Most brands will have a few different versions of their logo which all serve different purposes. All of these versions must be shown in your guidelines with a description of when to use each one, ideally with visual examples to make it clear.
Primary and Secondary Logos
The primary logo is most commonly used and represents the brand. It should be immediately recognisable to the public. The secondary logo is a simplified version of the primary logo, allowing more legibility at smaller sizes. It allows more flexibility and is to be used for specific purposes, such as when there is less space available.
More and more brands are using animated logos to add another dimension. This is a step ahead of the static logo and is perfect for bringing your brand to life online. An animated logo is great for catching attention on websites, social media and videos, for example.