MQ Brand Guidelinс

The logotype comprises two components – the name MQ and the ‘Transforming mental health’ strapline. Presenting it consistently and correctly wherever it is applied reinforces our core brand values and helps build instant brand recognition.

Consistency of our brand communications is vital, but it is also important to have some flexibility. So we have created a primary version which is set in a portrait fashion and the secondary logotype which is landscape. We ask that you use the primary logotype throughout, but when it is not possible or practical to use the primary logotype, the secondary logotype should be applied.

NoteOnly use the artwork supplied and do not attempt to recreate the logotype in any way.

Primary logotypeMQ_Vertical_Logo_Black.ai

Secondary logotypeMQ_Horiz_Logo_Black.ai

The logotype

MQ Brand Guidelines 1

X

15mm

0.25X

0.25X

X

0.25X

0.25X

0.5X0.5X

0.5X

0.5X 25mm

Logotype exclusion zonesThese minimum exclusion zones ensure the logotype appears in free space and is clear of type and graphic elements other than the coloured brush strokes. However, the logotype can be placed close to the edge of the layout and even cropped. Please refer to page 9 for when and how to crop the logotype.

Take a look at the example shown. The width of the MQ is equal to X. The exclusion zones are 0.25 of X at the top and bottom edges, and 0.5 of X on the left and right edges.

Minimum sizesDo not reduce the size of the primary or secondary logotype any smaller than the minimum sizes shown.

Logotype misuseTo make sure we’re creating a positive and consistent view of the brand that’s easily recognisable, we ask you to not redraw, recreate, distort or change the logotype. You must use the artwork files provided.

For use below the minimum size, the strapline is deleted and this version can be used to a minimum size of 5mm. An example of this is a website favicon. See page 32 for an example.

Primary logotype exclusion zones

Secondary logotype exclusion zones

Minimum sizes

Logotype use

Stand Alone logotypeMQ_Stand Alone_Logo_Black.ai

MQ Brand Guidelines 2

RotatingThe logotype has a hand drawn style and therefore rotating it slightly gives the impression of a free and disrupted look and feel.

When the logotype appears on its own, it should always be rotated 5º anti-clockwise. When combined with other brand elements, such as key messaging, it should not be rotated.

CroppingThe logotype can be cropped, but only when positioned at the top edge. Do not crop more than 0.25 of the height of M.

Cropping the logotype

Rotating the logotype 5º anti-clockwise

Logotype special use

5º

M

0.25M

MQ Brand Guidelines 3

Contact

For additional information or enquiries please contact the brand team.

For brand guidelines please use:brand@joinmq.org0300 030 8100

MQ Brand Guidelines 4