Logos

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).

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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.).

Use the standard logo in areas with a light background (ochre-40 and white). Use the inverse logo in areas with a dark background (black-300, red-200, blue-300, and green-300).

Always aim to use one of these versions. The colors reinforce the brand identity.

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Download inverse logo

If a black-and-white version of the logo is required, use the standard grayscale logo in areas with a light background. Use the inverse grayscale logo in areas with a dark background. This logo should only be used when the color logo isn’t an option.

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Download grayscale inverse

Use this version of the logo when only one color is allowed. This could be for printing swag or merchandise — processes like etching may need a silhouette version of a logo.

Download one color

Download one color inverse

Use this variation of the logo in instances where the logo needs a bit more separation from content, such as a template.

Download bar bottom

Download bar bottom inverse

Download bar top

Download bar top inverse

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.