications. And a well-designed logo suite ensures flexibility, adaptability, and consistency in the brand's visual representation across diverse mediums, ultimately contributing to effective brand communication and recognition.
Now that we’ve established some of the terminology, (and assuming you haven’t zoned out yet on your crash course in branding), let’s circle back to why the “I just need a logo” thinking just doesn’t serve your business in the long term. And will invariably have you heading back to your designer with questions like, “But how do I put this on a pen?”, or “What do I give my embroiderer for a PMS color for a one-color version of my logo for my quarter zip.” - You get the idea. Here’s what you need to consider for your logo suite and branding:
Versatility in Application
Imagine having your beautifully designed logo, but it struggles to adapt to various platforms and contexts. Think about a logo that looks fantastic on a website but loses its impact when scaled down for a business card, or up for a banner. A logo suite considers these variations, providing versions optimized for different mediums. A logo suite allows for versatility, ensuring your brand remains consistent across diverse applications. From letterhead to social media profiles, a well-thought-out suite ensures your logo retains its visual appeal and message.
An example of a brand package for one of our clients, and how their brand identity extends to and is versatile in several applications, both print and digital. Case study here ©Pfeifer Design
Memorability and Recognition
Your brand mark needs to have recognition and recall. Meaning - your audience will begin to recognize it, and then will have recall - of all the associations and interactions that they have with your brand. A standalone logo might be visually appealing, but a logo suite contributes to the memorability and recognition of your brand. Consistent use of complementary elements, such as submarks, icons, and variations, reinforces your brand identity, making it easier for your audience to remember and recognize your business.
Example: Take the iconic Starbucks logo. Beyond the recognizable green and white siren, Starbucks employs a comprehensive logo suite that includes variations such as simplified icons, different colorways, wordmarks, and submarks. The versatility of the logo suite allows Starbucks to adapt its visual identity across a spectrum of applications – from coffee cups to mobile apps. This strategic use of complementary elements contributes to the memorability and recognition of the brand. The distinct visual language created by the logo suite ensures that whether you encounter the full logo on a storefront or a simplified version on social media, the immediate connection to Starbucks is unmistakable. This showcases how Starbucks has harnessed the power of a well-rounded logo suite to engrain its brand into the minds of millions.
images source: stories.starbucks.com
Storytelling Through Design
A logo suite allows for a more nuanced approach to storytelling through design. Each element within the suite plays a role in conveying different aspects of your brand personality, values, and story. This comprehensive approach helps build a deeper connection with your audience.
Example: One brand that excels in conveying a rich narrative through its logo suite is Google. While the core of Google's logo remains the recognizable sans-serif font and vibrant primary colors, the company's logo suite includes variations that celebrate significant events, holidays, and cultural moments. These playful adaptations, such as themed doodles and special designs, allow Google to tell a dynamic story that resonates with global audiences. The versatility in design not only showcases Google's creativity but also fosters a sense of connection by acknowledging and celebrating shared experiences.
Adaptability to Market Trends
Market trends evolve, and so should your brand. A logo suite provides the flexibility to adapt to changing aesthetics and design trends without losing the core essence of your brand. It ensures that your business remains relevant and resonates with your target audience over time.
Example: The suite may include variations of the logo that can be strategically utilized based on prevailing design aesthetics. For instance, different color treatments, simplified versions, or alternate arrangements can be employed to align with current trends without necessitating a complete overhaul of the brand's visual identity. Another way this could be achieved is by changing up some of your brand assets, such as a new pattern, that is still in keeping with your core brand identity but allows you to adapt to current trends, consumer tastes, or campaigns.
In the realm of graphic design and brand strategy, a logo suite is not just about creating a set of pretty images. It's a strategic investment in your brand's future, ensuring versatility, memorability, storytelling, and adaptability. So, let's go beyond "just a logo" and build a visual identity that not only catches eyes but also leaves a lasting impression in the hearts and minds of your audience. Is it going to be more of an investment cost-wise? Yes. Is it going to be more work for your designer? Absolutely. Is it a worthwhile investment for long-term effectiveness and positive results for your business? Absolutely.
Need “more-than-just-a-logo? I’m here to help! Get in touch, and we can discuss your specific design needs, and put your brand to work for your business. 🙂 - Kris