Understanding Logos and Submarks

Have you ever noticed that major corporations like Nike, Adidas, Pepsi, McDonald’s, and Microsoft possess multiple versions of their logos? Nike, for instance, has its unmistakable "swoosh," but it also has a version with the name "NIKE" written out, and another combining both the name and the swoosh. Simply put, these are their submarks!

I often receive budget requests from clients, typically for the same assets: business cards, tags, prescription pads, and bags.

However, few clients genuinely prioritize the foundation of their visual identity: the main logo and its submarks.

I consider the creation of your logo and its alternatives to be one of the most vital components of a visual identity, as they are the elements that transmit the company's crucial first impression.

So, let's explore what a submark is and why it matters!

What is a Submark?

Also known as an alternative logo, a submark is a simplified (or sometimes merely differently formatted) version of your standard, primary logo. It can take the form of just text, a simple graphic, or a crest—like the one we use here at Casa de Lilith.

Our logotype

We utilize at least four versions of our logo to suit different situations:

• One for the website and small spaces.

  
  

• Another in a crest/shield format, which we use as a watermark and for larger surfaces, and as a profile picture for social media, which often uses circular shapes.

  
  

• Yet another version uses only the butterfly icon, which is reserved for places that require the logo to stand out with minimal text. (If you are currently reading this on your mobile phone, you are likely seeing just the butterfly at the top of the site!)

Our submark

Does this mean we can have multiple logos?

Yes! You absolutely can and should have several versions of the same artwork. Why?

Because you need to seamlessly fit your logo into a multitude of different places and scenarios.

The version of the logo you use for a website will not be the same version you use on a letterhead or, crucially, on a delicate satin ribbon.

Imagine having to place an extremely detailed logo on a tiny satin ribbon—the result would be disastrous and illegible, wouldn't it?

Why Utilize a Submark?

Incorporating a submark will significantly simplify your life on social media and during the printing process:

• Social Media Profile Optimization: By transforming your linear logo into a crest or circular format, you can display it perfectly in profile pictures for Facebook, WhatsApp, and Instagram without cropping or appearing too small.

  
  

• Professional Watermarking: You can mark your images professionally, especially if you work with visual content. A submark makes for an excellent watermark.

  
  

• Visual Richness: You can diversify and enrich your visual identity, preventing you or your audience from growing tired of the same single look. I cannot count how many clients told me they were "sick" of seeing the same logo stamped everywhere—and the simple creation of an alternative logo saved their entire visual identity!

This is why, when you commission your visual identity, be sure to request both a primary logo and a submark/alternative logo, ensuring you get the maximum benefit from your design investment.

Greater Practicality

Having submarks is practical because it minimizes alterations during the printing process, reduces the chance of errors, and most importantly, conveys your visual identity in a more professional and intentional manner.

Think about that single beautiful photo we take and widely share across all social media platforms—it's like you using only one logo. It becomes exhausting to constantly see the same image (which often doesn't even fit in the space you insist on putting it!).

So, if you are in need of a brand-new visual identity, be sure to consult with us here at the studio to transform your brand! It would be our pleasure to help your brand become the best in the market!

Ah, if you have any questions, please do send me your comment here—I will be delighted to respond!

For quotes, please click here!

Best wishes, and until the next post!