Marks and lockups

Principle

A logo system is a responsive interface, not one file. Define the mark roles before drawing variants. Original artwork is mandatory; never derive geometry from a reference brand.

Required contract

Each variant declares: stable ID; role (wordmark, symbol, horizontal, stacked, avatar); preferred and fallback contexts; safe-area unit; minimum CSS-pixel and print-mm size; aspect ratio; approved foreground/background pairs; monochrome behavior; accessible name; file owner and version.

Selection order: available width → recognition need → context → background → output medium. Use a lockup when the symbol is not independently recognizable; use an avatar-specific optical crop only in avatar surfaces. Never silently scale below the minimum: select a simpler approved variant.

Misuse contract

Reject non-uniform scaling, recreation in text, unapproved color, effects, cropping outside the avatar rule, insufficient contrast, busy backgrounds, unapproved rotation, rearranged lockups, or partner marks inside the safe area. Third-party use must record permission and must not imply endorsement.

QA evidence

• Render every variant at minimum, typical, and maximum sizes on all approved backgrounds.
• Check intrinsic ratio, SVG view box, clipping, safe-area overlay, contrast, and raster sharpness.
• Test compact headers, app icons, social avatars, co-branding, print, RTL, and 200% zoom.
• Require visual approval for optical corrections; mathematical centering is not sufficient evidence.

Agent rule

An agent may select from approved variants but may not redraw, recolor, distort, or invent a lockup. Missing context produces a review request, not a new mark.