MCNA ALL-X MCNA-LOGO-GUIDE[1.0]--DRAFT-20150116a

Logo Usage and Brand GuidelinesLast Updated: January 2015

I N D E X K E Y

Backgrounds

Sizing

Scaling

Margins and Text

Incorrect Portrayal

File Types

Font Family

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Logo Usage

GOOD

BAD

ACCEPTABLE

This icon instructs you in the correct and/or preferred

usage and treatment of the logo.

The following key will help you use this set of guidelines. To achieve the best results,

follow the instructions accompanying these icons on each page. By doing so you will

ensure the correct portrayal of MCNA’s logo each time you must use it.

This icon lets you know about an acceptable alternative

in case you are unable to follow the correct and/or

preferred usage and treatment.

This icon lets you know about what not to do when

using or positioning the logo.

MCNA_ALL-X_MCNA-LOGO-GUIDE[1.0]

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Logo - Backgrounds

MCNA Dental Logo Usage and Brand Guidelines2

DO use these exact colors when portraying

the logo in full color or grayscale with either

a white or black background.

Color Pantone CMYK HEX RGB

“MCNA” 660 C 90, 57, 0, 0 #026BB5 2, 107, 181

“Dental” Warm Gray C 0, 5, 10, 29 #BEB6AC 190, 182, 172

Smile 138 C 0, 42, 100, 1 #F59F1A 245, 159, 26


“MCNA” Black 6 C 81, 71, 59, 76 #10181F 16, 24, 31

“Dental” Cool Gray 8 C 48, 40, 38, 3 #8A898C 138, 137, 140

Smile Cool Gray 9 C 55, 47, 44, 10 #777779 119, 119, 121


“MCNA” 660 C 90, 57, 0, 0 #026BB5 2, 107, 181

“Dental” Warm Gray C 0, 5, 10, 29 #BEB6AC 190, 182, 172

Smile 138 C 0, 42, 100, 1 #F59F1A 245, 159, 26


“MCNA” White 0, 0, 0, 0 #FFFFFF 255, 255, 255

“Dental” Cool Gray C 43, 35, 34, 1 #98999B 152, 153, 155

Smile 420 C 21, 16, 17, 0 #C8C8C8 200, 200, 200

Appropriate Logo Colors on White or Black Backgrounds

COLOR LOGO ON WHITE COLOR LOGO ON BLACK

GRAYSCALE LOGO ON WHITE GRAYSCALE LOGO ON BLACK

GOOD

Logo Usage - Backgrounds




“Dental” 2708 C 26, 13, 0, 0 #B8CCEB 184, 204, 235

Smile 650 C 17, 9, 4, 0 #CED9E7 206, 217, 231



“Dental” 7401 C 03, 10, 40, 0 #F7E0A5 247, 224, 165

Smile 7506 C 4, 13, 32, 0 #F3DBB3 243, 219, 179



“Dental” Cool Gray 1 C 13, 10, 12, 0 #DAD9D7 218, 217, 215

Smile 663 C 8, 9, 5, 0 #E6E2E7 8, 9, 5, 0

GOOD

DO use these exact colors when portraying

the logo with a color background.

The logo may not be used with any back-

grounds other than the ones shown here and

on the previous page.


Appropriate Logo Colors on Color Backgrounds

2MCNA Dental Logo Usage and Brand Guidelines

3

LOGO ON MCNA BLUE BACKGROUND

LOGO ON MCNA GRAY BACKGROUND

LOGO ON MCNA ORANGE BACKGROUND


DO NOT portray the logo with a background

FRORU�QRW�VSHFLĆHG�RQ�WKH�SUHYLRXV�WZR�SDJHV��

The use of an inappropriate logo-background

color combination will lessen the logos visual

impact.


COLOR LOGO ON BLUE BACKGROUND COLOR LOGO ON GRAY BACKGROUND


Inappropriate Logo-Background Combinations

BAD

GRAYSCALE LOGO ON ORANGE BACKGROUND


1 inch150 pixels

PRINT REPRODUCTION SCREEN REPRODUCTION

TOO SMALL FOR PRINT REPRODUCTION

GOOD

Whether you are using the logo on the web

or in print, sizing rules apply.

DO ensure the logo is sized 1 inch wide or

larger on print reproductions.

DO ensure the logo is sized 150 pixels or

larger on screen reproductions.

Logo Usage - Sizing

Appropriate Size Minimum for Print and Screen

BAD

DO NOT size the logo below the minimum

measurements listed above. Doing so

reduces its legibility. 0.5 inch



FILE

FILE

GOOD

DO XVH�D�ORJR�ĆOH�IRUPDW�WKDW�LV�WKH�FRUUHFW�

size and resolution for its intended use. You

may scale it down as appropriate with no

negative effects.

Logo Usage - Scaling

Appropriate Use of Scaling (PNG & JPEG File Formats Only)

BAD

DO NOT attempt to scale up a logo in PNG

RU�-3(*�ĆOH�IRUPDW��,W�ZLOO�SURGXFH�DQ�

undesirable blurry effect.



LOGO MARGINS: n = Height of lowercase letters in logotype

www.mcna.net

www.mcna.net

Logo Usage - Margins & Text

Appropriate Margins and Text Placement Around the Logo


GOOD

DO use the logotype’s lowercase letters to

determine the correct margins. Set the top

and bottom margins according to the height

of the lowercase letter. Set the right and left

margins according to the width of two

lowercase letters placed side by side.

BAD

DO NOT place any text with in the logo’s

margin boundaries.


The Best Place.

DO NOT place the logo on

textured backgrounds.

DO NOT rearrange elements

found in the logo. DO NOT the logo.

DO NOT combine the logo

with other text within its

margin boundaries.

DO NOT add gradients to logo.DO NOT alter the colors found

in the logo.

DO NOT swap colors between elements in the logo.

DO NOT add drop shadows

to logo.

DO NOT stretch the logo. DO NOT squeeze the logo. DO NOT substitute fonts DO NOT of elements within the logo. found in logo.

DO NOT distort the logo.

DO NOT alter the color

of or add effects to

the logo.

DO NOT make

any other miscellaneous

changes to the logo.

BAD

DISTORTION

COLOR ALTERATION & EFFECTS

MISCELLANEOUS

Logo Usage - Incorrect Portrayal

Incorrect Portrayal of the Logo



PNG JPEG


DO�XVH�DQ�RIĆFLDO�0&1$�

ORJR�ĆOH�ZKHQ�WKH�ORJR�LV�

QHHGHG��3UHIHUUHG�ĆOH�W\SHV

are EPS and PDF.

Logo Usage - File Types

Available File Format Types and Appropriate Usage

ACCEPTABLE

GOOD

If you need to use the logo

and cannot use EPS or PDF,

PNG and JPEG is acceptable.

DO NOT�XVH�ORJR�VFUHHQVKRWV�RU�ORJR�ĆOHV�\RX�VHDUFKHG�IRU�RQ�WKH�,QWHUQHW�


8VH�WKLV�W\SH�RI�ĆOH�ZKHQ�\RX�QHHG�D�ćDWWHQHG�ORJR�

image that has a transparent background. PNG is not

recommended in cases where a large size logo is

needed. The image will become blurry.

8VH�WKLV�W\SH�RI�ĆOH�ZKHQ�\RX�QHHG�D�ćDWWHQHG�ORJR�

image that has a solid background. JPEG is not

recommended in cases where a large size logo is

needed. The image will become blurry.

BAD

PDFEPS8VH�WKLV�W\SH�RI�ĆOH�ZKHQ�\RX�QHHG�D�çYHFWRUè�LPDJH

RI�WKH�ORJR��(36�ĆOHV�DUH�W\SLFDOO\�XVHG�LQ�VHQGLQJ�WKH�

logo to printing companies. They are scalable to any

size. EPS is usually the preferred format with vendors;

however, most people won’t be able to view it on their

FRPSXWHU��8VH�3')�ĆOHV�LI�\RX�QHHG�D�YHFWRU�ĆOH�WKDW�

is viewable on most computers.

3')�ĆOHV�DUH�WKH�SUHIHUUHG�YHFWRU�DOWHUQDWLYH�WR�(36�

ĆOHV��6RPH�SHRSOH�GR�QRW�KDYH�WKH�FDSDELOLW\�WR�RSHQ�

(36�ĆOHV�RQ�WKHLU�FRPSXWHUV��,I�WKLV�LV�WKH�FDVH��XVH�D�

3')�ĆOH�LQVWHDG�

PRIMARY/PREFERRED FONT FAMILY: LATO

Lato Hairline

Lato Hairline Italic

Lato Light

Lato Light Italic

Lato Regular

Lato Regular ItalicLato Bold

Lato Bold Italic

Lato Black

Lato Black Italic

If the Lato font is not available, utilize one of these other font families:

Arial

Helvetica


Font Family

Preferred Font Family for Usage Within Branded Materials

ACCEPTABLE

GOOD

DO use Lato. It is the preferred font for use on MCNA

branded materials.

The Lato font family is available for download at:

https://www.google.com/fonts#UsePlace:use/Collection:Lato

ALTERNATE FONT FAMILIES: ARIAL & HELVETICA

Arial RegularArial ItalicArial Bold

Arial Bold Italic

Helvetica LightHelvetica RegularHelvetica ObliqueHelvetica Bold


MCNA ALL-X MCNA-LOGO-GUIDE[1.0]--DRAFT-20150116a

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