mac innis style-guide-example
TRANSCRIPT
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Corporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Corporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision and ValuesNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.
1.1.2 Our Vision and Values
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Cambria Bold
Text
Cambria RegularCambria ItalicCambria Bold Italic
DisplayFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Arial should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Cambria Regular should only be used sparingly.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDF
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDF
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDF
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDF
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Corporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision and ValuesNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Corporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision and ValuesNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Corporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision and ValuesNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.
1.1.2 Our Vision and Values
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background, image, or texture that might inhibit logo as a three-dimensional object.
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing
MacInnis MarketingSmall Business Marketing
Better Business DecisionsMacInnis Marketingporate Style Guide
MacInnis Marketing
Contents
1.01.1.11.1.22.02.1.12.1.22.1.33.03.1.13.1.23.1.33.1.43.1.53.2.13.2.23.2.33.2.43.2.53.2.64.04.1.15.0
Contents Page 2
About the MacInnis Corporate Style GuideBrief history of MacInnis MarketingOur Vision, Values and Value PropositionNaming ConventionsLegal nameBrand NameTag Line & Value PropositionGeneral design guidelinesThe MacInnis logo (Large)The MacInnis logo (Small)The MacInnis logo (Web Banner)The MacInnis logo (Email)Incorrect logo useColour paletteTypographyGraphic componentsPhotographyIllustrationSample layoutsOnline applicationsEmail signaturesFurther information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing andcommunications materials using core elements of our brand identity. With our ever expanding customer base, we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable andcommitted. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate imageconsistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis (already running his successful architectual practice), decided not to go back to the corporate giants she had been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett Packard for over eight years as a senior product manager, but the challenge of starting a small business and balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies, Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about creating customers that know, like and trust you. To do this you really have to take the time to understand your customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you todeliver an active practical marketing and sales plan that grows and develops with your business and ultimately becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong client relationships often mean we are invited to be involved in many projects from branding and marketing, sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high performing individuals. We look for, encourage and develop these values in our team and with through the relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:Small Business MarketingBetter Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,describing how to capture the appropriate look and feel. These guidelines will help ensure that materials frommany sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 490 pixelsHeight: 160 pixels
Colour:Gray: #333333Red: #ED1C24 Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 22 point
Font: Arial Rounded MT BoldSize: 8 point
Font: Arial Rounded MT BoldSize: 10 point
Dashed line: 2 point spacingWeight: 3 point
General dimensions:Width: 42 pixelsHeight: 41 pixels Bounding box:
General dimensions:Width: 318 pixelsHeight: 104 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
Font: Arial Rounded MT BoldSize: 36 point
Font: Arial Rounded MT BoldSize: 14 point
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 3 point spacingWeight: 4 point
General dimensions:Width: 64 pixelsHeight: 63 pixels
Bounding box:General dimensions:Width: 760 pixelsHeight: 150 pixels
Colour:Gray: #333333Red: #ED1C24Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the restname, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:Gray: #333333Red: #ED1C24
Font: Arial Rounded MT BoldSize: 16 point
Dashed line: 1 point spacingWeight: 1 point
General dimensions:Width: 20 pixelsHeight: 19 pixels Bounding box:
General dimensions:Width: 200 pixelsHeight: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all applications and across all channels. The simplest way to follow these guidelines is to use the approved digital artwork for all variants of the logo and use good judgment in applying them. The examples shown below demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis MarketingSmall Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis MarketingSmall Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
McAfee Red
CMYK
0.100.100.0
RGB
237.28.36
HTML
ED1C24
Core colors
These are the primary colors in the McAfee brand palette, with McAfee Red and McAfee Gray chief among them. To avoid overwhelming the audience or subject matter however, care should be exercised when applying McAfee Red. It should never be screened back. Use it sparingly for emphasis and as an accent.
Gray CMYK
0.0.0.80
RGB
51.51.51
HTML
333333
Black CMYK 0.0.0.100 RGB 0.0.0 HTML 000000
White CMYK 0.0.0.0 RGB 255.255.255 HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
Frutiger 65 BoldText
Frutiger 45 LightFrutiger 46 Light ItalicFrutiger 55 Roman
Display
Frutiger 45 LightFrutiger 55 RomanFrutiger 65 Bold
Emphasis & data-heavy contentFor use in Print and PDFSee licensing restrictions on the next page.
For use in PowerPoint
Arial BoldText
ArialArial Bold
Display
Arial BlackPull quotes
For use in HTML email communications and on the Web Arial Bold
Text
VerdanaArial Bold (Links only)
Display
These versions of Frutiger should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and data sheets. Although permissible, styles other than Frutiger Light or Regular should only be used sparingly.
(Note that TImes or Times New Roman should be used for copy on letterhead.)
These versions should be used for document titles, headlines, introductions, shorter body copy, informational and technical copy, subheads, captions, text in tables, and footnotes.
Display fonts are used for headlines, signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
Do not blur or treat the logo in any way that could detract from its legibility.
Do not place the logo inside a shape, even if it complies with clear space rules.
Do not use the logo as an image mask.
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnisMarketing & Business ConsultantMob: 0400 507 037Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing