Readability and clarity are critical elements of Messiah’s visual identity marks. Dark inks on light papers offer the best effect. Designers should take care that any use of a reverse-out effect offers a high contrast for maximum legibility. To reverse out of a photo or illustration, the area chosen for the reverse should be as dark and solid as possible, avoiding patterns that could make reading difficult (see examples below). If PMS 295 or black are not used in your publication, reverse the visual identity mark in white from the darkest color.
Correct vs. Incorrect Reverse Usage
|Correct Reverse Usage
| Incorrect Reverse Usage
When printing a logo in a standard reverse you must use the reverse logo. Simply reversing the positive image will result in an incorrect usage (see example at above right). Please contact the Office of Publications at ext. 5381 for a custom electronic file, or download from How to Obtain Visual Identity Marks
Designs that incorporate hot stamping or embossing of any Messiah College’s visual identity marks should be produced in conjunction with the Office of Publications. Hot stamping and embossing options are generally limited to navy blue, black, silver or a blind emboss.