DOs

  1. Use appropriate margin around the logo to let it breathe
  2. The Symbol can be used by itself
  3. Make sure the logo has appropriate contrast with the background
  4. If placing the logo over an image, make sure the area underneath is not busy
  5. If placing the logo over a busy image, darken or lighten the image using brand colors to ensure proper contrast

DON'Ts

  1. Do not use the Logotype without the Symbol
  2. Do not vertically stack the Logotype & Symbol without special permission
  3. Do not add any effects to the logo or symbol (such as drop shadow, glow, etc.)
  4. Do not fill the logo, thereby negating the logo’s transparency
  5. Do not place the logo on top of a busy or high contrast image

Example 1

Make sure the logo has appropriate contrast with the background. The bad example here is too light of a background for a white symbol

Example 2

If placing the logo over an image and the image is too busy, darken or lighten the image using Brand Colors

Example 3

Make sure the logo has appropriate contrast with the background. The bad example here is closer to the dark end of the spectrum, so a white logo has more contrast

Example 4

If the background is too busy and neither dark nor light logos look good, it is acceptable to blur the background

Example 5

It is best to avoid semi-transparent overlays for the sake of increasing the logo contrast. Best to use the version of the logo with the most contrast. If the background is too busy, it is recommended to use a colored overlay See Example 2

Example 6

Use as few different colors as possible, especially when using type alongside the logo. Best case is the type and logo are the same color (in this example: white)

Example 7

Do not apply effects to the logo. This includes drop shadows, glows, 3D effects, etc. The beauty is in its simplicity, do not detract with ornamentation

Example 8

Part of the Symbol's appeal is transparency. Do not fill the logo as this negates transparency, not just literally but also figuratively

Example 9

Do not use a logo image with a background on top of another background. This is unecessary and creates noise, detracting from the logo's elegance

Example 10

Do not use true black. Instead use a dark grey from the Brand Palette. This helps maintain a small degree of softness which nicely juxtapozes the geometric structure of the logo

Example 11

Similar to Example 7, do not apply drop shadows to the logo. If there is not enough contrast consider modifying the background instead, or using a version of the logo that offers more visibility

Example 12

If placing the logo over a photograph or illustration it is best to use the least busy portion of the image. Consider modifying the image to create a less busy area to better suit the logo. In general it is best to modify the background to achieve contrast rather than the logo. Respect the logo

Example 13

Do not rearrange the components of the logo. Only use the stacked logo with special permission.

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