--- title: "Logo" subtitle: "Brand mark and wordmark variants" description: "Every By Default logo variant — primary, centered, secondary, tertiary, and avatar — with light and dark versions for download." author: "Studio" section: "Brand Book" layer: "core" subsection: "Visual Identity" order: 1 status: "published" access: "team" client: "internal" dropcap: true --- The By Default logo system has **five lockups** and **two colour variants** of each. Pick the lockup that fits the layout, then pick the colour that gives the strongest contrast against the surface behind it. Every variant is hardcoded as either pure black (`#000000`) or pure white (`#ffffff`) so it survives being embedded into third-party tools, slide decks, and email — anywhere CSS `currentColor` doesn't apply. --- ## 1.1 Our Logotype Our logotype is designed with confidence in mind. The use of a slightly irregular typeface and an unusual lockup allows our logotype to be bold by celebrating its differences and distinctiveness.

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--- ## 1.2 Logotype Variation Inspired by the way puzzles seamlessly connect together, our logotype can be applied using numerous lockups. It is designed to be unexpected, reflecting our core belief that there are always alternative solutions. ### Primary Centered

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### Secondary

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### Tertiary

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### Avatar The compact "bd" mark. Use this when the space is too small for the wordmark to be legible — favicons, profile photos, app icons, navigation toggles. The minimum legible size is around 16px.

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--- ## 1.3 Logotype Positioning Having this variation in our logotype offers flexibility when positioned on any application. The logotype can adapt to where it sits — placed in corners, centralised, or running vertically — without losing its read. - **Corners** — anchor a lockup in any corner of a layout. Use the variation that points the wordmark toward the empty space. - **Centralised** — when the layout is symmetrical, use the centered lockup so the mark balances on its own vertical axis. - **Vertical** — for tall, narrow surfaces (book spines, side rails, sidebars), use a vertical lockup so the wordmark reads top-to-bottom. --- ## 1.4 Clearspace & Minimum Sizes As much as we like our logotype to be flexible, we still require a few rules to make sure it is used correctly. ### Clearspace The logotype requires a clearspace equal to the width of the **`d`** in *"default"*. Any element that sits alongside the logotype in a composition should not pass into this clearspace unless there is a deliberate reason. ### Minimum Sizes Follow these minimums to keep the logotype readable on every surface. | Medium | Minimum width | | --- | --- | | Digital | **100 px** | | Print | **8 mm** | Because the lockups vary in width and height, measure the width of the word **"default"** when checking against the minimum. --- ## 1.5 Logo Don'ts We embrace variation and flexibility in our logotype, but there are limits. The rules below are non-negotiable — they keep the mark recognisable across every surface it shows up on.

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Don't hide the logotype

Make sure the logotype is clearly visible against its background. Avoid low-contrast surfaces that wash it out.

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Don't break legibility in new lockups

If you build a new variation, the wordmark must still read "by default" — never reverse, mirror, or rotate parts that destroy the read.

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Don't apply an outline

The logotype is solid. Outlines, strokes, and hairline borders are not part of the system.

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Don't apply effects or filters

No drop shadows, glows, embosses, blurs, or any decorative filter.

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Don't apply multiple colours

The wordmark is monochrome — pure black or pure white only. No colour overlays, no gradient fills, no per-letter recolouring.

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Don't stretch or distort

Scale uniformly. Never squash, stretch, skew, or warp the proportions.

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Don't crop the logotype

The full mark must always be visible. Never clip, mask, or partially hide it.

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Respect the clearspace

Other elements should not enter the clearspace around the logotype unless there is a deliberate reason.

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Don't apply at an angle

Keep the logotype upright. No tilts, no rotations, no "playful" angles.