Identity
Logo
The WLO logo is the cornerstone of our identity. Used consistently, it carries the weight of every conversation we have with the market. Use the variant that fits the context, respect the clear space, and never recreate it by hand.
Primary Logo
The cornerstone of the WLO identity. Use this everywhere there's space for the full mark.
Primary Logo — Horizontal
Compact alternative for wide, narrow spaces — page headers, email signatures, document footers.
Secondary Logo
Just the WLO wordmark — for compact uses where the WE LEAD OUT line would be illegible. Fallback, not default.
Brand Icon
The minimal monogram. Favicons, app icons, social avatars, watermarks. Use only in highly branded environments where the audience already knows WLO.
Clear space
Preserve a margin around the logo equal to the height of the icon — this acts as a protective buffer so the logo never feels crowded. No text, image, or graphic element should encroach.
Do
- ✓Use the approved logo files and maintain correct proportions when scaling
- ✓Place the logo on backgrounds with sufficient contrast
- ✓Respect the clear space — equal to the height of the icon
- ✓Use the Primary Logo wherever the full mark fits
Don't
- ✗Don't stretch, distort, or rotate the logo
- ✗Don't change colours, apply drop shadows, or add effects
- ✗Don't place the logo on busy or clashing backgrounds
- ✗Never recreate or alter the logo — always use the source files