Coporate Logo
The logo is the most important and basic element of corporate design and identification. It is the visual rendering of the company name. The MSA – The Safety Company logo is our brand mark. It is how people recognize and identify the quality and integrity of MSA products and MSA as a company.
Attributes and Margins
- Consists of a green rectangle (PMS 355) with a 3:1 ratio, the MSA letters (white) and the tagline The Safety Company (black).
- Tagline is a fixed part of the logo and should not be added manually.
- Minimum distance around the logo is half the height of the green rectangle.
- Minimum width of the logo with tagline is 10 mm (for smaller applications, tagline can be deleted).
Acceptable Usage
- Whenever possible, the logo should be printed in color (PMS 355 / CMYK: C 94, M 0, Y 100, K 0 / RAL 150 50 60). Black-and-white is also permitted as an alternative.
- In the negative image, the logo is either white MSA letters in a green rectangle and white tagline or black MSA letters in a white rectangle and white tagline.
- On colored backgrounds always use the logo version with transparent background. It is available in eps format for print usage and gif and png format for digital usage.
- The logo is only two-dimensional in print.
- “The Safety Company” tagline is globally to be used in English. It is an inherent part of the logo. Only for China is a translation approved.
The VBL recommends using green as an accent color. If a green background cannot be avoided, these are accepted alternative logo versions:
Reverse versions (for dark backgrounds)
Left: preferred 2-color version
Right: single color for use on dark green backgrounds
The minimum width of the logo with tagline is 10 mm. If the logo must be smaller (i.e. for a label) it is acceptable to delete "The Safety Company" tagline.
Unacceptable Usage
- DON’T use without the rectangle or only the white letters on a green background
- DON’T use a non-transparent version of logo with tagline on a white background
- DON’T tint the logo or change the color of the letters or the rectangle
- DON’T outline or frame the letters or the rectangle
- DON’T skew or distort the logo
- DON’T use 3-dimensional effects in print
- DON’T place the logo on an ornate background
- DON’T use the MSA graphic in a sentence
- DON’T place other brands, images, or symbols in direct connection with the logo
- DON’T use the MSA logo as part of another logo
Taglines
Custom tagline graphics have been created for use in marketing materials. These taglines were developed to accompany MSA brand advertisements and messaging that are NOT product specific. Each tagline corresponds to a specific market segment and should not be used outside of those markets.
It displays best when centered at the bottom of collateral with the MSA brand logo centered (maintaining proper distance) either directly above, or directly below the slogan graphic. The slogan graphic can be used apart from the MSA logo, as long as the logo is still present in your composition.
Do not attempt to recreate, recolor, alter, or translate any of the following tagline graphics.
Allow margins around tagline graphics at a minimum distance of the letter height (1h).
Market Segment: Industrial and General
Market Segment: Fire Service
Market Segment: Detection
Color Palettes
To ensure a consistent and harmonious appearance of the MSA brand, all designs and communications should use a predefined color palette. Green (PMS 355) should only be used sparingly as a highlight.
Primary:
Used in most web, print, and multimedia applications.
CMYK: 94, 0, 100, 0
RGB: 0, 149, 52
RAL: 150 50 60
HEX: #009534
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0
HEX: #000000
CMYK: 40, 31, 28, 0
RGB: 169, 169, 171
RAL: 000 70 00
HEX: #9EA1A2
CMYK: 49, 39, 35, 1
RGB: 147, 148, 149
RAL: 000 60 00
HEX: #898C8D
CMYK: 58, 47, 42, 9
RGB: 118, 122, 125
RAL: 000 50 00
HEX: #707271
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
HEX: #FFFFFF
Secondary:
Accent colors, use aparingly and as needed.
RGB: 235, 156, 77
HEX: #EB9C4D
RGB: 242, 214, 128
HEX: #F2D680
RGB: 234, 239, 229
HEX: #EAEFE5
RGB: 162, 170, 151
HEX: #A2AA97
RGB: 51, 51, 51
HEX: #333333
Typography
Establishing a corporate font for the entire visual appearance is important because almost every communication contains typographical elements. The corporate font has to take functional criteria into consideration along with the aesthetic criteria; it must be possible to use it in all media – even for digital applications. All text for use in print, internal correspondence, or digital format should be presented in the following font styles:
Gotham XNarrow and Gotham
Our primary corporate font is the Gotham XNarrow family, using 'Bold' for header text and 'Book' for body text. Gotham regular can be used as a complimentary font, or when a designer needs to fill space. These bundles require a license which can be purchased here.
ARIAL
Readability, availability, and flexibility are essential factors in digital media. That’s why Arial, a standard font on PCs, has been selected for every-day correspondence, general use, and digital work.
Calibri
The third official font is Calibri, which is intended for official executive and board communications. The use of a third font clearly differentiates these communications from standard correspondence.