Doesn’t this confuse branding and messaging? These are such a good questions. This is dictated by how the logo is used. Many well known companies have multiple different versions of their logo and it does not hinder the brand’s message.

Brand identity is grounded in the culture of a company and organization. It is found in colors, typestyles (fonts), graphic elements and tone of voice used in communication. It’s okay if the elements of a logo are rearranged to fit different formats. It is called a modular logo. I’m not saying a logo can change at every use. Having vertical and horizontal versions of a logo help maximize the visual impact it has within any given space or application. The different versions of the logo should be very close... just rearranged. Having a primary/preferred orientation is good, but only having one
is very limiting.

Used On Materials/Swag: When your logo is used on promotional materials, there are different imprint areas that are available. Sometimes there is a rectangle option but sometimes is it square. Having only one version of your logo really limits you to what your options are.

Used In Different Media: When using your logo in different print and web based applications, there are display areas that fit different logo orientations better. Social media is a great example. Each social media site has different image requirements for profile images and cover images. A vertical orientation is preferred for something like profile pictures and the horizontal orientation works best for cover images. In print, when putting a logo on a business card or letterhead, either logo orientation will work depending on the space provided and the design.

Other Well Known Companies: Having different variations of a logo is fairly common. Here are some examples of well known companies that do this too. Some companies, such as Target, commonly use just an icon to identify their brand. Companies like Chanel use the whole logo or just portions. If your brand is just starting out, I would recommend staying away from just using an icon or breaking up the elements.

Is it possible to use something that is a rectangle in a square space? The simple answer is yes. However when the given space isn’t utilized properly, the opportunity is missed to speak to your target audience. A logo that is place without thought is easily passed over. You don’t want to miss out on any communication opportunity. This may be the first or only chance.

Sarah Anderson is a freelance graphic designer in North Dakota who specializes in wedding stationery and logos & branding. Let's connect. Find me on Twitter at twitter.com/sarahadesigns.