Visual Identity

Primary logo

The Convictional wordmark is the primary brand mark. It appears in one style: clean, lowercase, set in our brand typeface. No icon, no symbol, no lettermark. The word is the mark.

Usage rules

Clear space. Maintain a minimum clear space around the wordmark equal to the height of the letter "c" in the wordmark. Nothing enters this zone: not text, not borders, not other graphics.

Minimum size. The wordmark should never appear smaller than 80px wide on screen or 20mm in print. Below that size, legibility degrades.

Placement. The wordmark sits in the top-left corner of the page (web, presentations) or is centered (printed materials, social). It never appears in the bottom-right; that's where logos go to die.

Color variations

• Primary: Dark text on light backgrounds (base-900 on base-100)
• Inverted: Light text on dark backgrounds (base-100 on base-900)

What not to do

• Don't add effects (shadows, gradients, outlines, glows)
• Don't stretch, compress, or rotate the wordmark
• Don't set the wordmark in a different typeface
• Don't place the wordmark on busy or low-contrast backgrounds
• Don't animate the wordmark (we're not a startup in 2014)
• Don't lock up the wordmark with taglines or other text