What Should Be in Your Logo Suite?
A Small Business Guide to Building a Cohesive Visual Identity
Your logo is more than a pretty graphic—it’s the cornerstone of your visual identity. It appears everywhere: your website, social media, packaging, invoices, signage… you name it. But one logo alone isn’t always enough. That’s why every business needs a logo suite: a flexible, strategic set of logo variations designed to help your brand show up consistently and beautifully—wherever it goes.
Whether you’re working with a designer or DIYing your own branding, here’s a breakdown of what should be included in a complete logo suite and why each element matters.
1. Primary Logo
Think of this as the "hero" version of your logo. It’s the most detailed and full version of your design, often including your business name, tagline (if you use one), and any supporting design elements like a symbol or shape.
Where it’s used: Website header, signage, business cards, email signatures, etc.
Pro tip: Make sure your primary logo is readable at medium and large sizes. It doesn’t have to fit in tiny spaces—that’s what the other variations are for.
2. Secondary Logo
This is a simplified or restructured version of your primary logo—same vibe, more versatile format. It’s usually stacked vertically or rearranged to fit in spaces where your primary logo would feel awkward or too wide.
Where it’s used: Social banners, packaging, print materials, newsletters.
Pro tip: A good secondary logo still communicates your full brand name but might simplify or adjust the layout for flexibility.
3. Submark / Icon
The submark is your logo’s tiny but mighty sibling. It’s often just the initials, symbol, or a minimal graphic element pulled from your main logo. Think of it as your brand’s profile pic.
Where it’s used: Social media profile images, website favicons, watermarks, small print applications.
Pro tip: Your submark should still feel instantly recognizable as part of your brand—even when it’s small.
4. Wordmark / Logotype
This is a clean, text-only version of your logo—no extra symbols or embellishments. It’s just your business name in your brand font(s), perfectly styled.
Where it’s used: Letterheads, minimal brand moments, collaborations, footers.
Pro tip: This is great when you want a subtle brand presence without the full graphic treatment.
5. Monogram (Optional)
If your business name is long or has strong initials (like "CHC" for Chasing Honey Consulting), a monogram version can be a sleek addition. Think of it as a step up from a submark, often with a bit more personality or detail.
Where it’s used: Packaging, merchandise, secondary branding materials.
Pro tip: This one’s especially helpful if you want to build brand recognition through small touchpoints like stickers or stamps.
6. Black, White & Transparent Versions
Every logo variation should come in color, black, white, and with a transparent background. Trust us—nothing’s worse than having a gorgeous logo… and no version that works on a dark background.
Where it’s used: Overlay graphics, product photography, textured backgrounds, simplified print materials.
Pro tip: Ask for all your logo files in PNG (transparent background) and SVG (for infinite scaling without losing quality).
Final Thoughts: Why a Logo Suite Matters
When you have a logo suite, you’re not just “making do” with one version of your logo. You’re showing up intentionally, with a brand that feels thoughtful and polished at every touchpoint.
It’s one of the easiest ways to elevate your business—and it makes future marketing, packaging, and social content so much easier to design and maintain.
Ready to upgrade your logo suite? Our branding & website services help small businesses build brands that are both beautiful and built to grow. Let’s chase something sweet together.
