Submark
The compact backup version of an identity, used when the full logo is too wide, detailed, or formal for the space.
See it
What it is
A submark is the compact secondary identifier pulled from the primary identity. It might be one initial, a monogram, the symbol without the wordmark, or a badge assembled from familiar pieces. It should feel like the same brand after the full name has been removed, not like a new logo wandered into the folder.
Reach for one where the primary lockup cannot breathe: profile pictures, favicons, wax seals, embroidery, stickers, and the foot of a small package. Build it from the same letterforms, geometry, and color logic as the primary, then test it inside both a square and a circle.
Gotcha: compact does not mean cram everything into a badge. A tagline, date, initials, and border that look polished at 300px turn to lint at 24px. Keep one recognizable idea, and do not use the submark where the audience still needs to learn the full name.
Ask AI for it
Design a submark from the attached primary logo for [BRAND]. In Figma, isolate one recognizable element: [INITIAL, MONOGRAM, OR EXISTING SYMBOL], using Boolean Subtract only where the mark must be carved out of an enclosing shape. Keep the original stroke weight, corner logic, and brand colors, remove the full wordmark and tagline, and fit the result inside a square with 15 percent clear space. Test it inside a circular avatar mask and at 16px, 32px, and 128px. Deliver the same artwork as full color, solid black, and reversed white SVGs.