The Power of Diversity in Your Branding
While consistency certainly plays a crucial role in establishing a brand identity, there's another aspect that shouldn't be overlooked: diversity.
In a competitive market where you’re trying to stand out as a brand, having a variety of logos can be a powerful tool to ensure your brand remains relevant, adaptable, and memorable.
Before I dive into the reasons why your brand craves diversity, let’s breakdown the different logos and assets and what their purpose is with your branding.
The different logos + assets and how to use them
I’m sure you’ve heard this design jargon on Instagram or a designer’s website, but I’m going to simplify it as good as I can so you can visualize the full picture. But of course will be showing visuals too!
Your primary logo is essentially the GOAT of your brand. It’s the most simplified and master logo, and is used the most. Your primary logo anchors your brand’s identity and is seen the most throughout your brand. Think on the header of your website, storefront signage, business card — you get it.
Next up is your secondary (alternate logo) which is a condensed version of your primary logo. It provides a stack version to utilize your brand’s name in smaller spaces such as the footer of your website, Instagram profile pic, etc.
Brand marks or icons is another way to visually showcase your brand where your primary or secondary logos might not be suited for, and they provide diversity in your branding. These can stand alone and support your brand name by conveying a message to your audience by using an image.
Now, if you’re wanting to expand your branding past those three main logos — let’s get into illustrations and textures (personally my fav)!
Illustrations play a fun role by adding visual and creative dimension to your brand’s identity. They can be added to a logo or mark, product packaging, merch, graphics, website, etc. They are so versatile and are a powerful tool for storytelling.
Lastly, we have textures. Textures add depth, personality and a unique perspective to your visual identity. These can be incorporated via backgrounds on your website, graphics, IG stories, marketing materials — you name it!
Okay — now that you understand what the logos and assets are and their importance, here's why your brand needs a diverse range of logos.
1. Versatility
One of the primary reasons to have multiple logos is versatility. Different platforms, mediums, and contexts demand different treatments. A logo that looks great on a website header might not be suitable for a social media profile picture or something of much larger scale. By having a variety of logos tailored for specific use cases, your brand maintains its visual appeal across various channels.
2. Audience engagement
In today's diverse marketplace, your brand needs to connect with your audience in a way that’s going to captivate them. By offering a variety of logos that resonate with different segments of your target audience, you can increase engagement and foster a deeper connection with your customers. A logo that speaks directly to a specific audience can evoke emotions and build brand loyalty more effectively. That’s what we love to hear!
3. Adaptability
Having a diverse range of logos allows your brand to stay relevant and provides longevity. Instead of being tied down to a single logo that can easily get exhausted, you have the flexibility to choose the most appropriate logo for any given situation.
4. Brand storytelling
Every brand has a story to tell, and your logo is a crucial part of that narrative. By incorporating different visual elements and styles into your logo supply, you can communicate different aspects of your brand story more effectively.
Whether it's emphasizing your brand's story, showcasing your commitment to innovation, or highlighting your brand values, each logo variant can help tell a different chapter of your story, providing a better brand experience for your audience.
5. Stand out from your competition
In a crowded online space, differentiation is key. By offering a variety of logos that are unique, memorable, and personalized to your brand, you can set your brand apart from the competition.
Having this diversity in logos and branding, it helps you find a visual identity that truly reflects the essence of your brand and captures the attention of your target audience.
Your branding is the visual representation of your small business and it deserves the utmost attention to detail and intention behind it.
Hey there — if we haven't had the chance to meet yet, I'm Karli — a brand and web designer for women-owned businesses and creatives. If you like my content, feel free to browse below for other ways to connect with me:
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