Identity
Misuse
The things never to do to the mark.
Every example below is the real mark, broken on purpose with CSS. None of these are downloadable and none of them should ever appear anywhere.
Never
Stretched
Non-uniform scaling. The mark has one set of proportions.
Rotated
The mark sits level. Always.
Recoloured
Only the four approved cuts exist. Nothing outside the palette.
Drop shadow
The mark is flat. Depth comes from the layout around it.
Wrong cut for the surface
The cream lockup on cream. This is the mistake the dual palette exists to prevent.
Crowded
Clear space ignored. The mark needs the icon’s height of room on every side.
Blurred or soft
Usually a raster mark scaled past its size. Use the SVG.
Tinted
Reduced opacity to “sit back”. If it should be quieter, make it smaller.
If you are unsure