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.
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.
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.
Apply outlines around or in the logo
Add drop shadows
Add special effects
Add gradations
Fill with other colors
Fill with patterns
Change “OXO” size
Contain in a shape
Change “OXO” font, shape, or layout
Stack multiply logos
Skew, rotate or stretch
Apply outlines around or in the logo
Add elements
Change “OXO” color
Crop the logo
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.
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.
