The Levitate brand

Anatomy of a logo

The Levitate logo is made up of two main elements: the “Mark” and the “Type”.

The logo mark is usually placed to the left of the logo type, but may also be placed above the type depending on the needs of your layout (see Variations below).

The logo mark

The Levitate Logo Mark is designed to be a symbolic representation of the word “Levitate.”

The mark consists of a light blue, 2 x 3 plane in an isometric space rotated 45 degrees to the viewer. The plane is casting a dark blue shadow over an invisible floor.

The shadow contains a subtle gradient which gives the mark depth. This gradient is removed when the logo is used at small sizes.

The hidden “L”

It wouldn’t be a Levitate logo without a little magic. The plane’s shadow forms the letter “L” for “Levitate,” making this logo not only a symbolic representation of levitation, but also a clever monogram.

The logo type

The logo type is designed for a clean, friendly look. For this reason, we started with a bold, sans-serif typeface with some personality called New Order.

To further align the type with the brand, the following modifications were made:

• The foot of the “L” is extended to better match the 2 x 3 ratio of the plane in the Mark.
• The dot of the “i” is replaced by a smaller plane. This small plane is referred to affectionately as the “confetti.”
• The feet of the “t’s” are hooked to help give the type forward motion.
• The ascenders on the “t’s” are angled to match the angle of the confetti.

Variations

There are three main variations of the logo:

• A horizontal orientation (Levitate-Logo) is the primary logo and should be used whenever possible
• A vertical orientation (Levitate-Logo-Vertical) should be used when space doesn’t allow for the horizontal orientation. (Note that the “confetti” is removed in this variation)
• A mark-only logo. This is a special variation reserved for places where the name Levitate is visible nearby. For example: as a social media icon, app icon, or favicon

Each variation has a corresponding “small size” version that removes the gradient in the mark and the “confetti” in the type. These should be used when the logo is 200px wide or smaller. For example, you might use one of these variations for a social media profile picture.

Spacing

It’s important to give our logo enough space to stand out. Never crowd the logo.

But how much space should you give it? A convenient unit of measure is built right in: use the width of the letter “L” as your margin.

Consistency matters

Repeated, consistent application is key to a logo’s success. For this reason, it’s important not to modify the logo in any way.

How to use our logos

Whether you’re a partner, a customer or a member of the press, here’s how to show our logo the right way.

Download logos

Each logo comes as an SVG, for print and anywhere it needs to scale, and a PNG. Use the white text and white plane versions on dark backgrounds.

Primary blues

Blue projects a sense of calm, trustworthiness, and safety upon which, we can build happiness.