guidelines for proper use - mindjetdownload.mindjet.com/static/pdf/eng/mindjet_identity...the...

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IDENTITY STYLE GUIDEGUIDELINES FOR PROPER USE

August 2012

MINDJET IDENTITY STYLE GUIDE 2 GUIDELINES FOR PROPER USE

CONTENTS

Welcome 03

The Mindjet Logo Story 04

The Mindjet Logotype 06

The Mindjet “M” Logo 11

The Mindjet Logo Lockups 17

Incorrect Logo Usage 24

The Mindjet Color Palette 28

The Mindjet Typography 31

A Final Note 37


WELCOME TO OUR NEW IDENTITY STYLE GUIDE.

This guide is intended to provide a visual reference on how to correctly and consistently use the new Mindjet identity system in all applications.

The Mindjet Brand Statement

Mindjet lets people work smarter, faster, and better. Our powerful apps help you brainstorm, plan, and manage any project, anytime, anywhere. An interactive environment uses a visual framework to capture ideas and engage team collaboration to stay on point, on task and on time.

Mindjet. Work Inspired.


The Mindjet Logo Story

We have evolved. And so has our logo.

The current “bubble” mark has served us well for over 10 years. But its strongest attributes feel too rooted in the “old” Mindjet. We do, however, have equity built up with some its graphic elements.

Mindjet red, for example, is a strong, bold color, and will always hold value for us. It is also fairly unique in our current competitive landscape. In addition, the font we use for our wordmark is clean and classic, and will be retained.

Beyond that, however, we have now created additional and unique elements to graphically express the Mindjet mission.

The new symbol is a stylized “M” that exudes a sense of strength and leadership. The red and light gray shapes to the left and right represent the two keys benefits our software promotes: ideas & actions.Those two shapes intersect and overlap in a central triangular shape to create a subtle reference to a Venn diagram: a classic graphic business tool.

This darker gray middle section represents the place where people collaborate. It is the engine that turns ideas into reality. This section has a secondary function as well. It is a graphic abstraction of the letter “A”, while the white, negative shape above it abstractly represents a “V”. These references to vision & action also help support the key pieces of our manifesto.


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The wordmark below the symbol is an evolution of our current one. Its style and tone are intended as a counterpoint to the strong, stable “M” above. The lowercase “m” and the circular (rather than square) dots above the “i” and “j” are more accessible and inviting graphic elements, and help promote the ideas of humanity and collaboration.

As a complete visual package, it is a look and feel that is intriguing and pleasing to the eye. And we now have a logo that is forward facing and can serve as an intro to our core value proposition.


THE MINDJET LOGOTYPE


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The Mindjet Logotype

The wordmark has been mindfully designed to conveya simple, clean and accessible tone. Its role in bringing the humanity of our message to the world makes it an integral part of our mission to build and maintain equity in our brand.

As such, its appearance must be uniform throughout all applications, and the graphic integrity of the logotype and identity elements be governed by the consistent use of established standards, observed in all communications with our vendors, affiliates, and the general public.

Alterations to the logotype are prohibited.

The Mindjet wordmark must be used exactly as it appears in this manual. It’s relative size, orientation and spatial relationships have been precisely defined to create an integrated brand logo that is instantly recognizable and characterized by immediate visual impact. When placing and resizing the logotype, these exact proportions and spatial relationships must be maintained.


PANTONE1795 C

PROCESSC: 0M: 94Y: 100K: 0

HEX:EE3524

R:238G:53B:56

PROCESSK: 50%

Color Standards

It is important to recognize established standards for acceptable use of the logotype and its palette under varying conditions of surrounding colors and printable colors. These approved logotype color applications should assist in identifying the most successful combination.

• PMS Spot Color to be used as first choice when available. It is the most consistent option.

• When PMS Spot Colors are not available, please match CMYK printing to PMS 1795 Spot Color.

• If printing only allows for greyscale, use a 45% screen of Process Black.

• HEX and RGB are not for printing. Use this for digital or on-screen formats only.

CMYK

Greyscale — Process Black 45% Screen

HEX & RGB

PMS Spot Color


The Mindjet Logotype – Reverse Color

Although the standard color version of the Mindjet wordmark is always preferred, there may be limited applications and situations, such as the presentation of the logo over a non-contrasting background, that dictate the use of a reverse color logotype. When displaying it on a dark or non-contrasting background, please use the reverse color option that is most appropriate.

When the option is available, a 90% Process Black background color is preferred. A PMS 1795 Red background is also a preferred choice.


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Clear Space Requirements

Clear space around the wordmark amplifies its significance and enhances its appearance. To preserve our logotype’s visual integrity and avoid diminishing its impact, it must never be crowded by extraneous elements such as text, photography, background patterns, or other symbols or logos. In all print applications, please surround the logotype with at least the minimum amount of clear space defined by this diagram.

Minimum Size Requirements

For maximum legibility, please do not reproduce the logotype smaller than indicated in this diagram.

For Print:No less than .77 inches (19.5mm) wide and .2 inches (5mm) high

For Pixel:No less than 55 pixels wide and 15 pixels high

X = Logotype X-Height

X

X X

.77 inches

(19.5 mm)

55 pixels

.2 inches (5mm)

15 pixels


THE MINDJET “M” LOGO


The Mindjet “M” Logo

As with our wordmark, the “M” logo must be uniform throughout all applications. The graphic integrity of the “M”, and identity elements, should be governed by the consistent use of established standards, observed in all communications with our vendors, affiliates, and the general public.

Alterations to the “M” logo are prohibited.


PANTONE1795 C

PANTONE7544 C

PANTONE7545 C



HEX:8A97A2

R:138G:151B:162

HEX:51626F

R:81G:98B:111

PROCESSK: 60%

PROCESSK: 75%

PROCESSK: 40%


HEX:EE3524

R:238G:53B:56

CMYK

Greyscale — Process Black Screen Percentages

HEX & RGB

3 Spot Colors The Mindjet “M” Logo Color Palette

As with the wordmark, it is important to recognize established standards for acceptable use of the “M” logo and its color palette under varying conditions of surrounding colors and printable colors.

• PMS Spot Colors to be used as first choice when available. It is the most consistent option.

• When PMS Spot Colors are not available, please match CMYK printing to the 3 PMS Spot Colors.

• If printing only allows for greyscale, use the screens of Process Black called out here.

• HEX and RGB are not for printing purposes. Use these colors fo digital or on-screen formats only.


PANTONE1795 C

PANTONE7544 C

PANTONE7545 C

PROCESSK: 90%

PROCESSK: 90%

PROCESSK: 60%

PROCESSK: 0%

PROCESSK: 40%

PROCESSK: 75%

PROCESSK: 20%

PROCESSK: 40%

PANTONE1795 C

The Mindjet “M” Logo – Reverse Color Options

As with the reverse color logotype options, please use the reverse color option that is most appropriate.




As with the wordmark, the “M” logo must never be crowded by extraneous elements such as photography, text, background patterns, or other symbols or logos.

X = 1/2 Logo Width

X

X X


HEX:1A2732

R:26G:39B:50

PANTONE7547 C

PROCESSK: 90%


For maximum legibility, please do not reproduce the logo smaller than indicated in this diagram.

For Print:No less than .2 inches (5mm) wide and .2 inches (5mm) high


Digital Color Requirements

When the “M” logo will need to be displayed smaller than 16 pixels, please use this darker gray color palette modification for maximum legibility.

16 pixels

.2 inches (5 mm)

16 pixels

.2 inches (5 mm)


THE MINDJET LOGO LOCKUPS


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The Mindjet Logo Lockups

As with the Mindjet wordmark and “M” logo, the Mindjet logo lockups must retain these exact proportions and spatial relationships for all usages.

Alterations to the logo lockups are prohibited.

Vertical Lockup

Horizontal Lockup

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PANTONE1795 C

PANTONE1795 C

PANTONE1795 C

PANTONE7544 C

PANTONE7545 C

PROCESSK: 90%

PANTONE7544 C

PANTONE7545 C

PROCESSK: 90%

PROCESSK: 90%

PROCESSK: 60%

PROCESSK: 0%

PROCESSK: 0%

PROCESSK: 0%

PROCESSK: 40%

PROCESSK: 75 %

PROCESSK: 20%

PROCESSK: 40%

The Mindjet “M” Logo – Reverse Color Options

As with the reverse color logotype and “M” logo options, please use the reverse color option that is most appropriate.


Vertical Lockup


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Horizontal LockupThe Mindjet “M” Logo – Reverse Color Options

The horizontal lockup color breakouts match the exact combinations of the vertical lockup color breakouts.



As with the wordmark and “M” logo, please surround the vertical logo lockup with at least the minimum amount of clear space defined by this diagram.


For maximum legibility, please do not reproduce the logo lockup smaller than indicated in this diagram.

For Print:No less than .77 Inches (19.5mm) wide and .85 inches (21.5mm) high


.77 inches(19.5 mm)

55 pixels

.85 inches

(21.5 mm)

61 pixels

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X = 1/2 Logo Width

X

X

X X


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As with the wordmark and “M” logo, please surround the horizontal logo lockup with at least the minimum amount of clear space defined by this diagram.

Minimum Size Requirements:

For maximum legibility, please do not reproduce the logo lockup smaller than indicated in this diagram.

For Print:No less than .77 inches (19.5mm) wide and .85 inches (21.5mm) high


X

X

X X = x-height of logotype

80 pixels

1.1 inches

(28 mm)

18 pixels

.25 inches (6.5mm)


Co-Branding Clear Space Requirements

Please use this reference as a guide when placing other corporate identities near the Mindjet logotype. A 60/40 size ratio is preferred.

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X = 1/2 Logo Width

X

X

X X


INCORRECT LOGO USAGE


Incorrect Logo Usage

Well-meaning employees and vendors are capable of inventing an incredibly diverse number of unapproved logo variations. While we take great pride in the creativity of our workforce and vendor base, such variations from the established standards are contrary to the desired objective of consistency. And in some cases, may even compromise our logo’s status as a legal trademark.

Some of the more typical unacceptable logo variations are illustrated here.

DO NOT USE LOGO AS A PATTERN OR DECORATIVE ELEMENTNOTE: This form of incorrect usage in particular can compromise the status of our logo as a legal trademark and is to be rigorously avoided.

DO NOT ALTER THE RATIO OR POSITIONING OF THE ELEMENTS

DO NOT STRETCH THE LOGOTYPE


THANK YOU FOR PURCHASING!

Please Remember:

The true strength of our logo lies in its power to instantly communicate our brand message throughout the global community. Therefore it is imperative that the integrity of our logo and the accompanying graphic identity elements be maintained in all communications and media.

DO NOT USE LOGO AT AN ANGLE

DO NOT OVERLAP THE LOGO WITH OTHER GRAPHIC ELEMENTSDO NOT USE LOGO ON AN UNAPPROVED FIELD OF COLOR

DO NOT PLACE THE LOGO OVER COMPETING GRAPHIC OR PATTERNDO NOT ALTER THE COLOR PALETTE OR USE UNAPPROVED COLORS


DO NOT MODIFY LOCKUPS

DO NOT CREATE NEW LOCKUPS

DO NOT CROP

DO NOT PLACE LOGO ON PHOTOGRAPHY

DO NOT PLACE THE SYMBOL AND WORDMARK TOGETHER IN SEPARATE SHAPES

DO NOT PLACE LOGO ON GRADIENT BACKGROUNDS


THE MINDJET COLOR PALETTE


1795 C

7544 C

7545 C

C: 0M: 94Y: 100K: 0

C: 71M: 54Y: 43K: 18

C: 50M: 35Y: 30K: 0

EE3524

R: 238G: 53B: 56

8A97A2

R: 138G: 151B: 162

51626F

R: 81G: 98B: 111

PANTONE PROCESS HEX & RGBGREYSCALE

K: 50%

K: 75%

K: 40%

7547 C C: 85M: 71Y: 55K: 62

1A2732

R: 26G: 39B: 50

K: 90%

9101 C C: 9M: 8Y: 10K: 0

E5E2DD

R: 229G: 226B: 221

K: 10%

535 C C: 46M: 34Y: 15K: 0

909BB8

R: 144G: 155B: 184

K: 35%

The Mindjet Primary Color Palette

This approved Mindjet identity color palette should assist in identifying the most successful combination for a variety of production processes, including Spot Color, Process Color, Greyscale, and Digital.

• PMS Spot Colors to be used as first choice when available. They are the most consistent option.

• When PMS Spot Colors are not available, please match CMYK printing to PMS Spot Colors.


• HEX and RGB are not for printing. Digital or on-screen formats only.


158 C

122 C

9060 C

C: 3M: 66Y: 100K: 0

C: 4M: 3Y: 16K: 0

C: 0M: 18Y: 86K: 0

EC7623

R: 236G: 118B: 35

FFD03D

R: 255G: 208B: 61

F3EFD8

R: 243G: 239B: 216

PANTONE PROCESS HEX & RGBGREYSCALE

K: 35%

K: 6%

K: 15%

The Mindjet Secondary Color Palette

This approved Mindjet identity color palette should assist in identifying the most successful combination for a variety of production processes, including Spot Color, Process Color, Greyscale, and Digital.

• PMS Spot Colors to be used as first choice when available. They are the most consistent option.

• When PMS Spot Colors are not available, please match CMYK printing to PMS Spot Colors.


• HEX and RGB are not for printing. Digital or on-screen formats only.


THE MINDJET TYPOGRAPHY


The Mindjet Typography – Headline Typeface

In addition to standards as they apply to the logo and wordmark, the Mindjet identity also includes a standard typeface system for use in all forms of brand communication. League Gothic, Trade Gothic, and Oswald were chosen for their sound design properties and readability.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&.,!?

Sample Pairing

HEADLINEBody copy lorem ipsum dolor sit amet, consectetur scing. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus maleasem, eu iaculis enim facilisis non. In sollicitudin diam.

Headline Typeface: League Gothic

For use in headlines and subheads.

League Gothic | 30pt

Trade Gothic Medium No.18 | 11.5pt/15pt


The Mindjet Typography – Body Copy Body Copy Typeface: Trade Gothic LT Std

Bold Condensed No.20 | Condensed No.18

For use in body copy.

Condensed No.18 | 11.5pt/15pt



Body copy lorem ipsum dolor sit amet, consectetur scing. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam.


The Mindjet Typography – Digital Typeface



Sample Pairing

HEADLINEBody copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam vel urna pretium eget.

Digital Typeface: OswaldBook | Light

For use in most digital formats.

Oswald Book | 30pt

Oswald Light | 10pt/15pt


The Mindjet Typography – HTML Body Copy Typeface




Body copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam vel urna pretium eget.

Type Kit Typeface: Franklin Gothic URW Condensed Demi | Medium | Book

For body copy use in HTML formats only.

Franklin Gothic URW Condensed Book | 12pt/14pt

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

1234567890&.,!?


The Mindjet Typography – Default Typeface

The Mindjet default typeface should ONLY be used when the League Gothic, Trade Gothic and Oswald typefaces are not available.



Sample Pairing

HEADLINEBody copy lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur augue et mi ultricies commodo vitae sagittis orci. Praesent quis fringilla tellus. Aliquam cursus malesuada sem, eu iaculis enim facilisis non. In sollicitudin diam vel urna pretium eget.

Default Typeface: ArialBold | Regular

For default use only.

Arial Bold | 30pt

Arial Regular | 10pt/13pt


A FINAL NOTE.

The Mindjet Identity will be applied to a very wide array of print and digital communications. In the case where the identity needs to be used in a way not covered in this guide, we ask you to use your best judgement and common sense.

Thank you.

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