MRC Branding Guide-12-2€¦ · Since 1987, the Media Research Center (MRC) has been the nation’s...

STYLE GUIDESince 1987, the Media Research Center (MRC) has been the nation’s premier media watchdog. The mission of the Media Research Center is to create a media culture in America where truth and liberty fl ourish. The MRC is a research and education organization operating under Section 501(c)(3) of the Internal Revenue Code, and contributions to the MRC are tax-deductible.

These branding guidelines are designed to ensure a consistent look and a consistent tone in all its communications.

http://www.mrc.org/static/branding

TABLE OF CONTENTSAbout the MRC Brand 3The MRC Logo 4MRC Sub-Brand Guidelines 12

CNSNews.com 13MRC Action 14MRC Business 15MRC Culture 16MRC Latino 17MRC NewsBusted 18MRC NewsBusters 19MRCTV 20The Patriot Fund 21Watchdog 22

MRC Donor LevelsBoard of Trustees 23Legacy Society 24

Logo File Formats 25MRC Naming Conventions 26 MRC Colors 28Typography 30Retired Material 32Use of Imagery 34MRC Mission Statement - Web 36MRC Mission Statement - Print 37

Media Research Center Style Guide | MRC Creative Team (571) 267-3486 | http://www.mrc.org/static/branding Revision 1.0 | Last Modified December 4, 2015 10:12 AM

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ABOUT THE MRC BRANDThe MRC brand communicates excellence and usually serves as the first impression of the MRC with any audience—in person or online. We have developed these guidelines to promote the clear and consistent use of the MRC’s identity as the nation’s leader in documenting, exposing and neutralizing liberal media bias.

The MRC is the parent organization to a network of sub-brands including CNSNews.com, MRC Action, MRC Business, MRC Culture, MRC Latino, MRC NewsBusted, MRC NewsBusters, MRCTV and various MRC newsletters, donor levels and cyclic and rapid response campaigns with unique branding and target audiences.

The standards in this document extend to the use of logos, colors, typography and other matters that affect MRC’s identity and the identities of its aforementioned sub-brands.

The major objective of setting brand standards is to display a clear and consistent message across all forms of communication. The MRC Creative Team will provide strategic assistance on any branding applications that are unclear. We are passionate about our brand and we are here to help! For more information about the MRC brand or these guidelines, please contact the MRC Creative Team: Chelsey McMillan ([email protected]) or Becky Calderon ([email protected]).

To download the most up-to-date logos and branding content please visit: http://www.mrc.org/static/branding

Media Research Center Style Guide | MRC Creative Team (571) 267-3486 | http://www.mrc.org/static/brandingRevision 1.0 | Last Modifi ed December 4, 2015 10:12 AM

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LOGO MISUSEIn order to preserve the integrity of the brand, it is imperative that you avoid changing or distorting the Standard MRC logo.Below are some examples of logo misuse.

The Gold Seal has been retired and should not be used.

Never remove the ® registration mark.

Do not add other elements, borders or gradients.

Do not change the colors and confi gurations without prior authorization.

Do not rotate, skew, crop or stretch the logo.

Never attempt to create the logo yourself, change the font or alter the size or proportions.

Do not separate the elements. Do not reproduce in color on a dark background.


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Never remove the ™ registration mark or any element of the logo.

Never remove any element of the logo.

Do not reproduce in color on a dark background.

Do not rotate, skew or stretch the logo.

Do not reproduce the logo in low resolution.




LOGO MISUSEIn order to preserve the integrity of the brand, it is imperative that you avoid changing or distorting the MRC Block logo.Below are some examples of logo misuse.


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Never remove the ™ registration mark or any element of the logo.








LOGO MISUSEIn order to preserve the integrity of the brand, it is imperative that you avoid changing or distorting the MRC Block logo.Below are some examples of logo misuse.


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Never remove the ™ registration mark.

Do not add borders or gradients.





Do not add other elements to the logo.

LOGO MISUSEIn order to preserve the integrity of the brand, it is imperative that you avoid changing or distorting the MRC Stacked logo.Below are some examples of logo misuse.

Do not add borders or gradients.


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MRC Culture• Defends America’s traditional values against attacks by the liberal

media elite

• Promotes fair media portrayal of social conservatives and people of faith

MRC NewsBusters• Provides up-to-the-minute details on the liberal media’s

distortions, omissions, and double standards

• Consistently ranks among the most influential political blogs

MRC NewsBusted• Twice-weekly video comedy show viewed by tens of thousands of

people each week

CNSNews.COM• Covers stories the liberal media ignore or misreport

• Provides daily show prep material for Rush Limbaugh, Sean Hannity, Mark Levin, and other top radio hosts

• Credentialed staff of investigative reporters cover the White House, Capitol Hill, and wherever news is being made across the globe

MRC Latino• The conservative movement’s cutting-edge leader for analysis

of - and engagement with - news programming on the top U.S. Spanish-language television networks

• Holds the leading U.S. Spanish-language media outlets accountable for honest reporting and analysis of the news of the day, including conservative viewpoints

MRCTV• Offers a place where conservatives can go to get trending video,

news stories, and MRCTV originals

• Created by conservatives for conservatives, with no liberal censorship or political correctness

MRC SUB-BRANDSIn order to preserve the integrity of the sub-brands and insure the correct version is used, avoid changing or distorting any logos. Visit http://www.mrc.org/static/branding for all up-to-date brand materials.

MRC Business• Analyzes and exposes media bias against the business community and

the free enterprise system

• Highlights facts vs. media hype on environmentalism and climate change

MRC Action• Over 800,000 active members stand ready to speak out against liberal

bias in the media

• Millions of citizen petitions have been delivered to national news outlets, demanding honest and fair reporting on important topics like free speech, religious freedom, health care, the economy, national elections, climate change, gun rights, and immigration


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LOGO FILE FORMATSFiles with an .ai or .eps extension should be used for printed materials

Files with a .png or .jpg extension should be used for screen viewing. .png’s should be used when a transparent background is necessary and .jpg’s should be used in all other cases.

Files with a .jpg extension should be used in email.

Files containing all versions of the MRC logos can be downloaded at http://www.mrc.org/static/branding


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MRC NAMING CONVENTIONSOur brand names are among the most important assets we poses and control. We cannot over-stress the importance of presenting a consistent naming convention in print, correspondence, online and even internally. When using the company name or the name of the sub-brands, please follow the guidelines below.

Media Research CenterThe first usage should include the full name: Media Research Center; thereafter use MRC. When referring to any tax materials or documents always use “Media Research Center”.

CNSNews.com or CNSNewsCNSNews should always appear as one word. The C, N, S and N should always be capitalized.

MRC ActionMRC Action should always have the letters MRC and the A in Action capitalized. Do not remove the space.

MRC BusinessMRC Business should always have the letters MRC and the B in Business capitalized. Do not remove the space.

MRC CultureMRC Culture should always have the letters MRC and the C in Culture capitalized. Do not remove the space.

media research center mrc

Name Misuse

cns CNS

MRC action mrc action

BMI mrc business

CMI mrc culture

cnsnews cnsNews

MRCbusiness MRC business

MRCculture MRC culture

MRCAction


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Name MisuseMRC LatinoMRC Latino should always have the letters MRC and the L in Latino capitalized. Do not remove the space.

MRC NewsBusters or NewsBustersNewsBusters should always appear as one word. The N and B should always be capitalized.

MRC NewsBusted or NewsBustedNewsBusted should always appear as one word. Busted should always be italicized. The N and B should always be capitalized.

MRCTVMRCTV should always have the letters M R C T and V in uppercase. Do not add a space.

News Busted NewsBusted newsbusted

MRClatino mrc latino

News busters newsbusters

MRC TV MRCtv mrctv

News busted Newsbusted

MRC latino MRCLatino

mrc tv MRC-TV MRC tv

Newsbusters


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MRC COLORSThe MRC color system is based on the foundation of its two fl agship colors, Gold and Blue. Gold represents trust, success, achievement, quality and prestige. It communicates value and excellence. Blue represents security, professionalism, order, productivity and truth. It communicates trust and loyalty. The specifi c tones of these colors were chosen deliberately with these ideas in mind, and the sub-brand colors were chosen to harmonize with them while communicating their unique purpose.

When producing material for the MRC or any of its sub-brands be mindful of this harmony. It is acceptable to use lighter and darker tones of the MRC Colors. Do not use colors that out widely outside of the outlined color spectrum. Please contact the MRC Creative Team with any questions on color usage.

Media Research Center Style Guide | MRC Creative Team (571) 267-3486 | http://www.mrc.org/static/brandingMedia Research Center Style Guide | MRC Creative Team (571) 267-3486 | http://www.mrc.org/static/branding2828


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MRC GOLD USAGEMRC GOLD - Pantone 1245 CShould be used in ALL web applications and most print materials. May be replaced by Gold Metallic (Pantone 871 C) when Gold Metallic Ink is available and within budget. CMYK, RGB and Hex values available below.

MRC GOLD METALLIC - Pantone 871 CShould only be used in print when Gold Metallic Ink is available. Not for electronic use including web, email, or any other online format. Do not convert to CMYK, RGB or Hex values.


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TYPOGRAPHYThe Zurich typeface has played an important part in building a strong and professional brand as well as unifying MRC and its sub-brands. It is bold, modern and easy to read.

Open Sans, Roboto and Minion Pro lend a perfect balance as MRC’s communications fonts for both print and web. Please contact the MRC Creative Team for these fonts.

Zurich Black Extended BT

GRUMPY WIZARDS MAKE TOXIC BREW FOR THE EVIL QUEEN AND JACK.

Example: mrcZurich Extended BT Regular

Grumpy wizards make toxic brew for the evil Queen and Jack.

Example: (cns)news.com

Open Sans


Roboto


Minion Pro


Only used for branding

Only used for branding


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USING OTHER FONTSIn some instances it may be necessary to use other fonts. In these cases, please only choose fonts that have been purchased or acquired legally or are free to use commercially. Examples of where to find acceptable fonts for print and online use are Adobe TypeKit (free with purchase of Adobe Creative Cloud) or Google Fonts.

Do I look confused to you?Please be mindful that your typographic selection is a reflection of the MRC identity - both in print or online. It is the MRC Creative Team’s suggestion that font selections be limited to two (and only on rare occasions, three) typefaces per document, landing page, graphic or email. If you need help with font suggestions or where to find fonts that are free to use without penalty please contact the MRC Creative Team - we are happy to help!


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RETIRED MATERIALThe below material has been retired and should not be used.

Business & MediaInstitute

CULTURE AND MEDIA INSTITUTE

ME

DIA

RESEARCH C

ENTE

R

BO

A

R D O F T R USTE

ES

R


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USE OF IMAGERYIt is of utmost importance to use images in accordance with copyright laws and standards. When downloading an image from the internet or purchasing stock photography always be aware of the usage rights. If you are ever unsure of the usage rights DO NOT use the image in question.

DON’T:Images that are overly obviously “stock” images should never be used. Images should feel observational and spontaneous rather than staged. Do not use low resolution or pixelated images. Avoid clichés, and racial and gender stereotyping.

DO:Images that are used for printed materials should have a sufficiently high resolution – a minimum of 300 pixels per inch. Always ensure good quality without over optimizing images for the web. Only use images that are relevant and add value. Our goal is to capture authenticity and engage the audience with images that are relate-able. Knowing and identifying with the target audience is key.

For a list of photography resources or help in finding an image that is safe to use, please contact the MRC Creative Team.


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EXAMPLES OF ACCEPTABLE USE OF IMAGERY


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EXAMPLES OF IMAGERY MISUSE


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MRC MISSION STATEMENT - WEBWhen creating landing pages or web pages for the MRC always include the below statements.

MRC:The mission of the Media Research Center is to create a media culture in America where truth and liberty flourish. The MRC is a research and education organization operating under Section 501(c)(3) of the Internal Revenue Code, and contributions to the MRC are tax-deductible. Copyright © 2015, Media Research Center. All Rights Reserved.

CFC INFORMATION:Federal employees and military personnel can donate to the Media Research Center through the Combined Federal Campaign or CFC. To donate to the MRC, use CFC #12489. Visit the CFC website for more information about giving opportunities in your workplace.

Note - please include at least one link to the CFC website: http://www.cfcnca.org/ and in most cases their logo. The CFC logo can be found at http://www.mrc.org/static/branding in several color options.


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MRC MISSION STATEMENT - PRINTWhen creating print materials for the MRC the following statement should be included. Please include the Spanish version on all MRC Latino materials.

ENGLISH:The mission of the Media Research Center is to create a media culture in America where truth and liberty flourish. The MRC is a research and education organization operating under Section 501(c)(3) of the International Revenue Code, and contributions to the MRC are tax-deductible. The Media Research Center participates in the Combined Federal Campaign (CFC). The MRC’s CFC code is 12489.

SPANISH:La misión del Centro de Investigación Mediática es fomentar una cultura de medios en la que florezcan la verdad y la libertad. El MRC es una organización de estudios y educación que funciona conforme a la Sección 501(c)(3) del Código de Impuestos Internos. Las donaciones al MRC son deducibles de impuestos. El Centro de Investigación Mediática participa en la Campaña Federal Combinada (CFC). El código del MRC es 12489

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