Fundamentals

The OXO logo is our brand beacon. It symbolizes all that we stand for, and is an iconic and indelible mark across the brand journey—from products, to packaging, to all communications. The OXO logo is a bright, optimistic red oval that houses our white OXO brand name.

Our name is both a palindrome and an ambigram— a word able to be read and accessed in all directions.

With its economy of form and symmetry, our logo is easily recognizable with minimal effort.

Spacing

Clear Space

Maintain a clear space on all sides of the logo equal to the height and width of the letter “O”.

 

This gives the OXO logo both presence and prominence, standing out with room to breathe and never being crowded.

Minimum Size

The logo should not be smaller than 0.5 in/1.3 cm wide.

 

This helps maintain optimal legibility and graphic integrity.

Color

Red logo (PMS 485c)
on white background

Black logo on
white background

Red logo (PMS 485c) on black background

Our primary logo is red with white letters; use this in most applications. When this is not possible, use a black OXO oval with white letters.

Logo Misuse

Don’t

Apply outlines around or in the logo

Don’t

Add drop shadows

Don’t

Add special effects

Don’t

Add gradations

Don’t

Fill with other colors

Don’t

Fill with patterns

Don’t

Change “OXO” size

Don’t

Contain in a shape

Don’t

Change “OXO” font, shape, or layout

Don’t

Stack multiply logos

Don’t

Skew, rotate or stretch

Don’t

Lock up our logo with copy, headlines, or other logos

Don’t

Add elements

Don’t

Change “OXO” color

Don’t

Crop the logo

Tagline

The OXO logo is often locked up to our tagline in key pieces of communication. Our tagline — “Better. Guaranteed.” — is a straightforward way of communicating our consistent product point of difference, and it verbally connects to our lifetime satisfaction guarantee.

 

The OXO tagline should be locked up below the OXO logo, and when that’s not possible, to the right of the OXO logo.

OXO Better Guarantee

The OXO Better Guarantee includes both rational and emotional language, which captures our unconditional satisfaction policy, the fact that we stand behind what we make with great confidence, and that if anything should not meet consumer satisfaction, we’ll repair and/or replace, all toward making things better.