The logo is the keystone of the Amino brand and consists of two elements: the mark and the logotype. The current version of the logo is a Phenotypes-based evolution of previous versions. While it aims to maintain a connection to the past, the Amino logo is now a better representation of our brand attributes—clarity, confidence, and optimism.
The Amino logo is Phenotypes through and through, which creates a high degree of cohesion between the brand identity and the context in which it appears, whether that’s an interactive product screen or a printed pamphlet.
The full-color lockups (mark + logotype) above are the preferred treatment of the Amino logo. The one with dark purple text should be used on a white or very light gray background. The one with white text (a.k.a. reversed) should be used on dark purple, dark gray/black, or any other color that is dark enough to provide sufficient contrast with the logo and complements the colors of the mark.
It’s acceptable to use the mark alone, but don’t use the logotype alone. Common circumstances for this include app icons, account avatars, and branded merchandise. Make sure the mark has enough space around it (see clear space guidelines below), and make sure there’s adequate contrast against the background color.
In situations where the full-color versions of the logo won’t work (e.g. on top of a photo or other background that can’t be controlled), single color versions are available. Files are provided for both mark alone, as shown above, and for lockups with the logotype. They’re also great when a physical medium is inherently colorless, like a stamp or etching. You can change the color and opacity of these mono logos, as long as there’s sufficient contrast with the background and surrounding elements.
The logo has been lovingly crafted using Phenotypes principles as a starting point and optical adjustments for balance and polish. The logo is built using the modular scale for proportions, sizing, and spacing. The mark’s color palette is chosen from Phenotypes colors. The logotype is based on Sailec (medium weight) with some modifications. If you’re curious, here are some construction notes to go with the diagram above:
a = c / (8/7)^14
b = a / (8/7)
All that said, please don’t do weird stuff with the logo. To ensure that the logo appears consistently and proudly, use the provided files as they are. While it’s fine to resize the images to suit your needs, don’t change colors, spacing, proportions, or other attributes that make the logo what it is.
Always surround the logo or mark with ample clear space (the minimum clear space is shown above). Here are some more guidelines for using the Amino logo with best results:
And some logistical suggestions: