Does a single logo work?
When you hire a fast commercial designer or a cheap Fiverr artist to create your logo, you often end up with just that: a single logo. One that probably took anywhere from 3 to 10 revisions to get right, too.
The problem with receiving a single, cheap logo instead of a full logo suite is knowing when, where, and if it will always work.
Because sure, it looks great when it’s taking centre stage in the middle of your monitor, but is it still legible when it’s super tiny?
Does the cheaper option come with a favicon or lettermark version, or is it just a bunch of scrawling text? Does your logo look good spread across the side of a car or is it confined to one door because the format is too tall?
Why are logo variations important?
Logo variations are key to empowering your brand. The more consistently your brand is seen—at every size and across different touchpoints—the stronger its impact. Take these logo variation mock ups for example. They are clean and effective at every size and detail.
Let’s look at the difference
Some brands have great logos but lack accessible variations. Below are some signage examples. Which ones are easy to read from a distance? And which ones stick in your mind?
No doubt it’s the tight and bright logos you counted first, right? Even if the full business name is inappropriate, variations like ‘CNA’ are much more memorable than a tiny ‘Sompo International.’
Investment
Brand design can cost anywhere from 2.5k up to 15k. But when you are ready to take your business to the next level, logo and branding should be your first point of call.
Good branding means harnessing the power of your business identity as its own marketing tool. A cheap logo may help start your business, but they are commonly generic and easily forgotten. A fully developed logo suite, on the other hand, will make your business memorable.
With a fully decked out logo suite your brand will not only be seen, it will be versatile, look good, and feel right, too.
