How to design alternative logos and how they can expand and develop your brand identity

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Many brands create multiple logos for businesses because it’s easier to reach more people this way. 

Alternative logos are similar but not the same as a primary logo. Some examples might be that you use an object or animal that many people associate with your brand identity. Others might conceive acronyms or use a founding date or year for alternatives. 

Mostly, alternative logos are going to be more straightforward as they develop. You want to start with everything on your primary logo and narrow down your business’ crucial pieces as you become more restrictive.

If you are in the early stages of developing a logo for your business, determine critical points you would like to include in your primary logo. You might categorize this into parts to make it less overwhelming and then combine symbols and text as one unit.

If you find yourself leaning towards one of the alternative logos for a primary logo, notice what you are omitting. You might need to reimagine your brand and business name if that’s the case. It’s good to like and know your alternative logos, but you should have a clearly stated name and identity before going with only an alternative.

So what are your alternatives to your primary logo for your business’ brand identity?

What are Alternative Logos Designs?

You don’t need many alternative logo designs as a small business, but you must ponder and prepare your business to create these logo designs in the future.

Vertical Logos

Your logo should have a primary logo and a vertical logo, in case a landscape orientation will not fit the space. 

For many brand identities, a vertical logo is just a logo with your business name underneath a brandmark. It can take many shapes or forms, but, primarily, that is the case.

For square logos, you can adjust a logo to a landscape orientation, rather than a portrait. If you use a square logo, see what alternative orientations you can place your logo.

Brandmarks

Brandmarks are a mark or symbol that establishes your brand. Many brands identify with their emblem, such as Apple, with an apple, or Nike, with their swoosh.

It can show a sign of simplicity when using a brand mark. Many clothing stores use this as an identifier when a logo would get in the way of an illustrated texture design. 

Brandmarks can span across industries; however, they are strategic. Most brands use a brand marker when space is limited or easier to print a mark than smaller text, like with embroidery or smaller ad space.

Shortened Logos

If you have many departments within a company, think a university, for example, you might need to create shortened logos for your business.

You might create an abbreviated version as well. I commonly see companies, like Aeropostale or American Eagle, use abbreviations and founding years for alternative logos. 

On the other hand, if you have a longer name for your business, you might create an acronym or shorthand name.

Now that you know about various alternative logos, what does that mean for your brand identity?

How does Alternative Logo Design Develop your Brand Identity?

Logos are one of the most significant components of a brand identity. They are probably more recognizable than various parts of your brand. You might be known for other things in your business, but when you can’t use your primary logo, how does an alternative affect your brand identity?

Recognition

You might think changing your logo will have the opposite effect when you use brandmarks or shortened versions, but the opposite tends to be true when it comes to your brand identity.

When I walk into an American Eagle store, I’m hit with a few logo variations. They have an eagle, an AE87 shortened logo, and a few others as well. Through consistent branding, I can tell that these are all part of the same company (even though I am in an American Eagle store). 

Knowing you have a few different options with a well-branded logo will mean you have more opportunities to advertise and associate with other platforms in new ways.

Adaptability

With alternative logos, you can adapt when you need to think of other options to showcase your brand.

You might not think you need more than your primary logo initially, but as you expand your business, it’s good to have a variety of markers that can identify your business. 

As a business owner, you will also need to showcase your business in more straightforward or more understandable terms than your primary logo will allow. Your primary logo will be too much for some platforms. You’ll need to find other ways to show your audience and your industry that you can showcase your brand in a variety of ways.

Flexibility

You won’t always have enough room to show your primary logo. Having alternative logos will help your clients and customers see that you have a clear vision for your business, no matter how it’s shown.

Being flexible with your identifiers also shows how your small business can influence potential customers. It might not be a significant identifier, but knowing your brand is established can lead to new clients. Individual animals and objects can have the same effect.

There’s a lot a ways you can make an alternative logo design for your business. If you’re unsure about how or if you alternative logo can pass the test, download my alternative logo design guide to help.