Overview

When to create an offering

• Is your target audience clearly defined / is there enough of a customer segment to warrant a new 'brand'?
• Are your offering’s mission, strategy, messaging, purpose and values clearly defined?
• Is your offering reaching a market or market segment that the parent brand could not reach by itself?

Construction

Kerning / letter spacing for the offering name should be 4% of the height of the wordmark - shown below as 'p'

Minimum size

To ensure legibility of the assets, minimum sizes should be adhered to. As indicated below, the height of the offering lockup should not be smaller than 30px

Clear space

When using logo assets with other graphic elements or text, make sure you give it enough room to breathe. The clear space around the logo assets should be 100% of the height of the assets, marked below as 'r'

Colour

Always be mindful of which brand this offering is part of and only ever use the primary shade of the brand Learn more

Ensure that the offering name is 'punched out' so that the background colour is visible

Placement

Misuse

• Don’t stack the lockup - the logo and tag
• Don’t change the tag to an outline
• Don’t separate the logo and tag

• Don’t alter typeface
• Don't add effects - shadows, gradients, bevels
• Don't break the tag

In copy

If there is no opportunity to use the offering lockup or when it is the relevant for the context, offering logos can be treated as normal copy.

Offering logos should be stylised in any font weight and in any case, except for all lower case or title case. When used as part of a sentence, follow the rule of [Brand] [Offering] - AnyVan Storage or AVB Broker

Variations

Using the primary colour - along with a primary brand logo - from each of our brand can inject meaning into the offering lockup. Storage, shaded in 'Picton Blue' speaks to consumer storage, but changing the colour and logo to 'Sapphire' and AVB can change the meaning to business storage.

Only ever use the primary shade of a brand for offering colours

With tagline

When pairing an offering logo with a tagline, only ever use the 'Wide' version, as shown below

Never use another version of the tagline