Designing the Brand Identity Lockup

A logo lockup is the specific arrangement of a brand's visual identity components into a unified mark. For most brands, this means the relationship between the symbol (if one exists) and the wordmark. For some brands, it also includes a tagline or descriptor. The lockup is the default state of the brand as it appears in most applications.

Getting the lockup right is as important as getting the individual components right. A well-designed symbol and a well-designed wordmark can fail as a lockup if their relationship is wrong.

The Core Relationship

The central decision in a lockup is how the symbol and wordmark relate to each other. The fundamental options:

Horizontal lockup. Symbol to the left of the wordmark (or occasionally right). The most common configuration. Works well when both elements are similar in height and when horizontal space is available.

Stacked lockup. Symbol above the wordmark. Works well when the symbol is wider than it is tall, when the wordmark is significantly longer than the symbol, or when the context favors a more square or vertical composition.

Integrated lockup. The symbol and wordmark are designed as a single unified element, not separate components placed near each other. This requires that the symbol and wordmark share geometric or visual characteristics. The result is the most cohesive possible lockup but also the least flexible.

Most brands need both horizontal and stacked versions, because different applications favor different proportions.

Sizing the Relationship

The sizing relationship between symbol and wordmark is a critical judgment. Too small a symbol relative to the wordmark and the symbol reads as a decorative accent. Too large and the wordmark becomes secondary. The right sizing depends on the relative visual weight of each element and the intended emphasis.

My starting point: size the symbol so that its optical height is equal to the cap height of the wordmark. Adjust from there based on the visual weight of each element. A very bold, heavy symbol may need to be slightly smaller than cap height to avoid overwhelming the wordmark. A fine, delicate symbol may need to be slightly larger to hold its presence.

Spacing Between Components

The space between the symbol and wordmark in a horizontal lockup, or between the symbol and wordmark in a stacked lockup, needs to be derived from a consistent unit. I typically use the cap height of the wordmark as the spacing unit: the gap between symbol and wordmark equals one cap height.

This spacing can be adjusted based on the visual weight and character of the elements, but having a baseline unit derived from the typography ensures the spacing feels intentional and relates to the rest of the mark's logic.

The Clearance Zone

Every lockup needs a defined clearance zone: the minimum space that must be maintained between the lockup and any other element. This prevents the lockup from being crowded by nearby content, which compromises its legibility and visual integrity.

I define clearance zones using the same unit as the lockup's internal spacing: typically one cap height on all sides. The clearance zone is shown in the brand guidelines as a diagram, not just described as text.

The Tagline Integration

When a brand has a tagline that needs to appear with the lockup, the tagline is typically set smaller than the wordmark, below the wordmark, aligned to either the wordmark's left edge or centered on the wordmark.

The challenge is making the tagline look like it belongs to the lockup rather than being appended to it. I achieve this through:

• Consistent typographic relationship with the wordmark (same typeface family, usually lighter weight)
• Spacing that relates to the lockup's internal spacing unit
• Size that's clearly subordinate to the wordmark (typically 30-40% of wordmark cap height)

A lockup with a well-integrated tagline is a more complete brand communication than the mark alone. A lockup with a poorly integrated tagline looks like the tagline arrived after the design was finished and had to be attached somehow.