Sub-marks! Firstly, what are they? Sometimes referred as a logo alternative, it is a similar design to your logo. It is condensed or using slightly different layout or placements.
What is the purpose? The purpose is to allow your brand to be consistent whilst giving it versatility. It can fit in numerous situations, for example, your website favicon (the little image in the tab bar), branding stickers, your email signature. The list could go on.
Your sub-mark is a key element to strengthen your brands identity. It is recognisable to your main logo, using the same font, same colours, maybe just using your initials as apposed to your full name. But, the overall feel, style, theme and message to your sub-mark is completely recognisable to your logo.
I once saw the quote somewhere saying, “Your sub-mark confirms the message that you logo is telling you.” (or something along those lines.) This is so true, it’s is almost a backup to your main logo to reiterate what you do and continue to give your audience confidence in your ability, knowledge and/ or services.
Below I have added my brand board to show you the example of my sub-mark and alternatives. As well of this you can see where and how I have chosen to use them:
Most importantly remember, “Your sub-mark confirms the message that you logo is telling you.” and consistency is key!
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