NOW Logo
205.25 KB
Updated
Logo
The logo is the main element of our identity, our signature, and should be featured in all design and communication. A strong and clear set of rules will ensure the logo to do its job properly, building the brand, creating high recognition and preference over time. Our logo should never be changed, edited, skewed or distorted in any way.
Logo over imagery
Logo over image
Logo over illustration
Logo symbol
We've defined a secondary version of our logo for use in small spaces, e.g. in social media.
The icon is extracted from the logo, and used as a standalone symbol.
Square Positive
Square Negative
Circular Positive
Circular Negative
Clear space
We should always ensure enough clear space around the logo, for it to stand clear as a strong mark. The minimum clear space is equivalent to the height of the Icon in the logo. No other items should be placed within the clear space shown below.
Logo with clear space area visible
Positioning and sizing
As a general rule the logo should be placed in the corner – preferably the upper left corner, but can also be placed in the bottom right corner if that is more appropriate.
The minimum size defined for the logo is 15 mm width. Applicating smaller sizes than this will highly reduce the appearance and perception of the logo, so this is to be avoided.
Standalone logo should be 50% of the width of the format.
The size of the logo should always be considered to each individual cause, and size of the format it appears in. A rule of thumb is that a centered, standalone logo should be 50% of the width of the format.
When the logo is used as a signature in communication, a general rule should be that the logo should be between 5–10% of the width of the format, depending on the purpose and balance in the communication.
Centered aligned
Top left aligned
Bottom left aligned
Incorrect use
The logo is our signature and the most important identity asset. It is therefore important that we use this correctly in every instance. Here are some examples of incorrect use of the logo, which we should avoid doing.
Don't alter the composition of the logo
Don't tilt the logo
Don't use drop shadow, glow or other effects
Never change the porportions of the logo
Don't use other colors, gradients or photos inside the shape of the logo
Never take away elements from the logo
Do not add multiple colours, or alter the colour scheme of the logo.
Do not place logo in a box or frame of any type
Do not place a light logo on a light image background. The contrast between the logo and the image is too low.
Do not place a dark logo on a dark image background. The contrast between the logo and the image is too low.
Do not place a light logo on a white background. The contrast between the logo and the background is too low.
Make sure to have good contrast between logo and background