It is a vessel for brand meaning which becomes more powerful with frequent use and when people understand what it stands for. It acts as a beacon, and is the most visible and frequent reminder of what the brand stands for.
Because of this, consistent and accurate reproduction of our brand’s trade marks are a critical component of any branding effort. The following section documents the elements, and the correct use, of our trade marks.
The Spirit
Our primary symbol is the Spirit.
The new Spirit is an evolution of our previous trade mark, which has been adjusted to improve legibility and reproduction. It is energetic, bold and unique.
The Logo Type is a piece of bespoke typography.
The individual characters’ relationships, spacing, and forms have been carefully considered and crafted to create a unique, harmonious combination of forms that enhance readability.
Horizontal Trade Mark
The horizontal presentation of the trade mark variant is the preferred presentation and should be used whenever possible.
The trade mark combines the Spirit and Logo Type in a fixed relationship. These elements must remain at their fixed proportions and should not be scaled, re-positioned, or altered in any way.a
See the section on File Selection if you are unsure of the most appropriate format.
Vertical Trade Mark
The vertical trade mark variant may be used when available space, format, or visual considerations prohibit the use of the primary trade mark.
As with the primary trade mark, all elements must remain at their fixed proportions and should not be scaled, re-positioned, or altered in any way.
See the section on File Selection if you are unsure of the most appropriate format.
Trade Mark Variants
The following variants have been created to meet specific reproduction needs while maintaining brand integrity.
Flat Trade Mark
The Flat Trade Mark has been created for use whenever reproduction of gradients is not possible.
The Flat Trade Mark uses Life and Choice in place of the gradient, and follows the same reproduction guidelines as the primary trade marks.
See the section on File Selection if you are unsure of the most appropriate format.
Mono Trade Mark
The Mono Trade Mark has been created for use when colour reproduction is not possible.
The Mono Trade Mark uses black only and follows the same reproduction guidelines as the primary trade marks.
See the section on File Selection if you are unsure of the most appropriate format.
Reverse Trade Mark
Reversing of the Trade Mark occurs whenever the ground (background) colour is darker than the figure (foreground) colour.
When ever the Trade Mark is reversed, care should be taken to ensure legibility and accessibility for all users, especially at smaller sizes.
See the section on File Selection if you are unsure of the most appropriate format.
Trade Mark Reproduction
The clear space is an area around the trade mark which must not be broken by any other graphic element, logo, text, image, or page edge.
It increases the visual impact of the logo and ensures there is no conflict with other elements. The most common exception to this rule is when the logo is superimposed directly on top of an image such as a photograph (in which case the logo should be placed in a neutral area and away from the main focus of the picture). The clear space for the trade mark as set out above should at all times be observed and maintained.
The clear space is calculated from the height of Logo Type.
The clear space is calculated from the height of Logo Type.
Vertical and horizontal measures for the clear space are identical, forming a square
Each version of the trade mark has a minimum reproduction size, as documented above.
These sizes are based on the legibility of the logo type and positioning within the trade mark.
When using the trademark in applications where space is of a premium, always take care to select the most appropriated version.
Co branding
In instances of co-branding, the following relationship must be observed:
- The CPL trade mark should be equal in representation to the partnering trade mark and be seperated by a thin vertical key line.
- The CPL trade mark should always appear on the left side of the keyline.
- The height of the keyline is determined by the height of the CPL trade mark, as shown below.
- The distance between the trademarks and keyline (x) is based on the width of the c in CPL.
- All minimum size and clear space requirements must still be observed.
A variety of file formats have been supplied within this manual to ensure the best possible result for each application.
The following points provide a brief guide to help you select the most appropriate file.
Selecting file formats
ai and pdf files are the default files and should be used when ever possible. They are resolution independent, meaning they can be scaled to any size. jpg and png files are fixed resolution, meaning they cannot, and should not be enlarged.
Generally speaking:
• ai or pdf files should be used when ever possible
• jpg and png should only be used when ai or pdf is not possible