Logo Colors
Newmark uses two versions of the brand logo, the difference being their colors.
Primary Logo
Black is the primary and required color of the logo. It should be used in any instance where there is a light-color background. The Newmark logo should only appear in black or KO and never reproduced in color.
Secondary Logo
White is the secondary logo color. The secondary logo should be used in instances where the primary logo is not legible when printed in black, e.g., on a dark-color background or over an image.
Primary Logo: Black
CMYK
0/0/0/100
RGB
35/31/32
HEX
#000000
Pantone
Black C
Secondary Logo: White
CMYK 0/0/0/0 RGB
255/255/255
LOGO SHOULD NEVER APPEAR IN ANY COLOR OTHER THAN BLACK/WHITE.
Logo on Brand Backgrounds
The white logo may be used on approved brand color backgrounds including Dark Navy, Royal Navy and Bright Blue, where sufficient contrast and legibility are maintained.
The black logo may be used on approved neutral color backgrounds including Linen, Mist and White.
Logo on Primary Brand Color Backgrounds
DARK NAVY
Logo on Neutral Brand Color Backgrounds
LINEN
ROYAL NAVY
MIST
BRIGHT BLUE
WHITE
Logo Infringements
DO NOT add a stroke or outline; the logo should have only a single-color fill of black or white.
DO NOT fill the logo with blue or any color other than black or white.
DO NOT apply any effects or drop shadowing to the logo.
DO NOT use a black logo over a dark texture or image; the logo should always be legible.
DO NOT fill the logo with a gradient; the logo should be solid black or white.
DO NOT fill the logo with a pattern; the logo should be solid black or white.
DO NOT fill the logo with an image or texture; the logo should be solid black or white.
DO NOT place a logo over a pattern; logos can be placed only on images or textures
DO NOT stretch or elongate the logo.
DO NOT collapse the logo to avoid appearing skewed or condensed.
DO NOT adjust the transparency properties; the logo should be solid black or white.
DO NOT add tagline / team, name / specialty practice, etc. under the logo.
Corporate Logo Placement
Clear Space
At minimum, leave space equal to the width of the letter “W” from the logo around all four sides to ensure its predominance in layout.
Logo Usage Specifications
When deciding specific logo placement use the following based on the application and design
Top-Anchored for Navigation Web, Email (Top Left) Social Media (Top Right)
Bottom-Anchored for Immersion Print, Presentations, Proposals (Bottom Left)
IMMERSION MEDIA
Anything one would page or flip through. Presentations, Documents, Print
Placement: Bottom Left In long-form documents where reading is the primary goal, the logo anchors the bottom left corner. This “Editorial Anchor” clears the top of the page for headlines and content, allowing the narrative to lead.
Primary Use: PowerPoint, Proposals, Whitepapers.
Guideline: Align the logo with the left text margin.
DIGITAL & NAVIGATION
Anything one would scroll through. Web, Email
Placement: Top Left In interactive environments, the logo serves as a homing beacon. We adhere to the universal UX standard of the top-left anchor to ensure intuitive navigation and immediate brand recognition.
Primary Use: Website, Email Newsletters, App Interfaces.
Guideline: The logo must be the first element in the optical hierarchy, aligned to the grid's far-left column.
SOCIAL MEDIA
Anything for a carousel or post. Social Media
Placement: Top Right On social platforms, we must account for the platform’s native UI (profile avatars, handles). To avoid the "Double Logo" effect where our profile picture competes with the artwork, we shift the logo to the opposing corner.
Primary Use: Instagram Stories, LinkedIn Posts, Social Ads.
Guideline: Anchor the logo to the Top Right.
Logo Sizes
To maintain consistency and balance across all applications, the Newmark logo must always be scaled in proportion.
Placement should follow established guidelines from the previous page (anchored to the top-left, top-right, or bottom-left corner with required clear space).
Most Commonly Used Applications
8.5” x 11” (Flyer, Brochure, Book, etc) Placement: Bottom Left
25% MAX = 2.125”
15% MIN = 1.275”
13.33” x 7.5” (Powerpoint slides) Placement: Bottom Left
25% MAX = 1.875”
15% MIN = 1.125”
5” x 7” (Postcard) Placement: Bottom Left
25% MAX = 1.25”
15% MIN = 0.75”
4” x 6” (Postcard) Placement: Bottom Left
25% MAX = 1”
15% MIN = 0.6”
1600px wide / 800px wide (EBlast) Placement: Top Left
23.75% MAX = 380 px @1600px wide
11.87% MIN = 190 px @800px wide
24” x 36” (Poster) Placement: Bottom Left
25% MAX = 6”
15% MIN = 3.6”
NOTE:
If a specific project requires exception, consult the Brand Team for guidance.
1080px x 1350px (Social Media Post) Placement: Top Right
25% MAX = 270px
15% MIN = 162px
How to quickly calculate sizing
Using the horizontal side of your layout increase the logo to full width, then scale down 15%-25%.
Pairing with Client Logos
When using joint logos, the Newmark logo and the client or partner logo should be visually balanced and given equal visual weight, while ensuring Newmark remains the primary brand.
PLEASE DO
- Use same colour logos, white or black
- Use a 1pt stroke line between both logos
- Ensure both logos are visually spaced based on the width of the letter “W”
- Size logos proportionally to achieve optical balance, rather than matching exact dimensions
- Ensure logo pairings feel visually balanced at a glance
AVOID
- Do not resize client logos arbitrarily
- Do not change logo stroke weight
- Do not distort, stretch, or skew logos
- Do not force equal width or equal height across logos
- Do not allow client logos to visually overpower the Newmark logo
Optical Sizing for Client Logos
Client logos vary in proportion and structure (horizontal, square, stacked, or vertical). When paired with the Newmark wordmark, optical balance should take priority over strict height matching.
Square or Compact Client Logos
Square or vertically proportioned client logos may appear visually smaller when scaled to match the height of the Newmark logo.
In such cases:
- The client logo may be scaled up to 2× the height of the Newmark logo
- Logo proportions must remain intact
- The Newmark logo must retain clear primary brand presence
Spacing Rules
For client logo lockups, maintain a minimum clear space equal to the width of the letter “W”.
- Clear space applies to the left and right of the logo lockup
- This spacing ensures correct separation, legibility, and visual balance
- Clear space rules remain unchanged when optical sizing adjustments are applied
