Logo

The Xe mark, and the rules that keep it consistent everywhere it appears, from a favicon to a billboard.

Logo colours

A limited set, chosen for contrast.

The logo comes in a limited set of colours. Pick the one with the strongest contrast against your background. Never recolour it outside these options.

Snow on Voltage

Voltage on Snow

Voltage on Mist

Obsidian on Snow

Snow on Obsidian

Clear space

Give the logo room to breathe.

Keep a minimum clear space of 1x on all sides, where x is the height of the x in the logo itself. Nothing enters that space: no type, no images, no other logos. More space is always fine. Less is not.

Sub-brands & partnerships

One structure for every lock-up.

Lock-ups pair the Xe logo with a sub-brand or partner name. Leave one x of space between the logo and the name, with a divider centred in it, and centre the name on the logo's height. Any name set to this structure is a valid lock-up.

Minimum size

Small enough to stay sharp, never smaller.

Never use the logo below 24px on screen or 6mm in print, measured by height. Lock-ups never go below 32px or 8mm. Favicons and app icons follow their own spec.

Digital

24px minimum

6mm minimum

Sub-brands & partnerships

32px in digital or 8mm in print

Favicons & app icons

Follow their own specs

Favicon & app icon

The mark, centred on Voltage.

The app icon centres the logo on a Voltage tile with 1x of space to each edge, where x is the upper half of the e's circle. Supply it as a full square and let the OS apply its own corner radius. Never crop or redraw the mark to fit. Favicons use the same construction, exported at 16, 32 and 48px.

App icon

Full square, the OS applies its own corner radius

Favicon

Same construction, exported at 16, 32 and 48px

Logo on photography

Only where the contrast holds.

The logo can sit on photography when contrast holds up. Place it in a calm area of the image and choose the logo colour that stays legible. If no placement works, use a solid background instead.

Two people in conversation — The logo sits in a calm area of the image, with clear contrast.

Wrong usage

One logo, no exceptions.

Don't redraw, restyle, or decorate it. If you're modifying the logo to make a layout work, the layout is the problem.

Don't stretch, distort, or skew the logo.

Don't change the logo to off-brand colours.

Don't use the logo as a mask shape.

Don't use gradients on the logo, even in brand colours.

Don't add effects to the logo.

Don't remove elements of the logo.

Don't outline or stroke the logo.

Don't pair the logo with unapproved bg colours.