Brand guidelines

How to identify a correct logo

The examples below show logos which have been redrawn and others which have had elements such as the circles or typeface redrawn.

The organisation has two versions of the logo that have been redrawn to appear optically correct dependant on their use. You can also find examples which illustrate when the wrong version of the logo has been used.

Common mistakes illustrating the use of incorrect logos on branded goods can be seen at the bottom of the page.

Redrawn logo (circles)

The four circles have been moved. The space between them has been increased.


Redrawn typeface

The type has been redrawn. The British Council logo uses a customised font. Certain characters have been altered to make the type more effective as a unit. Using the red lines look at the differences between the type on the three logos. The bottom two logos show the most common errors.


Incorrect version of the positive logo used

The negative (white) logo has been used as a positive. Note the increased space between the circles.


Incorrect version of the negative logo used

The black (or positive) logo has been used as a negative. Note the decreased space between the circles.


Incorrect logo examples

Top left. The logo has been redrawn. Compare the shapes of the letters to a correct version, and also note the space between the circles.

Top right. The foil embossing technique has caused the logo to spread, making the circles appear to touch. This should have been highlighted by the printer and the artwork adjusted accordingly.

Bottom left. The process used to produce this USB stick has caused the lettering to shrink. Always be careful when producing text in relief as the depth can cause unsightly shadows. The logo is also reproduced too large and is too close to the edge of the USB stick.

Bottom right. The screen printing technique used to print onto glass has been poorly executed, causing the logo to smudge.

Incorrect examples