{
 "brand": "Apex Instruments",
 "version": "2026.07",
 "owner": "Sami Torres",
 "updated": "2026-07-14",
 "policy": {
  "name": "Brand usage policy",
  "url": "/apex/documents/policies/apex-brand-usage-policy.pdf"
 },
 "guide": {
  "name": "Logo usage guide",
  "url": "/apex/brand/logo/apex-logo-usage-guide.pdf"
 },
 "summary": "Three lockups, three treatments each, every one as a vector master with three raster exports. Nine files answer every request. Anything outside this list is not an Apex logo.",
 "lockups": [
  {
   "id": "primary",
   "name": "Primary lockup",
   "shape": "horizontal",
   "description": "The default. Spark on the left, name on the right, set on one baseline.",
   "ratio": "5.12 to 1",
   "useWhen": "The space is wider than it is tall and at least 120 px of width is available.",
   "treatments": [
    {
     "id": "light",
     "name": "Light",
     "assetId": "logo-primary-light",
     "url": "/apex/brand/logo/apex-logo-primary-light.svg",
     "spark": "#FF6B1C",
     "wordmark": "#00272C",
     "bg": "#FFFFFF",
     "note": "Ink wordmark, orange spark. The default treatment.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-logo-primary-light.svg",
       "url": "/apex/brand/logo/apex-logo-primary-light.svg",
       "size": "1024 x 200"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-light-400.png",
       "url": "/apex/brand/logo/apex-logo-primary-light-400.png",
       "size": "400 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-light-800.png",
       "url": "/apex/brand/logo/apex-logo-primary-light-800.png",
       "size": "800 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-light-1600.png",
       "url": "/apex/brand/logo/apex-logo-primary-light-1600.png",
       "size": "1600 px wide"
      }
     ]
    },
    {
     "id": "dark",
     "name": "Dark",
     "assetId": "logo-primary-dark",
     "url": "/apex/brand/logo/apex-logo-primary-dark.svg",
     "spark": "#FF6B1C",
     "wordmark": "#FFFFFF",
     "bg": "#00272C",
     "note": "White wordmark, orange spark. For navy and photography.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-logo-primary-dark.svg",
       "url": "/apex/brand/logo/apex-logo-primary-dark.svg",
       "size": "1024 x 200"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-dark-400.png",
       "url": "/apex/brand/logo/apex-logo-primary-dark-400.png",
       "size": "400 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-dark-800.png",
       "url": "/apex/brand/logo/apex-logo-primary-dark-800.png",
       "size": "800 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-dark-1600.png",
       "url": "/apex/brand/logo/apex-logo-primary-dark-1600.png",
       "size": "1600 px wide"
      }
     ]
    },
    {
     "id": "single-color",
     "name": "Single color",
     "assetId": "logo-primary-mono",
     "url": "/apex/brand/logo/apex-logo-primary-mono.svg",
     "spark": "#00272C",
     "wordmark": "#00272C",
     "bg": "#F4F7F7",
     "note": "One ink, no accent. For single-ink print, etching, and embroidery.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-logo-primary-mono.svg",
       "url": "/apex/brand/logo/apex-logo-primary-mono.svg",
       "size": "1024 x 200"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-mono-400.png",
       "url": "/apex/brand/logo/apex-logo-primary-mono-400.png",
       "size": "400 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-mono-800.png",
       "url": "/apex/brand/logo/apex-logo-primary-mono-800.png",
       "size": "800 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-primary-mono-1600.png",
       "url": "/apex/brand/logo/apex-logo-primary-mono-1600.png",
       "size": "1600 px wide"
      }
     ]
    }
   ]
  },
  {
   "id": "stacked",
   "name": "Stacked lockup",
   "shape": "vertical",
   "description": "Spark above the name, centered. Same proportions, taller footprint.",
   "ratio": "1.52 to 1",
   "useWhen": "The space is square or narrow: avatars, badges, single columns, tall banners.",
   "treatments": [
    {
     "id": "light",
     "name": "Light",
     "assetId": "logo-stacked-light",
     "url": "/apex/brand/logo/apex-logo-stacked-light.svg",
     "spark": "#FF6B1C",
     "wordmark": "#00272C",
     "bg": "#FFFFFF",
     "note": "Ink wordmark, orange spark.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-logo-stacked-light.svg",
       "url": "/apex/brand/logo/apex-logo-stacked-light.svg",
       "size": "640 x 420"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-light-400.png",
       "url": "/apex/brand/logo/apex-logo-stacked-light-400.png",
       "size": "400 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-light-800.png",
       "url": "/apex/brand/logo/apex-logo-stacked-light-800.png",
       "size": "800 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-light-1600.png",
       "url": "/apex/brand/logo/apex-logo-stacked-light-1600.png",
       "size": "1600 px wide"
      }
     ]
    },
    {
     "id": "dark",
     "name": "Dark",
     "assetId": "logo-stacked-dark",
     "url": "/apex/brand/logo/apex-logo-stacked-dark.svg",
     "spark": "#FF6B1C",
     "wordmark": "#FFFFFF",
     "bg": "#00272C",
     "note": "White wordmark, orange spark.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-logo-stacked-dark.svg",
       "url": "/apex/brand/logo/apex-logo-stacked-dark.svg",
       "size": "640 x 420"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-dark-400.png",
       "url": "/apex/brand/logo/apex-logo-stacked-dark-400.png",
       "size": "400 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-dark-800.png",
       "url": "/apex/brand/logo/apex-logo-stacked-dark-800.png",
       "size": "800 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-dark-1600.png",
       "url": "/apex/brand/logo/apex-logo-stacked-dark-1600.png",
       "size": "1600 px wide"
      }
     ]
    },
    {
     "id": "single-color",
     "name": "Single color",
     "assetId": "logo-stacked-mono",
     "url": "/apex/brand/logo/apex-logo-stacked-mono.svg",
     "spark": "#00272C",
     "wordmark": "#00272C",
     "bg": "#F4F7F7",
     "note": "One ink, no accent.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-logo-stacked-mono.svg",
       "url": "/apex/brand/logo/apex-logo-stacked-mono.svg",
       "size": "640 x 420"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-mono-400.png",
       "url": "/apex/brand/logo/apex-logo-stacked-mono-400.png",
       "size": "400 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-mono-800.png",
       "url": "/apex/brand/logo/apex-logo-stacked-mono-800.png",
       "size": "800 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-logo-stacked-mono-1600.png",
       "url": "/apex/brand/logo/apex-logo-stacked-mono-1600.png",
       "size": "1600 px wide"
      }
     ]
    }
   ]
  },
  {
   "id": "mark",
   "name": "Mark only",
   "shape": "square",
   "description": "The four point spark with no words.",
   "ratio": "1 to 1",
   "useWhen": "The name is already on the page, or the space is smaller than the stacked minimum.",
   "treatments": [
    {
     "id": "light",
     "name": "Light",
     "assetId": "logo-mark-light",
     "url": "/apex/brand/logo/apex-mark-light.svg",
     "spark": "#FF6B1C",
     "wordmark": "#00272C",
     "bg": "#FFFFFF",
     "note": "Orange spark on light ground.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-mark-light.svg",
       "url": "/apex/brand/logo/apex-mark-light.svg",
       "size": "256 x 256"
      },
      {
       "format": "PNG",
       "name": "apex-mark-light-128.png",
       "url": "/apex/brand/logo/apex-mark-light-128.png",
       "size": "128 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-mark-light-256.png",
       "url": "/apex/brand/logo/apex-mark-light-256.png",
       "size": "256 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-mark-light-512.png",
       "url": "/apex/brand/logo/apex-mark-light-512.png",
       "size": "512 px wide"
      }
     ]
    },
    {
     "id": "dark",
     "name": "Dark",
     "assetId": "logo-mark-dark",
     "url": "/apex/brand/logo/apex-mark-dark.svg",
     "spark": "#FF6B1C",
     "wordmark": "#FFFFFF",
     "bg": "#00272C",
     "note": "Orange spark on navy.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-mark-dark.svg",
       "url": "/apex/brand/logo/apex-mark-dark.svg",
       "size": "256 x 256"
      },
      {
       "format": "PNG",
       "name": "apex-mark-dark-128.png",
       "url": "/apex/brand/logo/apex-mark-dark-128.png",
       "size": "128 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-mark-dark-256.png",
       "url": "/apex/brand/logo/apex-mark-dark-256.png",
       "size": "256 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-mark-dark-512.png",
       "url": "/apex/brand/logo/apex-mark-dark-512.png",
       "size": "512 px wide"
      }
     ]
    },
    {
     "id": "single-color",
     "name": "Single color",
     "assetId": "logo-mark-mono",
     "url": "/apex/brand/logo/apex-mark-mono.svg",
     "spark": "#00272C",
     "wordmark": "#00272C",
     "bg": "#F4F7F7",
     "note": "One ink spark.",
     "formats": [
      {
       "format": "SVG",
       "name": "apex-mark-mono.svg",
       "url": "/apex/brand/logo/apex-mark-mono.svg",
       "size": "256 x 256"
      },
      {
       "format": "PNG",
       "name": "apex-mark-mono-128.png",
       "url": "/apex/brand/logo/apex-mark-mono-128.png",
       "size": "128 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-mark-mono-256.png",
       "url": "/apex/brand/logo/apex-mark-mono-256.png",
       "size": "256 px wide"
      },
      {
       "format": "PNG",
       "name": "apex-mark-mono-512.png",
       "url": "/apex/brand/logo/apex-mark-mono-512.png",
       "size": "512 px wide"
      }
     ]
    }
   ]
  }
 ],
 "clearSpace": {
  "unit": "X",
  "definition": "X is the height of the spark in the lockup you are placing.",
  "rule": "Keep 1X clear on all four sides. Nothing enters that band: no type, no rule, no image edge, no other logo.",
  "exception": "In a co-brand lockup the divider sits at 1X and the partner mark begins at 2X. That spacing is fixed and is not a judgment call."
 },
 "minimumSize": [
  {
   "lockup": "Primary lockup",
   "screen": "120 px wide",
   "print": "1.25 in wide",
   "note": "Below this the wordmark counters close up."
  },
  {
   "lockup": "Stacked lockup",
   "screen": "88 px wide",
   "print": "0.9 in wide",
   "note": "Use this instead of shrinking the primary."
  },
  {
   "lockup": "Mark only",
   "screen": "24 px wide",
   "print": "0.25 in wide",
   "note": "The favicon set already covers everything below 24 px."
  }
 ],
 "neverDo": [
  {
   "id": "stretch",
   "title": "Never stretch or squash it",
   "why": "Scale both dimensions together. A lockup at the wrong ratio reads as a counterfeit, and it is the single most common misuse.",
   "fix": "Hold shift, or set one dimension and let the other follow."
  },
  {
   "id": "recolor",
   "title": "Never recolor it",
   "why": "There are three treatments and no fourth. A wordmark in the accent, or a spark in a section color, is not an approved treatment.",
   "fix": "Pick light, dark, or single color. If none of them work on that background, change the background."
  },
  {
   "id": "effects",
   "title": "Never add effects or crowd it",
   "why": "Shadows, outlines, gradients, and a busy photograph behind the mark all do the same thing: they make the edge unreadable at small size.",
   "fix": "Use the dark treatment on a solid panel, and keep the 1X clear space."
  }
 ],
 "backgrounds": [
  {
   "name": "White",
   "hex": "#FFFFFF",
   "use": "Light treatment"
  },
  {
   "name": "Page",
   "hex": "#F4F7F7",
   "use": "Light treatment"
  },
  {
   "name": "Mist",
   "hex": "#EDF3F3",
   "use": "Light treatment"
  },
  {
   "name": "Navy",
   "hex": "#00272C",
   "use": "Dark treatment"
  },
  {
   "name": "Steel",
   "hex": "#245D63",
   "use": "Dark treatment"
  },
  {
   "name": "Photography",
   "hex": null,
   "use": "Dark treatment on a solid panel, never straight onto a busy frame"
  }
 ]
}