Logo and usage principles

The way in which the 3 elements (name, Royal Coat of Arms and colour line) work in practice is illustrated below.

Figure A shows the master version of the logo. This should be used wherever possible.

Secondary logos will sometimes be more appropriate for layout or accessibility reasons. Figure B shows the secondary logo, a landscape version primarily for use online. Figure C shows the large format logo. This version has more detail in the crest and should only be used on applications larger than A2.

The configurations shown below must never be altered. Always use the logo artwork provided.

A. Master logo (portrait)

B. Secondary logo (landscape)

C. Large format logo

Logo sizes

Maximum and minimum sizes refer to the width or height of the Royal Coat of Arms, not the logo as a whole.

To make sure the logo is clear and legible, the Royal Coat of Arms should never appear smaller than 5mm in width in print. The maximum width is 20mm. After that the large format logo should be used.

For digital applications, the Royal Coat of Arms should never appear smaller than 26 pixels in width on screen.

Logo exclusion zone

The exclusion zone ensures the logo is not compromised by other elements and helps it stand out.

For print, the exclusion zone is a distance equivalent to the width of the Royal Coat of Arms around the logo (x in the diagram below). This is the minimum clearance; whenever possible, leave more space around the logo than the exclusion zone.

A. Minimum exclusion zone for print formats

HM print logo exclusion zone

Digital applications are often seen at smaller sizes that do not allow for such a large exclusion area. For these applications, a smaller area equivalent to half the width of the Royal Coat of Arms is accepted.

B. Minimum exclusion zone for digital formats

HM logo Digital exclusion zone

The same rules apply to the landscape and large format versions of the logo.