Fundamentals
Fixed assets
Fixed tools enable us to invest in our brand’s core assets for universal meaning and recognition.
Logo
The Macquarie logo is our most valuable brand asset.
It's a visual representation of everything we are: our purpose, our principles, our people and our expertise.
Our logo is available in vertical and horizontal configurations. Either can be used depending on available space and format. The logo is available in black or white versions.
Font
Meet MCQ Global: it’s our new custom typeface, unique to Macquarie and available in a range of weights. It has been crafted with detail and function to enhance every communication.
MCQ Global is a structured san serif font, balanced with distinct softer curves to hit the mark between personality and dependability.
Our global business needs a global typeface and Noto Sans has been chosen to complement MCQ Global.
Colour
Colour is a fundamental brand asset that reinforces our brand personality and sets the tone of our communications.
Black and white are at the core of our palette, supported by a set of secondary colours. They are warm and brighter colours and provide greater contrast when used with black.
Colour plays an important role in legibility and readability. We have specified which shades of our secondary colours are accessible with black or white text in accordance with WCAG and our AA standards.
Grid
Our grid system provides a strong foundation for all design and visual elements.
Regardless of what medium or application you're using, the grid system gives you the right structure and direction to bring your creative idea to life.
Templates
Our templates have been designed both to inform and inspire.
We live and work in a digital world. These templates ensure our brand is equipped and digital-ready.
Flexible assets
Flexible tools can be used to adapt individual brand assets to suit the objective of a specific communication or interaction.
Video
Video helps us deliver a meaningful and emotional connection between the audience and the message we want to convey.
Videos help hold the audience’s attention and improve engagement.
Icons
We use icons as visual symbols to represent ideas and objects.
They can communicate messages at a glance and, when combined with text, can simplify complex content.
Imagery
Our brand principles and personality are there to guide you in selecting and applying the right imagery.
We use imagery that reflects the way we see the world and the impact we make to people's everyday lives.
Patterns
Our brand is as versatile as our business. That means we also have a series of patterns that can be used instead of imagery.
These patterns are a graphic representation of our brand personality and they can be applied in many different ways.
Illustrations
Our illustrations provide an opportunity to portray the human side of our brand and are consistent with our brand principles and personality.
They should always use black and white lines, positive and negative shapes and repetitive action.
Animations
Animations help make content more engaging and enable viewers to digest more detail in shorter sharper messaging.
Animated social media posts are a good example.
Events materials
At Macquarie, our events are multi-sensory experiences. Our visual assets are designed for multiple environments and diverse activities
We tailor our brand experience through impactful client and stakeholder events - both virtual and in-person. We do this to reinforce Macquarie’s capabilities, products, services and culture.