logo / brand hierarchy For example, in a NB ZIP execution that features both the NB ZIP logo, as well as the NB corporate logo, the NB ZIP logo should be more prominent in either size or position. For multi-logo executions featuring retail or promotional marks, the retail or promotional logo should not be more prominent than the NB corporate or collection logo. page 31 For executions featuring more than one logo, the main message of the communication should dictate which logo takes precedence. 1 New Balance Logo The New Balance logo should be present on all creative produced. The logo should be easy to read but does not have to be the most important mark in all instances. 2 NB ZIP Logo The focus of this ad is the NB ZIP shoe. The NB ZIP logo commands the space visually to highlight the key technology. 3 Retail and/or Promotional Logos Should you need to add a promotional logo or retail venue to creative, it should never detract from the brand or compete with the them in size. 2 1 3