Brand Essence
The Everyman Archetype
"All men and women are created equal"
Everyone matters, just as they are. The credo of the Everyman is that the good things of life belong to everyone as a birthright, not just to an aristocracy, or to those who excel.
The archetype of both small-town values and progressive movements, it values everyone just as they are, while seeking to extend the full benefits of social and economic participation to a group or class of people.
The Essential Qualities for MEC as Everyman
We believe everyone matters
The rural, the rich, the young, the poor, the elderly, the tech-forward, and the tech-averse are all represented equally and get the same quality of service and care.
We are approachable and communicative
We make it easy to get help when our members/customers need it, our bills are easy to understand, and we are proactive.
We are progressive
We believe everyone should have access to the best things in life.
We are honest and transparent
We always do right by our members and value open and honest communications.
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Brand Diamond
Our Brand Diamond is the "lens" through which we view the world – especially our members. Use the Diamond to check everything from your tone of voice to whether a new product offering fits within our brand.
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Logos
The Midwest Energy & Communications logo consists of an acronym along with the full name tag. The logo may only be used in the specified proportions. Please default to our primary logo before selecting an alternate logo. Use alternate logos on dark-colored, gradient, photography backgrounds, or for one color printing. Do not use drop shadows, embossing techniques, or any other type of Photoshop manipulation techniques on the logo. Use only the master files provided.
Do not change the proportions and spacing of the logo.
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Vision Statement (federally registered trademark)
CREATING VIBRANT, RELEVANT, SUSTAINABLE RURAL COMMUNITIES®
Logo Clear Space/Minimum Size
In order to maintain its integrity and establish the strength of the MEC logo wordmark, a clear space must be kept all around it. The clear space around the logo equals the height and width of one of the 'E' segments in 'MEC' logo. Do not crowd the logo with other text or graphics. No other elements, such as type or graphics, should appear in the area indicated by the dotted lines.
The Midwest Energy & Communications logo drops the full name tag should it be used at a size smaller than 2.5"
The Midwest Energy & Communications logo without full name tag should never be used at a size smaller than 0.5".
Incorrect Logo Usage
Always make sure you are working with the approved logo exactly as it appears. To ensure consistent use of the logo, avoid the practices shown here.
The Midwest Energy & Communication color palette was developed to create the look of a modern contemporary style. Consistent use of color supports visual cohesion across our communications and leverages emotional resonance with our brand. When combined with photos of our people, places and work, color enhances the depth and increases the impact of our storytelling.
The primary green and gray in combination should be as well-known as our name. They are our signature colors by which our audiences identify us as MEC. Incorporate our signature colors into your materials to tap into that powerful recognition and connect with our brand. To ensure consistency and protect our signature colors, be sure to use the proper specifications.
Secondary and tertiary palette colors provide countless options and variations. The colors provide both dominant and neutral choices to balance and complement green and gray. Secondary colors can work hard and play a bigger role with the primary colors especially when creating comprehensive and easy-to-read communication materials. Tertiary colors need to work in concert with the primary and secondary colors. Whether selecting a single tertiary color or many, green and gray should always appear in a prominent way on any piece created.
DO:
Use colors in their full opacity
DON'T:
Use gradient combinations of the colors
Use tints or shades of green or gray
To ensure color consistency in printing branded materials, use a four-color production process. Use spot color treatments only when creating high-volume pieces that would be using less than four colors.
Primary
PMS175-5
C49 M31 Y33 K0
R139 G157 B161
#8b9da1
PMS163-8
C23 M0 Y100 K0
R208 G221 B40
#d0dd28
Secondary
PMS175-2
C28 M18 Y19 K0
R184 G192 B194
#b8c0c2
PMS176-8
C68 M49 Y54 K0
R105 G123 B121
#697b79
PMS177-15
C67 M47 Y61 K52
R57 G71 B63
#39473f
Tertiary
PMS34-8
C0 M75 Y98 K0
R242 G101 B36
#f26524
PMS45-16
C0 M91 Y92 K11
R215 G56 B40
#d73828
PMS112-13
C67 M12 Y0 K8
R50 G164 B213
#32a4d5
PMS10-7
C0 M23 Y86 K0
R255 G198 B62
#ffc63e
Typography
ADOBEPriori SansHeadlines and body copy (avoid using light styles)
Source SansHeadlines and body copy
Espiritu CondensedAccent
Espiritu ScriptAccent
VerdanaCaptions and Microsoft suite
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CANVALivvicHeadlines and body copy
Source SansHeadlines and body copy
SuluAccent
Vintage RotterAccent
VerdanaCaptions and Microsoft suite
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Photography & Graphics
When choosing photography for Midwest Energy & Communications tactics, adhere to the following rules, carefully considering each one, to ensure that every image used captures the same essence as our lead image (shown here).
MEC photos should always:
- Evoke feelings of happiness, optimism, thoughtfulness, and Satisfaction.
- Use a natural light source.
- Appear non-staged.
- Use only calm/muted colors. This may involve using a treatment to produce the desired effect, once the subject of the photo is approved.
- Be either overtly in a rural setting, or otherwise ambiguous in the setting.
- Attempt to include multi-cultural images
- Do not show dark or moody photos that detract from the emotional message that MEC is trying to evoke.
- Incorrect photography uses modern environment techniques like glassy metal reflections, city backdrops, and people dressed in high-end business attire.
Photography Processing:
- Use Hue/Saturation vignettes on images to create compositional focus.
- Light leaks should be used when necessary to help enhance a light source along with balancing with Hue/Saturation vignettes.
- To support the integrity of an image you can use lens flares and other lighting effect techniques to create the appeal of authenticity.
Correct Usage
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Incorrect Usage
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Graphic Elements
Our graphic elements inspire the visual expression of our brand. When combined, the brand elements serve to support our visual identity. You do not need to use all the elements at one time, nor should you try to.
The "E" element from the main logo is a flexible device that can be used simply as a visual bridge, or spotlight to illustrate the idea that our worlds are woven together. The "E" element can also be used to highlight headlines and important call-outs.
When using the "E" element to connect graphics and imagery make sure to only show half of the "E" element. Don't ever have the full element reside by itself within a composition. Only use the "E" element once in each tactic. Don't turn the "E" element into a pattern. Make sure there is a proper balance of negative and positive space when sizing the "E" element.
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Correct Usage
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Incorrect Usage
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Iconography
An icon substitutes for text and communicates the meaning of something. We allow the use of icons to quickly communicate the information we are trying to convey and to save space. These icons are simple black or white art on a transparent background, allowing you to choose how they are displayed using CSS or a program like InDesign. Icons should be displayed within a circle or with no frame and styled as a single flat color from our signature or primary palette in their normal state (gray is recommended).
- Can appear in primary or secondary colors.
- Should be two-dimensional and should not have any effects such as drop shadows, highlights, bevels or embossing.
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Textures
Textures should be used with discretion and used sparingly. It's vital to maintain a balance and not overuse any textural elements within any application. Always use natural-quality-looking textures like light wood grains or fibrous paper. Do not use metallic, futuristic, or heavy, high-contrast materials.
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Incorrect Usage
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Vehicle Graphic Guide
- The front of the hood/cab should be covered in the primary green color (PMS163-8).
- Logos should appear on the first door closest to the windshield.
- The logo should be the reversed out option if on a field of color like PMS163-8. If not on a field of color use the full-color logo option.
- Use the "E" element to transition from a color section to a white section
- When necessary use 3-icons (electric, internet, propane) on sides of the vehicle but near the back.
- Use website URL: teammidwest.com in Priori Bold.
- No photography should be used with truck graphics.
Merchandise
Merchandise, aka "swag," can be an effective reminder of our brand. However, don't expect it to carry our entire message and compel your audience into action. Instead, it should be a part of the whole MEC experience you provide.
When designing identification elements for merchandise, keep it simple, and remember that the MEC name is the one that will make someone hold onto a pen or T-shirt. Consider leveraging the power of the MEC logo and be creative with the name of your unit, program, etc.
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Exception guidelines:
- The logo can be made smaller than minimum size when necessary due to size limitations, but work with your vendor to estimate readability.
- Consider using approved secondary logo art and colors as brand-appropriate decorative elements.
- Consider representing your name with text using Priori Sans:
- Midwest Energy and Communications Propane Team
- Midwest Energy and Communications Strategy Conference
Note: These are exception use cases and should not be used as a unit identifier.
