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brand identity guide

updated August 28, 2012


brand identity guide

contents

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brand identity guide

contents Index guide. Introduction Brand Mission Vision Values

5 5 5

The Logo Color One Color Clear Space Minimum Size Logo Misuse Good Practices Tagline

7 8 9 10 11 12 13

Visual System Brand Color Typography Primary Alternate

Collateral & Applications Stationery Business Card 21 Envelope 22 Letterhead 23 Advertising 24 Signage 25 Website 26 Uniforms 27

16 17 18

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brand identity guide

introduction

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brand identity guide

brand

Building an enduring brand. A brand is the universal application of visual constructs with which consumers connect. Branding creates a recognizable standard that can be identified with a certain service or product. This book contains details for consistent brand application that will set Metromedia Energy apart from other companies. Following this guide will assist in building brand recognition, reputation, and competitive edge. The following guidelines govern communications for Metromedia products and services. They will help build awareness, understanding, and preference for Metromedia Energy products and services, and will energize a brand that endures.

mission

vision

values

Highest Standards.

Truly Integrated.

We will integrate custom procurement strategies with quality customer service at competitive prices to provide the best energy plans and best value for our consumers.

To set the highest standards in customer service, reliability, education and low-risk energy solutions in our industry.

Act with integrity: Truth above all.

Strategic Insight.

Total customer dedication: Our customer is our #1 asset. Ignorance is not accepted: Arm yourself with knowledge, research and education in order to best serve our customer.

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brand identity guide

the logo

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brand identity guide

color

Primary logo. The Metromedia Energy signature is the most fundamental part of the brand. It represents the entire company, externally and internally. It functions as an honest and determined testimony to the ideas we share with our clients and with each other. The strong colors of the mark vibrate tightly with a turbine of energy, and the modern logotype is scripted with a precision sans serif that speaks to our modern vision of aggressive strategies. The mark is a modern visual, simple yet unique. The Metromedia signature was built with care and thought to the specific relationship between the elements. Do not attempt to recreate these elements. Always use the approved artwork.

PMS 200 R 183 G 18 B 52 C 3 M 100 Y 66 K 12 HEX # B71234

PMS 144 R 233 G 131 B 0 C 0 M 52 Y 100 K 0 HEX # E98300

PMS 7406 R 235 G 183 B 0 C 0 M 17 Y 100 K 0 HEX # EBB700

PROCESS BLACK C R 30 G 30 B 30 C 0 M 0 Y 0 K 100 HEX # 1E1E1E

PAPER

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brand identity guide

one color

Black and white printing. The Metromedia Energy signature is the most fundamental part of the brand. When it is not possible to produce the logo in color, it may be produced in black and white. Always use the approved artwork.

100% K

60% K

40% K

WHITE

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brand identity guide

minimum clear space

Signature

Space for savings.

In order to keep the Metromedia Energy signature uncluttered, it needs to be placed in a clean environment. A clearance area equivalent to the height of the lowercase letter ‘m’ in the signature should act as a guide for the allotted margin.

Mark

Logotype

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brand identity guide

minimum size Size matters.

1.25"

The minimum logo size shown here should accommodate most applications and reproduction techniques. Make sure the signature is never smaller than what can clearly be executed.

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brand identity guide

logo misuse Poor performance.

Incorrect use of the Metromedia Energy logo compromises its integrity and effectiveness. The examples below are not comprehensive, but are a small sample of common misuses. To ensure accurate, consistent reproduction of the Metromedia Energy logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork.

MetroMedia Energy MetroMedia Energy

Don’t typeset the signature.

Don’t change the color of the logo.

Don’t stretch the logo disproportionately.

Don’t change the proportions of logo elements.

SUPER SAVINGS COUPON SAVE NOW!

SUPER SAVINGS COUPON SAVE NOW!

Don’t rearrange elements of the logo.

Don’t add effects to the logo.

Don’t use a pattern within the logo.

Don’t combine the logo text.

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brand identity guide

good practices Excellent performance.

When using the logo, be sure that the logo is placed on a background to enhance visibility. It is always preferable to place the signature on a single-tone background that is white or dark. Reverse logotype when placed on dark backgrounds.

Place the logo on white or light backgrounds.

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brand identity guide

tagline & placement

Signature

Simple + Solutions = Powerful Results. Simple Solutions. Powerful Results. Results thrive at Metromedia Energy. The primary tagline, “Simple solutions. Powerful results.” reflects the equation for which Metromedia Energy generates quantifiable action. “Simple Solutions” speaks to our company’s expertise and ability to solve the toughest puzzle with ease. “Powerful results” is the tenacity that sets Metromedia Energy apart as we integrate energy and power management skills to achieve tangible customer results. The tagline may appear as part of a greater promotion, but should be used sparingly in combination with the signature. For legibility purposes, do not scale the tagline when placed with a signature that is smaller than the recommended two inches.

Mark

Logotype + Tagline

2"

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brand identity guide

visual system

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brand identity guide

visual system Energy pattern.

The Metromedia Energy brand’s visual system is a system of flexible components that visually represent access to energy. This is illustrated through color, photography, typography and messaging that composes energy patterns. These energy patterns can be used across all communications for Commercial Business Audiences and Individual Consumer Audiences. When applying the Metromedia Energy brand’s graphic elements, especially color and photography, it is important to distinguish between Commercial Business Audiences and Individual Consumer Audiences. Marketing for Commercial Business Audiences promotes Metromedia Energy solutions to a typically more corporate-oriented audience; where as Consumer Audiences refer to Metromedia Energy products and services marketed directly to affiliations. Because communications for Metromedia Energy products and services often differentiate between these two targets, slightly different design styles are recommended.

Communications for Commercial Business Audiences emphasize Metromedia Energy’s products and services expertise and commitment to corporate clients. To help reflect this, the Commercial Business Audience color palette relies on dark, serious tones that reference the logo more directly. Photography for Commercial Business Audiences should reflect the corporate benefits of products and services. Consumer Audiences applications should communicate the advantages of the affiliations. The Consumer Audience color palettes shall focus on livelier, more animated colors. Photography should focus more on the individuals who use the products and services. Always keep in mind which market the design is meant to communicate with, and apply the Metromedia Energy brand style to create the most effective application possible. These are guidelines, not strict rules.

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brand identity guide

brand color palette Primary colors.

This color palette emphasizes the Metromedia Energy brand colors. The primary colors of this palette consist of Metromedia Energy Red, Yellow, Orange and Black. These colors are equivalent to the Pantone Matching System (PMS)—the standards for which may be found in the Pantone Color Bridge. For 4-color process printing, refer to the CMYK values. For screen and web applications (Microsoft Office PowerPoint, Microsoft Office Word, video, broadcast, websites), use specifications indicated by the RGB and HEX values. Variations in color may occur, but try to match the Metromedia Energy color palette as closely as possible. For 4-color printing, use the CMYK values as a foundation before calibrating. Vendors may have their own values and formulas for PMS in 4-color process, but the goal should always be to match the PMS standard of the Metromedia Energy color palette. Color variations may also occur on screen as a result of different screen calibrations, operating systems, and software applications.

METROMEDIA ENERGY RED - PMS 200 R 183 G 18 B 52 C 3 M 100 Y 66 K 12 HEX # B71234

METROMEDIA ENERGY ORANGE - PMS 144 R 233 G 131 B 0 C 0 M 52 Y 100 K 0 HEX # E98300

METROMEDIA ENERGY YELLOW - PMS 7406 R 235 G 183 B 0 C 0 M 17 Y 100 K 0 HEX # EBB700

METROMEDIA ENERGY BLACK - PROCESS BLACK C R 30 G 30 B 30 C 0 M 0 Y 0 K 100 HEX # 1E1E1E

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brand identity guide

typography Primary typeface.

To help provide a consistent, unified look in the Metromedia Energy brand’s use of typography, the Mic 32 New typeface should be used on all communications for Metromedia Energy products and services. The quality of Mic 32 New typeface’s sans serif characters is simple yet distinctive, and supports the progressive attitude of the Metromedia Energy brand.

Mic 32 New Light

Mic 32 New Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

Mic 32 New Light Italic

Mic 32 New Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

The recommended weights of Mic 32 New are Light, Medium and Bold. Light can be used for body copy, while Medium and Bold are more suitable for headlines, subtitles, and captions.

Mic 32 New Medium

Mic 32 New Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

To help provide a consistent, unified look in the Metromedia Energy brand’s use of typography, the Mic 32 New typeface can be used for the website through embeddable technologies such as TypeKit (www.typekit.com). This allows the Mic 32 New typeface to be rendered on screen in supported web browsers.

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brand identity guide

typography Alternate typefaces.

Alternate typefaces should have limited use outside the following instances. In the case of Word documents or PowerPoint presentations, the Calibri tyepface may be used if the Mic 32 New typeface is unavailable. In situations of email marketing, the Calibri typeface may also be used if the Mic 32 New typeface cannot be coded. The Arial typeface is also an acceptable alternative.

Calibri Regular

Calibri Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

Calibri Regular Italic

Calibri Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

Arial Regular

Arial Bold

Arial Regular Italic

Arial Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

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brand identity guide

collateral & applications

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brand identity guide

brand applications

Important applications for success. The previous pages contain tools regarding proper use of the Metromedia Energy signature, brand colors, typography, and visual structure plan. In the following pages, these tools are applied to important collateral for the everyday business environment. These applications are important references to ensure that Metromedia Energy continues to gain momentum with brand consistency.

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brand identity guide

business card

Signature: 1.65" .28"

Contact mme.

Specifications: Standard size, 2" x 3.5" Paper: Silk Laminate Paper Weight: 15 pt Font: Mic 32 New Bold and Medium Font Size: 9 pt and 7 pt

.28"

.28"

Jonathan Morris President & CEO

e. jmorris@mmenergy.com p. 732.440.0010 f. 732.676 .7962

The sample is scaled to fit the page. All indicated dimensions appear in decimal inches and are correct for a standard US business card.

6 Industrial Way West Eatontown, NJ 07724

mmenergy.com

.28"

Signature: 2.5" .5"

.5"

.5"

Simple Solutions. Powerful Results.

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brand identity guide

envelope

Signature: 1.65"

Mail mme.

.4"

Simple Solutions. Powerful Results.

Simple Solutions. Powerful Results.

The sample is scaled to fit the page. All indicated dimensions appear in decimal inches and are correct for a universal No. 10 envelope.

mmenergy.com 6 Industrial Way West Eatontown, NJ 07724 6 Industrial Way West Eatontown, NJ 07724 mmenergy.com

.4"

Simple Solutions. Powerful Results. Signature: 1.65"

Simple Solutions. Powerful Results.

.75"

.75"

.43"

.43"

Simple Solutions. Powerful Results. .43"

mmenergy.com 6 Industrial Way West Eatontown, NJ 07724

Specifications: Universal size, No. 10 Paper: Opaque Smooth White Paper Weight: 70 lb Font: Mic 32 New Bold and Medium Font Size: 9 pt

.4"

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brand identity guide

letterhead

Signature: 2.5"

Write mme.

.45"

.45"

.45"

Specifications: Letter size, 8.5" x 11" Paper: Opaque Smooth White Paper Weight: 70 lb Font: Mic 32 New Regular Font Size: 9 pt The sample is scaled to fit the page. All indicated dimensions appear in decimal inches and are correct for an 8.5" x 11" sheet.

.28"

6 Industrial Way West • Eatontown, NJ 07724 • 800.828.9427 • mmenergy.com

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brand identity guide

advertising Print mme.

Print advertising should include the Metromedia Energy signature, contact information and targeted message, and employ approved illustrations or photography. Follow guidelines as directed on previous pages for how best to select photography, graphics and typography, and how to place elements following a grid structure.

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brand identity guide

signage Direct mme.

Exterior identity signage may be adapted into a wayfinding system for interior and exterior applications Signs should include the full signature with respected minimum clear space outlined in this guide.

28" x 48"

7" x 22"

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brand identity guide

website Click mme.

home | promotion code | contact us

request a quote

Simple Solutions. Powerful Results.

about

electricity

natural gas

consulting & energy management

aggregations

associations

client successes

news

partnerships

Simple Solutions Cost-effective energy strategies tailored to your business. Request a custom quote. MORE INFO

electric power

natural gas

consulting & energy management

aggregations

Energy choice equals energy savings. Contact an MME energy specialist to inquire about pricing for custom electricity programs.

High-quality, affordable natural gas programs designed for your business. Contact an MME energy specialist for details.

Leveraging experience and industry relationships, we provide energy solutions for businesses, municipalities & associations.

Groups and associations save money on electricity and natural gas with PowerShop: an affinity program. Request a quote!

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brand identity guide

uniforms Wear mme.

Metromedia Energy personnel should feel comfortable yet professional, and should be identifiable as employees. Appropriate business attire can be worn day-to-day in the main office. For team-building activities or sales travel, a foundation sports polo with an embroidered logo is recommended. Comfortable slacks (khakis, dress pants, or jeans, as appropriate for the circumstance) may be paired with the polo. Please consult with a team leader if there is question concerning appropriate styling on jewelry, hair, and accessories.

female

male

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brand identity guide

power

mme

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Metromedia Energy Brand Identity Guide  

Metromedia Energy Brand Identity Guide: A brand is the universal application of visual constructs with which consumers connect. Branding cre...

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