Visual Guidelines Updated: April 1, 2016
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1 Visual Guidelines Updated: April 1, 2016
2 Logo Visual Guidelines/Logo
3 Primary Logo Iconic Red M Logo This logo is the official primary logo for the Merillat brand. The red is Pantone 485, the Merillat word mark is solid white, and the tagline is Pantone Cool Gray 10. Pantone 485 Pantone Cool Gray 10 Visual Guidelines/Logo
4 Primary Logo Dos Iconic Red M Logo Logo/tagline proportions The Merillat brand iconic red M mark and tagline should remain clear of all obstructions to maintain the logo s integrity and legibility. The lockups must remain clear of at least.5 or the height of the iconic red M mark. The height is represented in proportion to the letter x. Use x to determine clear space. X X X X Black and white In black and white applications the mark and tagline must be solid black or white (no tints/grayscale). (X represents proper clear space) Color contrast It s recommended that the iconic red M mark and tagline be in full color (Pantone 485 Red and Pantone Cool Gray 10), when possible. Using a light gray (5% black) as a background is acceptable. In certain print situations (one-color projects), solid color use of the mark and tagline (black, white, or Pantone 485), is acceptable. In some instances with significant legibility, the background is allowed to show through (knock-out) the word mark Merillat. (acceptable, 100% black logo on light background) Minimum size In order to maintain legibility, minimum sizes for the logo have been established for print- and screen-based communications. The word mark should be at least 1.25 inches and include the tagline or millimeters for print. 150 pixels for digital screens. (acceptable, knock-out of a solid color) (acceptable, knock-out of photography with significant contrast and legibility) 1.25 (acceptable) (acceptable, one color print applications, Pantone 485) Visual Guidelines/Logo
5 Primary Logo Don ts Iconic Red M Logo Always use the tagline Use the iconic red M with the tagline in all instances. The tagline is considered a part of the logo. The iconic red M mark should not be used alone. No logo recreation Do not attempt to recreate the iconic red M mark in any instance, or alter the typeface of the logo or tagline in any way. Color alterations Do not alter the color of the iconic red M logo. It is approved for use in full color, solid white, solid black, or solid red (Pantone 485) only. Do not use grayscale or color tints. Color contrast The iconic red M mark and tagline must not be used on photographic images without significant legibility. Proportion The iconic red M logo must always remain in proportion as a lockup. Do not distort. Copy alterations Do not add or change words to the iconic red M logo. Legal The proper legal marks must always appear next to the Merillat word mark, logo and tagline an or TM as appropriate. (not acceptable, always use the tagline) We are America s Cabinetmaker. (not acceptable, do not recreate the word mark or tagline) (not acceptable, do not recreate the M mark) (not acceptable, no tints) (not acceptable, only use Merillat brand Pantone 485 for the M mark and Pantone Cool Gray 10 for the tagline or solid white, black, or red) (not acceptable, do not apply the color logo and tagline to photography) (not acceptable, do not change the proportions of the logo) Visual Guidelines/Logo
6 Secondary Logo Word Mark Logo This logo is the official secondary logo for the Merillat brand. The Merillat word mark is Pantone 485 and the tagline is Pantone Cool Gray 10. Limited Use The secondary logo should only be used when the primary logo is illegible. Size or certain printing applications should be considered (i.e. embroidery). Pantone 485 Pantone Cool Gray 10 Visual Guidelines/Logo
7 Secondary Logo Dos Word Mark Logo X Logo/tagline proportions The Merillat word mark and tagline should remain clear of all obstructions to maintain the logo s integrity and legibility. The lockups must remain clear of at least.5 or the cap height of the Merillat word mark. The cap height is represented in proportion to the letter x. Use x to determine clear space. X X (X represents proper clear space) X Black and white In black and white applications the word mark and tagline must be solid black or white (no tints/gradations). Color contrast It s recommended that the word mark and tagline be in full color (Pantone 485 Red and Pantone Cool Gray 10), when possible. Using a light gray (5% black) as a background is acceptable. In certain print situations, solid color use of the word mark and tagline (black, white, or Pantone 485), is acceptable. (acceptable, 100% black logo on light background) Minimum size In order to maintain legibility, minimum sizes for the logo have been established for print- and screen-based communications. The word mark should be at least 1.25 inches and include the tagline or millimeters for print. 150 pixels for digital screens. (acceptable, knock-out of a solid color) (acceptable, knock-out of photography with significant contrast and legibility) 1.25 (acceptable) (acceptable, one color print applications, Pantone 485) Visual Guidelines/Logo
8 Secondary Logo Don ts Word Mark Logo Always use the tagline Use the Merillat word mark logo with the tagline in all instances. The tagline is considered a part of the logo. The Merillat word mark logo should not be used alone. No logo recreation Do not attempt to recreate the Merillat word mark logo in any instance, or alter the typeface of the tagline in any way. Color alterations Do not alter the color of the Merillat word mark logo. It is approved for use in full color, solid white, solid black, or solid red (Pantone 485) only. Do not use grayscale or color tints. Color contrast The Merillat word mark logo and tagline must not be used on photographic images without significant legibility. Proportion The Merillat word mark logo must always remain in proportion as a lockup. Do not distort. Copy alterations Do not add or change words to the Merillat word mark logo. Legal The proper legal marks must always appear next to the Merillat word mark, logo and tagline an or TM as appropriate. (not acceptable, always use the tagline) We are America s Cabinetmaker. (not acceptable, do not recreate the word mark or tagline) (not acceptable, no tints) (not acceptable, only use Merillat brand Pantone 485 for the word mark and Pantone Cool Gray 10 for the tagline or solid white, black, or red) (not acceptable, do not apply the color logo and tagline to photography) (not acceptable, do not change the proportions of the logo) Visual Guidelines/Logo
9 Product Lines Visual Guidelines/Product Lines
10 Product Lines/Explained Product Line Descriptions In materials when there is only one product line stated, you must use the product line description somewhere within prominent vicinity. These descriptions are meant to show both definition and separation/ hierarchy between the different lines. Approved descriptions: Merillat Masterpiece product line Our premier product line featuring extensive door, color, and specialty finish selections so you can achieve your unique look. Merillat Classic product line Our cornerstone product line featuring the most popular door, color, and finish selections that ship in days not weeks. Merillat Express product line Our streamlined product line featuring smart styles, excellent construction, built to order and shipped in an incredible five days. Merillat Basics product line Our simplicity product line providing choices focused on practical price points and stylish and sensible looks. Visual Guidelines/Product Lines
11 Product Lines/Text Use Product Lines In text (at least first mention), each line should be indicated using the term product line along with the word Merillat. Merillat Masterpiece product line Masterpiece product line Merillat Classic product line Classic product line Merillat Express product line Express product line Merillat Basics product line Basics product line Merillat Masterpiece cabinetry is our premier product line featuring extensive door, color, and specialty finish selections so you can achieve your unique look. Merillat Classic cabinetry is our cornerstone product line featuring the most popular door, color, and finish selections that ship in days not weeks. Merillat Express cabinetry is our streamlined product line featuring smart styles, excellent construction, built to order and shipped in an incredible five days. Merillat Basics cabinetry is our simplicity product line providing choices focused on a practical price points and stylish and sensible looks. Within a Phrase You may use the term product line if it is an obvious reference to the name within a phrase. Product line becomes the sentence subject. Merillat Classic cabinetry is our cornerstone product line. Within a Phrase You may also use the term product line while omitting the word Merillat when in close proximity with the logo and when clearly referencing the Merillat brand in some way either Cabinetry, cabinetry, cabinets, or brand (see page 17 for examples). Our Classic product line. Classic product line. When using Classic without Merillat, the trademark symbol (TM) should always be applied. Visual Guidelines/Product Lines
12 Product Lines/Title Use Product Lines Material title use (printed and online). For an example see page 17. Merillat Masterpiece Product Line Masterpiece Product Line Merillat Classic Product Line Classic Product Line Merillat Express Product Line Express Product Line Merillat Basics Product Line Basics Product Line Visual Guidelines/Product Lines
13 Product Lines/Lock-ups Product Line Logo Lock-ups The product line must be used in conjunction with the logo, proportionately. Example Shown below is an acceptable use of the Merillat Classic Product Line Brochure cover. Winter 2014 Winter 2014 Classic Product Line Brochure Our cornerstone product line. Classic Product Line Brochure Our cornerstone product line. Visual Guidelines/Product Lines
14 Trademarks Visual Guidelines/Trademarks
15 Trademarks/Logos Primary Logo The registered trademark symbol ( ) should always be applied to the lower right of the Merillat word mark. The registered trademark symbol ( ) should always be applied to the tagline. Secondary Logo The registered trademark symbol ( ) should always be applied to the lower right of the Merillat word mark. The registered trademark symbol ( ) should always be applied to the tagline. Visual Guidelines/Trademarks
16 Trademarks/Product Lines Product Line Trademarks The registered trademark symbol ( ) and the trademark symbol (TM) should always be applied to the product lines. Merillat Masterpiece Masterpiece product line Merillat Classic Classic product line Merillat Express Express product line Merillat Basics Basics product line Visual Guidelines/Trademarks
17 Trademarks/Text Never use Merillat by itself. Body copy uses When talking about Merillat we need to distinguish between the business and the products since they share the same name. Merillat Cabinetry Use Cabinetry with an upper case C when talking about the business as an entity. Note: no trademark symbol ) needed for Merillat in this instance. ( Merillat cabinetry Use cabinetry with a lower case c when talking about Merillat cabinetry products in general. The registered trademark symbol ) should always be applied to Merillat in this instance. ( Merillat cabinets Use cabinets with a lower case c when talking about Merillat cabinetry products in general. The registered trademark symbol ) should always be applied to Merillat in this instance. ( Merillat brand Use brand with a lower case b when talking about the Merillat brand. The registered trademark symbol ( ) should always be applied to Merillat in this instance. We are America s Cabinetmaker. When using the tagline within body copy, always use the registered trademark and always have the entire tagline within quotation marks. Exception: If the logo mark and tagline already exist within the artwork, the registered trademark should be omitted. Example body copy In the sample text below Merillat is followed by cabinet or cabinetry in the first two sentences. Within the third sentence we talk about the business marketing materials where Cabinetry has a capital C. We invite you to show us some of your best results featuring Merillat cabinets. Submit a high-resolution photo of your best kitchen or bath using Merillat cabinetry along with your information. Merillat Cabinetry thanks you for your participation. Product Lines Use each of the trademarks appropriately when you are talking about a particular product line and products from that product line (use the circle or TM as appropriate). Merillat Basics Basics Product Line N/A Merillat Express Express Product Line N/A Merillat Classic Classic Product Line Bellingham Fox Harbor Glen Arbor Ralston Merillat Masterpiece Masterpiece Product Line Breland Calais Caliseo Capri Epic Fox Court Gallina Harmond Lucca Savona Temora Merillat CoreGuard Sink Base CoreGuard Sink Base All product line use Visual Guidelines/Trademarks
18 Color Visual Guidelines/Color
19 Color Pantone 485 Pantone Cool Gray 10 CMYK Build C : 0 M : 100 Y : 100 K : 0 RGB Build R : 237 G : 28 B : 36 Hex Build #ed1c24 CMYK Build C : 38 M : 29 Y : 20 K : 58 RGB Build R : 97 G : 99 B : 101 Hex Build # Visual Guidelines/Color
20 Typography Visual Guidelines/Typography
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