# Logo

> Variants per background, clear space, minimum height, what not to do, and the co-branding rules.

Source: https://brand.viscohoreca.nl/en/logo

The logo looks simple, but its shape has a meaning. Below you can read what it is, and how to use the logo.

## The shape

The triangle is a deliberate choice. It is a simple shape with a clear nod to where we come from: the lines suggest a salmon fillet. Salmon is a key product at Visco, and the shape stands for quality and craft.

Some people see a wifi symbol in it. That is intended: it fits how Visco works, always close by and quick to get in touch.

## Which version on which background

> On a white or light background, use the positive version of the logo. On a blue or dark background, the negative version. On an orange background, the white version.

- White or light: the positive version, with the blue wordmark.
- Blue or dark: the negative version, with the white wordmark.
- Orange: the all-white version.
- On photography: pick the version with the most contrast, and place the logo over a quiet part of the image. If the photograph is busy, use the diapositive logo.

## Clear space

Always keep some space clear around the logo. The minimum distance is the diameter of the red dot in the symbol.

> The clear space around the logo is at least the diameter of the red dot in the symbol, on every side.

## Minimum height

If the logo is too small, you can no longer tell the triangle and the dot apart, and the wordmark becomes unreadable.

> The logo is never reproduced smaller than 5 mm high in print, or 14 px on screen.

> We do not use the logo smaller than 5 mm (14 px) high.

## Rotation

We always use the logo horizontally. Only when there is really no other option may it go vertical: turned 90 degrees counter-clockwise, so the wordmark reads from bottom to top.

> Horizontal is the norm. Turned 90 degrees counter-clockwise, with the wordmark reading from bottom to top, is allowed only when there is no alternative. Turned clockwise (-90 degrees, the wordmark reading from top to bottom) or at any other angle, such as 60 degrees, is never used.

## What not to do

> Six examples of what is not allowed: the logo stretched, in other colours, as a line drawing without fill, with a shadow, mirrored, and the old logo.

| Do/don’t | Rule |
| --- | --- |
| ❌ | Do not stretch or squeeze the logo. The ratio between height and width always stays the same. |
| ❌ | Do not change the colours of the logo. |
| ❌ | Do not use the logo as a line drawing: outlines only, without fill. |
| ❌ | Do not add shadows, gloss, gradients or any other effects. |
| ❌ | Do not place the logo at an angle, and do not mirror it. |
| ❌ | Do not use the old logo any more. |

## Co-branding with partners

When the Visco logo sits alongside a partner’s logo, these rules apply.

1. The Visco logo always comes first.
2. The second logo is aligned to the bottom edge of the Visco logo.
3. The second logo is scaled optically, so that it reads as the same size as the Visco logo.
4. The space between the logos is the width of the red dot.
5. A rule separates the two logos.
6. The partner logo is always in black and white, never in colour. The Visco logo keeps its own colours.

> The Visco logo comes first, then a separating rule with the width of the red dot as space on either side, then the partner logo aligned to the bottom edge and optically the same size. The Visco logo in colour, the partner logo in black and white.

> Not sure a design is right? Send it to marketing@viscohoreca.nl before it goes to print or goes live, and we will take a look. [Email marketing](mailto:marketing@viscohoreca.nl)

## Files

| File | Format | Size | Usage |
| --- | --- | --- | --- |
| [visco-logo-fullcolour.svg](https://brand.viscohoreca.nl/downloads/logo/visco-logo-fullcolour.svg) | SVG | 4 kB | The standard logo. Use it on white and light backgrounds. The SVG stays sharp at any size. Pick this one unless your software cannot handle SVG. |
| [visco-logo-fullcolour.png](https://brand.viscohoreca.nl/downloads/logo/visco-logo-fullcolour.png) | PNG | 262 kB | The standard logo with a transparent background, for software that does not support SVG. |
| [visco-logo-fullcolour.jpg](https://brand.viscohoreca.nl/downloads/logo/visco-logo-fullcolour.jpg) | JPG | 793 kB | The standard logo on a flat white background. JPG has no transparency, so use it only when nothing else will do. |
| [visco-logo-negatief.svg](https://brand.viscohoreca.nl/downloads/logo/visco-logo-negatief.svg) | SVG | 3 kB | The negative logo: symbol in colour, wordmark in white. Use it on blue and dark backgrounds. |
| [visco-logo-diap.svg](https://brand.viscohoreca.nl/downloads/logo/visco-logo-diap.svg) | SVG | 5 kB | The diapositive logo: all white, with only the dot in red. For dark grounds where the full-colour logo becomes too busy, such as on photography. |
| [visco-logo-diap.png](https://brand.viscohoreca.nl/downloads/logo/visco-logo-diap.png) | PNG | 57 kB | The diapositive logo as a PNG with a transparent background. |
| [visco-logo-wit.svg](https://brand.viscohoreca.nl/downloads/logo/visco-logo-wit.svg) | SVG | 4 kB | The all-white logo. Use it on orange backgrounds. |
| [visco-logo-wit.png](https://brand.viscohoreca.nl/downloads/logo/visco-logo-wit.png) | PNG | 239 kB | The all-white logo as a PNG with a transparent background. |
| [visco-logo.ai](https://brand.viscohoreca.nl/downloads/logo/visco-logo.ai) | AI | 50 kB | The Illustrator source file, for print work and for a printer who wants the original. |