Visual Identity
Master Logo
The new logo has been created to capture the energetic and progressive personality of the Maxx Power brand, with the focal point of the energy radiating from the brand mark itself.
This master logo should always appear in the three master colours of the brand: the dark blue, white and red accent colours.
TWO COLOUR LOGO
This simplified single colour logo should only be used when it is not possible to use the master logo, for example, when colours are limited on SRPs.
If available, it would be printed using the brand dark blue, but can be printed black in the most limited circumstances.
TWO COLOUR LOGO
X ICON MASTER
The X icon is taken directly from the master logo and is a virtual shorthand that characterises the positive energy and humanises the Maxx Power brand.
This dynamic mark has been designed to be used whenever the entire brand mark is either not required or applicable.
X ICON TWO COLOUR
This simplified X logo should follow the same print restriction rules as the single colour Maxx Power logo.
don'ts
POSITION OF HOLDING SHAPE POSITION OF HOLDING SHAPE
DON’T CHANGE THE RELATIONSHIP OF ELEMENTS FROM THE LOGO
DON’T CHANGE COLOURS OF THE LOGO
DON’T REMOVE THE BRAND HOLDING DEVICE
DON’T REMOVE EITHER WORDS MAXX OR POWER
DON’T ADD EXTRA KEYLINES OR ADDITIONAL ELEMENTS
DON’T USE ANGLE OTHER THAN THAT STATED FOR USE ON PACKAGING
DON’T SCALE THE LOGO DISPROPORTIONATELY
DON’T PARTIALLY REMOVE ANY DETAILS FROM LOGO
Logo Size
In all instances, where possible, the master logo should be used for any size 41mm horizontally or 42mm at 60° and above on packaging. This is due to the printabilty of the ‘TM’ icon.
Master logo minimum
Master logo minimum packaging angled size
250ml BOTTLE LOGO SIZE
330ml CAN LOGO SIZE
Brand Packaging Colours - Non-Metallic
When not printed on metallic substrates or surfaces, the master brand colours are adjusted slightly to compensate for the visual substrate change. The colours differ slightly when printed on a metallic substrate or surface (see here (URL)).
Maxx Power Brand Book © 2025 |  Confidential — For Internal Use Only
The Maxx Power Brand Book is too big, bold and unapologetic to exist on a small device. Please fire up your desktop and dive in there!