Logo Assets
Special Case Usage
The Black Logo requires pre-approval from Mattel Creative and is for special cases only.
Note: For pre-approval contact mattel.creative@mattel.com.
Logo Usage Guidance
Primary Exclusion Zone
The Exclusion Zone ensures the legibility and impact of the seal by isolating it from competing visual elements such as text and supporting graphics.
This zone should be considered the absolute minimum safe distance, as in most cases the seal should be given even more room to breathe.
The Exclusion Zone is equal to half the width of the logo (marked as ‘X’ in the diagram).
The Exclusion Zone ensures the legibility and impact of the seal by isolating it from competing visual elements such as text and supporting graphics.
This zone should be considered the absolute minimum safe distance, as in most cases the seal should be given even more room to breathe.
The Exclusion Zone is equal to half the width of the logo (marked as ‘X’ in the diagram).
These are core elements of the brand identity that must be strictly adhered to and not altered in any way.
Minimum Sizes
The Mattel logo should never be reproduced smaller than 30 px in any digital communication or smaller than 0.4 in / 10 mm in any print communication.
Establishing a minimum size for the seal ensures that the impact and legibility of the logo is not compromised in application. Because print allows for a higher resolution than screen-based media, we are able to reproduce the logo in print at a fractionally smaller size without any deterioration.
The Mattel logo should never be reproduced smaller than 30 px in any digital communication or smaller than 0.4 in / 10 mm in any print communication.
These are core elements of the brand identity that must be strictly adhered to and not altered in any way.
Digital
General Logo Misuse
It is important that the appearance of the Mattel logo remains consistent at all times. The official artwork file should be used every time. The Mattel logo should not be reinterpreted, modified, or added to. No attempt should be made to alter the logo in any way.
Its orientation, color and composition should remain as indicated in this document. There are no exceptions.
To illustrate this point, some common mistakes are shown on below.
DO NOT recreate or alter the logo shape.
DO NOT alter the color of the logo.
DO NOT outline or keyline around the logo.
DO NOT place the logo in a box of any kind.
DO NOT rotate the logo.
DO NOT warp the logo.
DO NOT change the typeface or recreate the wordmark.
DO NOT use the wordmark without the icon.
Mattel Logo Dos & Don’ts
Since our logo will often be interacting with other graphic elements, it is important to set some ground rules around its placement within a communication. This will ensure maximum standout and brand recognition.
Each version of the Mattel logo has some specific dos and don’ts (illustrated below) but generally, the Mattel logo should always be placed on a clean, clear area of the communication. It’s okay if it occasionally overlaps with some graphic noise, but try to keep interference with the logo to a minimum.
These are core elements of the brand identity that must be strictly adhered to and not altered in any way.
Primary
Mattel Classic Logo
DO use against white.
DO use against black.
DO use on contrasting colors.
DO use against simple imagery.
DO NOT use on red or pink.
DO NOT use on sharp color changes.
Alternate
Mattel One Color White Logo
NOTE: For use only when the Classic red logo is not viable.
DO use against red.
DO use against black.
DO use on contrasting colors.
DO use against simple imagery.
DO NOT use on white.
DO NOT use on sharp color changes.
Special Case Usage
Mattel One Color Black Logo
NOTE: Use only on white or light gray backgrounds when printing with black ink. All other usage requires approval by mattel.creative@mattel.com
DO use against white.
DO use against gray.
DO NOT use on contrasting colors.
DO NOT use over imagery.
DO NOT use against black.
DO NOT use on sharp color changes.
Approved Brand Colors
#EE0024
rgba (238, 0, 36, 1)
Mattel Simply White
#FFFFFF
rgba (255, 255, 255, 1)
Mattel Steel
#62656A
rgba (98, 101, 106, 1)
Mattel Steel Light
#ADAEB2
rgba (173, 174, 178, 1)
Legal
Always ensure that you have the approval of the appropriate copyright owners before using a photographic image in a Mattel communication.
If you have questions about anything included in this guide, are missing an artwork file or are unsure if your communication best represents Mattel, please contact the Mattel Creative team: mattel.creative@mattel.com