Color: Specifications for mark use on background colors

We have two marks: one for use on white or light color backgrounds, and one for use on dark backgrounds. They look very similar, and one might assume the positive-use mark could be used in reverse applications simply by changing our logotype to white. This not the case. The reverse mark is slightly smaller than the positive-use mark because the white outline makes the mark appear larger. The logotype also is drawn slightly thinner because white letters appear bolder than dark letters on white.

Simply put, they have been optically corrected to appear more similar than they would without the corrections. They are equally simple to use, just remember to use the reverse mark on backgrounds that are darker than approximately 35% black, as shown to the left. This also applies to color backgrounds or simple background photographs.

The middle bakground values, from 30% to 40%, are the most challenging with regard to the legibility of our logotype.

These background principles apply to the vertical marks, as well as all entity marks.

Never redraw or try to recreate our mark, including our shield or logotype. Any modification of our visual identity diminishes its impact and weakens our legal protection. Only authorized artwork may be used.

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