These guidelines demonstrate how to use the M Financial brand and assets, including our brand logos, colors, icons, and typography.
If you have any questions, or would like our brand team to review materials, please contact brand@mfin.com.
The M Financial brand reflects our focus on providing an exceptional client experience, our entrepreneurial spirit, and our commitment to transforming the life insurance industry.
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Our logo is our calling card. It’s the most recognizable symbol of who we are and what we do, and we consider it a valuable asset that should never be compromised.
Please follow all guidelines for how, when, and where we use the M logo.
On Screen 149px wide
In Print 1.9” wide
On Screen 88px wide
In Print 1.22” wide
Don't place the logo above colors, images, or patterns that prevent it from being easily viewed.
Please do not change the colors, transparency, or shape of the logo.
Use the height of the "M" as seen here to ensure adequate space from other objects and text.
Sometimes less is more. The M badge should only be used when it’s clearly understood as a symbol for M Financial Group. Context is key.
NOTE: The "m" text should never be removed from its bounding box.
Colors go hand in hand with our logo as the most distinctive elements of our brand. Our palette has been distilled to a limited but impactful range of colors.
For additional versatility in design applications, lighter and darker tones are permitted.
*To comply with Universal Design, it is important to also include a color description rather than ambiguous color names. This ensures that those with varying color visions can properly identify or select a brand color. We should include color descriptions when we are calling out the color by name or when knowing the color is important. Examples can include brand directions, color selections/palettes, alt tags, bar/pie charts, infographics etc.
Primary colors used will be Pepper (mostly black), variations of blue, and light gray.
Pantone
CMYK
RGB
HEX
PEPPER
Mostly Black
Pantone Black 6C
84, 77, 56, 75
13, 14, 32
#0D0E20
TWILIGHT
Very Dark Blue
Pantone 2767C
100, 83, 42, 39
14, 46, 79
#0E2E4F
INDIGO
Dark Blue
Pantone 7692C
100, 69, 24, 7
4, 88, 140
#04588C (links)
SEASIDE
Strong Blue
Pantone 7461C
86, 45, 5, 0
0, 122, 183
#007AB7
SMOKE
Light Gray
Pantone 663C
7, 3, 3, 0
234, 238, 241
#EAEEF1
Secondary colors include Ice (pure blue) which will now be our accent color, as well as variations of gray. Chill (white) will serve mostly as a background color or text.
Pantone
CMYK
RGB
HEX
ICE
Pure Blue
Pantone 306C
100, 0, 0, 0
0, 177, 255
#00B1FF
#009DE0 (ADA Alt)
STEEL
Dark Gray Blue
Pantone Cool Gray 7C
45, 36, 35, 1
147, 149, 152
#939598
SILVER
Gray Blue
Pantone Cool Gray 4C
26, 20, 20, 0
188, 190, 192
#BCBEC0
CHILL
White
NA
0, 0, 0, 0
255, 255, 255
#FFFFFF
Distinctive typefaces are an important part of M brand. We selected Futura PT as our heading font because of its clean, modern, distinctive, and premium feel. Headlines and subheads and button fonts should always consist of Futura PT.
For extended passages of text like paragraphs and fine print, or numbers and data, we’ve selected Proxima Nova.
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Futura PT
600/Demi
44px/33pt
Normal/0
53px/1.2x/Normal/Auto
Sentence case
Pepper or Chill
Mostly Black or White
13, 14, 32 or 255, 255, 255
#0D0E20 or #FFFFFF
Black 6C
84, 77, 56, 75 or 0, 0, 0, 0
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Futura PT
400/Book
36px/27pt
0.05em/50
43px/1.2x/Normal/Auto
All Caps
Pepper or Chill
Mostly Black or White
13, 14, 32 or 255, 255, 255
#0D0E20 or #FFFFFF
Black 6C
84, 77, 56, 75 or 0, 0, 0, 0
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Futura PT
600/Demi
36px/27pt
Normal/0
43px/1.2x/Normal/Auto
Title Case
Pepper or Chill
Mostly Black or White
13, 14, 32 or 255, 255, 255
#0D0E20 or #FFFFFF
Black 6C
84, 77, 56, 75 or 0, 0, 0, 0
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Futura PT
600/Demi
24px/18pt
Normal
28px/1.2x/Normal/Auto
Sentence case
Pepper or Chill
Mostly Black or White
13, 14, 32
#0D0E20
Black 6C
84, 77, 56, 75
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Futura PT
600/Demi
20px/15pt
Normal
24px/1.2x/Normal/Auto
Sentence case
Pepper or Chill
Mostly Black or White
13, 14, 32
#0D0E20
Black 6C
84, 77, 56, 75
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Futura PT
600/Demi
30px/22pt
Normal
36/1.2x/Normal/Auto
Sentence case
Pepper or Chill
Mostly Black or White
13, 14, 32
#0D0E20
Black 6C
84, 77, 56, 75
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Proxima Nova
400/Regular
16px/12pt
Normal
28px/1.5x/18pt
Sentence case
Pepper or Chill
Mostly Black or White
13, 14, 32
#0D0E20
Black 6C
84, 77, 56, 75
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Proxima Nova
400/Regular or Italic
11px/8pt
Normal
13px/1.2x/Normal/Auto
Sentence case
Pepper or Chill
Mostly Black or White
13, 14, 32
#0D0E20
Black 6C
84, 77, 56, 75
Font Family
Font Style
Font Size
Letter Spacing
Line Height
Capitalization
Brand Color
Color Description
RGB Color
HEX Color
PMS Color
CMYK Color
Futura PT
600/Demi
16px/12pt
Normal
28px/1.5x/18pt
Title Case
Indigo or Chill
Dark Blue or White
4, 88, 140
#04588C
NA
NA
h1 { font-family: futura-pt, san-serif;
font-weight: 600;
font-style: normal;
font-size: 44px;
letter-spacing: normal;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: none;
}
h2 { font-family: futura-pt, san-serif;
font-weight: 400;
font-style: normal;
font-size: 36px;
letter-spacing: 0.5em;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: uppercase;
}
h3 { font-family: futura-pt, san-serif;
font-weight: 600;
font-style: normal;
font-size: 36px;
letter-spacing: 0.5em;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: capitalize;
}
h4 { font-family: futura-pt, san-serif;
font-weight: 700;
font-style: italic;
font-size: 24px;
letter-spacing: normal;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: normal;
}
h5 { font-family: futura-pt, san-serif;
font-weight: 700;
font-style: normal;
font-size: 20px;
letter-spacing: normal;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: normal;
}
blockquote { font-family: futura-pt, san-serif;
font-weight: 400
font-style: italic;
font-size: 30px;
letter-spacing: normal;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: normal;
}
p { font-family: proxima-nova, san-serif;
font-weight: 400;
font-style: italic;
font-size: 12px;
letter-spacing: normal;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: normal;
}
small { font-family: proxima-nova, san-serif;
font-weight: 400;
font-style: normal;
font-size: 20px;
letter-spacing: normal;
line-height: normal;
color: #0D0E20/#FFFFFF;
color: rgba(13, 14, 32, 1);
text-transform: normal;
}
a { font-family: proxima-nova, san-serif;
font-weight: 400
font-style: italic;
font-size: 12px;
letter-spacing: normal;
line-height: normal;
color: #0058A4/#FFFFFF;
color: rgba(0, 85, 164, 1);
text-transform: normal;
text-decoration: underline;
}
As leaders in life insurance and financial services for high net worth clients, M Financial’s approach to photography is one of sophistication.
Please avoid cliches of standard stock photography -- photos should never look as if they are staged. Please approach from the perspectives shown below:
Our primary direction for photography allows a mixture of macro, abstract, and architectural elements that afford a liberty of interpretation under an over-all premium aesthetic.
Key attributes: premium, balanced, sophisticated, optimistic, elegant
To be used on materials that are written directly for High Net Worth clients. Examples include properties like Participant Perspectives, Magnastar, and M Wealth.
Key attributes: Luxury settings, if people are shown - avoid faces. Subjects should be in the act of contemplation.
To be used on materials where business settings make sense. Examples are properties like: Magnet, HR Recruiting, Year in Review, M News Online, Mfin.com.
Key attributes: use real photos of the M Community whenever possible. Please contact brand@mfin.com for access to our photo library. If additional photos are needed, please use stock where subjects are not identifiable. Office environments should be modern, and dress should be business-professional.
*Images shown above are for educational purposes only and not intended for official use
Visual icons are a part of M Financial's brand vocabulary. These symbols, shapes, and elements allow us to communicate concepts succinctly in a way that words cannot. The way our icons are designed and implemented reinforces and supports our brand personality.
Primary icon library
This is our primary icon family and is used across the brand. If your iconography needs are not covered via linea's suite of icons, please contact brand@mfin.com for additional or custom icons.
Variations of Linea (see below) can be utilized to add interest and increase flexibility
Linearicons can be used sparingly. Please be mindful that stroke and weight match.
Semantic UI icons
In semantic UI situations, where icons work as visual descriptors for a user function, we've chosen Material Design Icons. This icon library is ubiquitous, and their functions are understood quickly and directly. Please limit size to 20px or smaller.
M Financial is owned by its Member Firms, and we produce documents, brochures, and white papers expressly for Member Firm use with clients and key advisors.
Our Member Firm logo identifies Member Firms as a part of M’s exclusive network.
Our documents are designed to showcase Member Firm logos in a prominent location. We want clients and key advisors to know that the Member Firm is their primary contact, and that the information in each document is produced with M Financial's best-in-class thought leadership.
Cobranding shows a partnership between M Financial and another company and represents an exchange of credibility between brands. We use cobranded logos where both brands have ownership, like a collaborative whitepaper or presentation related to our partnership.
Before you use a cobranded logo, it is your responsibility to obtain and understand the right permissions from M Financial and the partner or customer. Strive for parity of visual weight when designing these layouts.
For more information on obtaining permissions, email brand@mfin.com.
Who "owns" the brand? All of us. In addition to M Financial associates, every creative partner and vendor we work with has a responsibility to support and protect the M brand. To help shape and guide the way it's interpreted and implemented, we formed the M Brand Committee.
Have a question or need assistance? Send us an email.
