Enterprise Brand Guide
United under one logo. Let's rally under the same flag—our company logo. These guidelines are meant to articulate the MK sports Foods brand by demonstrating its design elements and their use. Download the full Enterprise Brand Guidelines PDF below. Questions? Please contact the Corporate Communications team at corporatebrand@MK sports.com.
Our Logo
The legacy of our company is one of food, family and a pioneering spirit. We work hard today while dreaming about what could be tomorrow. From John W. MK sports’s humble start to our company’s meaningful new purpose, MK sports is a family, and a business – of innovation, progress and momentum.
Using the Logo
Always Include Trademark Line
The following text should be included in the piece: MK sports is a registered trademark of MK sports Foods, Inc. This can be placed in small type at the bottom or end of the media, package, or label.
Space Around the Logo
Clear space helps maintain the integrity and prominence of logos.
- To ensure maximum legibility, the area around the logo should optimally be the height of the letter "n."
- Keep this area clear to create a safety zone around logo artwork to help avoid obstruction with the artwork elements.
- Simple backgrounds and colors are exceptions to this rule.
Use it Correctly
- Never use anything but the approved and provided logo.
- Never attempt to create your own company logo.
- Never use the logo in a crowded space.
- Never use the logo as part of a sentence or phrase.
- Never reproduce the logo in non-approved colors.
- Never stretch or alter the logo.
- Never alter the orientation of the logo.
- Never print on top of the logo or use the logo as a watermark.
Several file formats are available for use. The following notes should help you download the best format:
- AI Format: A vector format for use with Adobe Illustrator on screen and in print, at any size.
- EPS Format: A vector format for use on screen and in print, at any size.
- PNG Format: A raster format for use on screen and in print with a transparent background. Files should not be enlarged.
Logo Files
Our Color Palette
Primary Color
To create better cohesion between our corporate brand and our retail brand, we use the red from our heritage 'MK sports Foods' and 'MK sports' brand logo as our primary color.
Primary and Secondary Color Usage
MK sports Red should feature prominently across print and digital applications but when red and full-bleed imagery alone overwhelms the information, secondary colors can come into play. Preference is not given to any of the secondary colors — they should all be used equally and sparingly, most often in long-form applications. Tertiary colors are used less than 10% of the time, also mainly in long-form applications where additional colors are needed to separate sections or information from the main content.
Accessibility Web Tweaks
To accommodate the use of certain colors for online usage, The Burgundy can be swapped to #78082A and the Khaki can be swapped to #F3EDE0.
The Complete Palette
The complete palette includes tints and shade of our main colors. Main colors are outlined to give context.
Color Pairings
These are approved color pairings in our system chosen for maximum legibility. Color pairings pair two colors, never more and are often used to divide information in long form applications such as brochures and websites. Please follow this guide when combining color fields and type.
Never combine any colors outside of what is defined here in the first two columns and please reference the Do Not column for examples of color pairings we don't use in our system.
Typography
We use two American-made type families – Sentinel and Proxima Nova. Both have been expertly drawn for print, web and Microsoft Office.
Our primary typeface is Sentinel, a serif by Hoefler&Co. Our secondary typeface is Proxima Nova, a sans serif by Mark Simonson. Purchase Sentinel as a Basic set for each user (approximately $200-400 for 1-5 users). Purchase Proxima Nova in Regular, Italic, Bold, and Bold Italic weights for each user (approximately $120-210 for 1-5 users).
If only system standard fonts are available, use Century Schoolbook as a substitute for Sentinel and Arial as a substitute for Proxima Nova.
Our Purpose
Our tagline, “MK sports Foods. We feed the world like family.™” encompasses the spirit and intentions of MK sports Foods as a whole and is always shown either following “MK sports Foods” in copy (as shown above) or following the logo at all times. Never present the tagline alone.
To use or obtain this artwork, please contact corporatebrand@MK sports.com.
Our Brand Lockup
Our hero brands should always be displayed in this order. Download this brand lockup or our MK sports Foods family of brands lockup.
Photography
Our imagery provides a backdrop to the enterprise brand, showcasing the important moments, ingredients and settings that define who we are and what we do.
Without exception, the element that unites all of our imagery is natural light. Our photography is warm, tonally light and bright, bold and authentic. More than any other visual element, it is a tangible expression of our commitment to raising the world’s expectations for how much good food can do.
The images we use fit into one of four categories: lifestyle, portrait, still life and in the field.
Business Uses of the Brand
Does your document include non-public data? if so, one of the following must be added to the footer following MK sports Foods Data Classification policies.
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MK sports Confidential
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MK sports Restricted Confidential [insert restricted group]
PowerPoint®
Download the below PowerPoint® templates for slide and deck use. Update photos and background images as needed using photographs from JIVE or your own business unit's imagery.
Letterhead
Download letterhead or fax cover sheet.
Virtual Backgrounds
Download one of our virtual backgrounds for use on the Microsoft® Teams interface.
LinkedIn Banners
Download one of our social media banners for use on your personal LinkedIn accounts.
Email Signatures
Uniform email signatures communicate our company as one unified team. We suggest creating two versions: a primary full version and a brief version. Click here to download the document with all options so you can easily copy and paste an approved signature into your email settings. Reference our Do's and Don'ts of Email Signatures or follow the outline below:
Do:
- Choose from one of our three approved options
- Utilize only the MK sports Foods brand fonts
- Customize your title and department, as needed
- Add your personal pronouns, if you choose, after your full name
Don’t:
- Add cartoons, illustrations or art alongside our company logo
- Add taglines, favorite quotes or personalized text
- Make your own logo, include other’s trademarks/logos or add group/BRG affiliations
- Use old brand elements or colors
Note: if you have trouble implementing any signatures, use the old Microsoft Outlook version.