# Logo

The logo is the centerpiece of our visual identity. It anchors the brand. We established these guidelines to ensure a consistent application on all media.

# Construction

The logo consists two main elements: the symbol and the logotype. We aligned it horizontally. This is our primary lockup and it must be used whereas possible.

# Proportions

We use a ratio to define the dimensions and the structure of the lockup. This ratio assures replicability.

Note that the the letter spacing is derived from the height of the symbol.

# Size

In order to secure an appropriate legibility we must never render the logo smaller than its minimum dimensions.

# White Space

Our logo needs space to stand out to maximise impact. We have to keep this minimum distance around it according to the represented shape and dimensions.

# Colors

We use the logo in solid brand colors: orange and purple.

# Black and white

When polychromatic reproduction is not possible - because of technical or commercial reasons - we can use monochromatic version of the logo.

# Variants

Some use cases requires that we use a different version of the logo to signal our presence. Use these logos only if the main lockup is not suitable.

# As symbol

If space is limited we can reduce our logo to the symbol.

# Common misuse