Mass Cultural Council Brand Guidelines

Brand Guidelines VERSION 1.0 | JULY 2017

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BRAND GUIDELINES

Primary Logo and Usage The Mass Cultural Council logo consists of a mark, a logotype, and a tagline. When used together, the elements should always appear as shown in the lockup above. We recommend that the mark and logotype always be used together (see below).

Black & White A black and white version of all logos is provided for silk screening and embroidering.

Mark

Logotype

Knocked Out Tagline

Mark and logotype should always be used together.

In some cases, the tagline also can be used on its own – see recommended placement below.

Set at least one length away from logo

2/3 width of logo MCC Primary Orange

Use the knocked out version of the logo over dark colors or imagery.

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BRAND GUIDELINES

Clearspace

Sizing the Logo

The clearspace is the minimum amount of white space that is required around the logo. For the Mass Cultural Council logo, the minimum amount of white space should be equal to or greater than the width of the double C in the mark. This area of isolation protects the logo from other imagery, graphics, and page trim.

Depending on usage, the size of the logo may change. However, the logo should be sized for clear legibility with the minimum amount of white space clearance around it.

Minimum Size Requirements For ideal legibility, the minimum width of the logo in the primary lockup may be sized to 1.25” wide with the tagline. If the logo must be set smaller than 1.25”, use the version without the tagline.

1.25” Wide

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BRAND GUIDELINES

Protecting the Integrity of the Logo Consistent use and application of the Mass Cultural Council logo is critical to promoting recognition of our organization.

Mass Cultural Council

The examples listed below point out how to avoid inconsistent usage or misuse of the logos.

Use only the official Mass Cultural Council logos, color palette, and standards listed in these guidelines.

• It is important to maintain the integrity of the logo at all times. All logo file formats are outlined, locked, and cannot be altered.

• The logo must be used with the required clearspace.

• The logo must be represented on all collateral.

• Do not create a grayscale version of the color logo. Use the supplied BW version instead.

• Never combine the logo with any other text or imagery.

• The logo may not be altered in any way. Never alter the mark/logotype proportion.

• Never place the full-color logo on a pattern or rich colored background. On all other colors/patterns, use the knockedout version instead.

• Never alter or change the logo color palette.

• Logo may only be knocked out in white on dark colors.

• Scale the logo as a unit to retain the original proportions of the logo and its elements. Make sure to follow the minimum size requirements.

ANNUAL EVENT

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BRAND GUIDELINES

Color Palette The Mass Cultural Council color palette has been selected to serve as building blocks for bold, engaging communications across a variety of media. Colors can be combined to create both complementary and contrasting compositions. In general, we recommend limiting combinations to one primary color and one secondary color (not including grays). Never combine more than two colors in one composition (not including grays).

Primary colors

PMS 320 U C.100 M.20 Y.50 K.0 R.0 G.146 B.145 Hex. #009291

MCC Primary Blue

PMS 166 U C.0 M.70 Y.100 K.10 R.220 G.102 B.30 Hex. #dc661e

MCC Primary Orange

Secondary colors

PMS 368 U C.50 M.0 Y.100 K.10 R.127 G.181 B.57 Hex. #7fb539

MCC Green

PMS 7408 U C.0 M.50 Y.100 K.0 R.223 G.135 B.27 Hex. #df871b

MCC Orange

PMS 7406 U C.0 M.20 Y.100 K.10 R.231 G.186 B.9 Hex. #e7ba09

The Mass Cultural Logo is composed of MCC Primary Blue, MCC Primary Orange, and MCC Primary Gray.

MCC Yellow

PMS Black 5 U C.0 M.20 Y.20 K.70 R.108 G.91 B.84 Hex. #6c5b54

MCC Primary Gray

PMS 7528 U C.10 M.10 Y.15 K.0 R.228 G.221 B.211 Hex. #e4ddd3

MCC Light Gray

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BRAND GUIDELINES

Typography Uses On professionally printed publications, we use a typographic system based on the type family Circular Std. Circular Std is available to license from Lineto.com.

In Microsoft Office applications, Century Gothic and Century Gothic Bold should be substituted for Circular Std. Book and Circular Std. Bold respectively.

Main Headline

Circular Std Black Set to at least 300% of the size of the body text. Colors:

Subheadline

CIRCULAR STD BOOK Size to 200% of the size of the body text. Set font to all-caps. Colors:

Body Headline

Circular Std Bold Set to at least 130% of the size of the body text. Colors:

Body Subheadline Circular Std Bold Set to 100% of the size of the body text. Colors:

Body Text Circular Std Book Circular Std Bold Circular Std Book Italic Colors:

URLs urlhere.com Colors:

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BRAND GUIDELINES

Programs and Initiatives Programs and initiatives are at the core of what the Mass Cultural Council does. For that reason, we have devised a cohesive system to create program and initiative identities that are both distinctive and clearly connected to our overall visual brand. Please note that this system should be used for all Mass Cultural Council programs and initiatives: we should avoid creating individual logos or marks.

Programs Use MCC Orange for all Mass Cultural Council programs, and always include the proper attribution (see below).

Program Name set to Circular Standard Bold.

Leading matches type size

Place Attribution one (1) Program Name capital “I� down

Align Program Name and Attribution left

Initiatives Use MCC Green for all Mass Cultural Council initiatives, and always include the proper attribution (see below).

Attribution set to Circular Standard Bold Italic at 1/3 of the size of the program name. Color is MCC Primary Gray.

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BRAND GUIDELINES

Programs and Initiatives (continued) Working with the Mass Cultural Council logo Never use a program or initiative identity without the Mass Cultural Council logo. Placement can vary, but make sure to follow the distance and proportion guidelines below.

Size matches the height of two line name.

Place logo at least one-name-length away from name.

Annual Report 2017

Sample publication cover

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Image Use Sourced images should meet the criteria listed below.

• Real Images should showcase real programs, initiatives, artwork, performances, audiences, etc. Avoid using stock photography, or images from events or performances unrelated to the work of the Mass Cultural Council.

• Dynamic Images for Mass Cultural Council should be vibrant and dynamic.

Look for compositions that bring you close to the action and make viewers feel like they’re participants – not spectators.

• Diverse Our image selection should be inclusive, representing the diversity of the region, including race, ethnicity, gender, sexual orientation, and ability.

• Comprehensive Images should draw from all aspects of the Mass Cultural Council mission, including the arts, humanities, and sciences. They should also represent the full range of our audiences, from artistic creators to the general public.

• Documentary Whenever possible, try to avoid photographs that look staged, posed, or set up. We want to convey the excitement of culture as it happens, rather than just people smiling for the camera.

Giving credit At the Mass Cultural Council, we have a responsibility to the people who create the images we use in our communications. Make sure to include attributions whenever possible – both for subject and photographer/artist.

BRAND GUIDELINES

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BRAND GUIDELINES

Sample Uses

Postcard

Culture elevates The Boston Ballet Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore

Business card

Poster

PowerPoint

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BRAND GUIDELINES

Sample Uses (continued)

Social media

Apparel

Pull-up banner

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BRAND GUIDELINES

Logo Use for Grant Recipients and Partner Organizations These guidelines are for using the logo in your printed publications or online presence.

We’ve outlined best practices for logo use below. If you have any questions about these guidelines please connect with Mass Cultural Council directly.

The Mass Cultural Council logo consists of a mark, a logotype, and a tagline. These elements must always appear as shown in the lockup at right.

Mark

Logotype

Clearspace The clearspace is the minimum amount of white space that is required around the logo.

For the Mass Cultural Council logo, the minimum amount of white space should be equal to or greater than the width of the double C in the mark (see right). This area of isolation protects the logo from other imagery, graphics, and page trim.

Depending on usage, the size of the logo may change. However, the logo should be sized for clear legibility with the minimum amount of white space clearance around it.

Minimum Size Requirements The minimum width of the logo is 1.25” wide (see below).

If you need to use the logo smaller than 1.25”, please request the non-tagline version.

1.25” Wide

1” Wide

Tagline

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BRAND GUIDELINES

Protecting the Integrity of the Logo

Black & White

The examples listed below point out how to avoid inconsistent usage or misuse of the logo.

Use the black & white version of the logo on light or white backgrounds.

• All logo file formats are outlined, locked, and cannot be altered.

• The logo must be used with the required clearspace.

• Do not create a grayscale version of the color logo. Use the supplied BW version instead.

• Never combine the logo with any other text or imagery.

• The logo may not be altered in any way. Never alter the mark/logotype proportion.

• Never place the full-color logo on a pattern or rich colored background. On all other colors/patterns, use the knocked-out version instead.

• Never alter or change the logo color palette.

• Logo may only be knocked out in white on dark colors.

Knocked Out Use the knocked out version of the logo over dark colors or imagery.

• Scale the logo as a unit to retain the original proportions of the logo and its elements.

Make sure to follow the minimum size requirements.

Download the Logo CMYK for print*

RGB for web

Black & white .eps .jpeg

Black & white .eps .jpeg

Knocked out .eps

Knocked out .eps .png

Full color .eps .jpeg

Full color .eps .jpeg

* Whenever possible use .eps files. Microsoft Office applications such as Word and PowerPoint do not support .eps files: use the .jpeg or .png files instead.

Full Color Use the full color logo only when you can place it on a white background.

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JULY 2017