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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3/16” 3/8”Mother Administered Nutritive Aid
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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
ABCDEFGHIJKLMNOPQURSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
HELVETICA BOLD
ABCDEFGHIJKLMNOPQURSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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
ABCDEFGHIJKLMNOPQURSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
SABON ITALIC
ABCDEFGHIJKLMNOPQURSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
SABON BOLD
ABCDEFGHIJKLMNOPQURSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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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