January 2, 2024

Icon vs. Primary Logos: What’s the Difference and How They Can Enhance Your Studio Brand Identity?

Here’s what you need to know regarding where and when you’re using your logo (and the format!).

Icon vs. Primary Logos: What’s the Difference and How They Can Enhance Your Studio Brand Identity?

Your studio brand is what stands you out. It’s what your clients recognize, relate to—and remember. And one of the biggest representations of your brand outside of the studio experience? Your logo. 

Your logo illustrates your mission and is integral to your business and marketing strategy. With every logo for every brand, there’s a delicate balance between when and how to use it, from your mobile app icon to t-shirts, the sticker on your studio front door, exclusive merch and more. Before we dive into why differentiating the use of your logo matters (and how to make the most of it!), let’s outline key pointers between your primary logo and icon logo, which many brands across multiple industries miss the mark on. 

Primary logo 

Think of the primary logo as the flagship of your brand—the central representation, the one you want people to remember. It usually includes the full brand name and any essential visual elements that make your brand unique.

Example: Walla (spelled out in custom font) on hellowalla.com   

Icon logo 

This is where less is more comes into play. An icon logo is a simplified, often standalone symbol representing your brand. (Look at TikTok, Instagram, or Facebook on your phone.) It's like a shorthand version of your primary logo—your brand's signature mark that can be used when the full primary logo is too detailed or when you need a more compact identifier.

Example: The W used for the Walla app in the App Store 

The primary logo is the main act, and the icon logo is its trusty sidekick, ready to simplify your studio brand experience when needed. They work together to give your brand a versatile and recognizable identity.

But why can having both primary and icon logos significantly impact your brand and client experience? 

1. Versatility: Different platforms and materials have different size and space requirements. An icon logo allows for more flexibility in these situations, ensuring that your brand is consistently represented, whether it's on an iPhone home screen or a business card.

2. Recognition: The primary logo is like the face of your brand, and having a distinct icon helps with instant recognition. Think of iconic symbols like Nike's swoosh or Apple's apple—they're easily identifiable and evoke the brand without needing the full name.

3. Memorability: A simplified icon is often easier for clients to remember than a detailed primary logo. And eliminates small, hard-to-read font, making your logo cluttered and visually unappealing. It becomes a visual cue that can stick in the minds of your audience, aiding recall and strengthening brand association.

4. Consistency: Using both logos ensures a cohesive brand image across various touch points. Consistency builds trust, and when clients encounter your brand across different mediums, they should always feel engaged with the same entity.

5. Adaptability: Different scenarios call for different visual presentations. Both logos allow your brand to adapt to diverse contexts and maintain a professional and polished appearance, whether on a website header or a social media profile picture.

6. Practicality: The icon logo is handy when space is limited, like on app icons, favicons, or social media thumbnails. It provides a recognizable mark representing your brand without needing the full logo.

Ultimately, the interplay between the icon and primary logos is a strategic move that enhances your brand's identity, making it more resilient, memorable, and adaptable to different touch points within your client experiences.

Now that you know the difference between using your primary and icon logos, here’s why using your studio’s logos in the right context is meaningful to your clients—and your brand.  

1. First impressions: Your logo is often the first visual interaction potential clients have with your fitness studio. A well-designed and compelling logo creates a positive and lasting first impression, drawing people in and sparking interest.

2. Professionalism: A professionally designed logo conveys a sense of credibility and professionalism. It suggests you care about your business and are invested in providing quality services. This can instill trust in potential clients.

3. Marketing and advertising: Your logo is a visual element that can be utilized in various marketing materials, both online and offline. It becomes a recognizable symbol that can be featured in advertisements, social media posts, and promotional materials, enhancing the overall effectiveness of your marketing efforts.

4. Consistency across platforms: A consistent brand and logo ensure that your fitness studio presents a unified and cohesive image across all platforms. Consistency builds trust and reinforces your brand.

5. Emotional connection: A well-designed logo has the power to evoke emotions and create a connection with your audience. Colors, shapes, and imagery can influence how people feel about your fitness studio, helping to establish a positive and meaningful connection.

Consider this your reminder that your fitness studio's brand and logo are not just visual elements but integral to your business strategy. They contribute to how clients perceive, remember, and choose your studio, making them essential for long-term success in a constantly evolving, competitive fitness and wellness market.

Customer retention is the key

Lorem ipsum dolor sit amet, consectetur adipiscing elit lobortis arcu enim urna adipiscing praesent velit viverra sit semper lorem eu cursus vel hendrerit elementum morbi curabitur etiam nibh justo, lorem aliquet donec sed sit mi dignissim at ante massa mattis.

  1. Neque sodales ut etiam sit amet nisl purus non tellus orci ac auctor
  2. Adipiscing elit ut aliquam purus sit amet viverra suspendisse potent
  3. Mauris commodo quis imperdiet massa tincidunt nunc pulvinar
  4. Excepteur sint occaecat cupidatat non proident sunt in culpa qui officia

What are the most relevant factors to consider?

Vitae congue eu consequat ac felis placerat vestibulum lectus mauris ultrices cursus sit amet dictum sit amet justo donec enim diam porttitor lacus luctus accumsan tortor posuere praesent tristique magna sit amet purus gravida quis blandit turpis.

Odio facilisis mauris sit amet massa vitae tortor.

Don’t overspend on growth marketing without good retention rates

At risus viverra adipiscing at in tellus integer feugiat nisl pretium fusce id velit ut tortor sagittis orci a scelerisque purus semper eget at lectus urna duis convallis porta nibh venenatis cras sed felis eget neque laoreet suspendisse interdum consectetur libero id faucibus nisl donec pretium vulputate sapien nec sagittis aliquam nunc lobortis mattis aliquam faucibus purus in.

  • Neque sodales ut etiam sit amet nisl purus non tellus orci ac auctor
  • Adipiscing elit ut aliquam purus sit amet viverra suspendisse potenti
  • Mauris commodo quis imperdiet massa tincidunt nunc pulvinar
  • Adipiscing elit ut aliquam purus sit amet viverra suspendisse potenti
What’s the ideal customer retention rate?

Nisi quis eleifend quam adipiscing vitae aliquet bibendum enim facilisis gravida neque euismod in pellentesque massa placerat volutpat lacus laoreet non curabitur gravida odio aenean sed adipiscing diam donec adipiscing tristique risus amet est placerat in egestas erat.

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua enim ad minim veniam.”
Next steps to increase your customer retention

Eget lorem dolor sed viverra ipsum nunc aliquet bibendum felis donec et odio pellentesque diam volutpat commodo sed egestas aliquam sem fringilla ut morbi tincidunt augue interdum velit euismod eu tincidunt tortor aliquam nulla facilisi aenean sed adipiscing diam donec adipiscing ut lectus arcu bibendum at varius vel pharetra nibh venenatis cras sed felis eget.

Director, Content & Communications

Strategist. Storyteller.

Stay in the loop

Get webinar announcements, industry news, product feature release announcements, Walla insights, and more delivered straight to your inbox!