01 — Marks
The files
Twelve files. Each mark is shown on the background it is drawn for — take the one named for your background, never the one named for the ink.
02 — Construction
Placement
Two rules govern every placement: how much room the mark needs, and how small it may go.
Clear space
Half the logo's height, on every side
Expressed against the mark’s own height so it holds on a business card and on a billboard without recalculating. Nothing enters that area — no type, no rules, no other logos, no photograph edges.
½H is close to two values already in the artwork: the wordmark’s x-height, and twice the badge’s internal padding.
½H½H½H½HMinimum size
24 px on screen, 8 mm in print
Below this the wordmark’s finer joins fill in and the badge stops reading as a separate element. Measure the full height of the supplied artwork, including the badge — not the height of the lowercase letters.
24 px Minimum for screen
13 px Too small — do not use
03 — Integrity
Never altered
The lockup is drawn artwork supplied as a vector. Scale it, place it, and nothing else.
- Never re-set it The wordmark is not live type, in Mona Sans or anything else. Setting the word and calling it the logo looks intentional and is wrong everywhere it appears.
- Never redraw it No re-tracing, no cleaning up outlines, no auto-tracers.
- Never re-proportion it The wordmark, the badge and the space between them are fixed.
- Never recolour it Including the badge, and including making it monochrome by hand — both supplied inks already are single colours.
- Never add to it No effects, outlines, containers or taglines, and no other logo locked up alongside it without approval.
04 — Misuse
What going wrong looks like
Every one of these is a render of the real file. People pattern-match on images and skim text.
