Brand Book this is who we are
Preface
To our Members This Brand Book serves as a way to ensure that we are all on the same page, no matter what role you play in the organization. It is a guide to how we want to be perceived by our different stakeholders, including you.
To the CB/AB Here you will find the attributes that are identifiable to MEA what makes us, us. This includes technical elements (e.g. fonts and colors) as well as more subtle aspects (e.g. values and voice).
We encourage you to use this as reference to communicate all of our initiatives as an organization, but treat this as a guide not a rulebook.
To our Partners Our brand book introduces you to MEA. Here, you will get to know who we are as an organization, what we do, and what we value. With this, we could hopefully provide a vision of our partnership - where our collaboration can go.
Content
About MEA Who we are
What we do
Where we stand
How we speak
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02
04
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Style Guide Logo
Type
Color
Elements
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09
10
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About MEA Who we are
The Management Engineering Association (MEA) is a community of socially conscious students who are passionate about problem solving. We develop competent and responsible future business leaders through data-driven and sustainable practices. In MEA, we cultivate a culture of social support and personal growth wherein every member is empowered to create impact.
About MEA Who we are
What we do
Where we stand
How we speak
01
02
04
05
Style Guide Logo
Type
Color
Elements
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09
10
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What we do We learn various skills from different fields that allow us to apply a holistic perspective in making strategic and long-term solutions. We also aim to equip and empower students, especially business majors, by imparting to them the knowledge and application of corporate sustainability.
We analyze problems and innovate solutions
We ask a lot of questions - how can we make it better? how does this affect this or that? what works and what doesn’t? We dissect problems from all angles to gain an understanding of the big picture and its nuances. We adopt a wide range of perspectives across different industries and disciplines in making strategic and lasting solutions.
We are grounded by the principles of CS
Not only do we advocate for Corporate Sustainability, but we integrate it in how we work, internally and externally. We equip students with CS knowledge so that they can lead with a holistic and multifaceted approach which provides long-term stakeholder value. We believe that businesses are primary drivers of sustainable growth - and as future leaders, we are at its front.
02
Business Org
Home Org
Where we stand MEA is both a home and business organization. We take pride in this complex identity. As a business organization, we provide our members with opportunities to explore different career paths. As a home organization, we ensure that our members get resources and support they may need for their college journey. Our organization is living and dynamic - and like any person, we are more than one thing. We are your MEA.
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We are straightforward
but not boring,
fun but not comedic.
We do jokes and puns,
but we avoid innuendos.
We usually use casual language,
but we can also be formal– 
 never cold.
We are enthusiastic
about the things we do.
How we speak When we speak, we want you to feel the vibrant community of MEA. Think of your friend who hangs out with you on a weekend, but also does an all-nighter with you for a long test. We are driven by our vision of producing competent business leaders. We share impactful solutions for society’s problems through our community. Setting aside seriousness, we want you to feel that MEA can be your home.
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logo
type
Style Guide
color
elements
05
Our Logo.
DO Include it in all publication materials. Ensure that it is
DO NOT Change the color or transparency.
placed even with the project logo.
Rotate, stretch, or distort.
Make sure it is clearly seen.
Add space around it.
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MEA’s Typeface is usually clean, crisp and bold. We want our words to be readable, so we often use serif/sans serif fonts and refrain from using decorative fonts.
DO
Limit the number of fonts to a maximum of 2. You may use different font styles within the font family
(i.e. Avenir light, oblique, heavy, etc.)
Choose a font combination appropriate for the campaign’s theme.
Space and kern your text substanially.
DO NOT Make the font size too small.
Use tight spacing and kerning for your body text.
Make publication materials too wordy, verbose, and lengthy. Keep your content concise, straightforward, short, succinct, brief, and straight to the point.
Proportion your main font size and sub font size.
Make sure that the text is readable across all possible screen sizes.
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Font Pairing Samples. Note that these are just examples. You can still experiment with more! You may explore font comibinations at fontjoy.com and fontpair.co.
Heading
Monsterrat, Extra Bold
Subheader
Product Sans, Extra Bold
Body
Airbnb Cereal App, Book
Heading
Proxima Nova, Bold
Subheader
Playfair Display, Italic
Body
Proxima Nova
Heading
Cocogoose
Body
Muli
Heading
Domain Display
Body
Gotham
Heading
Ostrich Sans
Body
Glacial Indiferrence
Heading
Domine, Bold
Body
Roboto
Heading
Karla, Bold Italic
Body
Karla
Heading
Poppins, Bold
Body
Open Sans
Heading
Oxygen, Bold
Body
Source Sans Pro
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Teal.
MEA’s teal color has shifted from a bright, saturated tone to a dark, rich, and professional one.
Teal is the combination of blue (color of professionalism, trustworthiness, and competence) and green (color of sustainability, growth, and progress). Compared to the previous, this darker shade is more gentle on the eyes, allowing it to be maximized throughout our publication materials.
The new palette of MEA consists of professional blue-green tones with a touch of personality. The combination of colors are professional, yet friendly– true to our two-pronged identity.
BLUE
HEX: 033453
RBG: 3 52 83
GREEN
HEX: 40848F
RBG: 64 132
143
GRAY
HEX: D6DBE1
RBG: 214 219
225
WHITE
HEX: F5F5F8
RBG: 245 245
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Color Palettes.
Different MEA projects and departments are allowed to use a color scheme different from below, but are encouraged to avoid dark, pastel, and neon colors. We recommend analogous color schemes which are easy on the eyes.
Visit www.canva.com/colors for tools to help you create your color palette.
08 09
GOOD CHOICE OF COLOR
BAD CHOICE OF COLOR
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Elements.
Like our fonts and colors, we want our elements to be clear and simple yet exud MEA’s friendliness and professionalism. These are some examples of the eleme
Design Accents
Accents like these can make your design look cohesive.
Experiment with different shapes, geometric or freeform, to see what works.
de
ents we use.
Vectors
Flat elements are usually easier on the eyes, but isometric images also work well. Sites like Freepik and Vecteezy offer elements you can use. Make sure to attribute if you’re not a premium license user.
Designed by pch.vector / Freepik
Design from Vecteezy.com
Designed by macrovector / Freepik
Designed by Freepik
Design from Vecteezy.com Designed by upklyak / Freepik
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That’s who we are.
Prepared by the Marketing and Communications Department Š 2020