Logo guidelines
The MMA master logo The MMA master logo consists of two elements: the MMA graphic and the company name. The MMA graphic Each of these elements have been specially spaced and positioned, and should not be altered in any way. The logo should never appear in any colourways other than those shown in these guidelines. The company name 2
Using the logo Minimum clear space area The MMA logo must always appear with an area of clear space around it. This allows the logo to sit confidently, protecting its clarity and visual integrity within its application. Other design elements should not encroach this space. The clear space is calculated using the vertical measurement from the top to the bottom left corner of the M in the MMA graphic as shown in the diagram. 3
Using the logo Proportion of logo to page size So that the integrity of the logo is not diminished it should not appear any larger than 50% of the overall width of the page it is being applied to. Minimum size To protect the quality and legibility of the logo, it is essential that the logo does not become smaller than the recommended size, unless absolutely necessary. The minimum size the logo may appear is 25mm wide. 25mm 4
Logo formats MMA logo formats The logo is available in formats suitable for print (eps files) and web and screen (jpg and png files) versions. Spot colour Pantone 159 eps (Print only) White eps (for print) png on a transparent background (for web and screen) Orange eps CMYK (for print) jpg RGB with white background (for web and screen) png RGB with transparent background (for web and screen) Black eps (for print) jpg on a white background (for web and screen) 5
Logo backgrounds Application of logo The logo can appear on both flat colour and textured backgrounds as long as it remains legible. Here are some examples of how the logo could look on different colour backgrounds. White background This is the preferred background, it provides optimum visibility and legibility of the logo. Black background A black background can be used where white is not possible. Textured background These can be used for strong, dynamic visual impact and will allow for variety when considering marketing communications. Other coloured backgrounds When the visibility of the logo is impaired by the background, use the clear space rule to provide an area around the logo for it to sit. 6
Logo colour MMA logo MMA orange Colour can play an important role in building awareness of a brand. The MMA orange is fresh, vibrant and energising, it makes a bold statement in a brand marketplace. Pantone: 158 CMYK: C-0, Y-70, M-100, K-0 Variant type The variant type and the rule above and below are always shown in a dark grey, complimenting the orange of the main logo. Variant grey Pantone: Cool Grey 10 CMYK: C-0, Y-0, M-0, K-70 7
Logo Do s and Don ts Using the logo The logo must only be used in the forms provided. This page shows some examples of how the logo should not be used. The logo may not be stretched or otherwise distorted. The logo may should never be contained in a box, circle or other shape. The logo should never be shown in a different orientation. Mobile Marketing Association The logo may not be re-coloured. The proportions of the two logo elements may not be altered. The company name may not be typed using different fonts or font weights. 8
The logo variants Regional, initiatives and member logos The master logo has been developed to incorporate: different regional divisions of the company the initiatives the company is linked to membership level These logos are available on request. The relationship between the division, initiative or membership level text has been locked-up, this provides the means for consistency of application and presentation. The lock-up is a fixed relationship that should not change. The formula for this relationship is shown here in this diagram. The colour for the variant type and the rule above and below is 70% Black. ½ 1 3 MOBILE CERTIFIED MARKETER When using one of the variant logos the clear space rule still applies but it is now extended to include the variant type. 9
MMA I January 2012 The logo variants Regional council logos Initiatives logos Membership logos 10
Logo typeface Typeface The MMA logo uses the DIN font family for the company name and the variant type. Three weights have been chosen to give appropriate emphasis to the words. MOBILE is typeset in DIN bold MARKETING is typeset in DIN regular ASSOCIATION is typeset in DIN light Each of the variant titles is set in DIN bold, all type is set in uppercase only. DIN light: ABCDEFGHIJKLMNOPQRSTUVWYZ 1234567890 DIN regular: ABCDEFGHIJKLMNOPQRSTUVWYZ 1234567890 DIN bold: ABCDEFGHIJKLMNOPQRSTUVWYZ 1234567890 The DIN font is only to be used for the MMA logo type and the variant names, all other type is to be set using the Gill Sans font family. 11