wiki/knowledge/branding/didion-logo-finalization.md · 609 words · 2026-01-28

Didion Logo Finalization

Overview

As part of a company-wide rebrand, Didion finalized their updated corporate logo featuring the tagline "We feed and fuel the world." The immediate driver was a business card redesign for 15–20 employees, which surfaced decisions about tagline punctuation, font legibility at small sizes, QR code sizing, and the scope of a full logo asset library export.

Key Decisions

Tagline — No Period

The tagline "We feed and fuel the world" was approved without a trailing period. The rationale: taglines are stylistic elements, not grammatical sentences, and the period-free version reads cleaner in a logo lockup. This is consistent with common industry practice.

Font Size — 6.66pt at 1.5" Width

The tagline is set at 6.66pt bold within a logo scaled to approximately 1.5" wide. At that size, the bold weight is expected to remain legible in print. Diana will confirm with a test print before committing to the full run.

QR Code Size

The vCard QR code on the business card is currently 1.0". Research suggests a range of 0.75"–1.2" is acceptable, with some sources citing 0.8" as optimal. Diana will test a slightly smaller size to recover space on the card layout. The working conclusion: test at 0.8"–1.0" and validate that the vCard scans reliably.

Asset Formats — EPS + PNG (No SVG Required)

The export package will include EPS (for print/vendor use) and PNG (for web and general use). SVG was discussed but deemed unnecessary — PNG is sufficient for web contexts. JPEG was explicitly excluded.

Asset Library Export

Melissa (Asymmetric) will produce a full logo asset library once Diana provides a confirmed list of required color variations. The package structure mirrors a standard brand delivery:

Format	Use Case
EPS	Print, vendor files, scalable production
PNG	Web, presentations, internal use

Color variations requested (pending Diana's confirmed list):
- Blue on white
- Gold on white
- White (reverse) on dark background
- Black on white
- All-white with gold outline (or similar reverse treatments)

Diana will send Melissa a written list of all required variations so the export can be batched and delegated to the design team if needed.

Business Card Context

Scope: 15–20 employees being redesigned simultaneously
Logo placement: Corporate logo ("We feed and fuel the world") appears on the back of the card at ~1.75" wide; the Didion Milling logo on the front at ~1.25" wide
Team preference: The internal team wants the tagline on both front and back, though Diana's preference would be front-only Didion wordmark for cleaner layout
Process: Diana plans to print one test card before committing to the full batch

Action Items

Owner	Action
Diana	Send Melissa a written list of required logo color variations
Diana	Test-print a business card to confirm 6.66pt tagline legibility and QR code scan at reduced size
Melissa	Export logo asset library (EPS + PNG) in all specified color variations

Notes

The logo file received from Diana was fully outlined (no live text), requiring Melissa to reverse-engineer the font and rebuild the tagline at the correct point size.
Gold on white has known legibility limitations at small sizes and in outdoor/signage contexts; blue is the safer choice below 1.5" width.
This asset library export falls outside the current retainer scope but is being absorbed as a goodwill deliverable. If color variation requests grow significantly, scope should be revisited with Mark.