All of our consumer and business brands are part of our flagship The Weather Company. Please refer to the below diagram for our hierarchy of architecture and structure within.

↳ Architecture
↳ Wordmarks for Verticals
↳ Logo lockups

Architecture

Vertical wordmarks

The Weather Company is comprised of the verticals are subsidiaries of the brand. When representing them in tandem with the wordmark, use the following guidance.

To date the verticals for the brand are Advertising, Aviation, Automotive, Consumer, Defense, Insurance, and Media. We ask that the name be left justified and a distance of no less than the size of “X” (the drop height) from the wordmark; a height of “Y” (from baseline to x-height equal to the distance from the top of the “C” to the top of the “h” in “Weather”); and equally separated by a rule the height of “Z” that is the bottom of the descenders in “Company” to the top of the “h” in “The.”

Verticals lockup examples (stacked logo treatment):

Logo Lockup

Our logo The Weather Channel and The Weather Company lockup is to be used for only parts of our business when the brand equity of both our consumer brand and our business brand can elevate the prospective partnerships for the overall business. The lines of business using the lockup are:

• Advertising
• Government/ Defense
• Business Development

For any additional guidance regarding our logos in regards to best practices, spacing, colration, etc. see our Wordmark section of this Expression Guide.

Spacing between the logos are based on “X” the square height of the “Drop” distance, and should be the measured distance between the “r” in The Weather Company logo; the separating rule; and the edge of The Weather Company logo edge. The size of The Weather Channel is based on the baseline of the word “Company” and the X height of “The” in the Wordmark.

Example without guides

Lockup with Weather Means Business

For use only with our Advertising line of business:
Weather Means Business beneath the the lockup is the preferable treatment in marketing material. The only time it is not to be used is when it becomes repetitious or a design constraint would impede sizing and optimal brand recognition of out logos.

Spacing between the logos are based on “X” the square height of the “Drop” distance, and should be the measured distance between the “r” in The Weather Company logo; the separating rule; and the edge of The Weather Company logo edge. The size of The Weather Channel is based on the baseline of the word “Company” and the X height of “The” in the Wordmark. The “Weather Means Business” should be spaced below by a distance of “X” (the Drop height) to the baseline of the “Weather Means Business.” The size of “Weather Means Business” is determined by the width of the entire lockup.

Example without guides