BRAND IDENTITY MANUAL
INDEX 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.
ABOUT US INTRODUCTION OUR LOGO MERLA´S TAGLINE APPLICATION DEFINITION OF CLEAR SPACE TYPOGRAPHY FONT HIERARCHY LOGO DIMENSIONS BRAND COLORS APPROVED APPLICATION BRAND USAGE VERTICAL BRAND USAGE HORIZONTAL BRAND USAGE INSIDE BAND OR THIN FORMATS COVER DESIGN SAMPLE STATIONARY OVERALL VIEW STATIONARY SAMPLES (letterheads) STATIONARY SAMPLES (envelopes)
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ABOUT US We a re a Texa s b a se d com p a ny fou nd e d i n 1 9 3 7 by Ch a rl e s Cri c k me r a n d C ha r le s Pa u l L a m b . Ove r the la st 77 ye a rs , we h ave be e n co mmi tte d to i n n o vate a nd have a p p li e d conti nu ou s i m prove me nt pro ce s s e s to pro du ce s t ate of the a r t p rod u cts w i th the late st te c h n o l og y. We s t ay a c ti ve , i nve s ti g ate a nd d eve lop new p rod u cts to a d d va l u e to o u r c u s to me rs a n d s t ay a h e a d of the g a m e . We have a n i nte r nati ona l v i si on a nd b u i l d c u s to mi z a bl e s o l u ti o n s t h at c a n be a p p li e d to d i e re nt i nd u str i e s wor ld w i de . We h ave ex pa n de d o u r pre s e n ce a nd have b e com e a refe re nt i n the Oi l & Ga s i n du s t ry i n t h e U S, L ati n Ame ri ca a nd Eu rop e .
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01
BRAND IDENTITY MANUAL G UI D EL I NES FO R TH E U S E O F TH E BR A ND I N A L L CO M M U N IC ATIO N S Me r la i s u nd e rgoi ng a pro ce s s of g row t h a n d profe s si ona li zati on a nd we wa nt to ma ke s u re we a re a l l p u lli ng i n the sa m e di re c ti o n . In t he first p a r t of Me rl a’s Bra n d Ide nti t y Ma n u a l yo u w i ll find i nfor m ati on fo r t h e da i l y u s e of t h e bra n d. The se cond p a r t that s pe c i fi e s bra n d a ppl i c ati o n s i s i nte nd e d to b e u se d by Me rl a’s Ma rketi n g Co mmu n i cati ons d e p a r tm e nt.
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02
OUR LOGO BRAND IDENTITY MANUAL
Ma s ter fi les are available for t he different vers i on s of the brand. It is mandator y to u s e th e master files at all times. Merla’s ma r k s h ould not be redrawn or modified in a ny way. Please cont ac t Mer la’s Mar keting Co m m u n ications dep ar tment to gai n a cces s to these files.
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01
MERLA´S TAGLINE APPLICATION BRAND IDENTITY MANUAL
1
Us i n g th e Merla mar k together with the
Ra nge d -Sta cke d Logo
ta gl i n e i s limited by t wo combinations. Th e p refe rred version “ Ranged-Stac ked” i s to b e used unless space, layout or
Sy m b ol
l egi b i l i ty require t he alternate combinati o n c a l l ed “Ranged-Ranged”.
Re g i s te re d Ta g l i n e
2
Ra nge d -Ra nge d Logo
Sy m b ol
Re g i ste re d
Ta g l i n e
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DEFINITION OF CLEAR SPACE BRAND IDENTITY MANUAL
CLEA R SPACE
MAS TER ARTWORK
“REGISTERED” MARK
Th e con s tructive grid helps
A minimum of 2 a
All versions of the mark
The “registered” sign is
d eter mi ne the p roportions of
clear space must be
exist as master files. These
required in all coun-
left around the mark.
must be u sed at all times
tries.
th e d i fferent elements in the
and should not be redrawn
ma r k .
or modified in any way.
Symbo l , l ogotype a nd ta gline togeth er build th e mark
The “Reg istered” mark i s required in all count ri es The height of the a in the Merla Logotype is also used as a measurement unit throughout the guidelines. Symbol
2 “a ” c le ar space 1 “ F ” c le ar space Logoty pe The height of the F in the Merla Tagline is also used as a measurement unit throughout the guidelines.
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01
TYPOGRAPHY BRAND IDENTITY MANUAL
Th e cor re ct use of the di fferent font s
1
Pr i m a r y Font
for th e b rand is crucial in order to captu re Mer la's brand i dentity. For this rea s o n , i t is important to respect the p a ra m eters listed below: · PROTOTYPE FONT Logot yp e main font. · LATO Fo nt s h o uld be used exclusi vely for ti t l es a n d content .
· Use ALL CAPS for main titles in Bold · Use Up and Lower Case in medium for sub-titles · Up and Lower Case in light for content
Aa Prototype ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
2
Se cond a r y Font
Aa
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
Aa
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 :;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
LATO Light
LATO SemiBold
LATO Regular
LATO Bold
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FONT HIERARCHY BRAND IDENTITY MANUAL
1
Mai n Title (PR I M A RY T E X T ) L ATO Bo l d
2
Sub Tit le (S ECO NDA RY T E X T ) L ATO Me d i u m
Tra d i t i o n We are passionate about our work and transfer it into our designs and the way we relate to customers. Over the last 77 years, we have been committed to innovation and have applied continuous improvement processes to produce state
3
Conte nt
of the art products with the latest technology. We actively investi-
(CO M PL E M E NTA RY T E X T ) L ATO Re g u l a r o r L i g ht
gate and develop new products to add value to our customers and stay ahead of the game.
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01
LOGO DIMENSIONS BRAND IDENTITY MANUAL
Mer l a’s l ogo does not permi t easy
None Ap p rove d Mi n i mu n Si ze
Ap p rove d Mi ni m u n Si ze
rea d i n g when reduced more t han 1 .8 ”, 0.375”
th at’s why we should resp ect t he minimu m s i ze suggested below, including
1.8”
th e t a g l i ne legibilit y
LOGO VARIATION MONOCHROMATIC, GRAYSCALE & COLOUR
Mo n o c h romati c
Graysca le
Fu l l co l o r
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BRAND COLORS PANTONE / CMYK / RGB / HEX
DEFINED COLORS FOR P RINT Co l or versions of the mark are limited to th o s e fo und on this page. M ER LA RE D Th e m a r k is reproduced using a special co l or : Pa ntone 4 8 5 C RG B CO LOR Us ed for web designs. FO U R - COLOR P ROCE SS
PANTONE 485 C
PANTONE black 6 C
PANTONE 420 Gray C
Wh en u s ing four-color process, use t he
CMYK
0% 95% 100% 0%
CMYK
20% 20% 20% 100%
CMYK
0% 0% 0% 25%
s p ec i fi ed CMYK values.
RGB
238 49 36
RGB
0 0
RGB
200 200 200
#
ed3023
#
000000
#
000000
0
BLAC K Wh en p r inting Black only (e.g. low-budget a n d l a s er-printed documents) use Black for b oth the symbol and the logotyp e. Do n ot ti nt t he symbol.
NO SUB COLOR ALLOWED FOR MERLA’S RED
60% BLACK TO 100% ALLOWED ONLY
20% TO 40% GRAY ALLOWED ONLY
Wh e n des i g n i n g co rpo rate co mmu n i c atio n s , o n l y t h e s p ec i fi ed co l o rs i n di c ated are permi tted.
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01
APPROVED APPLICATION OVER BLACK OR WHITE BACKGROUNDS, TEXTURES AND COLORS,
Col or versions of the mark are limited to those fou nd on thi s p a ge . Wh en th e Merla brand is applied over a color back g rou nd i t m u st to b e u se d i n w hi te .
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00 1 1
BRAND USAGE WHEN USING A VERTICAL FORMAT BRAND IDENTITY MANUAL
Wh en u s ing t he “ M” in the logo, it is necessary to show th e over l apping p orti on of the M (in t he right quad ra nt)
Gu i de Ele m e nt
at a l l ti mes, as it is a distincti ve element of the bra nd .
u s e d by M pro po rtio n
Inside safe are a
Ins ide s afe a rea
Inside safe area 14”
11”
17”
Gu ide el ement Ver tic a l a l ing top to M
Guide element Verti c al aling top to M Guide e le me nt Ve rtic al aling bottom to M
8.5”
8.5”
11”
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01
BRAND USE WHEN USING A HORIZONTAL FORMAT BRAND IDENTITY MANUAL
Wh en u s ing t he “ M” in the logo, it is necessary to show th e over l apping p orti on of the M (in t he right quad ra nt)
Gu i de Ele m e nt
at a l l ti mes, as it is a distincti ve element of the bra nd .
u s e d by M pro po rtio n
Ri g ht s afe a rea 17” Ri g ht safe are a
Ri g ht s afe a re a
14”
11” 8 .5 ”
8 .5” Lowe r s afe a rea
11”
Lowe r safe are a
Safe a rea
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LOGO INSIDE BAND OR THIN FORMATS PANTONE / CMYK / RGB / HEX
Wh en u s ing footers in presentations, itâ&#x20AC;&#x2122;s nece ssary to
Gu i de Ele m e nt
ma i nta i n the disti nctive element of t he mar k (when
u s e d by M pro po rtio n
s u p er i mposed) as show below.
Sa mple (A) Footer in red and M in white
Sa m p le ( B ) Foote r i n re d a nd laye r of d e g ra d e d re d w i t h M i n w h i te
Yo u shou l d u s e t h e b a r i n re d a n d t h e M s h o u l d b e s u p e r -
You s h ould us e th e ba r i n red a n d th e M s h ould be s up er i mp os ed over the laye r of d e g rad e d
im p o se d o n wh i te , t a k i n g i nto a cco u nt t h e e l e m e nt s s h ow n
red, a n d at t h e s a me ti me s h ould be i n multi p ly over th e red ba r, a lways mai ntai ning the
in t he ex a m p l e t h at a re d i s ti n cti ve of t h e b ra n d .
elements th at a re s h ow n i n th e ex a mple a n d th at a re di s ti n cti ve of th e b rand .
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COVER DESIGN SAMPLE FOR CATALOGS, BROCHURES, BILLBOARDS OR BANNERS
RED COVER / LIG HT LO GO
DAR K COVER / R ED LO GO
L I GH T COV E R / RE D LO G O
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STATIONARY BRAND IDENTITY MANUAL
STATIONARY LETTERHEAD
Letter Format
A4 For m at
Le g a l For m at
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06 1 1
STATIONARY ENVELOPES