Secondary Logo

A secondary logo is an alternative approved arrangement of the logo elements, provided for use in contexts where the primary logo is not appropriate or practical. For instance, a brand whose primary logo is a horizontal combination mark might have a secondary stacked version for applications where width is constrained, or a simplified version that omits the tagline for very small applications. The secondary logo maintains the same visual identity as the primary logo — using the same mark, wordmark, typeface, and colours — but in a different configuration. Brand guidelines specify when the secondary logo should be used and under what conditions, ensuring that alternative arrangements are used deliberately and consistently rather than ad hoc.