Press kit

Our logo, and how to use it

The right files, at the right proportions, with the few rules that keep the mark ours. Everything here is generated from the live site, so it cannot quietly go out of date.

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The name

Two names, and only one of them is the brand

They get used interchangeably and they are not interchangeable. The one that belongs in a headline is the first.

The brand

Detour

What we are called. Capital D, the rest lower case: in a headline, in running text, in a tweet. Never DETOUR, never deTour, never detour outside the logo itself.

“Detour pays drivers on a Tuesday.”

The app

Detour Drive

The name on the Play Store and on a driver's home screen. Use it when you mean the software a driver opens, not the company.

“Open Detour Drive and tap Advance.”

The wordmark is lower case. The name is not. The logo is a drawing of the word, with its own letterforms. The “d” in it is not a “d” in any font we own. Writing “detour” in a sentence because the logo does is the one mistake almost everybody makes.

Logo

Two marks, five files

The wordmark wherever there is room for it. The “d” where there is not: an app icon, an avatar, a favicon, the corner of a video. Reach for the SVG every time something will take one. It is sharp at any size and a fraction of the weight.

Wordmark, ink

The default. On paper, on white, on any light ground.

SVG PNG

Wordmark, reversed

On ink, on a photograph, on anything dark. Never on a mid-tone.

SVG PNG

The “d”, as our tile

Our app icon, our favicon, and the mark every profile picture is built from.

SVG PNG

The “d”, alone

Tight to the letter, transparent, for your own ground. A reversed version is in the kit.

SVG PNG

Everything at once

Every logo as SVG and PNG, and a one-page summary of the colours and type. 442 KB.

Download the kit

Do and don’t

Six things that make it stop being our logo

These are drawn rather than listed, because a rule you have seen broken is one you remember. Every panel below is the real file with CSS done to it, which is also how each of them happens in the wild.

Don’t stretch or squash it

The letterforms are drawn, not set. Scaling one axis rewrites them.

Don’t rotate it

It sits on the baseline of whatever it is on. At an angle it reads as a sticker.

Don’t fill it with the gradient

The gradient is a GROUND the white mark sits on. The letterforms themselves are ink or white, never a fill of their own.

Don’t add a shadow or a glow

If it needs a shadow to be legible, it is on the wrong ground. Change the ground.

Earn more

today

Don’t crowd it

Give it the height of the “d” on every side. This is what losing that looks like.

Don’t set it on a busy photograph

Use the reversed mark on a scrim, or put the picture beside the logo instead of under it.

And the one thing we are relaxed about

Use the wordmark or the “d” on its own, whichever fits. They are the same brand and you do not need to ask which one. What matters is that it is the real file, at the real proportions, with room around it.

Need something that is not here?

A vector in another format, the logo for a specific placement, a photograph, or a yes before you print something. Ask and you will get an answer the same day. We would much rather be asked than see the wrong file in the wild.

This page is the press kit. There is a fuller one with our colours, our type, our components and our voice, which we send on request to anyone building something with us.

Get in touch

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