What does a style guide look like?

1. Corporate Style Guide
MacInnis Marketing

2. 3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Small Business Marketing
Better Business Decisions
Font: Arial Rounded MT Bold
Size: 36 point
Font: Arial Rounded MT Bold
Size: 14 point
Font: Arial Rounded MT Bold
Size: 16 point
Dashed line: 3 point spacing
Weight: 4 point
General dimensions:
Width: 64 pixels
Height: 63 pixels
Bounding box:
General dimensions:
Width: 760 pixels
Height: 150 pixels
Colour:
Gray: #333333
Red: #ED1C24
Black: #000000

3. 3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:
Gray: #333333
Red: #ED1C24
Font: Arial Rounded MT Bold
Size: 16 point
Dashed line: 1 point spacing
Weight: 1 point
General dimensions:
Width: 20 pixels
Height: 19 pixels Bounding box:
General dimensions:
Width: 200 pixels
Height: 38 pixels

4. 3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all
applications and across all channels. The simplest way to follow these guidelines is to use the approved digital
artwork for all variants of the logo and use good judgment in applying them. The examples shown below
demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that
could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
MacInnis Marketing
Small Business Marketing
Better Business Decisions
MacInnis Marketing
Small Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis Marketing
Small Business Marketing
Better Business Decisions
MacInnis Marketing

5. 3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining
the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
McAfee Red
CMYK 0.100.100.0
RGB 237.28.36
HTML ED1C24
Core colors
These are the primary colors in the
McAfee brand palette, with McAfee Red
and McAfee Gray chief among them.
To avoid overwhelming the audience or
subject matter however, care should be
exercised when applying McAfee Red.
It should never be screened back. Use it
sparingly for emphasis and as an accent.
Gray CMYK 0.0.0.80
RGB 51.51.51
HTML 333333
Black CMYK 0.0.0.100
RGB 0.0.0
HTML 000000
White CMYK 0.0.0.0
RGB 255.255.255
HTML FFFFFF

6. 3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and
distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand
image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Cambria Bold
Text
Cambria Regular
Cambria Italic
Cambria Bold Italic
DisplayFor use inPrint and PDF
See licensing restrictions
on the next page.
For use inPowerPoint
Arial Bold
Text
Arial
Arial Bold
Display
Arial Black
Pull quotes
For use inHTML
email communications
and on the Web Arial Bold
Text
Verdana
Arial Bold (Links only)
Display
These versions of Arial should be
used primarily for extended running
body copy in longer, multiple-page
documents, such as brochures and data
sheets. Although permissible, styles
other than Cambria Regular
should only be used sparingly.
Display fonts are used for headlines,
signage, and applications that require ...

7. 3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,

8. 3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,

9. 3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,

10. 3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style
Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across
all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,

11. MacInnis Marketing
porate Style Guide
MacInnis Marketing
Contents
1.0
1.1.1
1.1.2
2.0
2.1.1
2.1.2
2.1.3
3.0
3.1.1
3.1.2
3.1.3
3.1.4
3.1.5
3.2.1
3.2.2
3.2.3
3.2.4
3.2.5
3.2.6
4.0
4.1.1
5.0
Contents Page 2
About the MacInnis Corporate Style Guide
Brief history of MacInnis Marketing
Our Vision, Values and Value Proposition
Naming Conventions
Legal name
Brand Name
Tag Line & Value Proposition
General design guidelines
The MacInnis logo (Large)
The MacInnis logo (Small)
The MacInnis logo (Web Banner)
The MacInnis logo (Email)
Incorrect logo use
Colour palette
Typography
Graphic components
Photography
Illustration
Sample layouts
Online applications
Email signatures
Further information and contacts
MacInnis Marketing Corporate Style Guide 2010
1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing and
communications materials using core elements of our brand identity. With our ever expanding customer base,
we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable and
committed. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate image
consistently and appropriately for customers, prospects, partners and employees alike.
1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis
(already running his successful architectual practice), decided not to go back to the corporate giants she had
been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett
Packard for over eight years as a senior product manager, but the challenge of starting a small business and
balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies,
Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the
strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about
creating customers that know, like and trust you. To do this you really have to take the time to understand your
customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you to
deliver an active practical marketing and sales plan that grows and develops with your business and ultimately
becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong
client relationships often mean we are invited to be involved in many projects from branding and marketing,
sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the
best ideas and adopt these into developing every strategy.".
1.1.2 Our Vision, Values and Value Proposition
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small
business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive
to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small
business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high
performing individuals. We look for, encourage and develop these values in our team and with through the
relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best
marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by
ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most
affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve
your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and
constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any
expectation of being paid back.
2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small
business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive
to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small
business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small
business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive
to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small
business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts
a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:
Small Business Marketing
Better Business Decisions
2.1.3 Tagline & Value Proposition
3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,
describing how to capture the appropriate look and feel. These guidelines will help ensure that materials from
many sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.
3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Small Business Marketing
Better Business Decisions
Font: Arial Rounded MT Bold
Size: 36 point
Font: Arial Rounded MT Bold
Size: 14 point
Font: Arial Rounded MT Bold
Size: 16 point
Dashed line: 3 point spacing
Weight: 4 point
General dimensions:
Width: 64 pixels
Height: 63 pixels
Bounding box:
General dimensions:
Width: 490 pixels
Height: 160 pixels
Colour:
Gray: #333333
Red: #ED1C24
Black: #000000
3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Small Business Marketing
Better Business Decisions
Font: Arial Rounded MT Bold
Size: 22 point
Font: Arial Rounded MT Bold
Size: 8 point
Font: Arial Rounded MT Bold
Size: 10 point
Dashed line: 2 point spacing
Weight: 3 point
General dimensions:
Width: 42 pixels
Height: 41 pixels Bounding box:
General dimensions:
Width: 318 pixels
Height: 104 pixels
Colour:
Gray: #333333
Red: #ED1C24
Black: #000000
3.1.3 The MacInnis logo (Web Banner)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Small Business Marketing
Better Business Decisions
Font: Arial Rounded MT Bold
Size: 36 point
Font: Arial Rounded MT Bold
Size: 14 point
Font: Arial Rounded MT Bold
Size: 16 point
Dashed line: 3 point spacing
Weight: 4 point
General dimensions:
Width: 64 pixels
Height: 63 pixels
Bounding box:
General dimensions:
Width: 760 pixels
Height: 150 pixels
Colour:
Gray: #333333
Red: #ED1C24
Black: #000000
3.1.4 The MacInnis logo (Email)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Colour:
Gray: #333333
Red: #ED1C24
Font: Arial Rounded MT Bold
Size: 16 point
Dashed line: 1 point spacing
Weight: 1 point
General dimensions:
Width: 20 pixels
Height: 19 pixels Bounding box:
General dimensions:
Width: 200 pixels
Height: 38 pixels
3.1.5 Incorrect use of MacInnis logo
Contents Page 12MacInnis Marketing Corporate Style Guide 2010
Adherence to these guidelines will ensure that the integrity of the MacInnis Marketing is maintained in all
applications and across all channels. The simplest way to follow these guidelines is to use the approved digital
artwork for all variants of the logo and use good judgment in applying them. The examples shown below
demonstrate some scenarios that should be avoided when using the logo.
Do not change the color of the logo. Do not use logo without logotype
Do not put the full-color logo on a background colour, pattern or texture that
could inhibit legibility
Do not recreate the logo using other typefaces
Do not place the logo over a background,
Do not build new logotypes based around the MacInnis Marketing logo
MacInnis Marketing
Small Business Marketing
Better Business Decisions
MacInnis Marketing
Small Business Marketing
Better Business Decisions
visit us at: www.macinnismarketing.com.au
MacInnis Marketing
Small Business Marketing
Better Business Decisions
MacInnis Marketing
3.2.1 Colour Palette
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
Color plays an essential role in the MacInnis Marketing identity. Consistent color usage is essential to maintaining
the unique look and feel of MacInnis Marketing’s identity.
Do not place the logo over a background,
McAfee Red
CMYK 0.100.100.0
RGB 237.28.36
HTML ED1C24
Core colors
These are the primary colors in the
McAfee brand palette, with McAfee Red
and McAfee Gray chief among them.
To avoid overwhelming the audience or
subject matter however, care should be
exercised when applying McAfee Red.
It should never be screened back. Use it
sparingly for emphasis and as an accent.
Gray CMYK 0.0.0.80
RGB 51.51.51
HTML 333333
Black CMYK 0.0.0.100
RGB 0.0.0
HTML 000000
White CMYK 0.0.0.0
RGB 255.255.255
HTML FFFFFF
3.2.2 Typography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing’s corporate typeface—A—has been carefully selected for its performance characteristics and
distinctive look. As for our logo, the typeface—Arial Rounded MT Bold—helps reinforce MacInnis Marketing’s brand
image in the eyes of our customers, partners, and employees.
Do not place the logo over a background,
Frutiger 65 Bold
Text
Frutiger 45 Light
Frutiger 46 Light Italic
Frutiger 55 Roman
Display
Frutiger 45 Light
Frutiger 55 Roman
Frutiger 65 Bold
Emphasis & data-heavy contentFor use inPrint and PDF
See licensing restrictions
on the next page.
For use inPowerPoint
Arial Bold
Text
Arial
Arial Bold
Display
Arial Black
Pull quotes
For use inHTML
email communications
and on the Web Arial Bold
Text
Verdana
Arial Bold (Links only)
Display
These versions of Frutiger should be
used primarily for extended running
body copy in longer, multiple-page
documents, such as brochures and data
sheets. Although permissible, styles
other than Frutiger Light or Regular
should only be used sparingly.
(Note that TImes or Times New Roman
should be used for copy on letterhead.)
These versions should be used for
document titles, headlines, introductions,
shorter body copy, informational and
technical copy, subheads, captions, text in
tables, and footnotes.
Display fonts are used for headlines,
signage, and applications that require ...
3.2.3 Graphic Components
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
3.2.4 Photography
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
3.2.5 Illustration
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketing
Do not place the logo over a background,
3.2.6 Sample Layouts
Contents Page 13MacInnis Marketing Corporate Style Guide 2010
The “look and feel” of MacInnis Marketing relies on consistent application of the elements outlined in this Style
Guide. Applying this visual system with careful consideration builds a cohesive, but flexible, brand identity across
all our channels; the examples below demonstrate this consistency.
Do not place the logo over a background,
4.0 Online Applications
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
All staff are to have email signatures in the following format:
Regards,
Danielle MacInnis
Marketing & Business Consultant
Mob: 0400 507 037
Email Blog Web
4.1.1 Email Signatures
MacInnis Marketing

12. Contents
1.0
1.1.1
1.1.2
2.0
2.1.1
2.1.2
2.1.3
3.0
3.1.1
3.1.2
3.1.3
3.1.4
3.1.5
3.2.1
3.2.2
3.2.3
3.2.4
3.2.5
3.2.6
4.0
4.1.1
5.0
Contents Page 2
About the MacInnis Corporate Style Guide
Brief history of MacInnis Marketing
Our Vision and Values
Naming Conventions
Legal name
Brand Name
Tag Line & Value Proposition
General design guidelines
The MacInnis logo (Large)
The MacInnis logo (Small)
The MacInnis logo (Web Banner)
The MacInnis logo (Email)
Incorrect logo use
Colour palette
Typography
Graphic components
Photography
Illustration
Sample layouts
Online applications
Email signatures
Further information and contacts
MacInnis Marketing Corporate Style Guide 2010

13. 1.0 About this corporate style guide
Contents Page 3MacInnis Marketing Corporate Style Guide 2010
This document describes MacInnis Marketing’s voice, providing guidelines for the creation of marketing and
communications materials using core elements of our brand identity. With our ever expanding customer base,
we must communicate a single uni�ied MacInnis brand- one that is innovative and experienced, capable and
committed. Adherence to these guidelines is therefore essential in presenting MacInnis’s corporate image
consistently and appropriately for customers, prospects, partners and employees alike.

14. 1.1.1 Brief History of MacInnis Marketing
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
Danielle MacInnis started MacInnis Marketing in 2006 with the support of her husband Mark MacInnis
(already running his successful architectual practice), decided not to go back to the corporate giants she had
been working for after her son Lachlan was born. This was a dif�icult decision after working for Hewlett
Packard for over eight years as a senior product manager, but the challenge of starting a small business and
balancing work-life was one that Danielle wanted to take head on.
By starting a small business from scratch and having over 15 years of experience working for large companies,
Danielle has developed some specialised skills as a marketing consultant. Being able to see how important the
strategy and big picture is, whilst balancing this with real actionable practical plans. "Marketing is all about
creating customers that know, like and trust you. To do this you really have to take the time to understand your
customers and their needs, show them empathy and the rest will fall into place.
With MacInnis Marketing you won't get a marketing plan that you stick in your top draw. We work with you to
deliver an active practical marketing and sales plan that grows and develops with your business and ultimately
becomes an important part of your overall business strategy.
With 40% of our work comes from repeat customers, we are justi�iably proud of our track record. Our strong
client relationships often mean we are invited to be involved in many projects from branding and marketing,
sales training, leadership and teaming as well as vision and business frameworks.
We work on a consultative basis with our clients. Our commitment to learning ensures that we are open to the
best ideas and adopt these into developing every strategy.

15. 1.1.2 Our Vision and Values
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
Our Vision
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small
business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive
to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small
business. We achieve this by consistently demonstrating our commitment to our values:
Our Values
Our values describe who we are and how we go about our business, both as a brand, and as a group of high
performing individuals. We look for, encourage and develop these values in our team and with through the
relationships we build.
* Integrity and Professionalism - Being honest, independent and transparent in delivering you with the best
marketing solution for your business.
* Passion for customers - Being thoughtful by putting your needs �irst. By being personally invested by
ensuring we deliver great value for your marketing dollar investment.
* Innovation and IT - Keeping abreast of current marketing IT solutions and identifying the most
affordable and suitable marketing technology for your small business.
* Sharing Knowledge - Educating and communicating marketing information with you to improve
your marketing knowledge and skill base.
* Creativity and fun - Brainstorming, thinking outside the square, enjoying the process and
constantly collecting great ideas for marketing in small business.
* Pay it forward principals - It begins with doing a favor for another person-- without any
expectation of being paid back.

16. 2.0 Naming Conventions
Contents Page 6MacInnis Marketing Corporate Style Guide 2010
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small
business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive
to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small
business. We achieve this by consistently demonstrating our commitment to our values.
2.1.1 Legal Name
MacInnis Marketings' vision is to make practical marketing services available and affordable to every small
business who �its our customer pro�ile. We want the customers to love us and �ind us irreplaceable. We strive
to provide the sort of insight, marketing genius and value that makes us the stand out choice for you as small
business. We achieve this by consistently demonstrating our commitment to our values.
2.1.2 Brand Name
Our value proposition is to put in place a system that asssists you make better marketing decisions, attracts
a regular stream of ideal customers and creates a brand that your employees and customers will love.
Our Tagline:
Small Business Marketing
Better Business Decisions
2.1.3 Tagline & Value Proposition

17. 3.0 General design guidelines
Contents Page 4MacInnis Marketing Corporate Style Guide 2010
This section provides guidelines for the creation of MacInnis Marketing and communications materials,
describing how to capture the appropriate look and feel. These guidelines will help ensure that materials from
many sources re�lect a single MacInnis Marketing brand, helping to maintain consistency and continuity.

18. 3.1.1 The MacInnis logo (Large)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Small Business Marketing
Better Business Decisions
Font: Arial Rounded MT Bold
Size: 36 point
Font: Arial Rounded MT Bold
Size: 14 point
Font: Arial Rounded MT Bold
Size: 16 point
Dashed line: 3 point spacing
Weight: 4 point
General dimensions:
Width: 64 pixels
Height: 63 pixels
Bounding box:
General dimensions:
Width: 490 pixels
Height: 160 pixels
Colour:
Gray: #333333
Red: #ED1C24
Black: #000000

19. 3.1.2 The MacInnis logo (Small)
Contents Page 5MacInnis Marketing Corporate Style Guide 2010
The MacInnis logotype was created with a rounded Arial font. A combination of the colour red, shades of gray and
black and a stylized briefcase make the image a unique asset for MacInnis Marketing. In combination with the rest
name, it projects con�idence, experience and creativity.
To ensure that the MacInnis Marketing brand is properly represented, always provide the logo with suf�icient
“breathing space” or eye rest and be sure that the logo artwork is appropriate for the size of application.
The bounding box represent the space that is needed and is not part of the logo itself.
MacInnis Marketing
Small Business Marketing
Better Business Decisions
Font: Arial Rounded MT Bold
Size: 22 point
Font: Arial Rounded MT Bold
Size: 8 point
Font: Arial Rounded MT Bold
Size: 10 point
Dashed line: 2 point spacing
Weight: 3 point
General dimensions:
Width: 42 pixels
Height: 41 pixels Bounding box:
General dimensions:
Width: 318 pixels
Height: 104 pixels
Colour:
Gray: #333333
Red: #ED1C24
Black: #000000