BRAND

Fairfax & Favor are a global brand. Their logo identifies the brand to the wider audience. It is crucial that it is used in the right context, following the rules outlined below and only with the explicit permission of Fairfax & Favor themselves.

SVGs (Scalable Vector Graphics)

We use SVGs for Fairfax & Favor logos. This is so there is never a compromise on quality - the logo will look crisp from thumbnail size right up to billboard signage. We encourage anyone using the logo to use the SVGs in this page rather than any alternate formats such as JPG that are pixel based or may include compression and loss in quality.

Primary Logo

The most commonly used logo by Fairfax & Favor is the centre aligned crown & shield with name and 'England' below. This is always on a white or isolated background. Where a white background cannot be used, one of the 4 alternatives are available. If in doubt, please check with Fairfax & Favor to ask which can be used with the design context you are supplying.

Alternate Versions of the Primary Logo

It's not always possible to use the isolated primary logo depending on context. The primary logo can be used inverted on the brand navy background or simply in black and white (but only where colour is not available - do not use greyscale). The pure brand gold alternative is to be used very sparingly and for the absense of doubt, permission should be sought with Fairfax & Favor before publishing this.

Secondary Logo

The Fairfax & Favor Shield logo is considered their secondary logo. Typically this is used in contexts where less space is available. The primary logo should always be used unless there is a reason not to. Similarly to the primary logo, the white or isolated background logo should be used unless the context requires a dark background, in which case the brand navy background would be used.

Tertiary Logo

The left-aligned Fairfax & Favor logo is rarely used anymore. Similarly to the secondary, shield-only logo, this is only to be used where space is an issue. The centre aligned logo should always be used as the most instantly identifiable brand logo. Before use, we encourage you to request permission from Fairfax & Favor to use this alternative, specifying the reason.

Clear Space

The grey striped area indicates a safe zone. Other graphical and visual elements can be safely positioned in this safe zone.

The white space surrounding the logo, between the dashed lines, indicates the clear space. This clear space must be kept free of all other graphical and visual elements

To calculate the white space, it is proportially 20% or 1/5 of the entire height. E.g. if the logo is 80mm in height, the white space will be 20mm in height (and width to match). It is roughly equal to the height of the letter F shown twice within the logo.

Best Practices

To ensure the brand logo is not the victim of aesthetic vandalism, the general rule to abide by is: do not change, alter, modify any part of the logo. Some examples of logo misuse are shown below.

Fonts - Do not use any other font, no matter how close it looks to the Fairfax & Favor brand typeface. Read the typography section for more.

Sizing - Do not stretch or squash the logo. Any resizing must be proportional to the original.

Colours - Do not change the colours or order of colours from those specified in these guidelines. Read the colour section for digital and print colours.

Rotation - Do not rotate, angle, tilt, skew or change the logo positionally from it's native horizontal alignment.