BBBrand Language 
February 2007 BBrand Language 
February 2007 

Contents 
Logotype 
3 
Typefaces 
6 
Colours 
9 
Textures 14 
Talents 16 
Applications 18 
To sum up 31 



L

ogotype 


Logotype 


The MCI logotype is the primary identifier of our Brand. 
It is composed of the name MCI and a symbol, the flower. 


The flower stands for our sense of welcome, conviviality 
and service. It conveys attention to detail and friendliness. 




Logotype > Use of the flower as an independent 
graphic element 

Where MCIs Visual Identity is used on its own, the flower can be used as an independent graphic 
element, which can be increased, cropped and wedged as shown. 

Examples: Stationery 
Office decoration 



faces

Type



Typefaces 

Two typeface families have been chosen for print communication: Helvetica LT and De Vinne BT. 
These help us establish a consistent and credible Brand style, and reflect the MCI Way based on diversity, elegance, generosity and culture. 


Helvetica 
ultra 
light 


Helvetica thin 

Helveticalight 

Helvetica roman 


Helvetica bold 

Helvetica heavy 

Helvetica black 

Font family: Helvetica LT 

Helvetica LT is our primary typeface. 
It was chosen because it is straightforward, 
simple and easy to read. 


abcdefghijklmnopqrstuvwxyz 


abcdefghijklmnopqrstuvwxyz 

abcdefghijklmnopqrstuvwxyz 

abcdefghijklmnopqrstuvwxyz 

abcdefghijklmnopqrstuvwxyz 

abcdefghijklmnopqrstuvwxyz 

abcdefghijklmnopqrstuvwxyz

& 

De Vinne r oman 

De Vinne t ext 

De Vinne itali c 

De Vinne italic text 

Font family: De Vinne BT 


De Vinne was chosen for its elegance. 
It is our secondary typeface and is used 
only to create graphic contrasts. 


abcdefghijklmnopqrstuvwxyz 


abcdefghijklmnopqrstuvwxyz 


abcdefghijklmnopqrstuvwxyz 


abcdefghijklmnopqrstuvwxyz 



Typefaces > Application 


ommunities 
Dolabella conss. In 
villa Lanuvina. 
Educatus Lori in 
Aurelia, ubi postea 
palatium extruxit,
cuius hodiequereliquiae manent. 
Pueritiam egit cumavo paterno, mox 
cum materno, 
omnes suos reli-
giose colens,
atque adeo et 
Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium 
extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum 
materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et 
multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus 
Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam 
egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo 
et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella 
conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius 
hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, 
omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum 
adfinium hereditate ditatus est. 
Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque 
reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque 
adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. 
Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo 
paterno, mox cum materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum 
adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium 
extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, omnes suos 
religiose colens, atque adeo et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. 
Dolabella conss. In 
villa Lanuvina. 
Educatus Lori in 
Aurelia, ubi postea 
palatium extruxit, 
cuius hodieque 
reliquiae manent. 
Pueritiam egit cum 
avo paterno, mox 
cum materno, 
omnes suos 
religiose colens, 
atque adeo et 
consobrinorum et 
vitrici et multorum 
adfinium hereditate 
ditatus est. Dolabella 
conss. In villa 
Cr atee links 
The words are predominantly composed of Helvetica LT The entire word is composed of Helvetica LT 
The graphic contrast is created by the use of different weights and sizes of typeface T8
A graphic contrast is created in each word by the use of De Vinne for one simple letter 



Colours 



Colours to convey: 


> Energy 

> Soul 

> Vitality 

> Passion 

> Sense of sharing 

>
>
> Openness 

> Creation 

Colour as 
a means of conveying identity 


Basic Colours > Constructing

 > Reinforcing 

Black, anthracite, fuchsia and white are MCIs basic colours and used in Brand-related, internal (ex. newsletter) 
and external communications (ex. corporate brochure, financial communications, press kit). 

Black Anthracite Fuchsia White 

Strength, elegance, sobriety, Solidity, elegance, leadership Radiance, touch of light Simplicity, openness 
related to the world of creation, 
never out of fashion Pantone 213 
C : 0 - M : 0 - Y : 0 - K :100 C : 50 - M : 55 - Y : 0 - K : 80 
Four-color printing: 
C : 0 - M : 95 - Y : 27 - K : 0 C : 0 - M : 0 - Y : 0 - K : 0 
R: 45 - G: 29 - B: 58 Electronic media except powerpoint: 
R : 238 - G : 32 - B : 99 
Powerpoint only: 
R : 195 - G : 0 - B : 128 


Additional range of colours 


The range of additional colours expresses MCIs vitality, its energy and sense of sharing. 
It supports the Brand in action and is reserved for Practice-related communication, and, more generally, 
commercial and relational communications. The additional colours are not used in strictly Brand-related communication tools, 
where the sender is the Brand as an institution. 


C : 0 - M : 40 - Y : 100 - K : 0 
R : 225 - G : 162 - B : 0 
C : 0 - M : 80 - Y : 100 - K : 0 
R : 203 - G : 80 - B : 0 
C : 80 - M : 100 - Y : 0 - K : 5 
R : 85 - G : 27 - B : 126 
C : 100 - M : 10 - Y : 0 - K : 0 
R : 0 - G : 154 - B : 222 
C : 80 - M : 0 - Y : 100 - K : 5 
R : 100 - G : 161 - B : 55 
Additional colours are used in single-colour areas. 
Monochrome and matching tones are to be preferred. 
Mixtures of colours should be avoided. 


Use of colours in exhibits 

When using colours in exhibits, please refer to the following order of appearance, and always start with fuchsia. 



14 



1717

Applications 



MindsMinds 

O O 

elated communications (5) 




Applications > Brand-related communications (6) 


Jacques 
organises 
aridus e lasso veniebat anhelitus 
que erat longe: tum denique de tribus 
fetibus arboreis proles Neptunia 
tipuit virgo nitidique cupidine pomi declinat 
cursus 
aridus e lasso veniebat anhelitus ore 
que erat longe: tum denique de tribus 
fetibus arboreis proles Nep 
Elisabeth 
facilitates 
aridus e lasso veniebat anhelitus 
ore, metaque erat longe: tum deni 
que de tribus unum fetibus arbo-
reis proles Neptunia misit. obstipuit 
virgo nitidique cupidine pomi 
nat cursus 
aridus e lasso veniebat anhelitus 
ore, metaque erat longe 
que de tribus unum 
fetibus arboreis proles Nep 
pomi declinat cu 
John 
imagines 
aridus e lasso veniebat anhelitus 
taque erat longe: tum denique de tribus 
unum fetibus arboreis proles Neptunia mi-
sit. obstipuit virgo nitidique cupidine pomi 
declinat cursus 
aridus e lasso veniebat anhelitus ore, 
que erat longe: tum denique 
bus arboreis proles Nep 
Pierre Jacques Isabelle John Steve Yvan Elisabeth 

(Creative Director) (Head of production) (Coordinator) (Organiser) (Producer) (Project Manager) (Facilitator) 

Document (internal pages) - example 


MMOCC 
C OMM i ES 



Applications > Practice-related communications (5) 


rganiseODolabella conss. Invilla Lanuvina. 
Educatus Lori in 
Aurelia, ubi postea 
palatium extruxit,
cuius hodiequereliquiae manent. 
Pueritiam egit cumavo paterno, mox 
cum materno, 
omnes suos 
religiose colens, 
atque adeo etconsobrinorum et 
vitrici et multorum 
adfinium heredi-
tate ditatus est. 
Dolabella conss. Invilla Lanuvina. 
Educatus Lori in 
Aurelia, ubi postea 
palatium extruxit,
cuius hodiequereliquiae manent. 
Pueritiam egit cumavo paterno, mox 
cum materno, 
omnes suos 
religiose colens, 
atque adeo etconsobrinorum et 
vitrici et multorum 
adfinium heredi-
tate ditatus est. 
Dolabella conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium 
extruxit, cuius hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum 
materno, omnes suos religiose colens, atque adeo et consobrinorum et vitrici et 
multorum adfinium hereditate ditatus est. Dolabella conss. In villa Lanuvina. Educatus 
Lori in Aurelia, ubi postea palatium extruxit, cuius hodieque reliquiae manent. Pueritiam 
egit cum avo paterno, mox cum materno, omnes suos religiose colens, atque adeo 
et consobrinorum et vitrici et multorum adfinium hereditate ditatus est. Dolabella 
conss. In villa Lanuvina. Educatus Lori in Aurelia, ubi postea palatium extruxit, cuius 
hodieque reliquiae manent. Pueritiam egit cum avo paterno, mox cum materno, 
omnes suos religiose colens, atque adeo et consobrinorum et vitrici et multorum 
adfinium hereditate ditatus est. 
Document (internal pages) - example 



S

To 

um up 


