Our logo is the visual
representation of our brand idea.
It emanates energy whilst also
inviting you to Switch Life On.

Our marque

Our marque represents our brand idea: Switch Life On. It shows we are the platform that lifts people up and the source of our emanating energy. We only ever use this marque alone in small spaces, such as a social icon or a favicon.
We rarely use our marque on its own. But in circumstances where the Ben name is visible – for example social and app avatars – it should always fill at least 50% of the shape.

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Social avatar

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Our logo lock-up

Our marque is paired with our simple Ben wordmark to form our core logo lock-up. Use it wherever possible to help people recognise us and build brand affinity.

Clearspace

We never want our logo to be drowned out or overshadowed, this is why we have clearspace – to ensure our logo never has to compete.
Our recommended clearspace is equal to half of the height of our logo lock-up.

Minimum size

When we need to scale our logo down, it must always remain legible and accessible. For this reason, we should never reproduce the logo smaller than 25mm wide in print or 200px wide in digital applications.

Optical overhang

When we place our logo on the border of a page, we hang the icon off the margins slightly. This causes an overhang, but optically it won’t appear.

Partnerships

When we work with partner brands, the key idea is to maintain a sense of balance between the two brands and give them equal weight. Our logo should always come first, with the partner logo second. The baseline of the partner logo must align with the baseline of the Ben wordmark, rather than the Ben icon, to avoid them looking unbalanced.
The space between the logos should be double the logo clearspace to create a balanced separation.

On core colours

This is how we would most commonly use our logo – in Ben Black-Green against one of our core colours, or sitting on our Ben Glow. Sometimes we might need to use a dark background, that’s when we’d use our Off-White logo.

On secondary colours

We rarely set our logo on secondary colours, but when we do it should always appear in our Black-Green for maximum legibility.

Logo placement

In compositions, placing our logo in the corners makes it visible whilst making space for messaging. On landscape layouts it should either align with the headline, or sit at the bottom of the composition as a sign-off.

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Logo sizing

When we need to scale our logo down, it must always remain legible. For this reason, we should never reproduce the logo smaller than 25mm wide in print or 200px wide in digital applications.

Things to avoid

Don’t stretch

Don’t outline
Don’t use unapproved colours

Don’t apply effects

Don’t position on an angle
Don’t apply patterns