Who we are. BR AND GUIDELINES
BRAND BOOK 2016
Contents. 1. 2. 3. 4. 5.
HELLO OUR STORY WHAT WE DO BRAND VISUAL IDENTITY
Hello there :)
The booklet gives the user an overview about the MC+A brand and guidelines on how to use our logo, tagline, supporting elements such as our color palette, photos, illustrations and typography, as well as other stationary material needed for marketing purposes. Each section in this booklet has the necessary principles and guidelines to help you build attractive marketing collateral that follows MC+A’s branding guidelines in order to convey the right message.
Our Story: Coming out of the ashes of the dot com bubble, Michael Cizmar sat on a beach in Brazil and reflected on the many lessons learned from pasted failed ventures.
He decided that in his next venture, he wanted to form a company with a strong foundation based on the several ideas: + An interesting purpose to solve problems. + A management structure that facilitated solving those problems. + An approachable environment for employees and customers that would translate into profitability.
With that Charter, MC+A was formed in 2004. Within a year, Google approached MC+A to become its first Google Enterprise Partner. Sharing similar ideals and culture, we’ve grown with them to a multinational organization serving global customers, having opened our first office in LATAM in Chile in 2015. We are noted for our excellence in technical competencies (having recently won an award from Google as Innovation Partner of the Year for Search - Americas), our growing list of who’s who technology company customers and lack of a traditional sales organization.
We believe in...
PERFORMANCE
COMMUNICATION
We provide latitude and a culture that rewards performance. Our clients demands push us to work at our full potential, to innovate and respond quickly to changes in the marketplace.
We encourage everyone to communicate and have a ¨door free¨ environment. We drive organizational change by providing systems that facilitate the communication process
PASSION
RESPONSIBILITY
We are passionate about technology and what it can do for our clients. Their success is our own success too, so we put love into our work in order to maintain quality relationships with them.
We create an environment that encourages freedom and responsibility. We believe that our clients interests as are also our own and expect our employees to look at them that way too.
What we do: We connect you to the information and content you’re looking for within your company and help you become more productive.
You love searching for all kinds of information at random times of the day and we know it. MC+A helps you search for the photos of your co-workers at last year’s gala, old scripts for ads you never had a budget to make, and things like that report you know has been created 10 times and can’t find anyway. Let’s say we are the cloud experts...we know all about how to connect you to the documents in that abstract space you’ve heard about in the last few years, but don’t know how to actually reach. We are the professionals that make it possible to simplify the unimaginable... because, seriously, where is the cloud anyways?
We got the kind of magic that makes your day better.
Stop asking yourself the hard questions, we provide answers so you can focus on what really matters.
Mission Statement. MC+A transforms how organizations engage with information and their technology by designing search solutions to improve corporate knowledge management.
Vision Statement. We intend to become the premier technology solution company focused on delivering the best suited technology solutions for our customers’ business.
What’s the + Sign all About?
The “plus” sign (+) is a binary operator that indicates addition. Initially it centered around MC (Michael Cizmar) bringing a group of individuals together to solve problems. It has symbolically grown to represent the possibilities of collective intelligence. The idea behind our tagline is simple, we help you connect your data driven organization to provide more thoughtful systems and analytics. CONNECTING BUSINESS INTELLIGENCE
Positioning Statement. We are smart and understand nowadays technical business problems. We are competent to solve those problems through cutting edge processes. We are modern with less formalities so we can accommodate to your needs. “WE ARE THE NEXT GENERATION OF COMPANIES DEDICATED TO TECHNOLOGY SOLUTIONS FOR BUSINESSES.”
Company Culture. No longer a “startup�, we still bring the best of a Silicon Valley company culture by promoting a design centric approach to solving problems.
For us, a talented workforce is the key. Our goal is to keep our people happy, therefore productive. We try to build a work environment that makes you want to come on a Monday...well, at least every other Monday. We promote a laid back environment around teamwork and dedication. Also, we focus on intrinsic rewards and ways to develop personal growth and fulfillment. This way we can keep doing that we love with a smile on our faces.
We have a culture of getting things done.
Our Brand...
Brand Promise.
“We’ll transform your business by converting the way you engage with information and people.”
SIMPLE Straightforward interfaces focused on the user’s emotional response. VISIONARY Go where the ball will be not where it is at.
Don’t let the word “transformation” scare you. Transformation doesn’t have to be a challenging process, at least it is not for us. We see it is a simple, visionary and elegant way to make change happen.
ELEGANT Complexity for complexity’s sake is a waste of resources.
Our Brand Personality defines us and the way in which we do business. If we were a person, let’s say you would like to sit with us at the cool table. In a few words we are exceptional, simple, smart, passionate and elite. These traits are reflected in our work at every level of the organization, and because of this we deliver a unique experience to our clients.
Brand Personality.
SIMPLE No boring talk. We communicate ideas directly and effectively.
EXCEPTIONAL We strive produce the best products. Period.
PASSIONATE We care about our clients. What we are working on matters.
SMART Got questions? We can provide all the fancy answers.
ELITE We are the premier experts in the area and no one else compares.
At work, looking for content should never feel like a task. You shouldn’t search your day away looking for documents you know already exist. As technology innovators, we understand this need and is our goal to work with you in order to provide you the best tools to make your day more productive. Our brand voice should reflect our willingness to help you out with confidence. We are focused on communicating with you in the most transparent way to build a channel where you feel free to reach out to us and have a conversation about ways of improving your work day.
Brand Voice.
HONEST We are straightforward and go to the point. SIMPLE We explain ideas effectively through conversation.
Brand Tone.
FRIENDLY We like to engage with you and have fun. CONFIDENT We know what works and what doesn’t.
We’d like to Connect With...
TECH SAVVY People highly interested in transforming their business through technology, regardless of their industry sector.
INQUISITIVE People who constantly manage large amounts of content and are searching for ways to integrate this information .
DETERMINED People with the desire to improve their business by optimizing internal and external processes.
This is how we look like Insert a little joke here, please John. Help.
Visual Identity.
The Logo. We took our time developing our brand so please be nice to it. No matter which version you choose, you may not alter or modify it in any way other than re-sizing proportionately. It is important to always display the logo as shown in this guide.
Logotype Tagline
Exclusion Zone
Minimum Size
A little room to help us stand out. No element, other than out tagline may encroach on this space. The logo should always be placed with as much breathing space as possible. The minimum exclusion zone surrounding the corporate signature should be at least the half size of the height of the logo.
The logo must no be reproduced at a size smaller than 45px length x 330px height. 330 px
45 px
Logo Usage
Full-color MC+A logo. This is the preferred version, to be used on clear and lighter backgrounds only.
Solid Strong Blue signature. This is not a preferred usage but is a one color alternative.
Sold white reverse signature. Use on medium to dark-colored backgrounds.
Solid Warm Gray signature. This is not a preferred usage but is a one color alternative.
Incorrect Usage
Do not use the logo on an angle.
Do not alter approved colors.
Do not place it on patterned or textured backgrounds or use it as a screen or tint.
Do not use the logo upside down.
Do not use non-approved or altered colors.
Do not place it on a photograph.
Do not use the logo on backgrounds Do not use the logo on backgrounds with similar colors than the logo itself. with similar colors than the logo itself.
Do not use the signature on backgrounds with insufficient contrast.
Sub-brand Logo. The MC+A square logo has two main functions.
To be used in social media. Whenever the logo must be square or an icon.
* Do not use it in replacement of the official logo in situations that is not required.
Sub-brand logo appearance.
Sub-brand logo grid construction
Tagline Connecting Business Intelligence is our tagline. The idea behind our tagline is simple, we help you connect your data driven organization to provide more thoughtful systems and analytics.
Tagline
Supporting Elements.
Color Palette Our corporate colors reflect our brand personality, wich is exceptional, simple, elite yet approchable. Consistent use of these colors is vital to our corporate identity. Please use only the color palette and the color formulas and percentages as specified in this document when displaying the MC+A logos and designing other visual elements for communications materials, whether in print or digital media. Strong Blue
Warm Gray
Cool Gray
Web Base
Accent
White Smoke
FOR WEB USE R: 71 G: 160 B: 217 FOR PRINTING USE C: 67 M: 19 Y: 6 K: 0 HEX CODE: #479fd8
FOR WEB USE R: 121 G: 113 B: 114 FOR PRINTING USE C: 53 M: 50 Y: 47 K:13 HEX CODE: #787172
FOR WEB USE R: 147 G: 149 B: 151 FOR PRINTING USE C: 45 M: 36 Y: 36 K: 1 HEX CODE: #929496
FOR WEB USE R: 113 G: 173 B: 210 FOR PRINTING USE C: 55 M: 19 Y: 6 K: 0 HEX CODE: #70acd2
FOR WEB USE R: 247 G: 148 B: 32 FOR PRINTING USE C: 0 M: 50 Y: 99 K: 0 HEX CODE: #f79320
FOR WEB USE R: 234 G: 236 B: 237 FOR PRINTING USE C: 7 M: 4 Y: 4 K: 0 HEX CODE: #e9ebed
Color Breakdown These are the tints of color allowed to be used in the company’s corporate design.
30%
30%
80 100%
70%
%
80 100%
70%
% 60
50%
% 60
50%
40 %
90%
90%
%
90%
40
% 40
70%
%
50% 10%
% 60
50%
40 %
20%
60
%
100%
30%
%
100%
90%
70%
80
30%
%
20%
60
50% 10%
20%
70%
40
%
100%
%
30%
%
80
60
70%
20%
40 %
100%
30%
%
80
50%
20%
10%
%
80
90%
20%
10%
10%
10%
90%
Those can be used for graphics charters, steps guides, diagrams, etc.
Illustration The illustrations should be used in presentations or documents explaining some type of procedure. Also, it is allowed to be used in any type of stationery associated with the company. Using simple illustrations similar to icons is preferred.
Photos
The use of images should be minimized. The only occasions where the use of images is allowed is when you are telling a story or as an introduction to an article.
The photos used should be related to the event, place or context being discussed. Preferably they should have blue or gray tones.
Typography
Typography
PRIMARY FONT - LATO
SECONDARY FONT - ROBOTO
Lato Regular
Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Lato Italic
Condensed
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Lato Thin
Thin
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Lato Bold
Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Stationery. Business Card
Front
Back
Pole-Sign
2550 x 600 px
Notebook
Michael Cizmar + Associates Ltd (XXX) XXX XXX XX facebook.com/mcplusa @mcplusa linkedin.com/company/mc-a