Our writing style guide is where you’ll find fascinating insights such as when to use an em-dash, how to spell PhD and where we stand on exciting grammatical dilemmas including when to use italics, how to handle possessives and the ups and downs of capitalization. Refer to it here (internal only).
The Top Hat logo has been carefully crafted. It is the core symbol of our brand identity and the principal visual reference for our audiences. For this reason, consistency of logo use is imperative.
The Top Hat mark consists of five squares arranged to form a T (three purple and two pink), with negative space to form an H. The wordmark is set in Replica Bold, with a square notch in the H. The monocolor version is different, and adds separation to preserve the use of two colors from the full-color version.
The lockup is the preferred option for Top Hat branded materials. It should be used whenever possible.
The wordmark is used when space is limited, or when the layout requires a horizontal logo.
This version is only used when a full-color application isn't possible. It should never be used as the default.
The Top Hat brand icon can be used independently from the wordmark, but only if the wordmark or full logo is clearly visible elsewhere on the material.
Our brand needs to remain consistent at all times. If you are using the Top Hat logo, wordmark or icon properly, there is no reason to modify them. Here are some tips.
Use the full color lockup whenever possible
Do not stretch the logo vertically
Do not stretch the logo horizontally
Do not rotate the logo
Do not fade the logo
Do not make the full-color logo one color
Do not grayscale the logo
Do not modify the logo's colors
Do not modify the elements of the logo, icon, or wordmark
Do not add drop shadows, strokes or other treatments to the logo
Do not place the logo on a busy background
Do not place the logo on a purple or pink background
Miniumum Sizes and Safe Margins
Given the different permutations of our logo along with viewing distances, printing processes and resolutions, here are some recommendations for minimum sizing. It is your job to ensure that, once produced, all the elements and features of the logo are clearly legible and accurate.
When reproducing the logo in print, the minimum size is 0.625". For online use, the minimum size is 100 pixels at 72 dpi.
To ensure correct reproduction, Pantone, CMYK, RGB, HEX numbers have been assigned to the colors noted. Please refer to the color breakdown values as listed in each swatch.
Top Hat's corporate colors are used in our main communications.
Top Hat Purple
Top Hat Pink
Top Hat's secondary colors are used for expression.
We use Source Sans Pro whenever possible. It is a sans serif typeface intended to work well in user interfaces. It's free on Google Fonts.
Writing Style Guide
Writing for Top Hat? You might need an in-depth breakdown of the rules and regulations surrounding our grammar and house style.