mma-brand-guidelines

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# MMA Brand Guidelines

Source: "Final MMA Brand Guidelines [DRAFT4] 092625.pptx" (updated Feb 2026)
SharePoint: MMAGlobal > Shared Documents > General > Marketing + Media Alliance MMA Brand Kit 2025

---

## Organization Name Rules

- **Full name:** Marketing + Media Alliance
- **Always use the plus (+) symbol**, never ampersand (&) or "and"
- **First mention in any text:** "Marketing + Media Alliance (MMA)"
- **Subsequent mentions:** "MMA" or "Marketing + Media Alliance"
- **Legal name:** MMA Global, Inc. -- do NOT use in marketing copy
- **Not acceptable:** "MMA Global", "Marketing + Media Alliance (MMA Global)", "MMA Alliance", "The Alliance" (exception: "Join the Alliance" CTA and tagline)
- **Tagline:** "Come for the Alliance, Stay for the Results"
- **Regional format:** "Marketing + Media Alliance APAC (MMA APAC)" on first mention, then "MMA APAC"
- **Events must include brand name in title.** "MMA" can be used with event names (e.g., "MMA's Decoding AI for Marketers") as long as full name appears when the org is first mentioned.

---

## Color Palette

### Primary Colors

| Name | Hex | RGB | CMYK | Pantone | Usage |
|------|-----|-----|------|---------|-------|
| **MMA Gold** | `#FFA400` | 255 / 164 / 0 | 0 / 40 / 100 / 0 | 137 C | Primary accent, excellence, ambition |
| **MMA Black (Onyx)** | `#000000` | 0 / 0 / 0 | 0 / 0 / 0 / 100 | Black C | Primary foundation, authority |

### Secondary Colors

| Name | Hex | RGB | CMYK | Pantone | Usage |
|------|-----|-----|------|---------|-------|
| **MMA Emerald** | `#00AB84` | 0 / 171 / 132 | 100 / 0 / 68 / 0 | Green C | Vibrancy, technology |
| **MMA Sapphire** | `#0047BB` | 0 / 71 / 187 | 99 / 77 / 0 / 0 | 2728 | Media, trust |
| **MMA Topaz** | `#E25700` | 226 / 87 / 0 | 0 / 80 / 100 / 0 | 6020 | Energy, urgency |
| **MMA Peridot** | `#B5C900` | 181 / 201 / 0 | 38 / 3 / 100 / 0 | 6194 | Innovation, freshness |

### 75% Tints (Light Variants)

| Name | Hex | RGB |
|------|-----|-----|
| **MMA Lt Emerald** | `#66CDB7` | 102 / 205 / 183 |
| **MMA Lt Sapphire** | `#4079D6` | 77 / 121 / 214 |
| **MMA Lt Topaz** | `#E98B4D` | 233 / 139 / 77 |
| **MMA Lt Peridot** | `#D6E466` | 214 / 228 / 102 |

---

## Typography

### Primary Fonts

| Font | Weight | Usage | Leading | Tracking |
|------|--------|-------|---------|----------|
| **Söhne Halbfett** | Normal (bold weight) | Headlines, section headers, emphasis | +10% | 0 |
| **Söhne Leicht** | Regular (light weight) | Body text, subheads | +20% | 0 |
| **Tiempos Text** | Regular | Long-form body text, pull quotes, serif distinction | +20% | 0 |

### Substitute Fonts (when Söhne/Tiempos unavailable)

| Primary | Substitute |
|---------|-----------|
| Söhne Halbfett | **Aptos Bold** |
| Söhne Leicht | **Aptos** (regular) |
| Tiempos Text | **Georgia** |

Use substitutes on platforms that don't support custom font uploads (email, basic web, Office docs).

---

## Brand Messaging

### Messaging House

- **Purpose:** To advance marketers' ability to create value
- **Positioning:** MMA brings the world's leading CMOs together to shape the future of marketing, brands and businesses
- **Key Message:** Lean into the future. Lead the marketing industry.
- **Call to Action:** Join the alliance that is pushing the limits of marketing for yourself, your business, and the future

### Proof Points (use when describing MMA)

- Taking on real marketing challenges
- An honest, humble community of peers
- Willing to do the work
- Rigorous and innovative for impact
- Bold and relentless -- we experiment, fail, learn, share, and triumph
- Pushing against the limits
- Empowering individual CMOs and, as an alliance, leading the industry forward
- Uplifting each member with crucial new skills, timely expertise, and collaboration

### Internal Pillars

1. Insights to Drive Outcomes
2. Applied Models
3. Foremost Leaders
4. World-Class Experiences

---

## Tone & Voice

### Brand Archetype: THE HERO

MMA is not a lone ranger -- it assembles the team to triumph through bravery, perseverance, and mastery. Like Nike, MMA inspires greatness through grit.

**MMA as The Hero IS:**
- Assembling the Best
- Mastering Skills
- Rising to the Challenge
- Creating A Better Future
- Setting High Standards
- Inspiring & Leading
- Teamwork / Win Against the Odds

**MMA as The Hero is NOT:**
- Saving the Day Alone
- Fortress of Solitude

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