BRAND GUIDE PT. 2
DO WORK THAT MATTERS™
PART 2. EXPRESSION
The logo embodies Mighty in its simplest form. One side is representative of the organization, the other of the people. We help organizations raise problems that need to be solved and connect those problems with the right people in the org. Where the two peaks intersect you’ll notice an X. Mighty puts an X on the map and guides you on your path. Everyone is linked to the world in some way and has strength to offer. We all affect each other and when we come together we can scale mountains.
The colors change when the two peaks cross one another. This represents how organizations needs and peoples needs come together and they change each other. When they are doing work that matters, and it aligns to the needs of the organization, work becomes something more than the sum of their parts and both are changed into something new and, we believe, better.
The colors of the Mighty brand are a representation of our core values: Hope, goodness, curiousity, craftsmanship, and authenticity.
The minimum spacing around the logo is based on the height of the ‘m’ and it also is the space between the top of the text (without ascenders) and the bottom of the mountains. All of the logo files have this padding built in.
Usage of the logo:
The two preferred versions are the full color logo with the mountains centered above the word and the inline version with the mountains to the right of the word.
There are also 4 other versions for use in special places:
Every version will have a full color and a one color version as well as one for dark or light backgrounds.
Tone of Voice:
Clever, familiar rather than formal
Not playful but fun. Clever but not cute. Unassuming. Humility in the tone of the content. Huge announcement “Oh by the way” instead of “WE DID THIS!” We are honest to a fault, Our tone should be similar to Slack. Colloquial and approachable internet acronyms are cool af. Sometimes snarky and sarcastic. It’s about proportion and being straightforward but at times delivering. We are geek cool but not bro cool.