Logotype
The International logotype is one of our most important identity assets. The diamond shape has been a representation of the International brand since 1986. Combined with a customized wordmark, the optimized symbol creates a distinct and impactful logotype, with the center space of the symbol visualizing a road.
The logotype is our sign-off or endorsement. It’s always positioned in a way that telegraphs authority and trustworthiness — core tenets of the International brand.
Lockup
The International lockup is a combination of the symbol and wordmark. Together they become the strongest carrier of our brand. The lockup must never be altered, colored, or combined with any other names or elements.
The lockup is carefully constructed and visually balanced. Always use the provided lockup file.
Symbol
Our symbol acts as a representation of the International brand in its most reduced and simplified form. It can be used as an endorsing mark or as a sign-off but should only be used as a standalone element when the International context is already evident.
The symbol must never be altered, colored, or combined with any other names or elements. The symbol is carefully constructed and visually balanced. Always use the provided symbol file.
Symbol
Optimization
COLOR
The logotype is only used in either black or white to achieve maximum contrast to any given background.
Black
White
Clearspace
The clearspace of the International symbol and lockup provide adequate space to ensure visibility and establish a clear hierarchy in relationship to additional design elements.
The clearspace is equal to the height of the symbol, marked by 'X'. The defined clearspace is a minimum and should be increased wherever possible.
Placement
The logotype is primarily placed in alignment with the left-hand margin, at either the top, middle, or bottom, depending on the content of the application. In some instances, due to content and format restrictions, it can also be placed in the secondary position, aligning with the right-hand margin.
Occasionally a centered logotype is preferred, but the primary and secondary placements are the most commonly used.
Primary & secondary placement
Specific use cases
Sizing
Lockup
Ensure the lockup is scaled appropriately for clarity and visual balance. The recommended width is 20–60% of the format's shortest side. For portrait formats, this means the width; for landscape, it means the height.
If needed, adjust the lockup in 10% increments. Use practical judgment to avoid it becoming too dominant or compromising legibility/visibility.
Portrait format
Landscape format
Symbol
Ensure the symbol is scaled appropriately for clarity and visual balance. The recommended width is 4–12% of the format's shortest side. For portrait formats, this means the width; for landscape, it means the height.
If needed, adjust the symbol in 2% increments. Use practical judgment to avoid it becoming too dominant or compromising legibility/visibility.
Portrait format
Landscape format
App icons & avatars
In digital applications for avatars and profile pictures, we utilize the International symbol. The width of the symbol is equal to half of the width of the format.
The symbol is centered and optically adjusted vertically for optimal representation.
Construction
Square
iOS
Circular
Usage inspiration
Below are indicative visual examples of how to use the logotype. These examples should be used as inspiration, informing both employees and partner agencies how to use the brand identity. While these images show best practice, they may not accurately represent how specific applications look in reality.
