<Brand> — Logo Guidelines (compact)
Keep it to one or two pages for small brands. Write for non-designers. More "do"s than "don't"s.
1. The logo
- Idea: <one sentence — what the mark means and why>
- Versions: primary (horizontal) · stacked · symbol-only · wordmark-only
- Files:
digital/*.svg|pngfor screens ·print/*.pdffor printers · use the right one (RGB for screens, CMYK/spot for print)
2. Clear space
Keep a clear zone of 1 × <unit> around the logo on all sides, where <unit> = <an element of the logo, e.g. the height of the symbol's dot / the cap height of the wordmark>. The zone scales with the logo — never use a fixed distance.
3. Minimum size
| Version | Screen | |
|---|---|---|
| Horizontal | <e.g. 96 px wide> | <e.g. 25 mm wide> |
| Symbol | <16 px> (use -favicon file) |
<6 mm> |
4. Colour
| Name | HEX | RGB | CMYK | Pantone |
|---|---|---|---|---|
| <Primary> | #… | … | … | … |
| <Neutral> | #… | … | … | … |
Approved logo/background pairs: full colour on white · white on <primary> · white on <neutral> · black on white. On photos, use the white or black version on a calm area, or the version in a <container shape>.
5. Typography
- Headlines: <family, weight> · Body: <family, weights> · Web fallback: <system stack>
- Licences: <where licensed / open licence>
6. Don'ts
Don't stretch or squash · don't recolour outside the palette · don't rotate · don't add shadows, outlines, gradients or effects · don't rearrange or resize the parts of a lockup · don't place on busy backgrounds without a container · don't recreate the wordmark by typing it.
7. Contact
Questions about usage: <name, email>. Master files: <location>.