Logo

Logo Variants

To secure brand clarity in every stage of communication / format, our logo has to be able to adapt. The regular vertical and horizontal formats are used for communication outside of the brand context, in the first line of contact. The version which best supports the layout can be selected out of the two, if there are no space limitations the regular vertical should be preferred.

Once inside the brand context, the separated image mark and wordmark can be used if they add value or work a lot better than the regular versions (e.g., in case of very limited available space).

Our different logo variants ensure that we always find a version which fits different use cases the best.
Below we describe the ideal usage for all four scenarios. 

Below we describe the ideal protection zones of the different logo variants, both to the edge of an asset / space or towards other brands logos, e.g. (on sponsor walls at an event.)

If not possible in any other way, the regular horizontal version can have less space top and bottom to fit very narrow spaces. The small / special case variants can be an option if the needed protection zone cannot be guaranteed. Ideally that is only done with additional brand context.

For classical business collaborations we use the logo variant which matches our partners logo ratio the best. In an asset we always pick the collaboration logo layout based on the asset ratio – square formats work well with the compact layouts, wide formats with the horizontal layouts and narrow formats with the vertical layouts.

Logo Use

Donts