Brand Identity Guidelines

The following document has been created as a reference to guide the outward communication and design of the MNTN brand. It introduces our new identity and explains the guiding principles for using the elements of our brand.

Our Brand

It’s pronounced Mountain, but spelled MNTN.

We’re all about finding efficiencies.

Our expertise gives us an easy confidence that allows us to speak knowledgeably on any subject our business touches. We’re able to break down complex concepts into easily digestible language; we’re witty, direct, and concise with how we explain who we are, and what we do.

We’re self-aware; we take performance for our clients seriously, but we don’t take

ourselves too seriously (we’re not curing cancer here).

Brand Values

Technology 

We offer Performance TV campaigns that track the metrics marketers care about, and deliver results on par with conversion-focused channels such as paid search and social.

People & Culture

Our culture puts people first, not only because it’s the right thing to do, but because it works. 

We have built an ambitious, creative, confident environment that has made us a leader in our space. We know it takes doing something different to get it right. 

The Logo

A labor of love, our logo was designed by those who know the MNTN brand and culture best: ourselves. The logo is where our visual identity begins. It represents who we are as MNTN: bold, confident, progressive, expressive, human and approachable.

Our logo is a valuable element of our visual identity. The following examples are intended to demonstrate how to use the logo across a variety of situations to ensure it is always presented in the best light.

Primary Logo

The horizontal Primary Colored logo is the original and preferred mark for all applications.

There is one version with a drop shadow on the block, and one version without the drop shadow. The version without the drop shadow is the preferred logomark, but the drop shadowed version is used for lighter backgrounds for contrast.

Logo Variations

The Stacked Colored logo variations may be used in instances where spatial constraints require a configuration of a more vertical nature.

Again, for the Blocked logo there is one version with a drop shadow and one without. The version without the drop shadow is the preferred choice, but the drop shadowed version is used for lighter backgrounds for contrast.

Logo Clearspace 

A minimum area of clear space must always surround the MNTN wordmark. This area of isolation allows the wordmark to stand out by ensuring that any copy, and visual elements are kept clear from the logos.

The clearspace minimun is equivalent to the vertical height and same vertical width of the M icon (shown as x).

Symbol 

Our symbol is simple yet distinct, representing the wins our product offers our users. Our symbol may be used in isolation outside of the full primary logo in specific instances when necessary.

The optimized symbol with our Glacier White #F6F6F6 background is used across social media channel avatars.

Do's and Don'ts

Do: 

A. The logos with a drop shadow on the block should ONLY be used on Glacier White or White background colors.

B or C. When using gradient backgrounds, use the Primary Colored logo with White wordmark, or the All-White logo as a secondary choice.

D. Use the Primary Colored Logo with the White wordmark to overlay on image backgrounds.

Don't:

A. Do not overlay text on the logo or symbol itself.

B. Do not use the logo with the dark wordmark to overlay on images.

C. Do not use the logo with the dark wordmark on dark background colors.

D. Do not misuse the logo by creating sub-team or sub-brand logos without explicit approval from the Marketing Design team (ex: using the "M" Symbol on its own to create a logo that is separate the "MNTN" wordmark from the "M" Symbol).

E. Do not use the Blocked logos or Primary logos with no drop shadow on white or similarly light backgrounds.

Typography

The clear and simple typography is at the very core of our identity. 

We use two typefaces in our brand visuals: Neue Haas Grotesk Text Pro and Inter. Used together, they carry across the bold, but light-hearted confidence that is the MNTN brand. 

Color

Our brand colors have been carefully selected to balance our joyful personality with our technical aesthetic. The color breakdowns defined here are meant to capture the purest emotional intent of our palette, allowing a consistent relationship across digital and printed applications.

Our colors are bright, bold, and fun like the personality behind our brand and our company culture.

Mountain Blue #0AABC5 and Mountain Green #1AC9AA are our core brand colors. They are used in our logo, and can also be used to highlight words or passages.

We use all of the primary colors heavily throughout the brand, with Mountain Green #1AC9AA, Mountain Green #22E5BE, Mountain Blue #26D1EA, Pacific Blue #0853E6, and Pacific Blue #0E44BF designated for use as a majority of background colors.

Highlight colors are used for highlights and accents on asset imagery.

They can be used in background colors for imagery, but to a lesser extent. 

Slate Grey #323B4E, Slate Grey #262E3C, Slate Grey #191E28, Glacier White #FFFFFF, and Glacier White #F6F6F6 are used as background colors.

Use Slate Grey #191E28 for copy on light backgrounds. Use Glacier White #F6F6F6 for copy on dark backgrounds. (Proper usage combinations for copy color on background color are shown on palette tiles.)

Gradients can be used as a background for cards or

section blocks on digital or print collateral.

Video

The graphics for our videos are designed to match MNTN’s vibe. From the colors to the animation, they’re meant to represent the fun, vibrant, and progressive nature of our brand. 

End Card

Each video should always end with an end card (hence the name). It should direct the audience to take the intended action. 

Title Card

These should be added to the very beginning of a video, or inserted near the beginning (roughly 10-15 seconds in) after a brief introduction of the subject matter. 

Lower Thirds

Use these to introduce an on-camera subject matter expert; their first and last name, job title, and company should all be included. 

Thank you.

We appreciate your commitment to maintaining

the visual standards of the MNTN brand.

By following these guidelines, you’re ensuring MNTN

looks good all day, every day. And really, that’s all we could ask.