How to use the [Brand name] logo so it reads clearly everywhere it appears.
Keep a margin around the logo that is free of text, images and edges. The margin equals x, the height of the symbol. More space is always fine. Less is not.
Below these sizes the name stops being readable. Use the symbol on its own when space is tighter than the primary logo's minimum, as long as the brand name appears nearby.
Use full colour wherever you can. Switch to a one-colour version only when the background or the printing method calls for it.
On white and light neutral backgrounds.
On the primary brand colour.
Single-colour print, stamps, engraving and fax-quality documents.
On dark surfaces, dark mode and dark photography.
The logo needs a calm, even area behind it with strong contrast. Pick the version that contrasts most with the background. If none does, change the background, not the logo.
Full colour on white or neutral 100.
Light version over a dark, low-detail part of the image.
Neither the dark nor the light version contrasts enough.
The symbol disappears. Use the reversed version.
Always use the master files. Never redraw, edit or decorate the logo. If a layout seems to need one of these changes, ask [brand@example.com] for an alternative.
Scale in proportion only. Hold Shift when resizing.
Use only the four approved colour versions.
The logo always sits level.
No shadows, glows, bevels, gradients or textures.
Patterns and detailed photos fight the logo.
Never convert the logo to strokes or a keyline version.
No transparency or pale tints that lower contrast.
Big sale
Today only
Respect the clear space from section 01.