Logos, wordmarks, and icons


Logos: Primary | ISO | Co-branding/co-marketing | Incorrect usage | Canada

Wordmarks: Guidelines | IDEXX Water Academy | IDEXX Learning Center

Icons: Guidelines

Primary (black and white; color)

Feature logo prominently on a white field whenever possible.
 

Guidelines
  • The IDEXX logo is our most recognizable symbol. It represents our organization’s mind set and public image, its values, and is a graphical summary of the company 'brand.' The IDEXX logo is the only logo in the company.
  • For one-color printing (e.g., packaging, faxes, and user manuals), the logo appears in black. For building signage and apparel, the logo can appear in white, ensuring that the logo is clear and easy to read.
  • Showing the logo as a 50% screen of black is also within guidelines. This shade is closest to our corporate color, PMS Cool Gray 7.
  • Always ensure proper contrast between logo and background.
  • For some applications, it may not be possible to use the logo on a white background (e.g., product labeling, user interface, digital banner ads, and apparel). Unless otherwise noted, exceptions require approval from Marketing Communications.
  • Clear zone. A minimum amount of clear space (free of text and graphics) equal to the height of the “I” in “IDEXX” (I-height) must surround the logo.
  • Minimum size
    • Print: Minimum width 0.875˝ (22 mm)
    • Digital media: Minimum width 100 px
  • Never convert the logo directly from CMYK to RGB in design software. Instead, use the already converted art file provided by IDEXX.

ISO and IDEXX ISO logos

IDEXX has earned two ISO certifications for its facilities in Westbrook, Maine.
  • ISO 9001—For quality management standards
  • ISO 14001—For environmental management standards

There are both ISO and IDEXX ISO logos.


Guidelines
  • Clear zone. A minimum amount of clear space (free of text and graphics) equal to the height of the “I” in “IDEXX” (I-height) in the IDEXX ISO logo or the “I” in “ISO” in the ISO logo must surround the logo.
  • Minimum size
    • Print: Minimum width: 1″ (25 mm)
    • Digital media: Minimum width: 100 px
  • Orientation. For the IDEXX ISO logo, choose the vertical orientation whenever there is enough vertical height (at least one I-height) above the “IDEXX.” Use the horizontal treatment only when this is not possible.
  • Color. Apply the logo consistently on a white field in gray and red. When not possible (apparel, etc.), approval is required from Marketing Communications. For one-color printing, the logo appears in black.

Co-branding/co-marketing

For IDEXX employees, reference our co-branding/co-marketing policies and procedures on the Intradexx before entering into any agreement. The documentation will provide guidelines on placement of the IDEXX logo near or paired with another company’s logo. Doing so requires permission via Marketing Communications.

Incorrect use

Do not:

Rotate the logo

Use the logo as text

Use the old logo

Combine the logo with a product name

Use any other colors

Change the design of the typeface of the logo

Add a drop shadow to the logo

Modify the proportions of the logo

Apply the logo to an image background or a colored background*

Reduce the logo to less than 0.75 on print

*Exceptions require approval from Marketing Communications.

Canada (black and white; color)

Feature logo prominently on a white field whenever possible.
 

Guidelines
  • For one-color printing (e.g., packaging, faxes, and user manuals), the logo appears in black. For building signage and apparel, the logo can appear in white ensuring that the logo is clear and easy to read.
  • For some applications, it may not be possible to use the logo on a white background (e.g., product labeling, user interface, digital banner ads, and apparel). Unless otherwise noted, exceptions require approval from Marketing Communications.
  • Clear zone. A minimum amount of clear space (free of text and graphics) equal to the height of the “I” in “IDEXX” (I-height) must surround the logo.
  • Minimum size
    • Print: Minimum width 0.875˝ (22 mm)
    • Digital media: Minimum width 100 px
  • Never convert the logo directly from CMYK to RGB in design software. Instead, use the already converted art file provided by IDEXX.

Creating logos for IDEXX entities, such as products, portfolios as well as departments and teams, is prohibited. Instead, use the wordmark type treatment shown at right. A wordmark is a text-only typographic treatment of a name used for purposes of identification and branding.
 

Guidelines
  • A wordmark tells the viewer exactly what something is or is about. Wordmarks are primarily used on merchandise, but they can also be found on IDEXX products and their packaging.
  • Wordmarks should not be used in body copy or headlines.  When the product name is used as a headline, use the appropriate headline typeface, style, and color outlined in the Fonts, types and trademarks section. In body copy, the name follows the same typeface, style, and color as the rest of the text.
  • A wordmark may include a descriptor, but it must appear in the same text as the wordmark, as shown to the right.

IDEXX Water Academy

The IDEXX Water Academy is a learning resource for IDEXX Water customers. Brand guidelines for using the IDEXX Water wordmark are detailed below.

Guidelines
  • Clear zone. A minimum amount of clear space (free of text and graphics) equal to the height of the “I” in “IDEXX” (I-height) must surround the wordmark.
  • Minimum size
    • Print: Minimum width: 1.25″ (32 mm)
    • Digital media: Minimum width: 120 px
  • Colors. Our wordmarks are available in PMS Cool Gray 7, white, and black.
  • When the wordmark appears in written copy, it should follow the same typeface, style, and color as the rest of the text. IDEXX should appear in all uppercase letters.
     
Never do this
  • Create logos for courses or training programs. Other subbrands generally detract from the IDEXX brand.
  • Use the IDEXX logo within the name.
  • Repeat "IDEXX" within close proximity of the IDEXX logo, unless it is required for a trademark.
  • Use a tagline with the name.
  • Convert the wordmark directly from CMYK to RGB in design software.
     
Applications guidelines
  • Use IDEXX Water’s color palette on applications for easy identification.
  • For tradeshow artworks, please contact the IDEXX Learning Center and Tradeshows team.

IDEXX Learning Center

The IDEXX Learning Center is a learning resource for IDEXX customers. Brand guidelines for using the IDEXX Learning Center wordmark are detailed below.

Guidelines
  • Clear zone. A minimum amount of clear space (free of text and graphics) equal to the height of the “I” in “IDEXX” (I-height) must surround the wordmark.
  • Minimum size
    • Print: Minimum width: 1.25″ (32 mm)
    • Digital media: Minimum width: 120 px
  • Colors. Our wordmarks are available in PMS Cool Gray 7, white, and black.
  • When the wordmark appears in written copy, it should follow the same typeface, style, and color as the rest of the text. IDEXX should appear in all uppercase letters.
     
Never do this
  • Create logos for courses or training programs. Other subbrands generally detract from the IDEXX brand.
  • Use the IDEXX logo within the name.
  • Repeat "IDEXX" within close proximity of the IDEXX logo, unless it is required for a trademark.
  • Use a tagline with the name.
  • Convert the wordmark directly from CMYK to RGB in design software.
     
Applications guidelines
  • Use the business color palette on applications for easy identification.
  • For tradeshow artworks, please contact the IDEXX Learning Center and Tradeshows team.

Icons

Icons are meant to convey abstract thought and artistically summarize an action, operation, or what is being offered. When people see it, the icon should create an immediate understanding of what the creator/business/website means to express. It helps the viewer to simplify thought and make fast connections.

 

Guidelines
  • All icons require approval by brand manager.
  • Icons may be shown alone or in combination with a wordmark.