Primary Logo

The primary logo is the main, preferred version of the logo — the one that should be used in most contexts and is considered the definitive representation of the brand. In a logo system that includes multiple lockups, colour versions, and variations, the primary logo is the flagship arrangement: typically the full combination mark in full colour, in the standard horizontal or stacked lockup as determined by the design. Brand guidelines direct users to default to the primary logo whenever conditions permit, and to use alternative versions only when a specific application makes the primary version impractical. The primary logo receives the most consideration during the design process and is the version presented most prominently in brand communications. All other logo variations are derived from or related to the primary logo.