This is our masterbrand identity - the key way of identifying Wiggle.
The identity should always have room to breathe. Generally this is determined by the width of the Wiggle Icon’s head.
When comms lines are locked up with the logo they should adhere to the exclusion zone, like in the example below.
There will be a few occasions when space does not allow for the stacked Wiggle Identity. In these instances the landscape identity should be used. This should only be used in extreme circumstances however, for example, a pen.
As with the core Wiggle Identity, the exclusion zone is determined by the width of the Wiggle Icon’s head.
As with the core Wiggle Identity, the minimum recommended width of the wordmark is 12mm, so the full minimum width of the landscape identity is 18mm, or 68 pixels wide for web.
When it is not possible for the Wiggle Identity to sit on a flood of grey, it should be placed within the Wiggle tab to avoid it sitting on other colours. There are two depths of tab, one for the core Wiggle Identity and a deeper one that can be used both to allow space for a comms line below the Wiggle Identity, or for Product and Service Channel descriptors.
The Wiggle Tabs are a fixed asset and as with the Wiggle Identity should not be adapted in any way. The position of the Wiggle Identity within the tab should never be moved or altered. The only element that may be changed is the comms line, or Product and Service Channel.
The Wiggle Tab can be positioned as you see fit, so long as you adhere to the exclusion zone and minimum use rules. When appropriate the Wiggle Tab can be locked on to the top of a shape, breaking the exclusion zone for the top of the tab in this one instance.
The minimum size of the Wiggle Identity and Wiggle Product and Service Channels remain as previously stated. Therefore the minimum size for the Wiggle Tabs is 14.7mm and 22mm, or 56 and 83 pixels.
The exclusion zone for the Wiggle Tab is the width of the Wiggle Icon Head. This rule is also followed within the device when positioning comms lines below the Wiggle Identity.
When the Wiggle Identity is in a dual branding scenario, the Wiggle Tab provides a natural barrier from other identities interfering with the Wiggle brand. Please ensure the Wiggle Tab adheres to the exclusion zone rules and has space to breathe.
Below are examples of correct usage of the Wiggle Identity. These apply across all versions of the Wiggle Identity.
Below are examples of incorrect usage of the Wiggle Identity. These apply across all versions of the Wiggle Identity.
The Wiggle Brand is made up of the three colours listed below. Wiggle Grey should wherever possible be 90% black (K 90). Where this isn’t possible, pantones are listed. These are not a perfect match however and should not be used as the default colours.