How Many Logos Should a Brand Have?

How Many Logos Should a Brand Have from Shelten, LLC at

New business owners often wonder how many logos should a brand have, which really isn’t surprising. When creating a solid brand identity, the logo is often one of the most essential elements.

A good logo can help a business name stand out in a crowded market, convey its values and mission, and establish a recognizable image that potential customers remember. 

In this blog post, we’ll be looking at the pros and cons of having multiple logos versus a single business logo. Plus, we’ll discuss different logo variations that can help with your company’s brand strategy.

Let’s dive in!

How Many Logos Should a Brand Have? 

Pros and Cons of Multiple Logos

Having multiple brand logos can have both advantages and disadvantages. Here are some of the pros and cons to consider:


1. Versatility: One of the most significant advantages of having multiple logos is that it allows a brand to be more versatile in its marketing efforts. Different types of logos can be used for other products or services or for different regions or markets. This can help a brand better to tailor its messaging to different situations and specific audiences.

2. Brand differentiation: Another pro of multiple logos is that it can help a brand differentiate itself from competitors. By using different logos for different purposes, a particular brand can establish a unique visual identity that sets it apart from others in the market.

3. Creative freedom: Third, having multiple logos can give a brand name more creative freedom to experiment with different formats, designs, colors, and styles. This can help small businesses stay fresh and innovative over time.


1. Brand confusion: One of the biggest risks of having multiple logos is creating confusion among customers. If customers are presented with too many different versions of your logo, they may have trouble identifying you.

2. Inconsistent branding: Multiple logos can also lead to inconsistent branding, as different logo variants may not always be used consistently or appropriately. This can dilute the brand’s identity and make it harder for customers to recognize and remember.

3. Higher costs: Finally, creating and maintaining multiple logos can be expensive. That’s because it requires a lot of time and resources to develop and manage different variations of a logo.

In summary, while having multiple logos can offer some benefits, it’s important to carefully weigh these against the potential risks and costs before deciding whether or not to pursue this strategy.

A brand should always prioritize consistency and clarity in its branding efforts to ensure customers can quickly identify and connect with the brand.

Pros and Cons of a Single Logo

Having a single type of logo version can also have its advantages and disadvantages.

Here are some of the pros and cons to consider:


1. Brand consistency: A single brand logo ensures that the brand is consistently represented across all marketing and branding materials. Thus, this can help to establish strong branding that is easily recognizable and memorable to customers.

2. Cost-effective: With a single main logo, a brand can save a little money and time on designing, developing, and managing multiple logos. So, branding efforts are more streamlined and efficient.

3. Simplified messaging: With a single emblem logo, a brand can focus its messaging and storytelling efforts around a consistent visual identity. In essence, brand recognition is easier for a new customer and your business can focus on other branding aspects.


1. Limited versatility: A single kind of logo may not be as versatile as multiple logos. Additionally, single logos may not be suitable for all marketing and branding purposes or for all regions or markets.

2. Lack of differentiation: A single logo may not help a brand differentiate itself from competitors as effectively as multiple types of logo variations. Consequently, it’s harder for the brand to stand out in a crowded market.

3. Less room for creativity: With a single logo, a brand may have less room for creativity and experimentation with its visual elements. As a result, the brand’s ability to stay fresh and innovative over time is limited.

In summary, a single brand logo can offer advantages in consistency, cost-effectiveness, and simplified messaging. However, it may also have limitations in terms of versatility, differentiation, and creativity.

Ultimately, the decision to have single or multiple logos will depend on a brand’s specific needs, goals, and target audience.

Related: How to Come Up with a Brand Name

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Logo Variations

Still, if you decide to have various logos for your brand, it’s important to take note of logo variations.

The number of logo variations a brand should have will depend on the brand’s needs and goals. However, as a general rule of thumb, it’s a good idea for a brand to have a few variations of its main logo to allow for flexibility in its marketing and branding efforts.

Here are some examples of logo variations a brand might consider:

1. Color variations: A great way to create variations for your logo is to have different color palettes to better suit different marketing materials, products, or target markets.

2. Size variations: A brand may create dynamic logos optimized for different sizes and formats. For instance, a small icon of the logo for use on promotional items. Also, social media channels have different format guidelines that may affect your logo’s size. To illustrate, a horizontal logo is best as a Facebook cover but not as your profile photo.

3. Font variations: A brand may create versions of its logo with different fonts to better suit other marketing materials or to emphasize various aspects of its brand identity.

4. Design variations: A brand may create different forms of its logo that incorporate various design elements or motifs. For example, a holiday-themed version of the logo.

When creating logo variations, one of the most important things to ensure is that they are consistent with the primary version of your logo and reinforce the brand’s overall identity and messaging. Additionally, it’s crucial to maintain consistency in how logo variations are used across different media and branding materials. After all, you’d want to ensure customers can easily recognize and connect with your brand.

Related: Top 5 Branding Message Examples

Deciding on Your Brand’s Logo

​It’s understandable to be undecided on whether or not your brand needs multiple logos.

But don’t worry, we’re here to help! Shelten LLC is a brand awareness company that can help you with your brand’s identity and style guide.

We’ll also take a closer look at your business plans and help you create a strategy that can take your brand to new heights. Managing your logo is just the start!

Contact us to book your free consultation today.

Related: How to Increase Brand Awareness for Small Business


The number of logos a brand should have largely depends on the specific needs and goals of the brand. While some brands may benefit from having multiple logos for different purposes, others may find that a single, consistent logo is the most effective way to build recognition and loyalty among their target audience.

In brief, the key is to ensure that any logos used by the brand are distinct, memorable, and aligned with the brand’s values and identity.

Whether a brand chooses to use multiple logos or a single logo, the goal should be to create a strong and cohesive visual identity that resonates with customers and helps to build long-term relationships with them.


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