Wordmark
Our wordmark uses a capital ‘M’ to mirror some of the angles and details in the symbol, bringing the two parts of the logo together. These details are laid out below.
Wordmark Anatomy
Here are the key details which are embodied in our wordmark. Primarily the sharp angles in the capital ‘M’ that mirror the angles in the symbol, along with the same slice in the stem of the ‘t’ the original wordmark had. To better tie the ‘f’ and ‘y’ together, we have a custom ligature, therefore avoiding the awkard negative space that lay there before.
Combination & Lockups
Combination
The symbol and the wordmark are vertically aligned optically rather than metrically. This is due to the heavy base of the symbol compared to the light points of the crown. As you can see, the negative space in the capital ‘M’ now better mirror the points of the crown and gives the wordmark more strength and character.
Lockups
The logo has two distinct lockups for us to use. The primary horizontal lockup should be used as much as possible, but if there is opportunity or a clear benefit in using a vertical lockup, the option is there.
Exclusion Zones
We use the relative sizing of the ‘t’ to create exclusion zones around the logo as well as to define the spatial relationship between the symbol and the wordmark. When using the logo in various applications, be sure to give the logo breathing room and honour these exclusion zones.
Treatments
We have a very versatile logo, which can be applied to numerous backgrounds and treatments. Whether that’s flat colour, gradient or imagery.
Crown Crop
We now have the ability to use our symbol as a solid shape and create interesting crops and masks, leveraging imagery, colour and gradients for dramatic effect.
Crown Universe
To best illustrate a sense of community, the crown can be used with various image fills to relay a sense of variety and togetherness. Blurring, scale and depth also add a new element to the flatness of the brand and can be used freely.
