Secondary logo
An approved alternate arrangement of your logo for places the main one will not fit, like a stacked version for square spaces.
See it
What it is
A secondary logo is an approved alternate composition of the same identity, drawn for the shapes the primary logo can't handle. If your primary is a wide horizontal combination mark, the secondary is usually the stacked version (icon above name) for square and vertical spaces, or a short-form version that drops the tagline or the descriptor line.
Reach for one when the primary keeps getting squeezed: a website header on mobile, a sponsor banner, an email signature, embroidery on a cap, a vertical sign. The rule is that a secondary logo is designed and approved, not improvised at the moment of need. Squashing the primary to fit is the thing secondaries exist to prevent.
Common misconception: a secondary logo is not 'the logo we like less'. It carries equal weight and the same artwork: the letterforms, the icon, and the proportions of each element are preserved. What changes is the proportion of the lockup as a whole, because that is the point, it resolves a different aspect ratio. Also, secondary is not the same as a submark or avatar crop, which strip the identity down to a fragment. Keep the count small (one or two), because five equal-looking secondaries mean nobody knows which is the real one.
Ask AI for it
Design a secondary logo variant from this primary logo: rearrange the existing icon and wordmark into a vertically stacked composition (icon centered above the name) sized for a square 1:1 space. Keep the exact same letterforms, colors, and icon artwork, change only the arrangement and the optical spacing between elements. Do not stretch, recolor, or redraw anything. Also give me a short-form version with the tagline removed. Deliver on a transparent background with balanced margins.