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BRAND IDENTITY MANUAL
B R A N DI D E N T I T YM A N U A L
ABOUT USINTRODUCTIONOUR LOGOMERLA´S TAGLINE APPLICATIONDEFINITION OF CLEAR SPACETYPOGRAPHYFONT HIERARCHYLOGO DIMENSIONSBRAND COLORSAPPROVED APPLICATIONBRAND USAGE VERTICALBRAND USAGE HORIZONTALBRAND USAGE INSIDE BAND OR THIN FORMATSCOVER DESIGN SAMPLESTATIONARY OVERALL VIEWSTATIONARY SAMPLES (letterheads)STATIONARY SAMPLES (envelopes)
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INDEX
www.merla.com
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ABOUT US
We are a Texas based company founded in 1937 by Char les Cr ickmer and
Char les Paul Lamb. Over the last 77 years , we have been committed to inno-
vate and have appl ied continuous improvement processes to produce state
of the art products with the latest technology. We stay active, investigate
and develop new products to add value to our customers and stay ahead of
the game.
We have an international v is ion and bui ld customizable solutions that can be
appl ied to different industr ies worldwide. We have expanded our presence
and have become a referent in the Oi l & Gas industry in the US, Latin Ameri-
ca and Europe.
GUIDELINES FOR THE USE OF THE BRANDIN ALL COMMUNICATIONS
Merla is undergoing a process of growth and profes-
s ional ization and we want to make sure we are a l l
pul l ing in the same direction.
In the first part of Merla’s Brand Identity Manual you
wi l l find information for the dai ly use of the brand.
The second part that specifies brand appl ications is
intended to be used by Merla’s Marketing Communi-
cations department.
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BRAND IDENTITY MANUAL
Master fi les are avai lable for the different
vers ions of the brand. It is mandatory to
use the master fi les at a l l times. Merla’s
mark should not be redrawn or modified in
any way. Please contact Merla’s Marketing
Communications department to gain
access to these files .
OUR LOGOBRAND IDENTITY MANUAL
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MERLA´S TAGLINE APPLICATIONBRAND IDENTITY MANUAL
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Using the Merla mark together with the
tagl ine is l imited by two combinations.
The preferred vers ion “Ranged-Stacked”
is to be used unless space, layout or
legibi l i ty require the a lternate combina-
tion cal led “Ranged-Ranged”.
Ranged-Stacked Logo
Tagl ine
Tagl ine
Registered
1
Ranged-Ranged Logo2
Symbol
Symbol Registered
The constructive gr id helps
determine the proportions of
the different e lements in the
mark.
CLEAR SPACEA minimum of 2 a c lear space must be left around the mark.
MASTER ARTWORKAl l vers ions of the mark exist as master fi les . These must be used at a l l times and should not be redrawn or modified in any way.
“REGISTERED” MARKThe “registered” s ign is required in a l l coun-tr ies .
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DEFINITION OF CLEAR SPACEBRAND IDENTITY MANUAL
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Symbol , logotype and tagl ine together bui ld the mark
The “Registered” mark isrequired in a l l countr ies
Symbol
Logotype
2 “a” c lear space
1 “F” c lear space
The height of the a in the Merla Logotype is also used as a measure-ment unit throughout the guidelines.
The height of the F in the Merla Tagline is also used as a measurement unit throughout the guidelines.
Primary Font1 Secondary Font2
AaPrototype
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789:;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
AaLATO Light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789:;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
AaLATO Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789:;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
AaLATO SemiBold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789:;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
AaLATO Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789:;<=>?@[\]^_`{|}~!"#$%&'()*+,-./
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TYPOGRAPHYBRAND IDENTITY MANUAL
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The correct use of the different fonts
for the brand is crucia l in order to cap-
ture Merla 's brand identity. For this
reason, i t is important to respect the
parameters l isted below:
· PROTOTYPE FONT
Logotype main font .
· LATO
Font should be used exclus ively for
tit les and content .
· Use ALL CAPS for main titles in Bold· Use Up and Lower Case in medium for sub-titles· Up and Lower Case in light for content
Main Tit le(PRIMARY TEXT)LATO Bold
1
Sub Tit le(SECONDARY TEXT)LATO Medium
2
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FONT HIERARCHYBRAND IDENTITY MANUAL
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Tradit ion
Content(COMPLEMENTARY TEXT)LATO Regular or L ight
3
We are passionate about our work and transfer it into our designs and the way we relate to customers.
Over the last 77 years, we have been committed to innovation and
have applied continuous improvement processes to produce state
of the art products with the latest technology. We actively investi-
gate and develop new products to add value to our customers and
stay ahead of the game.
Merla’s logo does not permit easy
reading when reduced more than 1.8”,
that ’s why we should respect the mini-
mum size suggested below, inc luding
the tag l ine legibi l i ty
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LOGO DIMENSIONSBRAND IDENTITY MANUAL
LOGO VARIATION MONOCHROMATIC, GRAYSCALE & COLOUR
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Approved Minimun Size
Monochromatic Grayscale Ful l color
None Approved Minimun Size
0.375”
1.8”
20% TO 40% GRAY ALLOWED ONLYNO SUB COLOR ALLOWED FOR MERLA’S RED
DEFINED COLORS FOR PRINT
Color vers ions of the mark are l imited to
those found on this page.
MERLA RED
The mark is reproduced using a specia l
color : Pantone 485 C
RGB COLOR
Used for web designs.
FOUR-COLOR PROCESS
When using four-color process , use the
specified CMYK values.
BLACK
When pr inting Black only (e .g . low-budget
and laser-pr inted documents) use Black
for both the symbol and the logotype. Do
not tint the symbol .
When designing corporate com-munications, only the specified colors indicated are permitted.
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BRAND COLORSPANTONE / CMYK / RGB / HEX
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PANTONE
CMYK
RGB
#
0% 95% 100% 0%
485 C
238 49 36
ed3023
PANTONE
CMYK
RGB
#
20% 20% 20% 100%
black 6 C
0 0 0
000000
PANTONE
CMYK
RGB
#
0% 0% 0% 25%
420 Gray C
200 200 200
000000
60% BLACK TO 100% ALLOWED ONLY
Color vers ions of the mark are l imited to those found on this page.
When the Merla brand is appl ied over a color background i t must to be used in white.
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APPROVED APPLICATIONOVER BLACK OR WHITE BACKGROUNDS, TEXTURES AND COLORS,
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When using the “M” in the logo, i t is necessary to show
the over lapping portion of the M ( in the r ight quadrant)
at a l l times, as i t is a d istinctive element of the brand.
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BRAND USAGE WHEN USING A VERTICAL FORMATBRAND IDENTITY MANUAL
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Guide Elementused by M proportion
8.5”
11”
Ins ide safe area
Guide element Vertical a l ing bottom to M
8.5”
14”
Ins ide safe area
Guide element Vertical a l ing top to M
11”
17”
Ins ide safe area
Guide element Vertical a l ing top to M
When using the “M” in the logo, i t is necessary to show
the over lapping portion of the M ( in the r ight quadrant)
at a l l times, as i t is a d istinctive element of the brand.
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BRAND USE WHEN USING A HORIZONTAL FORMATBRAND IDENTITY MANUAL
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Guide Elementused by M proportion
8.5”
11”
Lowersafe area
Lowersafe area
Right safe area
Right safe area
Right safe area
Safe area
17”
8.5”
11”
14”
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LOGO INSIDE BAND OR THIN FORMATSPANTONE / CMYK / RGB / HEX
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Guide Elementused by M proportion
Sample (A) Footer in red and M in white Sample (B) Footer in red and layer of degraded red with M in white
When using footers in presentations, i t ’s necessary to
mainta in the distinctive element of the mark (when
super imposed) as show below.
You should use the bar in red and the M should be super-
imposed on white , tak ing into account the e lements shown
in the example that are distinctive of the brand.
You should use the bar in red and the M should be super imposed over the layer of degraded
red, and at the same time should be in multiply over the red bar, a lways mainta in ing the
elements that are shown in the example and that are distinctive of the brand.
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COVER DESIGN SAMPLEFOR CATALOGS, BROCHURES, BILLBOARDS OR BANNERS
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RED COVER / LIGHT LOGO DARK COVER / RED LOGO LIGHT COVER / RED LOGO
STATIONARYBRAND IDENTITY MANUAL
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STATIONARYLETTERHEAD
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Letter Format A4 Format Legal Format
STATIONARYENVELOPES
