Menlo Worldwide Logistics – Advertising
Menlo Worldwide Logistics advertises in markets as diverse as China, Europe, Mexico and the United States. Advertising collateral must be sensitive to the particular market it is addressing. In addition to standard text translation, this can require cultural modifications to text and graphics.
Across these markets, graphic consistency is applied in four ways: imagery and layout, typography, logo trident and Brand Stripe.
Imagery and Layout
Advertising concepts should utilize visual metaphors – unexpected, yet relevant images that stop the reader and compel attention. Whenever possible the color blue is used prominently in imagery.
The bottom of the visual bisects the ad at its halfway point. It is important to allow ample white space below the visual and to the left of the body copy.
Typography
Advertising headlines and body text must use The Sans typeface. Diligent use of this font is crucial to creating a consistent look and feel for all Con‑way advertising.
Logo Trident
The logo trident must be included in the top right-hand corner of every ad that is placed in U.S. and Canadian publications. When placed on a solid-color background, a 60% screen (opacity) of the white logo may be used.
Business Line Logo
The business line logo must be positioned at the bottom of every ad that is placed in U.S. and Canadian publications. For a standard-size full-page ad, the logo should be 2 1/4 inches wide and positioned 13/32 of an inch from the Brand Stripe.
Brand Stripe
All Con‑way advertising must utilize the Brand Stripe across the bottom of the ad as shown. This is the only acceptable placement for the Brand Stripe. For a standard-size full-page ad, the stripe is sized 1/2 inch tall and positioned 5/16 inch up from the bottom trim.