Brand Signature Graphic Standards

This standards document will tell you how to use the Rand McNally brand signature correctly to ensure that the Rand McNally brand’s visual identity is consistently and properly maintained in the marketplace.

The Rand McNally logo consists of the Brand Mark and the Word Mark and this combination is the preferred use of our logo. There are a number of combinations of the logo, and there are color and black and white versions available. In certain situations it is possible to use the Brand Mark on it’s own, which must be approved the Rand McNally Design department.

Brand Mark

The globe symbol with the precision divider calipers to the left of the Rand McNally name in our brand signature.

Word Mark

The particular type treatment of the Rand McNally name in our brand signature, including the all-cap letter forms and the dot under the “c.”

Brand Signature

The combination of the Brand Mark and Word Mark when they are shown together in their correct spacing and proportions.

Arrangement

The linear form of the signature is standard and preferred in the vast majority of cases. In certain circumstances a stacked version of the signature may be used.

Set-off

In order to maintain the brand’s sense of authority, keep all other graphic elements away from the signature on all sides by a minimum distance equal to the height of the letter forms (X). The same distance should be maintained between the signature and the edges of the page, screen, cover, or package.

Size

The minimum size in which the signature should appear is 1.5 inches in width.

Color

The preferred version of the brand signature shows the Brand Mark in color, with blue gradation, and the Word Mark in solid black.

In certain circumstances a solid black or white version of the signature may be used.

Using the Brand Mark

The Brand Mark may be used as a design element separate from the brand signature (for example, as shorthand on certain products or in apps)