Logo system
A logo system is the family of logo versions a brand uses, with rules for which version appears where.
Area
Brand strategy and identity
What it means in practice
Most brands need more than one logo file. A typical system includes:
a primary lockup, with symbol and wordmark together
the wordmark on its own
a symbol or monogram for small spaces like favicons and app icons
one-color versions for dark and light backgrounds
Some systems add horizontal and stacked lockups, or layouts for co-branded material with partners.
The rules matter as much as the files. A logo system sets minimum sizes, clear space, allowed colors and common misuses, like stretching, recoloring or adding effects. It also says which version goes on which surface, so a partner’s designer, an events team and a new hire all make the same call.
David Airey’s Logo Design Love makes the case for logos simple enough to work small and in one color. A system puts that to the test, because its smallest version has to stand on its own.
Why it matters for B2B and AI teams
B2B and AI companies show their logo in lots of small, constrained places. Think browser tabs, integration marketplaces, logo strips on other companies’ sites, Slack apps, conference badges and investor decks. A single detailed logo often fails in half of them.
Inconsistent use adds up. When partners, marketplaces and the team’s own slides all use different files, the company looks less established than it is.
For companies with several products, the logo system also carries the brand architecture. It decides whether product names sit next to the master logo, below it or on their own.
How we approach it
Logo design is part of the Brand Sprint, one of our core offers, and we design it in Figma alongside the rest of the visual identity. For SUPAHUMANS, the identity work included the logo and wordmark.
FAQ
Vector files (SVG, plus PDF or EPS for print), PNG files for quick everyday use, and a favicon set. Each version should come in full color and single color, for light and dark backgrounds.
The logo system covers the logo only. Brand guidelines cover the whole identity: logo, color, type, imagery, voice and examples of the brand in use.
If your name is long, or you need an app icon, favicon or social avatar, a compact symbol or monogram helps. Short names can sometimes work as a wordmark at every size.
Keep exploring
Related terms
Visual identity
Visual identity is the visible part of a brand: the logo, color, typography, graphic elements and imagery, plus the layout rules that tie them together.
Brand identity
A brand identity is the set of visual and verbal tools a company uses to present itself, plus the rules that keep them consistent.
Brand guidelines
Brand guidelines are the documented rules for using a brand identity, with examples of the brand applied.
Brand architecture
Brand architecture is how a company organizes its brands, products and sub-brands, and how they relate in name and design.
Naming
Naming is creating a name for a company, product or feature that’s distinctive, easy to say and spell, legally available and right for the brand’s strategy.
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