G raphic Standard s

1 M A X B R A N D I D E N T I T Y B O O K

Recommended sizes In order to be coherent at all times, the Max BrandSignature must not be used at a size that compromises itslegibility and recognition. Typically, the business card isthe smallest printed application of the signature. Whilebranding 3D objects such as pens, pencils, etc, a verysmall size may be required. Please ensure that thereproduction of the Brand Signature / logo and logotypeis always clear in these instances.

The Max Brand Signature : Max Flame and Logotype

Smallest size of Brand Signature to be used in print applications like business cards

The relationship between the Max Flame and the logotype is fixed and must not be altered.

Smallest size of Brand Signature to be used for small 3D objects e.g. pens, etc.

2 M A X B R A N D I D E N T I T Y B O O K

Reproduction u sing two solid (special)coloursThe 2-colour version uses two Pantone solidcolours: Pantone 1505 CVC (orange) andPantone 281 CVC (blue). This method gives thebest colour fidelity and should be usedwherever possible in print based applicationssuch as stationery. Screen printing can also bedone using colours matched to the abovePantone shades.

How to reproduce the Brand Signaturecolour and grayscale versions

Reproduction u sing four Quadrichrome(CMYK) colour sWhen the Brand Signature is to be used innewspapers, magazines, multicolouredbrochures etc, it should be printed using thefour process colours (CMYK) as shownalongside. Reproduction using CMYK can nevermatch the intensity of the actual coloursshown above in the 2-colour version. Orangein particular will not appear as vivid.

The monochrome/grayscale symbol When the logo appears in grayscaleapplications, for example newspaperadvertisements, it should appear as shownalongside.

cyan 100%

C

=

magenta65%M

yellow 100%

Y

black 40%

K

Flame : 40% blackRest is 100% black

3M A X B R A N D I D E N T I T Y B O O K

Colour Palette

Complementary Colour s : The Complementary Colour palette consists of a set of harmonious colours thatcomplement the Brand Colours. Colours have been specified based on the Pantone Matching System codes as wellas in equivalent CMYK combinations, where tints of the colours may be used.

The Max colour palette consists of Brand Colour s and Complementary Colour s.Brand Colour s : These refer to the Max Navy, Max Orange and Max Ivory shown below. Consistent use of thesecolours will over time, establish the look and feel of the Max brand. Therefore, they must be used as much as possible.

Max Navy c100 + m70 + y0 + k40PMS 281

Max Orange c0 + m65 + y100 + k0PMS 1505

Max Ivory c0 + m0 + y20 + k0PMS 1205

4 M A X B R A N D I D E N T I T Y B O O K

Examples of Incorrect Use

In order to maintain the visualintegrity of the Max Brand Signature,it is important to always use itcorrectly. Incorrect use of the BrandSignature dilutes the brand andjeopardises its legal position.

Do not ever attempt to redraw thelogo or typeset the logotype. Theunit must always be reproduced onlyfrom authorised digital files of themaster artwork.

Do not distort the Brand Signatur e

Do not alter the logotype by attempting totypeset it

Do not change the sizes of the elementswithin the Brand Signature

Do not change the relationship of the logoand logotype

Do not position the Brand Signature diagonally

Do not combine the Brand Signature or itselements with other graphic elements

Do not use the Brand Signature as part of asentence

Do not enclose the Brand Signature in a shape

The Group has

MAX

5 M A X B R A N D I D E N T I T Y B O O K

When the Brand Signature appears on colouredbackgrounds, it is important to ensure there is asufficient amount of contrast between the signatureand the background. Isolation zones should also becarefully maintained.

Shown alongside is the use of the Brand Signatureagainst light coloured backgrounds. In general the logolooks best on muted flat colours that do not interactadversely with the hues of the orange and blue.

Shown alongside are examples of incorrect use of theBrand Signature against inappropriate backgrounds.

Backgrounds would be considered inappropriate if theyinteract adversely with the logo. This would imply thatthe colours of the logo are affected so as to losefidelity and compromise brand identity.

Brand Signature on ColouredBackgrounds

acceptable

inappropriate

6 M A X B R A N D I D E N T I T Y B O O K

Two fonts have been identified as key to the Max House Style:

1. ITC Fenice Light and Regular: This is the principal font of thehouse style and should be used in all collateral for headlines andtext where the sizes are reasonably large.

2. Rotis Semi Sans, Light and Bold: These are supporting fonts tobe used for body-copy or text where a sans-serif look is preferred. Avoid using Rotis Semi Sans for headlines.

The use of layouts with text columns that are left aligned isrecommended. Centred typography and right aligned layoutsmust be avoided.

ITC Fenice Light

ITC Fenice Regular

Rotis Semi Sans Light

Rotis Semi Sans

Rotis Semi Sans Bold

The Max House Style