Kew logos for download
Below are the main new logos for you to use. Click on the logo you require for a selection of logo variations and file formats.
It is essential that you check whether a logo is appropriate for a certain use.
If in doubt please consult the Kew Brand Guidelines (pdf)
Kew masterbrand logo
This is most important visual representation of the Kew brand. It is Kew’s leading icon and so operates at the top of the hierarchy.
The ‘Plants People Possibilities’ strapline has a fixed relationship with the masterbrand logo. It should never appear alone or combined with any other graphic elements on communication. It will sit with the Kew logo to give greater understanding of the organisation.
Logo application
Where possible the spot colour version should be used. Full colour variants should always be used on tonally light backgrounds. When the logo appears on tonally dark background or image the white version should be used.
The strapline is a fixed element of the masterbrand logo its colour is dictated by the version of the ‘Kew’ element. It is either whiteout or grey (PMS 432). The strapline may only be dropped from the Kew icon if clarity can not be ensured, i.e. stitching and size. The version without the strapline is available for download here.
Download Kew logosWakehurst Place
Underneath the masterbrand logo we have a series of related logos that are identities for destinations, such as Wakehurst Place, or initiatives like the Millennium Seed Bank Partnership. Each one of these is used with the masterbrand logo in a specific way, see ‘ Relationship of elements’, in the Brand Guidelines.
Logo Application - Wakehurst Place
Where possible the green (PMS 7483) version should be used, although only on tonally light backgrounds. When the logo appears on a tonally dark background or image the whiteout version should be used.
Millennium Seed Bank
Logo Application - MSBP
Where possible the 4 colour logo should be used although only on tonally light backgrounds. When the logo appears on tonally dark backgrounds the whiteout version should be used.
Endorsements - Kew crest
The Royal Crest is used as an endorsement to the masterbrand. If only one logo is possible the masterbrand should be used.
Logo Application - Crest
Where possible the grey (PMS 432) version should be used, although this should only appear on tonally light backgrounds. When the logo appears on tonally dark backgrounds the whiteout version should be used.
World Heritage Site
As Kew Gardens is now a World Heritage Site we want to communicate this on all materials. This qualification should be placed under the Royal Crest. This logo version must only be used on Kew Gardens specific communications.
Logo Application
Where possible the grey (PMS 432) version should be used on tonally light backgrounds. If it must appear on tonally dark backgrounds the whiteout version should be used.
