Marmot Brand Usage Checklist

1. Logo Usage

Do

• Use approved logo files (SVG, PNG or AI from asset library).

• Maintain clear space equal to the height of “M” on all sides.

• Use a variant (full color/monochrome/reversed) appropriate to the background contrast.

• Minimum size:

  • Print: 10 mm height

  • Digital: 40 px height

Don't

• Don’t stretch, distort, recolor, or crop.

• Don’t apply drop shadows, outlines, or filters.

• Don’t place over busy or low-contrast backgrounds.

Review Step:
☐ Logo variant and spacing verified
☐ No visual distortion or unauthorized color change

2. Color Palette

Brand Colors

• Marmot Blue

  • Hex: #004F6E

  • Pantone: 7691C

• Mesa Teal

  • Hex:  #006096

  • Pantone: 3025C

• Desert Copper

  • Hex: #CC8442

  • Pantone: 722C

Supporting Neutrals

• Warm Gray 

  • Hex: #E5E2DC

• Midnight

• Hex: #231F20

  • Pantone: Cool Grey 10C

Web Colors

• Primary

  • #004F6E

• Neutral

  • #D8E1E6

• Accent

  • #ADADC2

• Neutral

  • #D3D7DD

• Neutral

  • #F5F5F6

Review Step:
☐ Color palette matches official hex/Pantone values
☐ Contrast meets WCAG 2.1 AA (min. 4.5:1 for text)
☐ Accent color used consistently (buttons, highlights)

3. Typography

Primary Fonts:

• Mukat: Logo / Headings

• Nato Sans: Subheadings

• Nato Sans:  Body text

Web Font:

• Helvetica

Review Step:
☐ Font families consistent across all materials
☐ Hierarchy (H1–H3 / Body / Caption) visually distinct
☐ No unapproved typefaces or script fonts
☐ Font weights correspond to brand tokens (Regular, Semibold, ExtraBold)

4. Imagery & Iconography

Image Guidelines

• Use authentic photography: Colorado libraries, people, landscapes

• Avoid stock imagery that feels generic or unrelated

Icons

• Use flat, minimal icons with consistent line weight

• Color limited to teal, copper, or gray palette

Review Step:
☐ Photography tone aligns with brand ethos (community, collaboration)
☐ No pixelation or low-resolution images in print or digital
☐ Icons consistent in size, stroke weight, and color

5. Layout & Composition

Print Margins: Minimum 0.25 in (6 mm)

Review Step:
☐ Consistent grid alignment and margins
☐ Adequate whitespace — design not crowded
☐ Hierarchy and rhythm match brand system

6. Tone & Messaging

Voice Attributes: Collaborative, Reliable, Forward-looking, Approachable

Writing Review:
☐ Text is clear, active, and inclusive
☐ Avoids jargon unless explained
☐ Uses Oxford comma consistently
☐ Spelling and capitalization consistent (e.g., “Member Libraries”)

7. Accessibility Review

Digital

• Text contrast ratio ≥ 4.5:1

• Alt text present on all images

• Keyboard navigation functional

• Focus states visible on interactive elements

Print

• Sufficient contrast between text and background

• Minimum body text size: 10 pt

• Headings stand out via weight, not only color

Review Step:
☐ Accessibility checklist completed (print + digital)
☐ Document tested with accessibility checker

8. File and Export Standards

Review Step:
☐ File format appropriate for medium
☐ Resolution and color mode verified
☐ Exported assets named consistently

9. Final Brand Review Approval

Before publication or printing:
☐ All colors, fonts, and imagery reviewed against the official style guide
☐ Accessibility checks completed
☐ Approved by Marmot Admin