Brand Assets
Every logo for both brands, ready to download. Pick the version that matches your background, take the SVG for anything on screen or in print and the PNG for documents and email.
Which file do I need?
| You are putting the logo... | Take this |
|---|---|
| On a website, in a design tool, or into print | SVG. It stays sharp at any size and is the master file. |
| Into Word, PowerPoint, Canva or an email | PNG. The full-size file for slides and print-quality documents, the small one for email signatures. |
| On a white or light background | The midnight blue version. |
| On a midnight blue or dark background | The white version. |
| Somewhere you cannot control the background | The logo on a midnight panel - it brings its own background and clear space. |
| As a profile picture or avatar | The monogram on a midnight square. It is safe to crop to a circle. |
What Would a Judge Say? logos
The company and the judge-led opinion service. Two inks only: Midnight Blue and white.
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Logo, midnight blue
The main logo. Use it on white or very light backgrounds - web pages, letters, documents, slides.
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Logo, white
For midnight blue or other dark backgrounds. It is white on transparent, so it disappears on a white page - that is expected.
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Logo on a midnight panel
The white logo already sitting on its own midnight blue block with the correct clear space. Handy for email signatures, social posts and anywhere you cannot control the background.
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Logo on a white panel
The midnight logo on a solid white block, for tools that cannot handle transparency.
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Monogram, midnight blue
The W roundel on its own, for small spaces where the full name would not be readable. Light backgrounds.
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Monogram, white
The W roundel for midnight blue or dark backgrounds.
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Monogram on a midnight square
Profile pictures and avatars - LinkedIn, WhatsApp, Google. Square, and safe to crop to a circle.
SmartJudge logos
The free assessment tool at smartjudge.ai. A separate, coordinated brand - please do not combine the two marks into one logo.
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SmartJudge logo, midnight blue
The SmartJudge scales and wordmark for white or light backgrounds. Preferred.
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SmartJudge logo, white
For midnight blue or dark backgrounds.
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SmartJudge app icon
The scales on a rounded midnight square - the app icon and browser tab mark. Use for app-store style tiles and avatars.
The rules
Both brands share one design system, so the same few rules cover every mark on this page.
Colours
- Midnight Blue #191970 - the only brand colour.
- White #FFFFFF - for the reversed versions on midnight.
The marks are never recoloured. The earlier teal identity is retired, and the gold used sparingly elsewhere on this site belongs to judge moments in illustrations, not to the logos.
Clear space
Leave clear space around the logo of at least a quarter of the roundel's width on every side. The panel versions above have it built in.
Please do not
- Recolour, tint or add gradients, shadows or outlines.
- Stretch, squash, rotate or crop the marks.
- Redraw the W or set the name in a different typeface - the wordmark is fixed artwork.
- Place the logo on a busy photograph without one of the panel versions.
- Combine the What Would a Judge Say? and SmartJudge marks into a single logo.
Naming
In copy the company is written What Would a Judge Say? with the question mark, and the tool is SmartJudge, one word with a capital J. The surrounding text on both sites is set in Figtree.
Need something else?
For a version not shown here, a higher-resolution file or permission for a use not covered above, email hello@whatwouldajudgesay.com with “Press” in the subject line. Screenshots of SmartJudge, a full sample report and answers to common journalist questions are in the SmartJudge press pack.