Zefr’s primary logo is white. The new brand guidelines includes heavy use of images and provides many opportunities to use the white logo. For documents that require the logo to be used on a white background, use the charcoal version. Find our logo here.
Charcoal, not black
Zefr does not have an official black logo, but old logos are still around from the early days of the brand. At first glance, the differences between black and charcoal can be difficult to tell. Be sure to download the charcoal version of the logo in the assets library.
"Zefr", not "ZEFR"
The Zefr logo is in all-caps, but a logo is an image, not a writing style. When using the company name in a sentence, treat the word "Zefr" like any other proper noun. Using all-caps can confuse the name as an acronym.
Watch out for these common mistakes!
Don't use a pure
Do not add a gradient overlay on the logo
Do not use the logo
in a sentence
Do not add a shadow to the logo
Marketing & Design Overview
In this section we will drill down the uses and misuses of Zefr branding assets and explain how these elements should be used together to create the appropriate tone for different marketing situations.