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Brand

When working with the Login.gov brand, follow these guidelines to ensure you're representing the product in a consistent way across all mediums.

Consistent and repeated use of the logo and lockups will establish equity and strengthen the visual identity of Login.gov. To ensure consistency, it is critical that every person who uses the logo does so in accordance with the guidelines that follow, regardless of personal preference.

The shield and wordmark

The Login.gov logo is the cornerstone of our brand. Whenever possible, the red and blue version should be used. A white (or reverse) version can be used on a dark background.

Login.gov logo

Login.gov logo

Whitespace

The logo should always be surrounded by generous white space. The diagram below defines the minimum amount of clear space needed, which is based on the cap-height of the typography.

Login.gov logo spacing diagram

Minimum size

Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application.

Login.gov logo minimum size diagram

Logo Usage

Incorrect color usage

For optimum legibility and brand consistency, the logo should never be used in white with a light background. Conversely, the standard logo should never appear on a dark background.

Login.gov logo

Login.gov logo

Do not outline. Login.gov logo outlined
Do not skew. Login.gov logo skewed
Do not apply effects. Login.gov logo with effects
Do not adjust spacing. Login.gov logo spaced
Do not apply drop shadows. Login.gov logo shadowed
Do not distort. Login.gov logo distorted
Do not apply brand colors. Login.gov logo brand colored
Do not apply gradients. Login.gov logo gradiented
Do not rotate. Login.gov logo rotated
Do not mask images or graphics. Login.gov logo masked
Do not use additional colors. Login.gov logo colored
Do not separate the shield from the wordmark. Login.gov logo separated

Tagline

Taglines help to create a continued, consistent brand messaging. Login.gov has created a plain language tagline:

“The public’s one account for government.”

This tagline is meant to be used alongside our logo and other marketing materials to simply describe our program.

design.login.gov

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