Usage Rules

Usage rules are the specific guidelines — the dos and don'ts — for reproducing a logo across all applications. Defined in brand guidelines, usage rules specify what must always be done: maintaining minimum clear space, using only approved colour versions, reproducing at or above minimum size. They also specify what must never be done: stretching or distorting the logo, rotating it, applying unauthorised colour treatments, placing it on inappropriate backgrounds, adding drop shadows or other effects, separating elements of a lockup, recreating the logo from scratch rather than using the supplied files. Usage rules exist because well-intentioned but uninformed logo users regularly make modifications that seem harmless but undermine brand consistency and visual integrity. By documenting rules explicitly and providing both correct and incorrect application examples, brand guidelines remove ambiguity and give everyone working with the brand the guidance they need to use it correctly.