Logo.

Our logo, monogram and wordmark form the cornerstone of our visual identity. This section outlines how to use them correctly, including approved versions, spacing, and placement to protect brand consistency.

Get Started Download Logos

Primary Logo

The primary logo includes both a monogram and wordmark. While the monogram may be used alone, the wordmark may not--the monogram must also be alongside it.

Wordmark

The wordmark is created from a custom font featuring custom glyphs and letter spacing. It should never be created from a font.

Clear space

X is equal to the height of the monogram.
A clear space of ½ X on each side allows suitable space for our logo.

Minimum Size

Ensure the lock up never goes smaller than 100px or 20mm in width and the monogram never goes smaller than 26px or 9mm in width.

100px / 20mm

26px / 9mm

The 5C monogram can be used as a separate device. Examples of this include use on merchandise as a device to hold imagery, or as a watermark to create depth. It can be cropped and rotated, however, the majority of the shape should remain visible.

Orange

White

Light Green

Dark Green

Orange

Light Green

Light Green

White

Dark Green

Light Green

White

Orange

Dark Green

Mid Green

Orange

Dark Green

Correct Logo Usage

Examples of logo use that reflect the brand as intended. Use the logo in these ways to ensure clarity, consistency, and recognition.

Full-color logo on white or 
light-colored background

Full-color logo on black
or dark-colored background

One-color logo on
detailed background

Full-color logo on detailed
background with a tint overlay

Incorrect Logo Usage

Examples that distort, alter, or weaken the brand. Avoid these treatments to preserve the logo’s clarity and consistency.

Don’t reposition or resize
the logo elements

Don’t distort, alter, crop
or skew the logo

Don’t change the size relationships of the logo elements in a lockup

Don’t rotate the logo

Don’t change the typeface
of the wordmark

Don’t outline any area
of the logo elements

Don't use the wordmark without
the monogram

Don’t use unapproved colors
on the logo

Don’t use unapproved
effects on the logo

Don't remove the period from
the wordmark

Don’t use a low res image for the logo

Don’t place the logo on a busy image

Correct Monogram Usage

These examples show approved ways to use the monogram.

Use the monogram as a separate device on assets such as merchandise, social media profile images and business cards

Use the monogram as a device to contain an image

Rotate 30° and use a low opacity to form an interesting background, while maintaining visibility of the  5C monogram

Full-color monogram on detailed background with a tint overlay

Incorrect Monogram Usage

These examples highlight common misuses of the monogram that should be avoided.

Don’t shift elements
or alter the monogram

Don’t distort, alter, crop
or skew the monogram

Don’t flip the monogram

Don’t outline the monogram

Don’t use unapproved colors
on the monogram

Don’t use unapproved effects on the monogram

Don’t use a low res image
for the monogram

Don’t place the monogram
on a busy image

Correct Logo Color Pairing

Incorrect Logo Color Pairing

Ready for more?

Find out about the rest of our core visual elements and how to ensure clear, distinctive, and consistent branding across every touchpoint.