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Media Kit
Inside the MHC Brand Identity
These brand standards are our superpower, ensuring every single touchpoint with MHC radiates our distinct personality, perfectly supports our strategic vision, and speaks a consistent visual language. We don’t just follow rules; we create impact.
And why is that crucial?
Because it’s the foundation for authentic relationships and unwavering credibility with everyone who interacts with us. Let’s unleash the MHC!
Logomark +
Wordmark
The MHC Logo
The pairing of the logomark (symbol) and the wordmark (text) combine to form the primary logo—also known as the combination mark. The combination mark should be used to represent the MHC brand any time proper space allows for it to maintain its legibility.
Logomark
The logomark, or symbol, should only be used in very rare circumstances as a secondary, digital representation of the brand (e.g. within the product). The logomark may also be used outside the product when space doesn’t allow for the wordmark to maintain its legibility.
The Arrow
Our continued movement forward, embracing change and improvement.
The Circle
Our community, passion for partnership, boldness, and creative paths forward.
Clear Space
Full Logo
The minimum clear space is equal to the height and width of the uppercase M in “MHC.” Please keep all visual elements outside of this zone. The spacing between the logomark and wordmark should not
be tampered with in the official logo files.
Logomark
To help give our symbol maximum visual impact and to separate it from any other elements on the page, always maintain at least the minimum clear space around it, equal to the size of the circle.
Logo Clear Space
Logomark / Wordmark Spacing
Logomark Clear Space
Minimum Logo Size
Minimum Digital Dimensions = 80 px wide;
Minimum Print Dimensions = 1.5 in wide;
Color Usage
Color
Always maintain our logo’s visual impact by reproducing it in a high-contrast manner.
The full-color MHC logomark should always have the red orange circle. The wordmark should be black on light backgrounds and reversed out to white on dark backgrounds.
Black and White
Black and white versions of the wordmark should only be used when the application doesn’t allow color or when contrast is an issue for the colored versions. Please use a one-color white logo on backgrounds that don’t allow our orange circle enough contrast.
Use full-color logo on white
Use full-color logo on light grey
Use one-color white logo on dark background
Use one-color white logo on orange
Misuse
Logo No-No’s
Consistent presentation is an important part of making our logo recognizable. The following examples highlight a few improper uses.
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Do not stretch
Do not recolor
Do not resize elements
Do not add unapproved text elements
Do not use on low-contrast backgrounds
Do not outline
Future
Acquisitions
New Co.
Where the “MHC” wordmark typically resides, you can place the acquired company’s name. This technique of brand merging is a phased approach, allowing a smoother transition into the overarching MHC brand.
How to
When applying the MHC logomark to a new acquisition, center the new name with the spacing guidelines (pg.8) and use Inter – Bold in Title Case, text should proportionate in size to the original “MHC” initials.
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MHC Logo Kit
In this folder, you will find a comprehensive set of our official logo files, optimized for both web and print use.
Color
Codes
Brand Palette
The MHC color palette speaks directly to the boldness of our people while balancing the sophistication of our product and the energy of our community. These orange shades build warmth and movement while the complementary gray hues to balance the intense palette.
Color Profile
Color Profile When creating assets, be sure your color settings are on North America General Purpose 2.
RGB (screen) sRGB IEC61966
CMYK (print) U.S. Web Coated (SWOP) v2
Red Orange
Pantone 1645 C
TCX 16-1358
CMYK 0 75 85 0
RGB 255 102 51
HEX #FF6633
Orange
Pantone 3588 C
TCX 15-1058
CMYK 0 48 88 0
RGB 255 153 51
HEX #FF9933
Yellow
Pantone 116 C
TCX 13-0859
CMYK 0 19 100 0
RGB 255 204 0
HEX #FFCC00
Blue
Pantone 5265 C
TCX 19-4031 C
CMYK 81 73 42 31
RGB 58 64 90
HEX #3A405A
Dark Gray
Pantone 7545 C
TCX 19-4220
CMYK 73 58 46 26
RGB 74 86 98
HEX #4A5662
Medium Grey
Pantone 4136 C
TCX 18-3916
CMYK 66 48 37 9
RGB 98 115 131
HEX #627383
Light Grey
Pantone 656 C
TCX 11-4601
CMYK 11 6 4 0
RGB 224 229 235
HEX #E0E5EB
Proportions
Color Relationships
Generally speaking, color relationships should follow the proportions demonstrated by the abstract diagrams below. For the sake of contrast and flexibility, our color palette is divided into two separate categories—light and dark.
When creating MHC assets, use our grays liberally and boldy. These grays allow our fiery oranges and warm yellows to speak up and have a platform.
Primary
Dominant
Secondary
Sub-dominant
Tertiary
Accent
Light
Primary
Dominant
Secondary
Sub-dominant
Tertiary
Accent
Dark
ADA
compliance
The following color combinations meet WCAG 2.1 AAA or AA guidelines for accessible text contrast in digital designs. When placing type on a background color, these examples have a contrast ratio of at least 4.5:1. This ensures inclusive branding and meets the requirements of the Americans with Disabilities Act (ADA).
*Color combinations with an asterisk pass WCAG AA, but fail WCAG AAA.
Blue
#3A405A
Light Gray
#E0E5EB
Blue
#3A405A
White
#FFFFFF
Blue
#3A405A
Yellow
#FFCC00
Medium Gray
#4A5662
Light Gray
#E0E5EB
Medium Gray
#4A5662
White
#FFFFFF
Blue
#3A405A
Orange
#FF9933
0
o
Medium Gray
#627383
White
#FFFFFF
Strong Red Orange
#bf360c
White
#FFFFFF
Gradients
Approved Gradients
Gradients add dimension and a sense of motion when needed. Use as a secondary element—a fill color or background to help a website module or print piece feel more dynamic.
Gradient Guidelines
To add some depth and interest to the MHC visual palette, the gradient can be utilized. Here are some simple guidelines to help get you started but there are other examples throughout this document. Recommended gradients use Yellow/Orange/Red Orange and are angled at 30 degrees.
#E0E5EB | #ECEFF3
#292d3f | #343a51
#ff9933 | #FFCC00
#ff6633 | #ff9933
Use
Simple compositions where the gradient is an accent
Misuse Don’t use gradient as full background color
Compositions using a simple visual design
Don’t make overwhelming compositions or gray gradients
Brand
Typefaces
Alternatives
Google
Epilogue 🡒 Proxima Nova
Inter 🡒 Roboto
Microsoft
Epilogue 🡒 Avenir Next LT Pro
Inter 🡒 Kartika
Epilogue
Epilogue is a sans serif variable font with a weight axis—nine weights, upright and italic. This typeface is not recommended for long passages of text and should be used mainly for headlines. This typeface is available for free on Etcetera Type Co. and Google Fonts.
Inter
Inter is a typeface designed with the utmost legibility in mind. The family is fitted with variable sizes and increased sensitivity to reading on screen. Due to its special body copy design, it is not well suited for massive text display. This typeface set is available for free on Google Fonts.
00
AaBbCcDd
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Regular
oo
AaBbCcDd
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Bold
oo
AaBbCcDd
Bold
Style Guidelines
Type Formatting
Typography is a core building block of any effective visual system. A consistent and distinct typographical style helps unify our personality while building brand awareness and recognition. MHC also follows Associated Press (AP) style guidelines.
Eyebrow
Inter Medium | ALL CAPS
EYEBROW
Headline
Epilogue Semibold | Title case
Our Commitment is
Your Superpower
Sub-Heading
Epilogue Bold | Sentence case
At MHC, we care, and it shows. Our creed is to deliver solutions that work for you, your customers, and your future.
Body Headline
Inter Bold | Sentence case
Enhancements to systems and existing processes
Body Copy
Inter Regular | Sentence case
We are solving gaps in your enterprise software platforms and operational processes, meeting your unique needs so your software works for you in a more efficient way with higher quality. Our product frees your team up to work on value-add activities that make you even better at your core business.
Do not use with photography
Do not add facial features or detail
Do not use multiples of the same body
Do not use multiples of the same body
Do not use multiples of the same body
Do not use multiples of the same body
Misuse
Avoid These Misuses
We want to use our illustrations correctly to avoid misrepresenting our company values. Please carefully follow the guidelines and when in doubt, keep it simple.
Illustration
Usage
Moving Forward
These are some examples of our illustrations in action. When in use, consider how the brand elements and illustrations interact. Our illustrated people should retain their simplicity and sophistication, using a subdued palette and business-casual attire
In composition, these people should always be moving forward—never backtracking—so make sure they never face to the left. Utilize the illustration kit to maintain inclusivity of skin color, body type, and age range. Be careful not to overuse, and make sure you add some visual elements to connect back to the MHC brand.
Illustration
Style
People
The companion illustration style to our brand shows our customers moving forward. These simple and sophisticated figures give us flexibility to create content even without photography.
Usage
Icons can be used to reference products or capabilities, but should be kept simple and uncrowded. Maintain legibility and contrast by using the right color depending on how dark or light your background is.
Adding
Pattern
Combining photography and pattern helps create something more ownable to MHC.
This combination can be applied in varying levels of complexity, from a simple circle-cropped photo to full pattern use. All elements used should be rooted in the circle and pill shapes from the original pattern.
Compositions should be purposeful, elevating the key message of a touchpoint or drawing attention to a key point or detail. Avoid overcomplicating the layout for purpose of decoration. Use each element to convey energy and forward movement.
The following tiles provide examples of various ways to combine the brand elements.
Do not use abstract tech art, textures or overdone light streaks. We are focused on real people and scenarios.
Do not add unapproved icon elements. We have an approved illustration and iconography style that helps us stay cohesive.
Do not use overly staged or stiff corporate stock.
They feel dated and disconnected from our value of human connection.
Do not use a color overlay on photography. This introduces another graphic element and interferes with the consistency in how we show up in the marketplace.
What to Avoid
Consistency and quality help us gain trust as a brand, and connect with our audience. Photography choices are important in maintaining an approachable yet trustworthy perception. The following examples show choices that are either off-brand, or of quality that should be avoided.
Photo
Style
The people in our photos should represent those we work for and with. Aim to highlight authentic interaction, natural enthusiasm, and human connection.
Use individuals and groups to tell your story, focusing on bright but realistic work environments and moments that reinforce our level of customer care.
Guidelines for a successful stock
photography search:
Prioritize diversity
Choose authentic interaction over staged situations
Look for photos that have a bright, realistic background
Choose modern work settings, and avoid sets that feel dated or stiff
Filled Circle
Outlined Circle
Filled Arrows
Outlined Arrows
Iconography
Icon Set
This simple set of icons allows our brand to solve a variety of visual gaps. Across marketing materials and website graphics, we use icons alongside our visuals to help add context and
increase visual impact.
Usage
Icons can be used to reference products or capabilities, but should be kept simple and uncrowded. Maintain legibility and contrast by using the right color depending on how dark or light your background is.
Example layout: full horizontal pattern
Best used in simple layouts, as a textural element, with significant space around it to avoid a busy composition.
Example layout: deconstructed, simplified pattern with photography
Best used as a supporting element to draw attention to a key message.
Using the Pattern
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Vertical space between shapes should be twice the width of the stroke on the outlined shapes.
Horizontal space between shapes should be the same width as the stroke of the outlined shapes.
You can use pills of varied lengths, multiple circles, and rounded point arrows within a pill or circle. You must have an arrow in at least one pill per composition. All arrows point to the right and have rounded points.
How to Recreate
the Pattern
Color Considerations
Use one Primary Color (Gray, Dark Gray, or White)
and one or two Tertiary Colors (Red Orange, Orange, or Yellow).
Backgrounds can be light or dark.
Horizontal pattern
Best used in simple layouts, as a textural element, with significant space around it to avoid a busy composition.
Deconstructed, simplified pattern
Best used as a supporting element to draw attention to a key message.
Brand
Pattern
MHC guides customers forward
The following pattern creates a strong, recognizable visual language that is fundamental to the MHC identity. It’s momentum is an abstract representation of our product and partnership that pushes our customers forward every day.
Use
Use the the full horizontal pattern of pills, circles and arrows as indicated on the top right, or deconstruct full pattern into simplified elements (i.e. 1‚–2 circle + pill shapes) to create an engaging composition that ties back to the original pattern.
Partner
dominant
co-branding
When a partner company drives the communication experience, their brand will be featured more, and designs will rely on their visual system. At the same time, it is still critical to protect and appropriately display the MHC logo.
Full Color Partner Logo, up right before the fold. Partner owns the relationship, is the primary brand and leads the marketing effort. While the MHC logo is optically equal in size, it is placed in a visually subordinate position.
Designer should use Partner Visual system: fonts, color, illustrations.
Advertising
Header
Event Banner
Collateral
Not all partnerships have clear brand dominance. If you have questions regarding how to best represent an unclear co-branding scenario, please contact our marketing department: mhcteam@mhcautomation.com
MHC
dominant
co-branding
MHC dominant communications means that our brand drives the customer experience and designs will heavily rely on the MHC visual system for look and feel.
Full Color MHC Logo, up right before the fold. MHC owns the relationship, is the primary brand and leads the marketing effort. While the partner logo is optically equal in size, it is placed in a visually subordinate position.
Designer should use MHC Visual system; fonts, color, illustrations.
Advertising
Header
Event Banner
Collateral
Logo horizontal Lock-up
Result:
Logo application on colors:
Logo horizontal Lock-up
Result:
Logo application on colors:
Logo application on colors:
Logo horizontal Lock-up
Result:
Logo application on colors:
1px dark grey(Hex : #4A5662) line will separate the MHC logo from the partner’s logo.
One “M” equal distance between the MHC Logo and the dark grey line and one “M” distance between the grey line and the partners logo.
Each logo should be sized to be optically equal. The left position of the lockup indicates brand dominance in brand-neutral environments.
When placed horizontally, Partner logo maximum height must match the height of the MHC logomark. When placed vertically, partner logo must match the width of the MHC logo.
Logo
Lock-up
Many partner and alliances instances require that partners logos should be placed side by side. When the MHC logo is used side-by-side with another company’s logo in a “lockup” format the following rules should be followed:
Brand Dominance
Brand dominance is determined during partnership negotiations and is influenced by factors such as financial and/or resource contribution, which partner is granting access to customers and maintaining that relationship, or which partner will host the experience.
Expressing brand dominance is simple and can be achieved by:
1. Placing the dominant brand in the most visible and valuable space (e.g., above the fold on a website, or at lower right on a billboard).
2. When partner logos are shown in close proximity to each other in a brand-neutral environment, the dominant brand will be placed
on the left.
Partner Dominant Co-Branding
When a partner company drives the communication experience, their brand will be featured more, and designs will rely on their visual system. At the same time, it is still critical to protect and appropriately display the MHC logo.
MHC Dominant Co-Branding
MHC dominant communications means that our brand drives the customer experience and designs will heavily rely on the MHC visual system for look and feel.
Other Partnership Co-Branding
Not all partnerships have clear brand dominance. If you have questions regarding how to best represent an unclear co-branding scenario, please contact our marketing department: mhcteam@mhcautomation.com
When to
co-brand
Assets appropriate for co-branding
All co-branded materials should send a consistent message across all your marketing strategies. Creative assets appropriate for co-branding include:
Headers Advertising Event Signage Flyers
Other
Creative assets that contain MHC intellectual property may not be suitable for co-branding. Materials that contain MHC intellectual property should be reviewed on an individual basis to make sure they are appropriate for co-branding. These materials include:
White Papers Technical Documentation
These illustrate some common asset examples for reference; this is not a complete list.
Co-branding
Overview
Co-branding has various advantages, from risk-sharing, generation of income, more sales, greater customer trust, joint advertising, technological benefits, better product image and greater access to resources. The key to successful co-branding is to make it beneficial to both partners. Both partners need to have something to gain and need to be able to provide some value to each other. Brand partnerships need to be a win-win for both parties involved.
This document provides clear guidance to partners on the appropriate use of the MHC logo and visual assets alongside partner branding.
To ensure maximum business growth, every co-branded partner relationship should be a strategic undertaking and the MHC Logo and Brand assets should be used only if a written and signed Registered Partner agreement is in place.
Partners may use the MHC logo and assets only as specified in the co-branding guidelines.
We desire a well-executed co-branding that combines forces, allowing our brands and marketing efforts work smooth together for great achievements.