Visual Brand Language: Permissions

Creative Agency Requirement Guide

When creating marketing collateral for MSA, ensure brand and style consistency, adhere to MSA's VBL, use templates when applicable, stay within the style of collateral created by MSA's in-house Creative Services, and ensure approval of all deliverables from your local MSA Customer Marketing team.

General Guidance

• Brand Standards must be followed: MSAsafety.com/VBL
• Nondestructive editing techniques should be exercised to preserve assets and allow for easy editing for future use. Examples: use adjustment layers instead of direct edits, and masking instead of erasing/deleting.
• Preserve original images in asset folders and/or hidden layers within artwork files.
• Use naming convention with underscores (_) and dashes (-) to separate works instead of spaces, and include dates, shot numbers, other helpful attributes, and file extensions.
• Package all artwork files and preserve original content by using ZIP folders and PDF previews in an organized way that is easy for other designers to navigate and edit.

Download and follow the Agency Requirement Guide through the link below for all creative development.

Download Guide Here

Visual References

The collections below showcase a variety of marketing collateral and visual elements. These examples, along with the MSA Visual Brand Language (VBL), serve as essential resources to guide you in maintaining brand consistency. Utilize these materials to ensure your work aligns with MSA's established style, layout, theme, and tone. By adhering to these guidelines, you will help preserve the integrity and cohesiveness of the MSA brand across all platforms and communications.

Marketing Literature

Uniform Appearance and Global Application

• Ensure all collateral have a consistent visual appearance.
• Apply designs globally while maintaining creative flexibility and continuity.

Types of Literature

• Product-related Literature: Highlight product advantages, benefits, attributes, properties, and ordering information.
• Application/Market Segment-oriented Literature: Tailor content to specific customer segments (e.g., chemical industry, fire departments, mining industry, breweries).

Brand Positioning and Consistency

• Primary Level: Always follow MSA's brand positioning of Trust and Durability, embracing change and encouraging innovation in a culture of safety.
• Secondary Level: Reflect the product value proposition and brand promise visually and in messaging for the relevant product or product family.

Literature Template Literature Template Guide

Social Media and Digital Ads

Designs for social media and other digital advertising should align with MSA's brand positioning by emphasizing the people who use MSA products. Key elements to include are:

• Clean and Uncluttered Design: Ensure visuals are simple and free of unnecessary elements.
• Concise Messaging: Use clear, legible text to convey your message effectively.
• Contact Information, Taglines, and Call-to-Action: Include these elements where appropriate to engage and direct your audience.

Photography

Photography should maintain a consistent aesthetic and uphold brand consistency. Key elements include:

• Product Photos: Ensure images are clean, clear, and properly lit, showcasing all appropriate angles, including 360-degree views.
• Application Photos: Capture clear, professionally lit, and authentic images of real workers using MSA products as intended. Maintain a consistent style that upholds market segment-specific aesthetics.

Trade Shows and Events

The overall appearance of an MSA booth should be open, inviting, and reflect the MSA brand. Key elements include:

• Brand Visibility: Ensure the MSA brand is promoted at all viewing levels (long, medium, and short distance). The corporate brand should always be dominant.
• Central Information Counter: Every booth must have a very visible, central information counter or table.
• Signage: The uppermost signage must feature the MSA logo.
• Adherence to Standards: Hanging signs, display panels, counters, and booth graphics must adhere to MSA's corporate graphic standards.