our logos
Our logo is a reflection of our purpose: to keep people moving forward in their lives. The mark is created by overlapping arrows that denote movement and a future focus. Our logo is at the heart of our visual system, designed to feel engaging and contemporary. It signifies a bold new future for our company. Browse this page for Usage Instructions of our Primary, Secondary and Special Use Logos.
To view co-branded logos for our family of brands, click here.
primary logo
Our primary logo is the positive 3-color logo, shown to the right. It should appear on white, or over imagery that is light in both color and tone.
To maximize impact:
Pay close attention to usage guidelines provided
Always use approved logo files when producing new documents and assets
Do not recreate the logo
secondary logos
Our 1-color reverse logo should only be used on our primary brand colors (as shown with A - Reverse Color), or on imagery which is dark in color and tone (as shown with B - Knockout).
A) Reverse Color
(white logo on approved brand colors)
B) Knockout
(all-white logo with transparent background, for use over dark imagery)
special use logos
A) Glyph with Opacity
(on approved brand colors)
B) Stacked 3-Color Logo
(for digital - social media avatar)
C) Positive 3-Color Logo
(for Signage only - no Circle R)
D) Black & White Logo
(for restricted print situations)
usage instructions
correct usage
Our logo should be used carefully and consistently to ensure that the visual integrity of the logo is always reflected and maintained. The "positive" 3-color logo, and the "reverse" 1-color logo should be used whenever possible.
The positive logo should appear on white, or over imagery that is light in both color and tone. The 1-color reverse should only be used on our primary brand colors, or on imagery which is dark in color and tone.
To maximize impact:
Pay close attention to logo placement, and ensure that all parts of the logo remain legible
Always use approved logo files when producing new documents and assets
Do not recreate the logo
incorrect usage
Improper use, manipulation or changes to the Wills Group logo detracts from the overall impact and distinction of our brand. When using the logo, it is important to always:
Use approved logo artwork. Do not attempt to recreate the logo
Use caution when scaling and adjusting the logo size. Maintain correct proportions at all times
Request guidance from the Brand Team when individual exceptions may seem necessary
provide adequate clear space
It is important not to crowd the logo with other images, text or graphic elements. Giving the logo appropriate clear space maximizes the impact.
Follow these guidelines for logo placement when creating branded assets:
The logo should have a perimeter surrounding that is equal or larger than the width of the smallest arrow within the icon
The same perimeter should be applied whether it is a digital or physical application
minimum size & special usage
It is important to make sure the logo is not too small. Do not reproduce our logo in sizes less than 0.85" in width. The stacked logo should be used in situations that demand a "square" footprint for the logo, such as social media profile pictures (e.g. LinkedIn, Facebook). This version should be used sparingly, and only in applications where it is absolutely required (noted below under 'Special Use Cases')
Follow these guidelines to maintain a strong visual impression:
Do not reproduce the logo in sizes smaller than 0.85" in width
Digital applications should be reviewed carefully, as the logo may appear differently on smaller screens. Always choose a size that ensures prominence, clarity and legibility.
