18-PCE-0089_CA

POSITIONING 4.4
INTEGRITY AND USAGE
VARIATIONS
Over white
(other primary palette
colors are acceptable)
Single color
(black)
Over dark backgrounds
(white)
In certain situations, such as promotional
materials or certain design layouts, the
positioning statement may work well when
displayed apart from the logo. It displays well
over white or black, and can be displayed in a
single color when certain media requires it.
X
X
X
X
X
CLEAR SPACE
Use the clear space formula to ensure the
integrity and functionality of the positioning
statement at all times.
8pt
.6”
MINIMUM SIZE
The positioning statement loses impact and
functionality when used too small. Try to
choose promotional items and layouts which
allow the minimum size to be upheld.
Built to Lead.
Do not re-typeset the statement.
Use approved art files only.
Do not display in colors other
than the primary palette.
INCORRECT USAGE
In order to maintain the integrity of
the positioning statement, avoid
inconsistencies in its use.
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