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Wordmark usage rules and SVG assets for the Contoso placeholder brand. Covers light and dark variants, clear space rules, minimum size, and how to embed in Power BI report headers.
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| name | brand-wordmark |
| description | Wordmark usage rules and SVG assets for the Contoso placeholder brand. Covers light and dark variants, clear space rules, minimum size, and how to embed in Power BI report headers. |
| version | 1 |
The wordmark is the primary brand identifier in a Power BI report. It combines a mark (icon) and a logotype (text) in a single lockup. Two variants are provided:
#0078D4, logotype in Near-Black #201F1E, on a white or light background#FFFFFF, logotype in White #FFFFFF, on Primary Blue #0078D4 background (for use in colored page headers)Contoso is a placeholder. Replace the logotype text and the mark path with your actual brand assets before using in production.
| File | Variant | Background | Use case |
|---|---|---|---|
assets/wordmark-light.svg | Light | White / #F3F2F1 | Page header on light backgrounds |
assets/wordmark-dark.svg | Dark | #0078D4 Primary Blue | Colored header zone, dark page backgrounds |
[ Mark ] Logotype
| Element | Light variant | Dark variant |
|---|---|---|
| Mark (icon) | #0078D4 | #FFFFFF |
| Logotype text | #201F1E | #FFFFFF |
| Background | Transparent (white context) | #0078D4 or transparent (dark context) |
| Font | Segoe UI Semibold | Segoe UI Semibold |
The mark is a stylized bar chart — three vertical bars of ascending height — representing data and analytics. It sits to the left of the logotype with 8px spacing between them.
| Property | Value |
|---|---|
| Mark height | 24px |
| Mark width | ~20px (proportional) |
| Logotype font size | 18pt Segoe UI Semibold |
| Total lockup height | 32px (with optical padding) |
| Minimum width | 100px |
| Minimum height | 20px (do not scale below this) |
Maintain clear space equal to the height of the mark on all four sides of the wordmark. Never place other visual elements inside the clear space zone.
[ clear space ]
[c] [ Mark Name ] [c]
[ clear space ]
Where [c] = mark height.
The wordmark lives in the page header zone at the top of every report page.
x: 24px y: 12px height: 32px width: auto (min 100px)
The header zone is typically 48–64px tall. The wordmark sits vertically centered within it.
When the page header uses a Primary Blue (#0078D4) fill rectangle as background:
wordmark-dark.svg#0078D4Power BI does not have a native "image" element that scales cleanly at all zoom levels. The recommended approach:
wordmark-light.svg or wordmark-dark.svgAlternatively, embed the wordmark as an SVG DAX measure (see SVG embedding pattern below).
To embed the wordmark inline in a DAX SVG measure (e.g., a dynamic header):
Page Header SVG =
VAR _svg =
"<svg xmlns='http://www.w3.org/2000/svg' viewBox='0 0 160 32' width='160' height='32'>"
-- Mark: three ascending bars
& "<rect x='2' y='14' width='5' height='16' rx='1' fill='#0078D4'/>"
& "<rect x='9' y='8' width='5' height='22' rx='1' fill='#0078D4'/>"
& "<rect x='16' y='2' width='5' height='28' rx='1' fill='#0078D4'/>"
-- Logotype
& "<text x='28' y='22' font-family='Segoe UI, Arial, sans-serif' font-size='18' font-weight='600' fill='#201F1E'>Contoso</text>"
& "</svg>"
RETURN _svg
For the dark variant, replace fill='#0078D4' with fill='#FFFFFF' on bars, and fill='#201F1E' with fill='#FFFFFF' on the text.
role="img" and aria-label for screen readers.#201F1E on white = 16:1 ✅; Dark variant — white on #0078D4 = 7:1 ✅#0078D4, Near-Black #201F1EVersion: 1.0 Last Updated: 2026-05-02