The Advantage West Midlands logo consists of a solid colour background, a hand drawn ‘A’ and white type underlined with a single white rule. The fonts used are Norma (Advantage) and Helvetica (West Midlands). The Pantone colour reference for the background is 180. The 4 colour process reference is C:0, M:76, Y:83, K:11.5. The logo for the Regional Supply Office division includes the additional ‘Regional Supply Office’ wording below the main block of the logo, as shown right. Minimum clear space.

 To make sure that the logo is recognised and uncluttered, please follow the rules shown right. It shows the minimum clear space area that should be given to the logo whenever it is applied. 

Minimum Size.

 The logo must never be reproduced smaller than 36mm. This dimension should always be measured across the width of the logo. 

The Logo on a Coloured Background.

 Please be careful using the logo on coloured backgrounds. On light coloured backgrounds the standard colour version should be used. On a dark colour background which does not provide enough contrast with the colour of the logo, use a reversed out white version as shown on the left at the foot of the page(b).

Wherever possible, the colour version of the logo should be applied. However, in mono environments, the following guidelines should be applied. When on a white background, use version (a) of the logo and when used on a black background, use version (b). All minimum sizes apply.