M&R Graphic Guidelines Version 1.

0501
Guidelines for Using The M&R Sales & Service, Inc. Logo
The following guidelines will provide you with the correct treatment of the M&R logo. These treatments
conform to the M&R logo standards as registered with the U.S. Patent office. They are acceptable for use
in all collateral, advertisements, promotions, packaging, manuals, the World Wide Web, and other
communications material. This version of the M&R logo replaces all previous versions, and should be used
in all communications. All other variations in the use of the M&R logo must first be submitted to and
approved by the M&R Advertising/Marketing Division.
Included in this section are:
M&R The Logo
M&R Logo Colors
M&R Logo Full-Color Version
M&R Logo Two-Color Version
M&R Logo One-Color Version
Background Colors
Registration Symbol
M&R The Logo
The M&R logo consists of the oval graphic, the M&R logotype
on a white field (the M&R initials set in specially designed type
within the oval), and the Sales & Service, Inc. logotype below
the oval graphic. The oval graphic and the M&R logotype must
always be used together in an approved configuration. The oval
graphic and M&R logotype configuration may be used with or
without the Sales & Service, Inc. logotype. Both versions are
available. Never use the M&R logotype alone.
Always reproduce the complete logo from approved electronic
artwork. The M&R logotype must always appear within the
oval graphic on a white field. Do not alter the logo in any way.
Do not animate, mutate, or otherwise distort it. Do not rotate
or render it three-dimensional.
Do not alter the relationship between the oval graphic and the
M&R logotype in any way, and do not add words to the logo.
Do not set the type of the Sales & Service, Inc. logotype
yourself, change the font, or alter the size, proportions, or space
between letters.
G r a p h i c G u i d e l i n e s 1
Full-Color Tonal Effect Version with
M&R Sales & Service, Inc. Logotype
(font: Antique Olive Nord)
Figure 1.1
Oval Graphic
M&R Logotype
Sales & Service, Inc. Logotype
White Field
Full-Color Solid Version with
M&R Sales & Service, Inc. Logotype
(font: Antique Olive Nord)
Figure 1. 2
G r a p h i c G u i d e l i n e s 2
M&R Logo Colors
The M&R logo is available in the preferred tonal effect version,
(3-D airbrush look), as well as a two-color, and one-color solid
version. The version selected will depend on the medium and
design of the communications piece, the printing technique
used, and the surface printed on. Four-color process mixes
and properly separated electronic artwork for all versions are
available through the M&R Advertising/Marketing Division.
M&R Full-Color Version
The ideal presentation of the M&R logo is with the full color
tonal effect version (Figure 1.1), using four-color process inks
(CMYK). This version is recommended for use on all color
materials where practical.
M&R Two-Color Version
When four-color process is not practical, the two-color tonal
effect version (Figure 2.1), or two-color solid color version
(Figure 2.2) of the logo can be reproduced using screen tints
of PANTONE (PMS) 293 blue and black. In both cases, the
M&R logotype is black on a white field, and the oval graphic
is blue.
M&R One-Color Version
In black and white media such as newspaper articles,
ads, flyers, or other documents, the logo can be reproduced
in screen tints of black or solid black (Figure 2.3 and 2.4).
PANTONE (PMS) 293 blue may be substituted for black
(Figure 2.5).
Background Colors
The preferred background color for the M&R logo is white.
The logo can also appear on black or other colors, and on
photographic backgrounds, as long as the legibility of the
logo is not diminished.
Registration Symbol
When using the M&R logo in printed materials, the circle R
symbol () must appear next to the M&R logotype inside the
oval graphic portion of the logo.
Two-Color Solid Version
Figure 2.2
One-Color Tonal Effect Version
Figure 2.3
One-Color Solid Version in Black
Figure 2.4
Two-Color Tonal Effect Version
Figure 2.1
One-Color Solid Version in Blue
Figure 2.5