General
The logotype is one of the most important elements in the visual appearance of a brand. As a distinctive, always present sign, it is the sender’s identification, signature and reminder in one.
Logotype
The Arctic logotype can be used in a coloured or black and white version. The logotype always must be used as a combined word and picture mark.
Logotype clear space
To ensure prominence and legibility, the Arctic logotype is always surrounded by an area of clear space which remains free of other elements such as typography and other graphical elements. The minimum area of clear space is illustrated here by a rectangular box containing the Arctic logotype. Its construction is based on the height of the letter “A”.
Minimum logotype size
The logotype should not be smaller than the minimum size of 5 mm (height of picture mark). This minimum size has been determined to ensure maximum clarity and legibility for small applications.
Logotype variants
Negative logotype
Negative logotype is to be used with uniformly coloured backgrounds or on dark images, where colour version is not suitable.
When to use
Product brand logotype
- Direct marketing tools
- Material for one product brand
- Product-specific ads
Corporate brand logotype
- Sender for Company ads
- Packaging for direct marketing, swatches, etc.
- Material for more than one brand
- In case of sponsoring
- Unit-specific (Sales Office, Mill, Headquarter) material
Note: Never use product brand logotypes and corporate brand logotype together.