McCarthy often engages in collaborative business agreements with other organizations. These may include joint ventures (JVs) and other endeavors (i.e. design/build teams, community and charitable efforts, etc.) These collaborations amplify McCarthy’s reach and may necessitate co-branded materials.
See below for our company’s joint venture and team guidelines.
Do maintain the graphic standards of all logos involved.
Do not use logos without permission, disproportionately or in a way that alters the integrity of either logo.
DOs
- Do start with the approved McCarthy bar.
- Do reflect the brand identity and graphic standards of McCarthy and all companies involved.
- Do maintain clear spacing around the logos to ensure they are visually distinct and legible.
- Do use a vertical bar to show separation between logos. The vertical bar also carries well from graphics into text: Mortenson | McCarthy
- Do ensure appropriate sizing of the logos, considering their relative proportions and readability.
- Do position the majority JV partner on the left (first) in a horizontal lockup or on the top of a stacked lockup, when there are majority and minority JV partners. Ensure they appear visually equal.
- Do use the combined logos (lockup) consistently across all relevant materials and platforms.
- Do consider how your team will be represented in the pursuit, during the project as a team and to the community.
- Do consult and get approval from all parties before modifying joint logos.
- Do contact Corporate Marketing Communications Department to obtain the necessary files and collaborate in creating an agreed joint venture logo with all parties involved.
DON’Ts
- Don’t alter the combined logos without approval from all parties involved.
- Don’t disproportionately emphasize one JV partner’s logo over the other(s).
- Don’t compromise the legibility or integrity of the combined logos by overcrowding or overlapping them with other elements.
- Don’t use the combined logos in a way that misrepresents or dilutes the JV partnership, or the brands involved.
- Don’t use the combined logos in a manner that contradicts the brand standards or graphic standards of McCarthy, the JV partner(s) or other companies represented.
- Don’t use the combined logos in unrelated contexts or without proper authorization.
- Don’t leave off the appropriate trademark symbol ®, TM or SM.
- Don’t add “A Joint Venture Partnership” or “A JV Partnership” or “A Joint Venture” to the lockup.
Joint Ventures
To identify members of a JV, a logo lockup utilizing the companies’ established logos together is the preferred approach.
When creating a JV lockup, treat the other party’s branding with the same respect you treat our own. It’s important to display the logos of both parties with equal prominence and visibility. In both print and digital formats, adhere to spacing and sizing guidelines for each respective brand. Collaborate and gain consensus on any modifications to maintain the identity and brand standards of everyone involved.
Teams
Teams assemble for a variety of reasons. When multiple companies come together for short or longer-term collaborations, it can be useful to clearly communicate company team members on project collateral, jobsite signage, websites, swag and more.
Logo lockups are typically recommended for showcasing four companies or fewer.
For other large teams or to showcase complex relationships, these are best displayed in a clean grid format.
