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MADRIVO BRAND GUIDE
ABOUT MADRIVO HELLO Clean Minimalist Modern WHAT IS MADRIVO Madrivo is a full service digital ad agency that connects household brands with targeted audiences worldwide We use lead generation customer acquisition and brand awareness strategies to reach consumers through email video mobile and display media We do this through our large pool of affiliates who know how to effectively promote ads to ideal customers We re the connection between the brand and the affiliates promoting them 3
ABOUT MADRIVO HELLO Clean Minimalist Modern WHAT IS MADRIVO Madrivo is a full service digital ad agency that connects household brands with targeted audiences worldwide We use lead generation customer acquisition and brand awareness strategies to reach consumers through email video mobile and display media We do this through our large pool of affiliates who know how to effectively promote ads to ideal customers We re the connection between the brand and the affiliates promoting them 3
MINIMUM SIZE The minimum size the logo should be represented is 1 5 wide LOGOTYPE LOGOTYPE The inspiration for the logograph was the share link icon that is usually seen on YouTube to share videos The point was that things go viral or boom quickly when Madrivo is driving the traffic The logotype goes the other way and is stylistically different but is supposed to inspire the same idea The logo is the most immediate representation of Madrivo s brand It s a valuable asset that must be used consistently in the proper approved forms To make sure the logo is always visible the minimal display size for both digital and print applications are listed on the right along with the proportional measurements W H 3 3 1 LOGOGRAPH The construction needs to be exact Use with care and always resize proportionately See the measurements on the right as a referral W H 1 1 2 5
MINIMUM SIZE The minimum size the logo should be represented is 1 5 wide LOGOTYPE LOGOTYPE The inspiration for the logograph was the share link icon that is usually seen on YouTube to share videos The point was that things go viral or boom quickly when Madrivo is driving the traffic The logotype goes the other way and is stylistically different but is supposed to inspire the same idea The logo is the most immediate representation of Madrivo s brand It s a valuable asset that must be used consistently in the proper approved forms To make sure the logo is always visible the minimal display size for both digital and print applications are listed on the right along with the proportional measurements W H 3 3 1 LOGOGRAPH The construction needs to be exact Use with care and always resize proportionately See the measurements on the right as a referral W H 1 1 2 5
a When using the white logo version over green keep it as a solid color COLOR USAGE d g b e h c f i The color usage for Madrivo is minimal The logo will be used in charcoal and white with a pop of color against solid color backgrounds but can also be used as a solid charcoal green or white See examples for references 6 7
a When using the white logo version over green keep it as a solid color COLOR USAGE d g b e h c f i The color usage for Madrivo is minimal The logo will be used in charcoal and white with a pop of color against solid color backgrounds but can also be used as a solid charcoal green or white See examples for references 6 7
PHOTO BACKGROUND There are a couple of ways we can place the logo over a photograph Each option should be employed with care making sure the logo is not being obstructed by the image The logo should never being obstructed by the image You can use the color logo when image allows it but in most cases either solid white or dark grey can be applied on top of a photo background A couple of things to consider 1 Avoid busy images with too much detail 2 Apply a darker or lighter transparent overlay when necessary to make the logo more visible 8 9
PHOTO BACKGROUND There are a couple of ways we can place the logo over a photograph Each option should be employed with care making sure the logo is not being obstructed by the image The logo should never being obstructed by the image You can use the color logo when image allows it but in most cases either solid white or dark grey can be applied on top of a photo background A couple of things to consider 1 Avoid busy images with too much detail 2 Apply a darker or lighter transparent overlay when necessary to make the logo more visible 8 9
1 2 3 4 5 6 7 8 9 DON T 1 Change the logo orientation 2 Scale the logo unproportionally Incorrect use can weaken our brand 3 Change the logo colors 4 Add effects to the logo Including but not limited to drop shadows lighting effects bevel and emboss INCORRECT LOGO USAGE Avoiding incorrect use is important for several reasons Our company name and logo are valuable assets and incorrect use can weaken our brand Be particularly careful that the logo is not applied on background colors patterns or photographs that visually compete with the logo The examples on this page demonstrate incorrect use of Madrivo s logo 10 5 Contain the logo in a box when used on a background 6 Display the logo without the graphic symbol 7 Outline the logo 8 Resize any part 9 Create compositions that are not already provided 11
1 2 3 4 5 6 7 8 9 DON T 1 Change the logo orientation 2 Scale the logo unproportionally Incorrect use can weaken our brand 3 Change the logo colors 4 Add effects to the logo Including but not limited to drop shadows lighting effects bevel and emboss INCORRECT LOGO USAGE Avoiding incorrect use is important for several reasons Our company name and logo are valuable assets and incorrect use can weaken our brand Be particularly careful that the logo is not applied on background colors patterns or photographs that visually compete with the logo The examples on this page demonstrate incorrect use of Madrivo s logo 10 5 Contain the logo in a box when used on a background 6 Display the logo without the graphic symbol 7 Outline the logo 8 Resize any part 9 Create compositions that are not already provided 11
TYPOGRAPHY This set of typefaces best represent Madrivo s brand They should be used consistently and across all print and web applications The logo typeface does not appear anywhere else in the brand a TYPOGRAPHY Avenir Light Use for headlines and body UPPERCASE For headlines ABCDEFGHIJKLMNOP abcdefghijklmnop 1234567890 b None of these typefaces are part of the logo which in fact uses Existence Light typeface with a custom r that connects with the i in Madrivo and does not appear anywhere else in the brand This maintain the logo s integrity Avenir Black Use for headlines and subheads UPPERCASE For headlines ABCDEFGHIJKLMNOP abcdefghijklmnop 1234567890 c Open Sans Light and Bold For web use To substitute Avenir when necessary ABCDEFGHIJKLMNOP abcdefghijklmnop 1234567890 13
TYPOGRAPHY This set of typefaces best represent Madrivo s brand They should be used consistently and across all print and web applications The logo typeface does not appear anywhere else in the brand a TYPOGRAPHY Avenir Light Use for headlines and body UPPERCASE For headlines ABCDEFGHIJKLMNOP abcdefghijklmnop 1234567890 b None of these typefaces are part of the logo which in fact uses Existence Light typeface with a custom r that connects with the i in Madrivo and does not appear anywhere else in the brand This maintain the logo s integrity Avenir Black Use for headlines and subheads UPPERCASE For headlines ABCDEFGHIJKLMNOP abcdefghijklmnop 1234567890 c Open Sans Light and Bold For web use To substitute Avenir when necessary ABCDEFGHIJKLMNOP abcdefghijklmnop 1234567890 13
Dark Green If there is an occasion when you need to create contrast you can use monochromatic color or incremental tints BRAND COLORS Color is a powerful component of Madrivo s identity Our primary brand colors are charcoal and moderate green Our secondary colors are dark green light grey and white We use our primary color charcoal for text while moderate green is used as an accent to highlight an area or important information as titles and subtitles over dark backgrounds We use our secondary dark green to substitute our accent color over white backgrounds When combining colors secondary colors should be used only when accompanied by one or more primary colors 14 Stick with the color palette Moderate Green Primary color Charcoal Accent color Moderate Green Secondary color Dark Green Secondary color Light Grey CMYK 72 64 59 54 RGB 52 54 57 Hex 343639 CMYK 36 0 84 0 RGB 174 210 88 Hex aed258 CMYK 53 14 100 1 RGB 137 174 47 Hex 89ae2f CMYK 10 7 8 0 RGB 226 226 226 Hex e2e2e2 90 80 70 15
Dark Green If there is an occasion when you need to create contrast you can use monochromatic color or incremental tints BRAND COLORS Color is a powerful component of Madrivo s identity Our primary brand colors are charcoal and moderate green Our secondary colors are dark green light grey and white We use our primary color charcoal for text while moderate green is used as an accent to highlight an area or important information as titles and subtitles over dark backgrounds We use our secondary dark green to substitute our accent color over white backgrounds When combining colors secondary colors should be used only when accompanied by one or more primary colors 14 Stick with the color palette Moderate Green Primary color Charcoal Accent color Moderate Green Secondary color Dark Green Secondary color Light Grey CMYK 72 64 59 54 RGB 52 54 57 Hex 343639 CMYK 36 0 84 0 RGB 174 210 88 Hex aed258 CMYK 53 14 100 1 RGB 137 174 47 Hex 89ae2f CMYK 10 7 8 0 RGB 226 226 226 Hex e2e2e2 90 80 70 15
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