Logo
Placeholder copy. The wordmark, its clear space, the sizes it is allowed to appear at, and the things that are not allowed to happen to it.
Wordmark
The primary asset. There is no secondary.
placeholder
Clear space
Measured from the cap height, on all four sides.
Placeholder. Clear space equals the cap height of the wordmark. Nothing enters it — not type, not image edges, not a partner logo.
- Minimum digital size: 96px wide
- Minimum print size: 24mm wide
- Below those sizes, use the monogram
Misuse
The failures that actually happen, not a theoretical list.
Do
Place the wordmark on a flat field of one brand colour, at a size where the counters stay open.
Don't
Re-draw, outline, add a shadow, place over a busy photograph, or lock it into a box that isn't in this system.