Design guidelines
Our identity is about vision and values, capturing the experience of Matthews. Consistent use of design helps us build trust and generate lasting relationships with our partners.
Logo
The Matthews logo comes in a variety options. These logo variations give our brand the flexibility to show up consistently, and recognizably, in different placements.
The Matthews logo font is a customized version of Akkurat Bold. Division names are based on Akkurat Regular.
Horizontal
Use the horizontal version on the website, letterhead, business cards, proposals, and construction wraps.
Download Vertical
Use the vertical version for square and vertical layouts like social media and apparel.
Download Trademark
File types
Download Divisions
Before creating marketing materials for your division, please make sure they align with the visual and verbal guidelines. For example, Always use the M symbol in your division’s designated color. All designs should be approved by Phill Geheb.
Download Matthews Dubai
Download Matthews Hospitality
Download Matthews Southwest
Download Matthews Tribal
Download Matthews West
Download Typography
Fonts express as much as words. They establish a consistent and ownable visual language for Matthews. Use the Manrope font family for all marketing communications. If you do not have Manrope, use the font Aptos by Microsoft for all internal documents and presentations.
Download Fonts Hierarchy
Typographic hierarchy is used to organize text and emphasize the importance of information. We use a modular scale based on the golden ratio, rounded to the nearest whole number, to establish type hierarchy. The body copy size serves as the base to determine the sizes of other styles. This approach ensures a consistent ratio between styles across different sizes.
Visit modularscale.com to generate new numbers.
Spacing
When considering font spacing in typography, the rule is to maintain a comfortable reading experience by adjusting line spacing (leading).
Headlines (H1) leading: 100% of the font size Subheads (H2) leading: 100% of the font size In-text headlines (H3) leading: 120% of the font size Body copy (B) leading: 120% of the font size
Avoid overly crowded or spaced out text. When making letter spacing (kerning) adjustments, always prioritize readability and visual balance.
Maintain a consistent spacing system across your design for a cohesive look.
Alignment
The type should follow a single alignment throughout the entire composition. It should either be fully left-aligned or fully center-aligned, but never right-aligned.
Color usage
Colors
Color has enduring emotional appeal. Matthew’s colors carry a stable yet vibrant forward vision. When using our palette, be mindful of the contrast between colors.
Gold (Matthews)
- Pantone 125 C
- CMYK 6 / 32 / 100 / 24
- RGB 200 / 163 / 20
- Hex #C8A314
Charcoal
- Pantone Black 2 C
- CMYK 39 / 43 / 80 / 91
- RGB 38 / 40 / 36
- Hex #262824
Light blue
- Pantone 2995 C
- CMYK 83 / 10 / 00 / 00
- RGB 35 / 110 / 245
- Hex #236EF5
Blue (Hospitality)
- Pantone 2195 C
- CMYK 94 / 41 / 0 / 0
- RGB 0 / 91 / 153
- Hex #005B99
Green (West)
- Pantone 341 C
- CMYK 100 / 0 / 69 / 60
- RGB 0 / 89 / 65
- Hex #005941
Olive (Southwest)
- Pantone 4213 C
- CMYK 50 / 4 / 92 / 27
- RGB 85 / 107 / 47
- Hex #556B2F
Tan (Dubai)
- Pantone 7562 C
- CMYK 8 / 29 / 66 / 19
- RGB 160 / 138 / 82
- Hex #A08A52
Yellow
- Pantone 1235 C
- CMYK 0 / 25 / 94 / 0
- RGB 255 / 185 / 46
- Hex #FFB92E
Light orange
- Pantone 2018 C
- CMYK 0 / 58 / 100 / 0
- RGB 252 / 122 / 33
- Hex #FC7A21
Orange (Tribal)
- Pantone 172 C
- CMYK 0 / 80 / 98 / 0
- RGB 248 / 58 / 20
- Hex #F83A14
Red
- Pantone 7621 C
- CMYK 0 / 100 / 87 / 22
- RGB 156 / 9 / 41
- Hex #9C0929
Graphic
The Matthews graphic is built from the standard M symbol. Its style references movement and progress. Use this graphic on proposals, social media, and other marketing materials.
Download Animation
Download Email signature
Download Business collateral
Video call background
Use the Matthews brand assets as your Microsoft Teams or Zoom background.
Download Business cards
Ordering We order Super Business Cards from Moo.com. The specs are: Size: Standard, 3.5" x 2" Finish: Soft touch Corners: Square Special finish: Raised spot gloss (Use the PDF labeled SPOT) Text styling Abbreviate anything that people already recognize (ex: CEO, St, Ave, Blvd, Rd, etc)
Job title always in title case (Creative Director, Executive Director)
Do not identify email or phone with a label:
Phone: +1 234 567 8910
Email: name@website.com
Address: Use the address abbreviations Ave, Blvd, and St with numbered addresses, e.g., 1000 Michigan Ave.” Spell out and capitalize “First” through “Ninth” when they are used as street names. For streets higher than nine, use figures with two-letter ordinals: 103rd St.
Do not add periods after abbreviations (St, Ave, Blvd, Dr, Rd, etc) Always abbreviate state and country (TX, ON, UAE, USA, CA)
Phone number: No periods, no hyphens. Only spaces to separate how the number appears locally.
US + 1 123 456 7890 CA +1 613 555 1234 UK +44 20 7123 4567 UAE +971 (0)58 123 4567
Download Letterhead
Download Envelopes
Download Notepads
Download Pocket cards
Download Shipping labels
Download Welcome kit
Presentation
Download Apparel
Polo shirt
Hoodie
Hat
Safety equipment
Office
Signage
Download Wall graphic
Values posters
Download Marketing
Construction wrap
Download
Marketing > Social media