moxie brand book logo usage manual - moxie advisors€¦ · included with this document is the...

MOXIE BRAND FEATURES USE REQUIREMENTS AND GUIDELINES

This document sets for the requirements and guidelines all persons and

entities must follow when using trademarks, logos, trade names and service marks (collectively, “MPC Brand Features”) owned by Moxie Pest Control, L.P. (“MPC”). This document, including its attachments, is confidential information of MPC. MPC must approve in writing the distribution of this document to any third party. Such approval will be provided when MPC Brand Features are licensed to a person or company.

All persons and companies using MPC Brand Features must follow these requirements and guidelines, including MPC and all companies who license MPC Brand Features under a MPC Omnibus Agreement.

1. Approved Logo Specimens

Included with this document is the Moxie Brand Book Logo Usage manual. In this manual, specimens of all approved Moxie Brand Features are provided. You may only use logos in the form set forth in the manual. This manual may be revised from time to time. Upon such a revision, you will be provided with an updated Moxie Brand Book Logo Usage manual, which will replace the prior manual.

2. MPC IP Usage Guidelines

1. You may only use MPC Brand Features as explicitly licensed by MPC and only under the terms and conditions of (i) the written license agreement (generally contained in an MPC Omnibus Agreement) and (ii) this document. To the extent there is a conflict between an Omnibus Agreement (or other license agreement) and this document, this document will control.

2. Mike Walton at MPC must approve the use of all MPC Brand Features that you propose to use, including in any promotional or advertising materials, internal uses (including in training materials), and customer materials. Mike Walton must also approve the use of any Moxie Brand Features on a website, in an app, in any form social media or other similar medium. You may request approval by completing by sending the proposed use and/or materials to Mike Walton at [email protected]. You must include samples of each proposed use. You may not use MPC Brand Features unless and until you have received specific approval to do so.

mailto:[email protected]

3. MPC wants all licensees to use MPC Brands Features in a consistent manner. You will ensure that the presentation of MPC Brand Features is consistent with MPC’s own use of the MPC Brand Features in comparable media. MPC may provide you with revised written guidelines as to the size, typeface, colors, and other graphic characteristics of the MPC Brand Features, which upon delivery will be incorporated into this document. These revisions or updates will generally be included in a revised Moxie Brand Book Logo Usage manual.

4. All trademarks and service marks included in the MPC Brand Features must be designated with “SM”, “TM” or “®”, in the manner directed by MPC.

5. MPC Brand Features will not be presented or used: (a) in a manner that suggests that editorial content has been authored by, or represents the views or opinions of, MPC or any MPC personnel or affiliates; (b) in a manner that is misleading, defamatory, libelous, obscene, infringing or otherwise objectionable or could harm the reputation and image of MPC or its affiliates; (c) in connection with any material that infringes the trademark, copyright or any other rights of any third party; (d) as part of a name of a product or service of a company other than MPC; or (e) in a manner that infringes, derogates, dilutes, or impairs the rights of MPC in the MPC Brand Features. MPC has complete discretion to evaluate your use and to reasonably determine whether that use violates any of the foregoing restrictions.

6. Any use of the MPC Brand Features, and any value or derivative works resulting therefore, shall inure to the benefit of and be owned by MPC. You will make any changes to your use of the MPC Brand Features as are requested by MPC. These requirements and guidelines may be modified at any time by MPC upon written notice to you (which may be by email), provided that MPC will provide you with sufficient time to comply with any modifications made by MPC and any modifications will apply to all licensees.

* * * By signing below, I acknowledge that I have read and agree to follow this requirements and guidelines.

Signature: _____________________________

Name: ________________________________

Date: ________________________________

For Print - v.1.15.19

Moxie Brand Book Logo Usage MANUAL

DIGITAL - v. 1.15.19 This document is private and confidential. Do not copy, download, or share without expressed permission.

Copyright © 2018-2019 Moxie Pest Control LP.

MOXIE LOGO The Moxie Logo is Moxie-Blue and white—ideally, presented as Moxie-Blue against white or white against Moxie-Blue. (Please see Imprinting Uniforms & Products for additional logo usage guidelines.)

Logo & Lettermark Presentation- Guidelines for display of Logo or Lettermark

● We prefer to display our logo or lettermark in high contrast against white or a Brand-Blues hue.

● Don’t use semi-transparent instances of the logo. ● Don’t use the predominantly blue logo against a dark non-Moxie-Blue Family. ● Don’t use one-color, white logo against a non-Moxie-Blue background or a one-color,

Moxie-Blue logo against any non-white background.

This document is private and confidential. Do not copy, download, or share without expressed permission. Copyright © 2018-2019 Moxie Pest Control LP.

● Don’t outline the logo. ● Don’t use the lettermark with alternate fonts to spell out “Moxie.” ● Don’t move the lettermark when presenting next to the logotype. ● Don’t stretch or distort the logo or lettermark.

● Avoid cropping the logo or lettermark. ● Don’t cover or obscure the logo or lettermark with type, graphics, or images.

● For white or light-value PHOTOGRAPHIC IMAGE backgrounds, the predominantly Moxie-Blue version of the logo should be used.

● For darker PHOTOGRAPHIC IMAGE backgrounds, the predominantly white version of the logo should be used with a simple background.

● Don’t use logo or lettermark against complicated backgrounds with high-contrast patterns or photo backgrounds.


Spacing the Logo and Lettermark For brand effectiveness, the goal with the Moxie logo is to always attract maximum attention and make it easy for the customer to read. We don’t want to crowd the logo or put it too close to the edge of whatever medium in which it is displayed. Whenever there are other elements around the logo, please give adequate room to the logo by using the Moxie o’s counter as a guide.


MOXIE-BLUE & WHITE

Digital Display (RGB) Moxie-Blue - Digital Display Brand-Blues Our digital, not-for-print, RGB, color code for Moxie-Blue is

RGB: R.62 G.135 B.203 - HEX/HTML: #3E87CB. (For CMYK/ printing, Moxie-Blue is usually #2E97D2. Please, see ‘Real-World Moxie-Blue and Brand-Blues’ for more information about non-digital colors)

Secondary Color Palette We refer to these secondary colors as the Brand-Blues.

● We try to use blues in a similar family ranging from super Light Blue to Midnight Navy Blue.

● Whenever possible, we employ white along with the Brand-Blues for all color choices in order to make the strongest possible brand impression.

The preferred RGB colors in the Brand-Blues:


MOXIE IDENTITY - Design Ideals Details ● We try to avoid near-blues that lean toward turquoise or teal and also avoid

near-blues that lean too far toward lavender or purple.

● We avoid black in favor of navy blue or midnight-navy blue.

● We try avoid greys for design elements. When we must use greys, we prefer lighter,

cooler greys. But, hey, why not use a light blue?

● We avoid off-registration, unfinished or distressed, torn, or damaged design

elements and patterns that can evoke a feeling of disorder, erosion, uncleanliness, grime, unkemptness, overgrowth, or untidiness.

● We favor design elements that evoke consistency, harmony, order, intent,

cleanliness, peace, and Zen-like calmness—“less is more.”

● We prefer clean and crisp, modern, high contrast design over rustic, hand-drawn, assemblage, or arts-and-crafty aesthetics.

● We love color blocks and fields of blue as design elements.

● We favor geometric, even-toned, clean, patterns over organic, loose patterns or tapered or calligraphic design elements. Our favorite shapes are diamonds, circles, squares, triangles, and triangles that mimic the triangle shape in our lettermark (a triangle with 45°, 45°, and 90° angles).


● We avoid loose, organic design graphics.

● We avoid employing stripes and versions of striped pattern elements for design graphics—unless the document displays a table with alternating row or column colors.

● We don’t use camouflage patterns or other design elements that carry significant cultural baggage. We don’t use words or imaginary that might offend or convey political, religious, or controversial messaging.


Imprinting Uniforms & Products MOXIE BRANDING Branding tells our story. The presentation of our brand helps shape the customer and employee experience. And it’s important to remember that the way our customers perceive our brand impacts our business. That’s why we take great care to plan and execute our brand identity and promote its recognition. Maintaining a focused branding effort makes us stand out from the competition and connect with our customers and prospective customers. Deviating from our brand story and ideals waters down or confuses our message—it weakens our brand recognition.

Logo and Lettermark Imprinting Placement

● Imprinting general use apparel or apparel for Office Care and Field Care, logo imprinting should go on wearer’s left.

● When imprinting apparel exclusively for Summer Sales, logo imprinting should go on wearer’s right rather than wearer’s left.

Reduced Size Logo Usage Whenever the available imprinting area requires a logo reduction that might distort counter-spaces or impair legibility or quality of the logo representation, alternate versions of the logo should be used with more forgiveness for clear space around the logo.

Moxie Stacked Logo

Moxie Compact Logo Moxie Inline Logo


Black & White Only Branding Some documents and other products necessary for operations, such as bait boxes, only allow for black and white imprinting.

● If the product is necessary and only allows for black and white, then we prefer to use the full logo in white against black or black against white.

● Avoid grayscale versions of the logo or logo background. o When printing documents in black and white, use black and white logo.


Real-World Moxie-Blue and Brand-Blues ● Our colors are blue and white. Moxie-Blue can be called French Blue, Cornflower

Blue, Carolina Blue, Periwinkle Blue, Denim, or Iris Blue by product manufacturers.

Analog Moxie-Blue In most instances, depending on methods and materials, we’ve found the most successful color for commercial CMYK printing is #2E97D2. (For RGB/digital display, Moxie-Blue is #3E87CB. Please, see ‘MOXIE-BLUE & WHITE’ for more information about digital colors)

CMYK and Pantone colors have been inconsistent with vendors—so, samples need to be checked. The suggested Pantone matches to Moxie-Blue are:

● Pantone Extended Gamut Coated: 2143 XGC

● Pantone Plus Series CMYK Coated: P109-5 C

● Pantone Plus Series COLOR BRIDGE Coated CMYK: 2170 CP ● Pantone Plus Series COLOR BRIDGE Coated Solid: 2171 CP

● Pantone Plus Series COLOR BRIDGE Uncoated CMYK: 292 UP ● Pantone Plus Series COLOR BRIDGE Uncoated Solid: 292 U

● Pantone Plus Series Formula Guide Coated: 2171 C

● Pantone Plus Series CMYK Uncoated: P 112-6 U

Analog Brand-Blues (Secondary Color Palette) CMYK and Pantone colors have been inconsistent with vendors, production methods, and materials—so, samples need to be checked. Potential Pantone matches to Brand-Blues are:


CONTACT DETAILS This guide hopes to anticipate many of the different suggestions and rules you’ll need to create compelling and consistent brand communications for Moxie. However, omissions will give rise to questions and unique situations will pop up that may require additional attention. If you have a question, please don’t hesitate to reach out. Mike Walton [email protected] The name, “Moxie,” along with all “Moxie” and “Moxie Pest Control” logos and lettermarks are registered trademarks of Moxie Pest Control LP—and cannot be used without permission from the trademark holder. Please refer to the MOXIE BRAND FEATURES USE REQUIREMENTS AND GUIDELINES for the requirements and guidelines all persons and entities must follow when using trademarks, logos, trade names and service marks owned by Moxie Pest Control, L.P.


moxie brand book logo usage manual - moxie advisors€¦ · included with this document is the...

Documents