Logo
The Mack logo is a wordmark that is simple yet strong, taken from the grille of our trucks. It is consistently used across our products and marketing materials. The system also includes a separate symbol— a direct representation of the bulldogs that adorn our trucks. Both may only appear in black or white. Do not create gold, silver, or any other color logos.
Overview
Wordmark
This is our main logo to be used in all of branding unless otherwise noted. It is used to identify our brand in most applications. If you’re ever unsure of which logo or symbol to use, use this one.
Symbol
If the symbol is used, either the wordmark or the full lockup must appear in the application. It should never be used as the only brand signifier. It usually appears at a smaller scale as a secondary brand element.
Full Lock-up
On all legal materials, stationery, brand flags and corporate branding applications, we use the full lock up with the Mack bulldog.
Reverse Artwork
To maintain visual consistency for reverse applications, custom artwork has been created. Do not create reverse artwork from black artwork by simply changing the color from black to white. This artwork has been adjusted to compensate for optical effects and reproduction limitations when used in reverse.
Unauthorized Use
Application
Outlined Wordmark
An outlined version of the wordmark is permitted to use in more overarching branded applications. This version of the wordmark should be more visually prominent in the composition than if you were to use the regular wordmark. For example, having it fill the width of the composition as seen below. The outlined wordmark and the regular version should never be used together in the same composition. Only use approved artwork. Stroke weight can be adjusted based on composition size to maintain the approximate visual weight below.
Clear Space
If the symbol is used, either the wordmark or the lockup must appear in the application. It should never be used as the only brand signifier. It usually appears at a smaller scale as a secondary brand element.
Minimum Size
Proper scaling and legibility are integral to the success of our brand. For consistency, width is used as the unit of measure.
Wordmark
Print Usage: 0.5", 12.7mm
Digital: 60 Pixels
19mm
Symbol
Print Usage: 0.375", 9.5mm
Digital: 45 Pixels
9.5mm
Full Lock-up
Print Usage: 0.75", 19mm
Digital: 90 Pixels
12.7mm
Placement
Our logo may be applied to black, white, gold, silver, copper and photographic backgrounds. Alternate colors and backgrounds are not authorized. The logo may only appear in black or white. Do not create gold, silver, copper or any other color logos.
Dark Photography
In photos that are darker or richer in color, or when placing a logo on dark pavement or a night sky, for example, use the white logo.
Light Photography
In photos that are lighter and brighter in color, or when placing a logo in a bright sky or a light brown dirt area, for example, use the black logo.
Line of Sight
As a general rule, the wordmark should be placed in the upper left or right corner of a composition. Though we may not be able to control content outside of our creative area, the symbol’s field of vision within our space should remain unobstructed.
Bulldog Graphic Element
The symbol can also be used inside of a square as a graphic element as seen below. This treatment fits in with our modular grid system and allows the bulldog to feel more considered and integrated. This element can appear on top of solid colors or photographic backgrounds. Use at 50% or 75% opacity on photographic backgrounds, and use at 100% opacity in all other instances. Use only in gold, white, or grey. Only use approved artwork.
You can see how the bulldog graphic element is correctly used below.
Bulldog as Art
A more abstract and artful use of the bulldog is also permitted, such as making it out of geometric shapes or dots. If used in this way, it should be treated as the main visual element or as a large background/textural element or app icon—but never as the only brand signifier. Often used for specific campaign artwork, these treatments should be used sparingly and any placement and/or evolutions of this treatment must be approved by Mack marketing.
Co-Branding
Partnerships, sponsorships and other co-branding opportunities should follow a consistent treatment to maintain a a clean and equal representation for both parties. Co-branded logos should be positioned to the left of or below the Mack logo and separated by a rule. The co-brand logo center aligns and should not appear visually larger than the Mack logo.
Horizontal
The width of a full letter “M” is required between the rule and the artwork.
Vertical
The width of a full letter "M" is required between the rule and the artwork. The logo should never be below the co-branded logo.
Unauthorized Use
Do not switch the hierarchy or alignment, and always end with the Mack logo.
Sub-Branding
Sub-branded logos are treated with equal reverence to our master logo. These application-specific logos are custom built and should not be modified or altered. Should you discover the need for the creation of a new sub-brand logo, contact Mack Brand Management.
