Style Guide: Logo FAQs

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Why did you change the logo?
Over the years, the reasons to change the logo have been mounting. Mostly it has become apparent than the “old” logo was not working as well for web and mobile applications. The font had some high contrast between thicks and thins in the letterforms, which are difficult to read when small and lost altogether when pixelated. For the curious, here’s a timeline of the many logo changes the Sierra Club has experienced over the past 120+ years.
timeline of logo changes since founding

Where’s “FOUNDED 1892”?
The founding of the Sierra Club was indeed an important event, and one that we honor every day by upholding John Muir’s legacy. However, the expansion of our work online has necessitated simplifying our logo to make it legible for all our users, not just those with big screens. A significant number of our users now use mobile devices to read our emails, get involved on social media, read Sierra magazine, and visit our website. Dropping the smaller elements of the logo ensures that it will be legible and clear for all our users.

Why isn’t the tagline locked up with the logo?
For the reasons outlined above, we have moved toward a simplified logo that does not have the tagline built in (it would often be too small to read anyway). Eventually, for larger applications, we may introduce a version of the logo with the tagline included. Using the tagline elsewhere on a document is still permitted.

What kind of logo file should I download?
If you are using the logo for a pdf, printed piece, or presentation (Powerpoint, Keynote), you should always download the EPS file, which can scale to whatever size you need (this means you don't need to worry about resolution). However, if you are using the logo on the web, you should download the PNG file, which comes in one size that can be scaled smaller if necessary. You should never scale a PNG larger, though, or it will look fuzzy or pixelated.

Where can I just get a JPG?
A PNG will work in any situation where you would use a JPG. A PNG is higher quality and the background of the file is transparent, not white, which makes it more versatile. JPGs can also lose quality over repeated uploads, downloads, and saves, resulting in a less crisp image.


I volunteer for/work at/am affiliated with a chapter. Where can I download a logo with my chapter’s name instead of the Sierra Club?
Please visit our chapter page to find your chapter’s files.