Our Identity
The Waddell identity pairs the primary wordmark with a standalone W mark. The mark’s forward forms suggest momentum, connection and progress. Use the artwork exactly as supplied so its proportions and spacing stay consistent.
Primary Logo
Use the full Waddell logo as the default expression of the brand. It should lead on websites, proposals, reports, signage and partnership material. Use the standalone W only when space is limited or the Waddell name is already clear. Never redraw, crop or rearrange either asset.
20 mm or 50 px
MINIMUM SIZE
For legibility, keep the full logo at least 20 mm high in print or 50 px high on screen. At smaller sizes, use the standalone W mark only when its meaning is clear.
Clear Space
Give the logo enough clear space to remain distinct. Use the spacing shown in the diagram as the minimum and keep type, imagery, partner marks and page edges outside this area. More space is always acceptable.
Dark & Light Applications
Use the dark logo on light backgrounds and the light logo on dark backgrounds. Choose the version with the strongest contrast. Do not place the logo over busy imagery, add effects, recolour it, stretch it, rotate it or alter the spacing between the W mark and wordmark.
Standalone W Mark
The standalone W is for compact applications such as social avatars, favicons and small-format branding. Use only the approved dark or light artwork and preserve its proportions. Where the audience may not recognise the mark, use the full primary logo.
