The that’s it logo presents a clean, minimal mark built for clarity and instant recognition. Its simple wordmark frames a brand that promises straightforward, honest fruit-based nutrition in every bottle.
Designed for grocery shelves and mobile screens alike, the that’s it logo balances typography and negative space to communicate trust and approachability. Understanding this emblem helps teams maintain brand consistency across every touchpoint.
| Element | Description | Brand Purpose | Design Detail |
|---|---|---|---|
| Wordmark | Lowercase "that’s it" in a rounded, humanist sans typeface | Convey everyday simplicity and approachability | Generous x-height for readability at small sizes |
| Apostrophe & Contraction | The raised apostrophe between "that" and "s" | Signal natural speech and friendly tone | Aligned optically to avoid visual break |
| Spacing & Kerning | Tight yet airy letter-spacing | Balance clarity and compact footprint | Tested across packaging sizes and channels |
| Color Usage | Typically solid, single-color treatment | Ensure legibility on varied backgrounds | Dark on light, light on dark as needed |
that’s it brand expression across touchpoints
Print and packaging contexts
On labels, cartons, and multipacks, the that’s it logo benefits from generous clear space and restrained sizing. Maintaining minimum clear area around the mark preserves its readability, especially on busy retail environments where quick recognition matters.
Digital and social media applications
At reduced scales, from app icons to social avatars, the that’s it logo remains legible through simplified forms and strong contrast. Teams should lock usage rules for dark and light backgrounds to prevent ambiguity across user devices.
Merchandise and environmental signage
Whether on reusable cups, totes, or in-store signage, the emblem adapts by prioritizing shape and stroke weight. Consistent stroke ratios and corner radii ensure the logo feels cohesive even when rendered in different materials or finishes.
clear space and protection zones
Defining the safe margins around the logo
A clear space rule protects the that’s it logo from competing graphics and visual noise. The recommended margin is typically the height of the lowercase letter x, ensuring the mark breathes and retains focus in layouts.
Adapting clear space for constrained layouts
When space is limited, teams may scale clear space down to a minimum threshold while preserving the recognition of the logo. Prioritizing a solid background color behind the mark can compensate for tighter padding without sacrificing legibility.
typography and color discipline
Type pairing and hierarchy
Pairing the that’s it wordmark with a neutral, legible sans serif for body copy maintains clarity. Headlines may echo the rounded character of the logo, while body text benefits from a more utilitarian typeface for long reading comfort.
Color consistency and reproduction
Using the approved color values for print, web, and video ensures the that’s it logo appears as intended across media. Teams should define rules for when single-color versions are required and avoid tint shifts that muddy the brand recognition.
operationalizing that’s it visual identity
- Define minimum size and clear space rules for the that’s it logo on all materials
- Lock approved color values for print, web, and video applications
- Provide dark and light background variants and specify when each should be used
- Train partners and vendors on clear space and scaling requirements
- Store master files in a central brand asset management system
- Audit existing touchpoints periodically to ensure consistent logo usage
FAQ
Reader questions
How should the that’s it logo be scaled for mobile app icons?
Maintain a 1:1 aspect ratio and limit scaling to the smallest size where counters and strokes remain recognizable. Provide a version with a solid background if the app interface varies between light and dark modes.
Can the that’s it logo be used with a colored background?
Yes, ensure enough contrast between the logo ink and the background. Use a light logo on dark backgrounds and a dark logo on light backgrounds, and avoid busy patterns behind the mark.
What clear space is required around the that’s it logo in print materials?
Keep a clear space at least equal to the height of the lowercase x around the logo. On busy packaging, consider increasing this space to reduce visual clutter and improve shelf impact.
Are there pre-built templates available for that’s it branding assets?
Yes, use official brand asset libraries that include lockups, spacing guides, and dark or light background variations. These templates help teams apply the logo consistently and avoid common placement errors.