Brand Guidelines / Applications
Partnerships
Working with a partner doesn't automatically mean co-branding everything. Most of the time, clean Armada materials are more effective than a logo-heavy joint production. Start there. Add partner branding only when it genuinely serves the audience.
Default position
Lead with Armada
In materials we produce, we own the brand expression. A partner mention in the copy or a co-presented slide is usually enough. Putting a partner logo on every page of a deck doesn't make the relationship look stronger. It makes the deck look unfocused.
Ask what the co-brand is doing
Before adding a partner's logo to something, ask: does this help the reader? If a prospect or customer benefits from seeing both brands together, co-brand. If it's just for optics or internal comfort, keep it clean.
One slide, not the whole deck
If you're presenting alongside a partner, a single co-branded title or agenda slide is sufficient. The rest of the deck should be standard Armada. A deck that looks like two companies fighting over space undermines both.
Co-branding when it's needed
Logo hierarchy
In materials Armada produces, the Armada logo leads, larger or placed first (left or top) depending on orientation. Partner logos should be sized proportionally, not to match ours. If both logos must appear at equal weight, use a divider line between them and give each equal clear space.
Clear space
Maintain standard clear space around the Armada logo regardless of what's nearby. The partner logo should never crowd it. Minimum separation between the two logos: the height of the Armada wordmark.
Backgrounds
Use Armada's standard black background in co-branded materials we produce. Do not adopt a partner's background color. Their logo should work on our canvas. If it doesn't reproduce well on black, use the white or off-white variation of their logo.
Color
Armada's palette stays unchanged in co-branded work. We do not incorporate a partner's brand colors into Armada layouts. If a partner's color appears, it should only be inside their logo lockup.
What partners can and cannot do
Use the Armada logo in materials describing the partnership, with prior approval from the Armada brand team.
Modify the Armada logo: no color changes, redraws, or adding their visual language to our mark.
Reproduce the Armada logo in white on dark or black on light, as specified in the logo guidelines.
Place the Armada logo on a busy background, over photography, or on a color that reduces contrast.
Reference Armada by name in press releases or announcements that have been reviewed and approved.
Imply an exclusive or elevated partnership that hasn't been formally agreed. "Powered by Armada" and similar claims require explicit sign-off.
All external co-branded materials produced by a partner require approval before publication. Contact the brand team before anything goes out.