Your Logo Doesn’t Live in One Place

When I onboard a client, the work goes beyond design.

Yes, I’m learning about the business — but I’m also studying where it lives. Where will it be seen? How will it move? What environments will it enter?

Because a logo doesn’t exist in isolation.

This is where the sub logo comes in.

A sub logo is a simplified version of the primary logo. It’s designed to function in smaller or more constrained spaces — without losing recognition.

I start thinking about this early in the process — long before we ever finalize the primary mark.

Think:

- Favicons

- Social media profile images

- Packaging

- Employee gear

- Print materials

A strong sub logo echoes the primary mark. It carries the same DNA — just distilled.

Without one, brands often try to shrink a complex logo into spaces it wasn’t designed for. The result? Loss of clarity. Loss of impact.

When branding is done well, it includes flexibility.

Primary logos.

Sub logos.

Sometimes secondary marks.

All working together so the brand feels cohesive — everywhere.

So when you’re hiring a brand designer, don’t just ask for a logo.

Ask how it will live.