MIDIGATOR RESOURCES

Brand Guidelines

The elements of our brand’s visual identity.

Core Design Principles

These four principles establish the foundation of Midigator design. They serve as the guiding light for all design decisions at Midigator. By referencing these principles, we are able to align our product, culture, values, and marketing with our core mission of helping businesses get back to business.

CLARITY

Eliminate ambiguity. Enable people to see, understand, and act with confidence.

EFFICIENCY

Streamline and optimize workflows. Intelligently anticipate needs to help people work better, smarter, and faster.

CONSISTENCY

Create familiarity and strengthen intuition by applying the same solution to the same problem.

BEAUTY

Demonstrate respect for people’s time and attention through thoughtful and elegant craftsmanship.

Our brand signature.

Logo Color Options

The logo works best in full color on a white background. This style should be used whenever possible. Additionally, deep gray (G800) can also be used on light colored backgrounds when a single color is required. For dark or colored backgrounds, the logo should always be white.

Logo Orientation

When necessary, based on space or aspect-ratio, the logo can be displayed in a vertical format. This is a secondary option and can be applied when spacing, content, or aesthetic preference permit. If possible, the horizontal orientation should be used.

Horizontal (Primary)

Stacked (Alternate)

Logo Clearing Space

The “M” height of the wordmark is used to define the minimum required free space.

Icon

The icon can be used as a stand-alone element to represent the Midigator brand. The icon is especially useful when space is limited, as profile images, or paired with complementary sub-text.

The icon can be used in full 3D format or flat, single color. The ® should always be displayed when using the icon only.

Logo Guidance

Follow these rules when it comes to displaying the logo.

Avoid rotating the logo.

Avoid stretching or compressing the logo.

Avoid crowding the logo.

Avoid adding effects like shadows, dimensions and gradients to the logo.

Avoid using a white logo on a light colored background.

Avoid using the logo on busy backgrounds.

Avoid using a low resolution logo.

Brand Colors

Our primary palette uses our bright green to bring a boldness to our brand and is used in logical ways throughout product and marketing to guide the eye and highlight the important bits. The green is complemented with shades of cool gray to add balance and visual hierarchy.

Color SwatchColorHexRGBCMYKPMS
G300 - Brand Green#AFD25C175, 210, 9236, 0, 82, 0Pantone 367C
N500 - Deep Gray#4C4C4C76, 76, 7666, 58, 57, 37Pantone 7540C
N300 - Cool Gray#A3A3A3163, 163, 16336, 0, 82, 0Pantone 7543C
N50 - Light Grey#F6F6F6246, 246, 2462, 2, 2, 0-

Typography

We use clean, accessible, sans-serif fonts to reduce the friction between people and the product. With a simple, classic font, we’re able to remove distractions and improve the clarity and confidence in which people interact with our brand.

For accessibility, we use the online font, Open Sans. This font is easily displayed across all browsers, devices, and digital applications.

OPEN SANS BOLD
Aa
A B C D E F G H I J K L M N O
P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o
p q r s t u v w x y z
OPEN SANS SEMI-BOLD
Aa
A B C D E F G H I J K L M N O
P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o
p q r s t u v w x y z
OPEN SANS REGULAR
Aa
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o
p q r s t u v w x y z
OPEN SANS LIGHT
Aa
A B C D E F G H I J K L M N O
P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o
p q r s t u v w x y z

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©2023, Equifax Inc., All rights reserved. Equifax and the Equifax marks used herin are trademarks of Equifax Inc. Midigator is a trademark of Equifax Inc. Other product and company names mentioned herin are the property of their respective owners.

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