Mother Administered Nutritive Aid · The elements and their positioning never change and...

The MANA nutrition brand identity manual has been developed to assist in build-

ing a better, more consistent presence in the marketplace. Our hope is that our

brand will convey the following attributes: Quality, Trust, Safety, Clean, Innova-

tive and Sustainable. In order to achieve this, we must pursue consistency in

how the MANA brand identity is used.

This manual has been developed to enable MANA to present itself with

consistency and to empower people with a standard set of visuals to help tell

the MANA story. Consistent implementation of this brand image will build trust

and recognition in the marketplace and as we realize our potential as a

world-changing product.

These guidelines should be followed closely. Any deviation must be approved by

the MANA branding team. Our brand identity is a great tool when used properly.

Please handle with care.

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usageThe MANA logomark is the foundation of our brand image. The logo is made up of two parts,

icon and wordmark. This is the preferred usage.

The icon and wordmark relate in two precise lockups (primary and secondary) which should not

be changed or separated.

The elements and their positioning never change and shouldn’t be used in any configurations

other than what is provided within this brand identity manual.

Primary Lockup

Secondary Lockup

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icon

icon

wordmark

wordmark



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usageMinimum and Maximum Size

To ensure legibility, the minimum size for reproduction should never be smaller than that

stated below. There are no maximum size restrictions as long as the clear space rules

are followed and the mark is legible.

Clear Space Requirements

The MANA identity is most legible when a certain amount of clear space is created.

Clear space is defined as quiet space around the logo. The identity should be separated

from other elements including text, photos and illustration whenever possible. The mini-

mum clear space is based on a measurement established by the letter “n.” If it appears

over a photograph, special consideration should be given to create “soft space”.

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colorways The MANA identity is most powerful when the two color version is used: Orange PMS 158 and

Cool Gray 10. This is the preferred configuration; use whenever possible. The identity also

appears as a reverse (white text, orange icon) and in one color versions.

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2 Color

Reverse Gray(60% Black)

1 Color Versions

Reverse Black(100% Black)



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restrictions The MANA identity is diluted if we are not consistent in how it is used. Be it print, electronic or

three-dimensional material, you should never alter the shape, colors or proportion. Never add

other graphic elements or separate the two approved lockups. Below are some examples of

unacceptable uses.

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We the People of . in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common

Do not stretch or distort

Do not change color usage from approved

Do not change the pro-portion or lockups

Do not use on colors thatmake it illegible

Do not use other colors

Do not use the wordmarkwithout the icon

Do not add dimensionor drop shadow

Do not use inline or violate clear space



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sub-text The same standards and rules apply when adding a tagline, name acronym or URL to the MANA

identity. In certain extreme cases, the use of the identity in correlation with a tagline may deviate

from the standards below; however this must be approved by MANA marketing. The tagline or

URL should always appear in Helvetica Bold, black in color. All clear space rules apply.

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color palettes Primary Colors

The primary brand colors are PMS 158 (MANA Orange) and Cool Gray 10 (MANA Gray). The

MANA identity can also print in all MANA Orange, MANA Gray, black and reversed as outlined on

page 5. Do not print the MANA identity in any other colors. Below you will find CMYK, RGB and

Web Safe color builds for when PMS spot is not used. Note: these samples will vary from printer

to printer, screen to screen.

Secondary Colors

The following secondary colors may be used in support of the MANA brand. These are useful

with illustrations, backgrounds, typography, etc. Never change MANA logos to these colors.

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PMS 158

C:0 M:60 Y:100 K:0

R:245 G:128 B:37

#F58025 COOL GRAY 10

62% BLACK

R:128 G:127 B:131

#807F83

WARM GRAY 11

C:0 M:17 Y:34 K:62

R:124 G:106 B:85

#7C6A55 PMS 174

C:0 M:70 Y:100 K:36

R:168 G:77 B:16

#A84D10

PMS 312

C:100 M:0 Y:11 K:0

R:0 G:175 B:219

#00AFD8 PMS 582

C:100 M:0 Y:11 K:0

R:138 G:141 B:9

#8A8D09



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typography In addition to consistent logo usage, typography plays a big part in building the MANA brand.

Use the font families below for presentations, advertising, merchandise, packaging, etc. As a last

resort, Arial and Times may be substituted if the recommended fonts are not available.

PRIMARY FONT

HELVETICA

ABCDEFGHIJKLMNOPQURSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

HELVETICA ITALIC



1234567890

HELVETICA BOLD



1234567890

Example of font usage.

severe acute malnutritionSevere acute malnutrition is defined by a very low weight for height (below -3z

scores of the median WHO growth standards), by visible severe wasting, or by

the presence of nutritional oedema. Decreasing child mortality and improving

maternal health depend heavily on reducing malnutrition, which is responsible,

directly or indirectly, for 35% of deaths among children under five.

“Children below -3 SD of the WHO child growth standards benefit from therapeutic feeding”

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ACCENT FONT

SABON



1234567890

SABON ITALIC



1234567890

SABON BOLD



1234567890

HEADINGS: Helvetica Bold, all lower case, 50% black.

BODY: Helvetica Reg. with a good amount of leading

BLOCK QUOTE: Sabon Italic



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applicationsBelow are examples of how the brand identity is used at a basic level on pieces such as busi-

ness cards, letterhead and email signature.

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ManaNutrition.org

HOW BIG IS YOUR ARM? 4cm

Matt [email protected]

US & Canada: 855-GET-MANA or 855-438-6262International: 011-704-247-6048

US & Canada: 855-GET-MANA or 855-438-6262International: 011-704-247-6048

ManaNutrition.org

HOW BIG IS

YOUR ARM?

4cm

130 Library Lane, Suite 300. Matthews, NC 28105

HOW BIG IS YOUR ARM?

4cm

ManaNutrition.org US & Canada: 855-GET-MANA or 855-438-6262International: 011-704-247-6048

Salutation- - - - - - -Name LastnameMANA Nutrition T. 000.000.0000E. [email protected]



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Email signatures appear inHelvetica and Helvetica Bold

Font color #58595B

assistanceFor assistance or questions contact:

Matt West, MANA nutrition [email protected] | 855-438-6262



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assistanceFor assistance or questions contact:

Matt West, MANA nutrition [email protected] | 855-438-6262

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