The logo is comprised of the logotype and the letter mark, both of which should be used in the stack pictured left whenever possible. The white space between the logotype and the letter mark is structurally necessary to the logo as a whole, and must not be altered. If needed, the logo can be unstacked and just the letter mark used, but the logotype must never be used alone. The logo must always be shown in a 1-to-1 ratio as shown right. Any other ratio will be considered distortion of the logo.
The logo may be presented either on a square or circular field, so long as the field follows the color guide as described on page 5 of this guide. The field may not be of any other proportion than the 1 to 1 ratio as previously described.
The logo must always be a solid color, and never have an outline. This applies especially to a logo that is only an outline, without a fill color. The logo must always be presented in one of the colors detailed on the next page. Unofficial colors may never be applied to the logo. As previously stated, the logo must never be distorted. This rule applies to stretching the logo into a different ratio than the original, square, ratio. While the logo may be unstacked, it may never be stacked in a different order. The logotype must always be presented beneath the letter mark.
Color Guidelines C:96 M:41 Y:89 K:44
C:90 M:70 Y:16 K:3
C:0 M:0 Y:0 K:0
C:0 M:0 Y:0 K:100
C:86 M:97 Y:20 K:8
C:29 M:100 Y:94 K:37
The standard colors for the logo are Matomani Blue, White, and Black as specified above. When the logo appears on a white field in color, it must be Matomani Blue. When the logo appears on a white field in black and white, it should be black, but can be presented as a dark grayâ€”as low as 80% saturation, where appropriate. When the logo appears on a Matomani Blue or black field, it may be white. Additionally, the logo may reflect the color of the packaging, where appropriate. Packaging colors will vary based on the flavor of the product. The logo can be the same color, or a hue of that color, as appropriate.
Color For Text
C:90 M:70 Y:16 K:3
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The type in the Matomani Logo should always be the same color as the letter mark itself. The type of headers and body text should always be registration black.
Pattern: Construction + Application
C:90 M:70 Y:16 K:3
C:100 M:76 Y:30 K:14
The pattern should always be constructed by the same three pieces (show left) in the same tiled order (as shown above.) The background color of the tile must always be the alternate color.
When the pattern is used in the business system, it must be presented in two shades of Matomani Blue. These shades should be used to create a checkerboard pattern, with the patterns overlaying the squares being the color of the alternating shade. In use on the product, this pattern may reflect the color of the packaging to reflect the flavor where appropriate. No matter where the pattern is used, it should always be subtle. Strong differences in color will overwhelm the eye and make the pattern difficult to understand to the consumer.
There are three distinct business
Individual Name (555) 555–5555
cards that each include the logo, the pattern, and the individual’s information in three different ways. Employees may request the design they like the best for their own cards.
The Matomani letterhead has been designed to reflect the overall look and feel that the Matomani company strives to achieve. The margins should always be set at 1inch, with the Matomani logo set in the top left corner at two inches square, in Matomani blue. The angles of the footer of the letter should never be altered. They reflect the look of the logo, and are aesthetically important to the letterhead. The body of the letterhead should be set in Avenir Book, 9pt/15pt. The individual name and department name may be set in Avenir Bold if desired. The body must adhere to the text standards as described on the next page. The paper that the letterhead is printed on should always be made of recycled materials.
Avenir Black, 50pt/60pt
Body Text Ibus exceatque is doloristi que nat harumquiate sam inverum quiatempere dolupti atusaperi discient omnis debit, sequam eariberem esti repel eosant, volupta ecestem odissit lature corerior accatio rporess intiatiistem unt velest, inciendae dolestem expero vit od mil ex eum ulpari aligendem. Itat alit quid magnia voluptas et ex enimi, volupta quid mint, odi beruptatus sit, tora excearc hilitat emperiati beribus aut derem rent. Tenis endiandiorro que nistionet voluptatur? Qui consend ebistotatis explant volum vere sam, ea voloratus exerrov idebis doluptatio. Ut adissum rerunt aut quiaest ra ex el et ommodis cipiet ad ma dest, eum hil eum ea sita si ut andunt fugitatiur, ea doluptam ipistiu mendignam con eos re cum faccus, et ut eum fugitat istrum vellanis ut ut quo
The type for the logotype is an alteration of Avenir Light. The tops of the letters have been squared and the x-height lowered to create a sturdier feel, and a strong baseline on which the letter mark can sit. The logotype may never be set in a different font; it must always be the the custom font designed for the Matomani Logo. For visual cohesion, all other text used by Matomani should be set in Avenir. The headers may be set in an Avenir Black, at 50/60pt. They should be left aligned, and may be visually kerned where necessary. The body
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of all letters or printed materials such as pamphlets should be set in an Avenir Book, at 9/15pt. The leading
should always be wider to accommodate for legibility. The body text should always be justified with last line Avenir Book, 9pt/15pt
aligned left, and must never be hyphenated. In the case of extremely wide or narrow passages of text, a rag left can be used where appropriate.
The type for the Matomani logo is custom. It was adapted from Avenir Book, but should never be replaced with this typeface. Top: Avenir Book, Middle: Matomani type, Bottom: Compare and contrast logo and regular type.
The Matomani Logo may be used as a stamp to evoke the authenticity of the product. The stamps must adhere to the standards for the logo as described previously. These stamps may not be sold commercially.
The Matomani Logo may be used on merchandise such as t-shirts, phone cases, and tote bags (as
The Matomani pattern may be used in clothing merchandise, where appropriate. Merchandise
shown above.) Merchandise must adhere to the standards for the logo as described previously.
must adhere to the standards for the logo as described previously. Merchandise may be distributed
These merchandise may be distributed to the general public, but should only be sold as fundraiser
to the general public, but should only be sold as fundraiser items, or given to loyal customers as
items, or given to loyal customers as thank-you gifts.
Trucks and Packaging
Trucks transporting Matomani products should always be labeled consistent with the Matomani brand. The trucks should bear the logo in either Matomani Blue or white, depending on the field of color. The boxes that hold Matomani goods within the truck should always be square to best protect the product, and to ensure that the ratio of the Matomani logo is upheld. The material for these boxes should be at least 90% recycled material.
All advertisements for the Matomani company should be digital whenever possible. As a company, Matomani attempts to avoid excess waste, such as paper fliers. When the billboards must be in an analogue format, they should be made of a vinyl, which should be recycled into Matomani brand tote bags when taken down.