Logo Usage
The JM Family Enterprises logo is one of our most visible assets — the most immediate representation of our business, our associates, and our brand. This page covers the full logo system, color variants, the rules that keep it recognizable, and downloadable files for every approved use.
The logo system
The logo is composed of two elements — the tree and the JM Family wordmark. They appear together in the primary marks; the tree may also be used independently in specialty contexts.
Horizontal
Preferred logo configuration. Use whenever horizontal space allows.
coming soon
Stacked
Use when horizontal space is constrained — narrow columns, square crops.
Tree symbol
Specialty use only. Full logo must appear nearby on the same page or screen.
Primary marks
Use a primary mark in any communication that represents JM Family Enterprises. Pick the color variant that gives the best contrast against the background.
Horizontal
The preferred configuration. Use whenever horizontal space allows.
Stacked
Use when horizontal space is constrained — narrow columns, square crops, social profiles.
coming soon
coming soon
coming soon
coming soon
Specialty marks
The tree may be used independently in specific contexts — favicons, loading indicators, social avatars, decorative panels. The wordmark is never used alone; it always appears as part of a primary mark.
Clear space
Always allow a minimum buffer of empty space around the logo. No other element — text, imagery, edges, or graphics — may enter this zone.
The minimum clear space, x, equals the height of the tree symbol’s trunk in the lockup.
Apply x to the top, bottom, left, and right of the logo. More space is always acceptable; less is not.
Pending designer confirmation. Once finalized, this will replace the working definition above.
Minimum size
Below the minimum, the wordmark becomes illegible and the tree loses fidelity. These are working defaults; adjust if printed reproduction tests dictate otherwise.
Incorrect usage
The rules below apply to every mark and every variant. When in doubt, fall back to the full-color horizontal mark on a solid background with adequate clear space.
Don’t recolor. Reproducing the logo in unapproved colors breaks brand recognition. Stick to color, dark gray, light gray, or white.
Don’t place over busy backgrounds. Patterns and photography compete with the mark. Place on a solid surface or use the white reverse over a calmer image.
Don’t crowd the logo. Always allow the defined clear space on every side. Other elements must not enter that buffer.
Don’t alter the lockup. The relationship between the tree and the wordmark is fixed. Do not move or re-space them.
Don’t resize the elements. The tree and wordmark are sized in proportion to one another. Do not enlarge the tree relative to the type.
Don’t stretch, condense, or rotate. Always scale the logo proportionally. Never distort, skew, or rotate the mark.
File index
All approved files live under /brand/logos/. Naming follows jmfe-{mark}-{variant}.{ext} — the jmfe prefix leaves room for additional brands (e.g. jma-, set-) under the enterprise.
| Mark | Variant | File path | Status |
|---|---|---|---|
| Horizontal | Full color | /design-system/brand/logos/jmfe-horizontal-color.svg | Available |
| Horizontal | Dark gray | /design-system/brand/logos/jmfe-horizontal-dark.svg | Available |
| Horizontal | Light gray (PMS 424) | /design-system/brand/logos/jmfe-horizontal-light.svg | Available |
| Horizontal | White (reverse) | /design-system/brand/logos/jmfe-horizontal-white.svg | Available |
| Stacked | Full color | /design-system/brand/logos/jmfe-stacked-color.svg | Coming soon |
| Stacked | Dark gray | /design-system/brand/logos/jmfe-stacked-dark.svg | Coming soon |
| Stacked | Light gray (PMS 424) | /design-system/brand/logos/jmfe-stacked-light.svg | Coming soon |
| Stacked | White (reverse) | /design-system/brand/logos/jmfe-stacked-white.svg | Coming soon |
| Tree symbol | Full color | /design-system/brand/logos/jmfe-tree-color.svg | Available |
| Tree symbol | Dark gray | /design-system/brand/logos/jmfe-tree-dark.svg | Available |
| Tree symbol | Light gray (PMS 424) | /design-system/brand/logos/jmfe-tree-light.svg | Available |
| Tree symbol | White (reverse) | /design-system/brand/logos/jmfe-tree-white.svg | Available |