BBBrand Language February 2007 BBrand Language February 2007 Contents Logotype 3 Typefaces 6 Colours 9 Textures 14 Talents 16 Applications 18 To sum up 31 L ogotype Logotype The MCI logotype is the primary identifier of our Brand. It is composed of the name MCI and a symbol, the flower. The flower stands for our sense of welcome, conviviality and service. It conveys attention to detail and friendliness. Logotype > Use of the flower as an independent graphic element Where MCI’s Visual Identity is used on its own, the flower can be used as an independent graphic element, which can be increased, cropped and wedged as shown. Examples: Stationery Office decoration faces Type Typefaces Two typeface families have been chosen for print communication: Helvetica LT and De Vinne BT. These help us establish a consistent and credible Brand style, and reflect the MCI Way based on diversity, elegance, generosity and culture. Helvetica ultra light Helvetica thin Helveticalight Helvetica roman Helvetica bold Helvetica heavy Helvetica black Font family: Helvetica LT Helvetica LT is our primary typeface. It was chosen because it is straightforward, simple and easy to read. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz & De Vinne r oman De Vinne t ext De Vinne itali c De Vinne italic text Font family: De Vinne BT De Vinne was chosen for its elegance. It is our secondary typeface and is used only to create graphic contrasts. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Typefaces > Application ommunities Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodiequereliquiae manent. Pueritiam egit cumavo paterno, mox cum materno, omnes suos reli- giose colens, atque adeo et Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Cr atee links The words are predominantly composed of Helvetica LT The entire word is composed of Helvetica LT The graphic contrast is created by the use of different weights and sizes of typeface T8 A graphic contrast is created in each word by the use of De Vinne for one simple letter Colours Colours to convey: > Energy > Soul > Vitality > Passion > Sense of sharing > > > Openness > Creation Colour as a means of conveying identity Basic Colours > Constructing > Reinforcing Black, anthracite, fuchsia and white are MCI’s basic colours and used in Brand-related, internal (ex. newsletter) and external communications (ex. corporate brochure, financial communications, press kit). Black Anthracite Fuchsia White Strength, elegance, sobriety, Solidity, elegance, leadership Radiance, touch of light Simplicity, openness related to the world of creation, never out of fashion Pantone 213 C : 0 - M : 0 - Y : 0 - K :100 C : 50 - M : 55 - Y : 0 - K : 80 Four-color printing: C : 0 - M : 95 - Y : 27 - K : 0 C : 0 - M : 0 - Y : 0 - K : 0 R: 45 - G: 29 - B: 58 Electronic media except powerpoint: R : 238 - G : 32 - B : 99 Powerpoint only: R : 195 - G : 0 - B : 128 Additional range of colours The range of additional colours expresses MCI’s vitality, its energy and sense of sharing. It supports the Brand in action and is reserved for Practice-related communication, and, more generally, commercial and relational communications. The additional colours are not used in strictly Brand-related communication tools, where the sender is the Brand as an institution. C : 0 - M : 40 - Y : 100 - K : 0 R : 225 - G : 162 - B : 0 C : 0 - M : 80 - Y : 100 - K : 0 R : 203 - G : 80 - B : 0 C : 80 - M : 100 - Y : 0 - K : 5 R : 85 - G : 27 - B : 126 C : 100 - M : 10 - Y : 0 - K : 0 R : 0 - G : 154 - B : 222 C : 80 - M : 0 - Y : 100 - K : 5 R : 100 - G : 161 - B : 55 Additional colours are used in single-colour areas. Monochrome and matching tones are to be preferred. Mixtures of colours should be avoided. Use of colours in exhibits When using colours in exhibits, please refer to the following order of appearance, and always start with fuchsia. 14 1717 Applications MindsMinds O O elated communications (5) Applications > Brand-related communications (6) Jacques organises aridus e lasso veniebat anhelitus que erat longe: tum denique de tribus fetibus arboreis proles Neptunia tipuit virgo nitidique cupidine pomi declinat cursus aridus e lasso veniebat anhelitus ore que erat longe: tum denique de tribus fetibus arboreis proles Nep Elisabeth facilitates aridus e lasso veniebat anhelitus ore, metaque erat longe: tum deni que de tribus unum fetibus arbo- reis proles Neptunia misit. obstipuit virgo nitidique cupidine pomi nat cursus aridus e lasso veniebat anhelitus ore, metaque erat longe que de tribus unum fetibus arboreis proles Nep pomi declinat cu John imagines aridus e lasso veniebat anhelitus taque erat longe: tum denique de tribus unum fetibus arboreis proles Neptunia mi- sit. obstipuit virgo nitidique cupidine pomi declinat cursus aridus e lasso veniebat anhelitus ore, que erat longe: tum denique bus arboreis proles Nep Pierre Jacques Isabelle John Steve Yvan Elisabeth (Creative Director) (Head of production) (Coordinator) (Organiser) (Producer) (Project Manager) (Facilitator) Document (internal pages) - example MMOCC C OMM i ES Applications > Practice-related communications (5) rganiseODolabella conss. Invilla Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodiequereliquiae manent. Pueritiam egit cumavo paterno, mox cum materno, omnes suos religiose colens, atque adeo etconsobrinorum et vitrici et multorum adfinium heredi- tate ditatus est. Dolabella conss. Invilla Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodiequereliquiae manent. Pueritiam egit cumavo paterno, mox cum materno, omnes suos religiose colens, atque adeo etconsobrinorum et vitrici et multorum adfinium heredi- tate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Document (internal pages) - example S To um up