Appendix B
Logo Usage
The Logotype and Brand Mark Usage
The logo is the visual identifier and the most fundamental part of the Thinklogical Company. It represents
the company’s internal and external communications and it may only be used in accordance with the
guidelines described in this document.
The Thinklogical logo is the sole identifier for the company. It is comprised of the following:
1. The Thinklogical logotype – the unique rendering of the Thinklogical name
2. The registered symbol is located at the bottom of the letter “l” in Thinklogical
In all written communication the name of the company should appear as follows:
Thinklogical
NOT thinklogical
NOT ThinkLogical
The logotype has been custom designed and is a legally registered trademark.
The logotype should not be used in any way other that what is described in this manual.
Do Not:
Redraw or modify the logo in any way
Re-space the letters of the logotype
Dismantle the logotype
Distort, reposition or omit any parts of the logotype
Print or display logotype in any format or colors other than what is described in
this manual
Use the logo in a headline or a sentence
Logotype Color Specifications
The Thinklogical logo is comprised of two PMS colors and
should be printed and displayed as such.
PMS Reflex Blue
think is 100% PMS Reflex Blue
logical is 100% PMS Process Blue U
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PMS Process Blue U
Logo Usage - Logotype Size Considerations
The logotype size can appear in a variety of sizes depending on the application. Resizing the logotype must
be done proportionately with all the logotype’s elements intact. The logo must be displayed no smaller
than 1/4 “ in height and 1 5/8” in length. The registered symbol should be sized according to the specific
logotype size. This is so it will remain legible when the logotype is displayed and printed at small sizes and
not appear disproportionately large with the logotype prints at larger sizes.
1 5/8” min
1/4” min
Do Not:
Recreate any element of the logotype
Scale the logotype elements independently of the whole
Scale the logotype disproportionately
Resize the logotype so that the registered trademark symbol becomes illegible or proportionately
too large
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Logo Usage - Logotype Spacing
Clear Area Around the Logotype
The logotype must be featured as an element on its own, set apart from text or graphic elements. Ample
clear space must be left around the logotype free from interfering elements. The minimum clear area on all
four sides of the logotype is relative to the size of the displayed logotype. This measurement is equal to the
height of the letter “t” in the displayed logotype. This is also the minimum relative space the logo must print
from the edge of a document.
clear area
Do Not:
Overlap the logo with text or graphic elements
Displaying with Other Logotypes
There are occurrences in which the Thinklogical logotype will be displayed along with logotypes of
other companies. These situations include partner sponsored trade show signage, literature, website
and other marketing and sales collateral. The placement of the accompanying logotype must not
violate the minimum clear area on all four sides of the Thinklogical logotype. This measurement is equal
to the height of the letter “t” in the displayed Thinklogical logotype. The size of the accompanying
logotype must not visually exceed the size of the word “thinklogical” in the Thinklogical logotype.
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Logo Usage - Logotype Taglines
Our Corporate Tagline Principles
The fundamental considerations for the tagline:
- Objective: The “big idea” you most want associated with your company/brand in the mind of the
marketplace; an essence-defining benefit statement.
- Graphic disposition: Always locked to the corporate signature/logotype
- Shelf-life: Not campaign-dependent, but position-driven and strategic
*PLEASE NOTE: “Extend Distribute Innovate” is no longer in use.
Tagline Usage
The taglines “Value Your Content” and “Trust Our Proven Ingenuity”
appear above and beneath the Thinklogical logotype and is used in
conjunction with the logotype on material that is more promotional
in nature, such as:
The Thinklogical logotype should appear without
Website
the tagline on material that is more factual in
nature such as:
Advertisements
Brochures/data sheets
White papers
Newsletters/Email blasts
Technical briefs and diagrams
Fact sheets
Documentation
Promotional items
Press releases
Product labels (depending on the size)
Trade show signage
Do Not:
Redraw or modify the taglines or logotype in any way
Reposition the taglines relative to the logotype
Scale the logotype and taglines independently of the whole
Scale the logotype and taglines disproportionately
Use the logotype taglines without the Thinklogical logo
Overlap the logotype and tagline with text or graphic elements
Tagline Colors and Font
The tagline “Value Your Content” is printed and displayed in PMS Process Blue U
The tagline “Trust Our Proven Ingenuity” is printed and displayed in PMS Reflex Blue
Both taglines are Frutiger 56 italic.
PMS Process Blue U
Frutiger 56 italic
PMS Relex Blue
Frutiger 56 italic
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Logo Usage - Logotype and Tagline Against Colors and Tints
Color Backgrounds
The Thinklogical logotype and tagline will most often be displayed in its 2-color format (PMS Blue
072 U and PMS Process Blue U) against a white background. This is the preferred color scheme for
website, online, and printed marketing material.
The logotype and tagline may appear against a solid color or tinted background provided there is
sufficient contrast between the logotype and background. The logotype will be displayed 1white
against a dark background. If the background is a solid color or tint of a medium value, the choice
should be made to achieve maximum clarity of the logotype.
The logotype and tagline may only appear in color (PMS Process Blue U and PMS Blue 072 U)
against white or a light tint which allows for sufficient contrast of all elements of the logotype and
tagline.
Do Not:
Use or display the logotype and tagline in tints of black
Use or display the logotype and tagline in color against a solid or tinted background that
is not light
Correct Usage
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Incorrect Usage
Logo Usage - Logotype and Tagline Against Imagery
The logotype and tagline may be displayed against a background image provided the image is not
visually competitive, thereby obscuring the logotype. To allow for sufficient contrast, display the logo
100% black against a light background image, white against a dark background image. If the
background image is of medium value, the choice should be made allowing for maximum clarity of
the logotype. The logotype tagline may only be printed in color against imagery that is light and
non-competitive visually.
Incorrect
Correct
NOTE: If you have any questions regarding the use of the Thinklogical logo that are not
addressed within this document or where you feel the specifications defined are inappropriate
for your requirements, please feel free to contact the Marketing department at 1-203-647-8700.
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