Visual Guideposts
McLane’s brand is rooted in core ideas that are central the brand expression. Keep these in mind when creating visuals that represent the brand.
We are so much more than a logo. McLane brings a dedication to doing things the right way — and doing the right thing— for our customers and for our teammates. The way we express the brand internally and externally is a visual and emotional reinforcement of that approach.
McLane’s brand is rooted in core ideas that are central the brand expression. Keep these in mind when creating visuals that represent the brand.
When considering the tone of the visual expression, refer to the following list for direction.
Honest
Tenacious
Flexible
Respectful
Creative
High-Performance
Committed
Proud
Transparent
Generous
Fair
Consistent
This is the primary McLane logo. It's preferred usage is always in this two color format. See below for one color executions.
The logo works best when it has room to breathe. This illustrates the clear space that should always exist around the logo at all times. Exceptions to this are when you use the version of the logo that includes the tagline.
The McLane logo can also be used on dark backgrounds. Whenever possible it's recommended to use a two color version of the logo (White + McLane Red). If contrast doesn't allow or you are using it against the McLane Red background the white version of the logo is always preferred.
1-color logo on McLane Red
1-color logo on dark (use only when full color is not allowed)
1-color logo on light (use only when full color is not allowed)
When in doubt, contact marketing.
Do not compress the logo
Do not rearrange the logo
Do not use the triangle mark without the full logotype
Do not use the logo on a busy background
Do not reverse the logo on a background color that isn’t in the brand palette
Do not rotate the logo
Hex: #DA291C
RGB: 213,43,90
CMYK: 0, 93,95, 0
PANTONE 485 C
Hex: #000000
RGB: 0,0,0
CMYK: 0,0,0,100
PANTONE Black C
Hex: #1A535C
RGB: 26, 83, 92
CMYK: 92,21,33,36
PANTONE 3155 C
Hex: #356773
RGB: 53, 103, 115
CMYK: 54, 10, 0, 55
PANTONE 2213 C
Hex: #2B8A96
RGB: 43, 138, 150
CMYK: 71, 8, 0, 41
PANTONE 2236 C
Hex: #6699CC
RGB: 102, 153, 204
CMYK: 50, 25, 0, 20
PANTONE 2170 C
Neutral and Body Copy Colors
Hex: #DADDD7
RGB: 218, 221, 215
CMYK: 1, 0, 3, 13
PANTONE COOL GRAY 1 C
Hex: #3A3A3A
RGB: 58, 58, 58
CMYK: 0, 0, 0, 77
PANTONE 447 C
A strong and friendly headline typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Body: Forma DJR Micro
A lightweight and versatile body copy face
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
The McLane Ribbon
Created from the same geometric start as the ribbon, the tire patterns reference treads on tires while also acting as a pattern to give texture and movement to background elements.
The gradients are used primarily to give the ribbon depth and texture but can also be used in certain instances where a solid background would be useful or is part of the creative execution. Note the gradients are based on core color scheme and executed at a 60-degree angle.
Our icon style is simple and graphic. It consists of two approaches. One for key concepts and the other for more general, illustrative use.
Scale
Reliability
Partnership
Innovation
Restaurant
Retail
Here we have examples on how to use the various graphic elements presented in this guide. These should be examples to help you guide your own specific executions. Please contact an Honor Roll representative for specific access to files and materials.
