Keep the logo clear of other graphic elements. The protected space around the mark is what makes the brand feel consistent – without it, the logo gets crowded out by whatever sits next to it.
The rule
Clearspace is built into the logo itself. Use the wordmark’s own letterforms as the measurement unit, so the protected space scales with the logo: a small logo gets a small clearspace, a big logo gets a big clearspace.
- For the logotype (and its expanded / sponsored variants), use the height of the “el” prefix in the wordmark as the unit. Keep that distance clear on all four sides.
- For the logomark on its own, use the height of the “K” in “UK” as the unit.
Logotype clearspace
The dashed line below shows the minimum clearspace. No other graphic element – text, image, panel, divider – should cross it.
Logomark clearspace
Same principle, smaller mark. The dashed line is the boundary.
Minimum size
To stay legible:
- Logotype: minimum 120 px wide (or 30 mm in print). Below that, the wordmark stops reading; switch to the logomark.
- Logomark: minimum 32 px wide (or 8 mm in print). Below that, the helix loses definition.
If your space is tighter than the logomark minimum, use a text label instead of the logo. Squeezing the mark below its minimum is worse than not using it.
Backgrounds and contrast
The logo needs to read clearly against whatever sits behind it. Use the version that suits the background.
Do
✓ Default version on white or light, neutral surfaces.
✓ Dark-background version on navy or dark surfaces.
✓ Default version on light grey – contrast still passes.
Don’t
✗ Don't use the default version on a dark background. Use the dark-bg variant instead.
✗ Don't place the orange helix on the brand orange – the mark loses its colour distinction.
✗ Don't place the logo over busy gradients, photos or multi-colour fills. Use a solid panel or apply a brand overlay first.
Don’t manipulate the mark
The logo is supplied in SVG and PNG; reach for the file, don’t redraw or transform the mark.
✗ Don't stretch or distort.
✗ Don't rotate or skew.
✗ Don't recolour the helix or wordmark.
Also avoid: applying drop shadows, outer glows, gradients or 3D bevels; embedding the mark in another logo; using the logomark and the logotype together in the same composition.