Your logo is the face of your brand. But just like any superstar, it needs a good supporting cast. That’s where submarks and alternate logos come in. They give your brand variety, flexibility—and best of all—consistency without being boring.
TL;DR:
Creating submarks and alternate logos can make your brand more versatile. Start with a strong primary logo and break it down into usable parts like icons, monograms, and text-only versions. Use these minis strategically across different platforms and materials. This helps you stay stylish and consistent—even on a coffee cup or Instagram profile picture.
What Are Submarks and Alternates?
Submarks are small versions or snippets of your main logo. Think favicons, watermarks, or tiny social media avatars.
Alternate logos are different layouts of your main logo. They include horizontal, vertical, or even icon-only styles. These give your brand range without breaking the rules.
Why You Need Them
Not every space can handle your full-blown main logo. Sometimes, size matters—especially when it’s just a few pixels wide or going on a pen.
- Flexibility: Your brand will look great on anything—from tote bags to website headers.
- Recognition: Submarks help people remember your brand in every form.
- Consistency: Stay cohesive across platforms, even in a 1-inch space.
Step 1: Start With a Strong Primary Logo
Your full logo is the foundation. It should have your name, tagline (if any), and brand elements like color and font. Make sure it works in color *and* black & white.
If you don’t love your primary logo, now’s the time to refine it. All your alternate versions will grow from this design.
Step 2: Break It Down
Now it’s time to slice and dice! Take apart your primary logo to create pieces you can use elsewhere.
Here’s what to look for:
- Symbol or Icon: Does your logo have a visual symbol? Use it alone for your submark.
- Fonts: Use just the initials or the brand name in a custom font.
- Shapes: Circles, squares, or lines that form the background of the logo work great in submarks.
You don’t need to reinvent the wheel—just pull out the parts that make your logo ‘you.’
Step 3: Create Different Versions
This is where the fun begins. Try creating 3 to 5 variations. Each version should have a clear use-case.
Common Types of Alternates
- Stacked Logo: Text is centered and stacked vertically. Great for square spaces.
- Horizontal Logo: Everything in one clean line. Perfect for website headers.
- Monogram: Just the initials in your brand’s font, often inside a shape.
- Icon Only: Take the visual symbol from your logo and make it stand alone.
- Text Only: Remove graphics and use just the brand name in your chosen font.
Step 4: Keep Consistency
Even though all these versions are different, they should still feel like one happy brand family. Here’s how to keep it cohesive:
- Color palette: Stick to your brand colors.
- Typography: Use the same fonts across all versions.
- Spacing: Maintain similar spacing and proportions if possible.
- Style: All versions should share the same vibe—whether it’s modern, vintage, playful, or serious.
Think of it like remixing a song. The beat stays the same, even if the instruments change.
Step 5: Test in the Real World
Before you start plastering your new logos everywhere, give them a little field test. Here’s how:
- Upload your submark as a profile picture.
- Place your alternate logo on top of a business card design.
- Try shrinking your icon down to see if it’s still legible.
If something doesn’t work—tweak it! That’s why it’s great to have multiple versions to play with.
Step 6: Build a Brand Guide
Once you’ve got a full set of logo variations, put them all into a brand guide. This helps keep your team (or your future self!) on track.
What to include:
- Your primary logo
- All alternate logos and submarks
- Color codes (hex, RGB, CMYK)
- Fonts used
- Examples of proper usage
Think of your guide as your brand’s rulebook. You don’t have to follow it to the letter, but it sets the tone and keeps your mood board from becoming a vibe mess.
Pro Tips to Elevate Your Logo Game
- Simplicity wins: Don’t clutter your submark or alternate logo. Less is often more.
- Test for scale: Make sure any version still looks good tiny.
- Contrast counts: Your icon should pop against both dark and light backgrounds.
- Use vector files: Always save your submarks and alternates as .AI or .SVG for clear resizing.
Where to Use Each Logo Version
Each alternate has its special role. Use them like tools in a toolbox. Here’s a cheat sheet:
| Logo Version | Where to Use |
|---|---|
| Primary Logo | Website homepage, full-size prints, packaging |
| Horizontal Logo | Email headers, website menus, letterheads |
| Stacked Logo | Stickers, signage, business cards |
| Icon or Symbol | Instagram bio, app icon, watermark |
| Monogram or Lettermark | Favicons, merch, social media profile pics |
Wrapping It All Up
One logo is great—but a full brand logo suite? That’s next-level. By building submarks and alternate logos, you give your brand the power to adapt without losing its identity.
Remember, it’s not about making something totally new. It’s about using what you already have—cleverly and creatively.
So pick apart that logo, play around, and start building the ultimate branding toolkit. Your brand will thank you in pixels, inches, and likes.
