Design essentials
Get to know our most important design essential, and what to keep in mind when placing it on ads and layouts.
The logo is two parts that always travel together: the smiley brandmark with its stethoscope, in blue, and the wordmark in navy. In most cases the logo should be used on light backgrounds.
Avoid altering the logo in any way. Use vector formats where possible.
Four versions cover every background. Pick by background, never by taste.
Primary
White, off white, page and pastel backgrounds. The default.
Reversed
Navy, mid navy and steel backgrounds. The brandmark stays blue.
White
Purple, blue and photographic backgrounds where the blue brandmark would disappear.
Navy
One colour print, embroidery, stamps and anywhere colour is not available.
The smiley brandmark can be used on its own when necessary, for example as a favicon, an app icon, a social avatar or a small sign off where the full logo would not fit. The wordmark should never be used without the brandmark.
Keep a margin around the logo equal to half the width of the brandmark. Nothing else goes inside it.
The brandmark is the unit because it scales with the logo: measure its width, halve it, and keep that much clear on every side. More space is always fine. Less is not, including from the edge of the page, a photo or a panel.
Below these sizes the logo stops being legible.
Full logo
Never narrower than 110 px on screen or 28 mm in print.
Brandmark alone
Never shorter than 16 px on screen or 5 mm in print.
The logo arrives finished. None of these are ever acceptable.
Do not stretch or squash it
Do not recolour either part
Do not use the wordmark without the brandmark
Do not rotate it
Do not add shadows, outlines or effects
Do not place it on busy or low contrast backgrounds
Do not rearrange the lockup
Do not set the name in another typeface
Do not use the primary version on blue
In copy