Navigating logo files
Working with graphic designers you often get buried with designer slang and this can be quite confusing. I assure you we don’t do it on purpose. We’ve just been working in this world for so long we assume everyone knows these terms.
But not to worry, I’m here to lift the secret veil of Designer Slang and we will start with navigating your logo files!
Primary, secondary or submark, what does it all mean?
Logo files? Isn’t a logo just one file? Why do I need more than one? Well, my friend you do need more than one as your logo will be used in different situations and on different platforms. Imagine if you have a very wide horizontal logo, how is that going to look on your mobile website? It’s going to look miserable! Just like Prince Charming and his search for the right size foot for the tiny glass slipper - size matters! You can try and squish your logo into the tiny profile photo of Instagram, but it won’t look good. Your Brand identity needs to translate perfectly in print, offline, online and on merchandise.
PRIMARY LOGO
Your Primary logo is your main logo and is the one you’ll use the most often. This is your business name and may include illustrations, your tagline or other information. As this is the logo everyone will think of when they think of your brand, this needs to be legible and clear.
SECONDARY LOGO
The Secondary logo is a simplified version of your Primary logo. It has usually less text and might have dropped the extra information your main logo had, such as tagline. Often, it’s a rearranged version of the primary logo, taking some of the elements of the main logo and rearrange them for different formats and platforms.
SUBMARK
Sometimes your primary and secondary logo just don’t fit a specific format, or you just want something smaller and less bulky. Well then, you’re going to love the submark. A submark is often a graphic, icon, monogram, or drawing. Essentially this is the stripped-down version of your logo to use in smaller spaces such as social media, presentations, or smaller stationary items. Your submark is your most versatile logo variation and works almost everywhere.
FAVICON
You thought I was done? Nope, i haven't even spoken about the smallest logo version you’ll be using. Often only 16px by 16px big, a favicon is the little brand icon that pops up on your tabs and is what sets you apart from the sea of other websites users might have open at the same time (Yes, we all have too many tabs open at all times!)
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