About the Logo

The Newton logo is a mark that represents the brand voice and tone in all means of visual communication. The logo is a visual embodiment of Newton’s mission, product, services and persona. The logo has been strategically designed with these considerations in mind.

Logo Variations

Lettermark / Favicon / Avatar

The Newton lettermark is primarily used for favicon and social media avatar purposes. Additionally, this variation can be used for some merchandise applications instances.

Contact your designer to access these files.

Logotype (Primary Mark)

The Newton logotype is the primary mark for Newton Software. It is used in most branding applications and visual communication instances.

Newton + Tagline Combination Mark

The Newton and tagline combination mark can be used to strengthen promotional downloadables and promotional / campaign assets.

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Newton + Paycor Combination Mark

The Newton + Paycor combination mark can be used to strengthen corporate promotional items and cross-promotional communications.

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Logotype Knockout

The Newton logotype knock-out is used in most branding applications when the primary logotype mark is not easily distinguishable.

Logo Spacing Specifications

Lettermark / Favicon / Avatar

When using the lettermark, make sure it is at least one frame’s width apart from other elements. For example, if the logo measures 60 pts wide, make sure there is at least 60 pts of space between other elements.

Logotype (Primary Mark)

When using the Newton logotype, use the ‘O’ as a spacing device.

For example, if the logotype is 60 pts tall, use at least 60 pts of space bewteen the logotype and other elements on the page.

Tagline Combination Mark

When using the Newton tagline combination mark, use the ‘O’ as a spacing device.

For example, if the logotype is 130 pts tall, use at least 60 pts of space bewteen the logotype and other elements on the page – starting from the baseline of the tagline.

Paycor Combination Mark

When using the Newton-Paycor combination mark, use the ‘O’ as a spacing device.

For example, if the logotype is 130 pts tall, use at least 60 pts of space bewteen the logotype and other elements on the page – starting from the baseline of the Paycor logo line.

Logotype Knockout

When using the Newton logotype knockout, use the ‘O’ as a spacing device.

For example, if the Knockout and frame is 180 pts tall, use at least 60 pts of space between the knockout frame and other elements.

Logo Application + Placement

White + Light Backgrounds

The Newton logo must be represented in Newton Pink or Newton Dark against solid, light-colored backgrounds. Alternatively, the logo may be represented in black when designing in grayscale for print.

Medium Grays

Avoid placing the logo over 50% gray backgrounds. If this is unavoidable, represent the logo in true black on 50% gray backgrounds.

Dark Grays + Blacks

The Newton logo must be represented in Newton Pink or White against solid, dark-colored backgrounds.

Over Simple, Clean Raster Images

The Newton logo must be represented in Newton Pink or Newton Dark against simple, low-complexity raster backgrounds.

Over Busy, Complex Raster Images

The Newton logo must be represented in Newton Dark or White against busy, high-complexity raster backgrounds. The logo knock-out alternative should be used whenever possible.

Logo Restrictions + Misuse

Newton Lettermark Restrictions

The Newton lettermark can be used as a social sharing icon or as a social media profile image but, the lettermark should never be separated from it’s frame and should never be sized down below 15 pts by 15 pts.

Additional Logo Misuse Examples

  • Never re-color the Newton logo.
  • Never disproportionately scale letters or parts of the logo.
  • Never space, rearrange, kern or track out different letters in the logotype.
  • Never reflect or flip the mark upsidedown (unless absolutely necessary for glass, printing, etc.)
  • Never warp, distort, stretch, squish, bend, arc skew or shear the logo.
  • Never apply a drop shadow, outer glow, stroke, outline, frame or 3D effect.
  • Never texture the logo or weather it.
  • Never align the logo flush to the corners of a page or layout. Always, give the logo space (as mentioned in the ‘Logo Specifications’ section of this page).
  • Never crowd the mark, cover it or run text or images over it.
  • Never rasterize the logo or use it in a low, pixelated resolution.

That’s a Wrap

Contact your marketing designer for additional information regarding logo use.

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