Introduction
Channels and Platforms
Brand Behaviors
Business Partner Logos
Essential guidance for using external logos within the Crowe brand system. Learn when and how co-branding is permitted.
The Crowe brand may appear alongside other organizations' logos in Crowe communications channels. This guide outlines when co-branding with a business partner logo is appropriate and provides clear principles to ensure consistent and compliant implementation worldwide.
Approved Co-Branded Scenarios
1. Service Provider Collaboration
When a member firm partners with an external service provider to offer clients additional services beyond Crowe's standard offerings.
2. Sponsorship Agreements
When Crowe provides financial or in-kind support to an event, organization, or individual in exchange for promotional recognition.
3. Professional Associations
When displaying membership or affiliation with professional groups, organizations, or communities.
4. Technology Platforms
When showcasing software or technology partnerships that enhance Crowe's client service delivery.
Important: Co-branding with direct competitors is strictly prohibited in all circumstances.
How to use logos in a compliant manner within the Crowe brand system.
Building on the legacy of our original brand font, Helvetica, we have transitioned to Helvetica Now for its superior optimization for digital platforms. This modern evolution maintains the classic aesthetics of Helvetica, but with refinements that ensure enhanced legibility and readability, especially on screens. It is a subtle yet significant shift, making Helvetica Now our preferred choice for digital channels.
Core Co-Branding Principles
1. Positioning Priority
The Crowe logo must always maintain primary and first reading position. In Western cultures (left-to-right reading): Position Crowe logo on the left. In Arabic and other right-to-left reading cultures: Position Crowe logo on the right. In vertical arrangements: Position Crowe logo at the top.
2. Clear Space Requirements
Maintain minimum clear space between the Crowe logo and any partner logo equal to the height of the Crowe pinnacle symbol. See illustration below.
3. Size Relationships
The Crowe logo should appear at least equal in size to any partner logo, never smaller. Minimum size for the Crowe logo in any application is 2 inches (5.08 cm) in width. Both logos must maintain legibility at all sizes.
4. Color Application
Standard application: Both logos appear in their original colorways.
For difficult backgrounds: Both logos may appear in all white or all black. No color modifications to either logo are permitted.
For difficult backgrounds: Both logos may appear in all white or all black. No color modifications to either logo are permitted.
4. In text References
When referring to partnerships in written content on Crowe channels, the Crowe name must always appear first in reading order. Only the following approved text formulations may be used:
- "Crowe and [Partner Organization]"
- "Crowe in partnership with [Partner Organization]"
- "Crowe in collaboration with [Partner Organization]"
Any alternative phrasing must receive prior approval from the Global Brand team. This order of priority applies to all text references in headlines, body copy, digital content, and presentations. Reverse constructions (e.g., "[Partner Organization] and Crowe") are not permitted.
Required Permissions and Quality Control
Before implementing any co-branding, member firms must:
- Obtain written permission from the external organization for logo usage.
- Use only high-resolution, official logo files (never recreate or modify logos).
- Submit co-branded materials to the Brand Management team for approval before publication.
- Ensure all applications comply with these guidelines and reflect positively on both brands.
- Respect any usage limitations specified by the external organization.
Approved Co-branded Logo Arrangements
Guidance Exemptions
Co-brands must not be applied to Crowe-owned website headers or Crowe-owned social channel profiles. Any co-branded promotion can only appear outside of these zones on these channels. Protected zones are shown below.
Spacing and Clear Space Principles
Partner logos can come in all shapes, sizes, and orientations. Try to balance the partner logo visually with the Crowe logo.
Use the pinnacle height as the standard measurement unit for maintaining proper spacing in all co-branding applications.
Use the pinnacle height as the standard measurement unit for maintaining proper spacing in all co-branding applications.
- Clear space around the co-branded logos: this is equal to the height of one pinnacle on all sides.
- Clear space between the Crowe logo and the partner logo is equal to the width of one pinnacle.
Remember
Always ensure Crowe takes visual priority – our logo appears first in reading direction, maintains proper clear space, and is never smaller than partner logos.
