Our logo consists of two elements: the logotype and the “halo” — our logomark or icon. The logotype should never appear without the logomark. The halo can be used separately from the logotype as an icon (see the icons page for rules around usage). We typically use our logo in customer-facing assets (e.g., presentations) and at external events (e.g., conferences).
The halo in its raised position after the logotype conveys wisdom (facilitating a deeper understanding) and hopefulness (something good is going to happen).
The circular form symbolizes cycle (a feedback loop), inclusion (designing for everyone), and wholeness (such as addressing the whole user experience).
Each of the four colors in our logo — blue, green, ochre, and red — has its own specific meaning that helps bring out certain emotions in our audience. See the colors page for more context around what each color symbolizes.
The logotype uses a wide kerning, or spacing, to make our brand feel open and accessible. We encourage diverse ideas from multiple perspectives (race, age, sexual and gender identity, life experiences, etc.).
The halo is positioned after the logotype at a distance of
x to the right and
2x above the baseline where
x is the thickness of the halo band.
A clear space of
2x is recommended around the logo.
Legibility is critical for a logo — it should always be readable.
Never scale the logo smaller than
100px for the web and 1.375 inches for print.
In a print or digital piece, the logo should also be positioned.
The logo looks best positioned to the left, so try there first.
In some instances, the center or the upper or lower right-hand corners might make more sense.
In most cases, the logo should sit at a
0° angle. This is the default.
On special occasions, the logo can be turned on a
90° angle. This is useful for very vertical layouts like banners ads, physical banners, and swag.
- Changing the color of the logo
- Skewing the logo’s width or height
- Recreating the logo in another font
- Outlining the logo
- Placing an image in the logo
- Using the logo over a busy background
- Rotating the logo to anything other than
- Changing the logo’s proportions