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A company’s most effective iconic image

Logo Types

Primary Logo

A primary logo is the foundation for a brand’s visual identity usually consisting of the brand colors and typography.

Secondary Logo

In some cases, a primary logo is not compatible with all online platforms. A secondary logo adds flexibility and enhances a brand’s personality. Secondary logos can be used to fit a specific background or purpose.

Placement

Setting clear placement guidelines help establish a corporation as recognizable, trustworthy and aesthetically appealing.

Clear Space

Standards should be set to distinguish the space around the logo which is referred to as clear space. This helps ensure the distance from other graphic elements that surround the logo.

 

Placement

Setting clear placement guidelines help establish a corporation as recognizable, trustworthy and aesthetically appealing.

White or transparent

102c4d with white text

 

4073ae with white text

 

Gradient with white text

 

Format

It is recommended to use transparent or vector files (.png .svg .ai . eps) as they provide high resolution and resulting in sharp images. Moreover, vector files can easily be edited by designers if needed.

 

Here are some recommendation of types of files that should be used for specific formats.

 

Original files: .ai or .eps

Digital usage: .png (which allows transparency) or .jpg

Print: .ai, .eps or .tif

Do’s and Don’ts

Clearly, show examples of logo placement, editing and use where a logo works and doesn’t work. This includes:

 

No outlines, no tilting, no overlays, no color alterations, and ensure visibility against backgrounds

 

Color speaks volumes about a brand

Color Palette

Primary Color

Primary colors help consumers to quickly identify a brand. These are the core colors of the brand. Commonly, primary colors are incorporated into a company’s logo.

Secondary Color

Secondary colors highlight and compliment the primary color or colors.

 

Typography shapes a company’s personality.

Typography

Nexa Light

Nexa Bold

Treatment

Alignment: left, center or right alignment

Horizontal spacing: length of one line of text, specified by number of characters

Leading: distance between fonts within rows, also known as line spacing

Capitalization: uppercase letters including ALL CAPS

Do’s and Don’ts

Not enough space between character

Never combine fonts

Use single space between characters for instances

Use word emphasis for instances

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