The brand book

Member lesson

Logo pages and what rules to include

Lesson 8 of 18 in The brand book.

What to include in Brand Guidelines (Real Example) · Jeremy Mura
Lesson

Six rules cover almost every logo question that ever gets asked: which versions exist and when each is used, clear space, minimum size, what it may sit on, what may not be done to it, and where to get the file. Everything else on a logo page is elaboration.

do thisstretchedrecolouredon a busyphotosay why, not just noa rule with a reason gets followed when you are not therestruck through, not crossed in red · some readers cannot see red
A logo rule shown correct once and wrong three times, without red or green.
A business card and a lorry carry the same emblem inside dotted boxes sized by a copy of its square, while a second lorry below shows the emblem cramped by a thin fixed gap.
On a card and on a lorry, the space around the emblem equals the height of its own square, so it scales. A fixed gap that suits the card looks cramped on the lorry.
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  1. Question 1, locked

    A logo page specifies clear space of 10mm on all sides. What breaks?

    • It is correct at one size and wrong the first time the mark goes on a lorry.
    • Printers cannot hold 10mm reliably on uncoated stock.
    • Screens have no millimetres, so the rule fails only in digital work.
    • It duplicates the minimum size rule, which already governs spacing.
  2. Question 2, locked

    Which of these words means this? “The exclusion zone around the mark, expressed as a measurement derived from the mark itself.”

    • Clear space
    • The reader you have
    • Worked example
    • Version
  3. Question 3, locked

    Which of these words means this? “The smallest reproduction at which the mark still works, stated separately for print and screen.”

    • Minimum size
    • Format
    • Governance
    • Grid page

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