MERS Identity Guide

Graphic IdentityStandards and Guidelines

MERS logo The MERS logo establishes, through type, color and imagery, the foundation for the look and feel of the MERS brand. The Romana font is classically cut, imparting a dependable solidity to the name. The R curves down and ahead in a gesture to forward-looking responsiveness. The image of Michigan sits within a circle. It is rendered in a gestural, innovative style that speaks to constant quest for new and better products to serve our customers. Solid. Innovative. Dependable. Stalwart. All of these attributes speak from and through the MERS logo.


MERS logo | Styles & Variations | Color | Typographical Rules | Logo Sizing | Incorrect Logo Usage

Always display the MERS logo in its entirety not separated into components parts, altered in proportion, printed in color combination other than those outlined in this guide, screened and or modified in any other way.

Styles and Variations The MERS logo should be used as illustrated below for all published work.

MERS logo name and graphic mark below



Two Color PMS Coated Process Color

PMS 5545 C C50 M0 Y50 K52

PMS Process Black C C0 M0 Y0 K100

Color Wherever possible, the MERS logo should be reproduced in the 2 specific colors, PMS (spot) color printing. For 4-color printing - CMYK or 4-color process printing is recommended. Where one color is an option, use green.



One Color PMS Coated Process Color

PMS 5545 C C50 M0 Y50 K52

PMS Process Black C C0 M0 Y0 K100

Color Wherever possible, the MERS logo should be reproduced in the 2 specific colors, PMS (spot) color printing. For 4-color printing - CMYK or 4-color process printing is recommended. Where color is not an option, use black.



Reverses

Color Wherever possible, the MERS logo should be reproduced in the 2 specific colors, PMS (spot) color printing. For 4-color printing - CMYK or 4-color process printing is recommended. Where reverse is an option, use white.



The MERS logo may be reversed from a dark or solid color background. It should be used when it is necessary and beneficial to reverse the logo type out of a dark solid background, Municipal Employees’ Retirement System appears as white.

The MERS logo may be reversed from a dark or solid color background. It should be used when it is necessary and beneficial to reverse the logo type out of a dark solid background, Municipal Employees’ Retirement System appears as black



Typographical Rules

Like color, consistent use of typography helps ensure unity of image. The MERS logo is designed with a unique set of fonts. Fonts used with the MERS logo should be complimentary and not detract from the MERS logo.

Avenir Fonts Avenir 35 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir 85 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir 85 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

RomanaBT Fonts RomanaBT Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

RomanaBT Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Avenir 85 Black

RomanaBT Roman



Logo Sizing

Logo Minimum Clear Space (print and online)Maintaining a clean uncluttered space around the logo maximizes the visual impact of this key brand element. So in order to ensure that the MERS logo stands out, please allow sufficient buffer space around it.

The MERS logo must be surrounded by a clear space equal to: • The height of the M in MERS (above and below) • Double height of the M in MERS (right and left)

The above rule applies both to other graphic elements and the edge of the paper.

X= height of letter “M” in logotype

X

XXX XX



Logo Positioning

The MERS logo should be positioned far enough away from other logos, mark or graphic elements so that they do not appear to constitute a single unified element. This helps to ensure clarity and improve the impact of the MERS logo. When positioning the MERS logo along side other organizational/partner logos, it should be positioned to produce an equally balanced group of logos - as indicated at the right. Not less than 2x

Other logo Other logo

Not less than 2x



Minimum Sizes

Even if the specific size of the logo will vary according to each application, the MERS logo should be used in a size large enough to ensure legibility.

Please do not reproduce the MERS logo smaller than 1.5 inch (3.81cm) wide for printed materials.

Print Reproduction

1.7 inch (4,318cm) 1.5 inch (3.81cm)



Incorrect Logo Usage

When we target a high logo image quality, we have to focus on three aspects:

• Integrity always display the logo in its entirely (not separate or modified parts)

• Proportion keep the specific height and width ratio of the logo.

• Fidelity do not display the logo in rough form

Misuse of the MERS logo devalues it. At the right of the text we have illustrated several examples of the incorrect usage of the MERS logo.

Documents

MERS Identity Guide