Logo

Primary logo

Volue spelled out, with a nine-faceted circle as the ‘O’, is our primary logo. The O subtly conceptualizes the essence of our products; the way we use enormous amounts of data to reveal the big picture to our customers. This typographic approach makes for a strong, clean logo inheriting the essence of Volue in it’s simplest form, right at the core – integrated in the company name itself.

The O transforms between seven data points at it’s lowest, to infinity, which makes a full, smooth circle. Nine data points, as seen in the primary logo, is the default state, and is the static version of our logo. Nine sides makes a faceted circle to tell our essence, as well as it is enough to easily be perceived as the O.

This feature requires the O to attract the attention while being part of the whole. Technically, this is solved by aligning the x-height to its inner form to balance visually with the other letters while still standing out as more significant – the focus point of our logo.

Logo symbol

We've defined a secondary version of our logo for use in small spaces, e.g. in social media.

The O is extracted from the logo, and used as a standalone symbol.

The logo symbol should only be used in cases where the primary logo is not suitable. The logo symbol is not an optional substitute for the primary logo, nor should it ever be used as a graphic or decorative element.

Logo states in animation

In animation and interactive experiences the O in the logo is dynamic, and can transform from seven data points at its lowest, up to an infinite number of data points to make a perfect circle.

Our states go in steps from 7 sides through 9 and 11, up to 13 data points and then to a circle. Beyond 13 data points the shape is optically percieved as a circle, with too small details to distill. The steps are in odd numbers to always have a flat base at the bottom of the shape, and a single spike at the top of the shape.

Nine data points is our default logo, for all static use. It’s our main logo and is never to be changed.

Logo colours

It is important to remember to have good contrast between the logo and the background. To work with both light and dark backgrounds, we have defined two logo colours; Volue Deep and white.

On Volue Deep and other dark coloured backgrounds we use the logo in white. On white and other light coloured backgrounds we use the logo in Volue Deep.

When using the logo on an image background you should always choose a calm, clean photo, without too many details disturbing the logo.

For most images a logo in white is the optical preference, but for very light images, the white logo has too low contrast, and a logo in the Volue Deep colour is preferred.

In some cases, where the logo is placed in close context with black text for instance, the logo can also be used in black colour – but in general, we prefer to use the logo in the Volue Deep colour.

In case colour printing is not available, the logo is printed in solid black.

Clear space

We should always ensure enough clear space around the logo, for it to stand clear as a strong mark. The minimum clear space is equivalent to the size of the O in the logo. No other items should be placed within the clear space shown below.

Positioning and sizing

As a general rule the logo should be placed in the corner – preferably the upper left corner, but can also be placed in the upper right or one of the bottom corners if that is more appropriate.

An exception is on our website, and surfaces with responsive width, where the logo is top centered. For surfaces where logo is the standalone element, the logo can be center-aligned to the format – horizontally and vertically, e.g. the back side of a business card.

The minimum size defined for the logo is 15 mm width. Applying smaller sizes than this will highly reduce the appearance and perception of the logo, so this is to be avoided.

The size of the logo should always be considered to each individual cause, and size of the format it appears in. A rule of thumb is that a centered, standalone logo should be 50% of the width of the format.

When the logo is used as a signature in communication, a general rule should be that the logo should be between 5–10% of the width of the format, depending on the purpose and balance in the communication.

For example; our product sheet templates are designed in A4 format, with the logo as a signature in the upper left corner in a width of 16,25 mm. This equalizes to about 7,5% of the width of a A4-sized document.

The margin should equalize to between 5%–10% the width of the shortest edge of the format. The size of the margin should be considered to each individual case, depending on size, content and context.

In cases where it's not possible, or inappropriate, for the logo to be placed as specified here, the logo should be placed where it is the most appropriate for that instance. Remember to keep enough space around the logo for it to be a clear signature.

Incorrect use

The logo is our signature and the most important identity asset. It is therefore important that we use this correctly in every instance. The logo should always be used in 1:1 proportion, and in our defined logo colours.

Here are some examples of incorrect use of the logo, which we should avoid doing.

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