Building a strong brand starts with a great logo. But did you know that a single logo can become a family of visuals? That’s where submarks and alternate logos come in. If you’re a designer or business owner, learning how to create these variations can elevate your brand instantly. And don’t worry — it’s a lot simpler than it sounds!
TL;DR
A logo isn’t just one image — it can be adapted into smaller versions and alternates. Submarks are simpler, smaller designs used where full logos won’t fit. Alternates provide style options for different spaces and vibes. With a few smart tweaks, your one logo can become many useful assets!
What Are Submarks and Alternate Logos?
Submarks are basically tiny but mighty versions of your main logo. Think of them like a logo’s “favicon” or stamp. They’re used where full logos are too large or detailed — like social media icons, clothing tags, or watermarks.
Alternate logos are variations in layout or style. Maybe your main logo is horizontal, and you need a stacked version. Or a black-and-white version. Or a version that fits in a square.
Why You Need Them
Not every space can hold a full-size logo. That’s why alternate logos and submarks are branding lifesavers.
- Use them in tight places (Instagram profile pics, app icons, stickers).
- Keep your brand visually consistent across platforms.
- Add extra flair to packaging, merch, and print materials.
- Match different moods or formats without losing brand recognition.
Step-by-Step: How to Create Submarks and Alternates
Step 1: Start With Your Main Logo
Take a close look at your full logo. What parts stand out?
- Is there a monogram or symbol?
- Are the fonts unique?
- Do you have a tagline you can reposition or remove?
This will guide what elements you can tweak or minimize.
Step 2: Create a Horizontal and Vertical Version
This is the core of making alternates. Take your existing logo and reformat it.
- Horizontal logo: Works best for headers and websites.
- Stacked (vertical) logo: Great for social media posts and print.
This doesn’t mean a redesign — just rearrange parts of your logo. Keep the font, colors, and icon the same, but stack or stretch!
Step 3: Make a One-Color Version
For maximum flexibility, create a black-and-white or one-color version of your logo. This helps in:
- Embroidery
- Screen printing
- Social media graphics
- Low-contrast print materials
Keep it recognizable even in minimal contrast.
Step 4: Design Submarks
This is where it gets fun! Take a symbol, an initial, or a simplified version of your main logo and turn it into a small icon. Great submarks include:
- The first letter(s) of your brand name with a shape around it
- Just the logo’s icon or graphic part on its own
- A circular badge version with the brand name around it
Play around with shapes like circles, squares, or hexagons. Submarks should be simple, clean, and recognizable.
Step 5: Try Different Colors or Textures
Offer a few alternate color versions of your logo. Maybe your main colors are blue and gray — try white on a blue background or black on a textured photo.
This gives you flexibility for darker or lighter backgrounds.
Step 6: Add a Tagline Option
Want to show your brand personality? Make a version of your logo that includes your tagline. Just be sure the text is readable, especially in smaller sizes.
Step 7: Test It Out Everywhere
Now try out your logos in mockups! See how they look on:
- Websites
- Social media profile pictures
- Business cards
- Mugs and t-shirts
If a version looks fuzzy or crunched, tweak the spacing or sizing. Your goal is clarity and style at any size.
Tips for Keeping It All Consistent
Don’t go wild with 100 different looks. Keep your submarks and alternates part of the same family.
- Use the same fonts across all versions.
- Stick to your brand colors.
- Don’t change the icon style — just change layout or size.
- Save everything in high-res formats (PNG, SVG, PDF).
Consider creating a mini brand guide to keep it all organized.
Free or Easy Tools to Help You Out
You don’t need to be a pro in Illustrator to make submarks and alternates. Try these:
- Canva: Great for rearranging layouts and exporting sizes.
- Figma: Perfect for designing responsive logos.
- Adobe Express: Simple interface and design tools.
- Looka or LogoMakr: Fast tools for creating variants.
Start with templates and customize them to match your main brand design.
Examples of Great Submark/Alternate Usage
Big brands do this all the time. Think about these:
- Nike: The wordmark and the swoosh can stand alone or go together.
- Starbucks: Their full logo vs. just the mermaid icon.
- Airbnb: Their ‘A’ icon appears everywhere, from the app to TV ads.
Your brand can feel just as cohesive and pro — no matter the size!
Wrap-Up
Submarks and alternates give your brand true flexibility. One logo becomes many — each with its own special use. Whether you’re launching a product, building your website, or updating your business cards — you’ll always have the perfect fit.
Start small and grow your logo family. You’ll love how professional your brand starts to look, without reinventing the wheel!
So go ahead — open up your logo file and give it a fresh look. Happy designing!
