Mario Brand Book

Introduction

The brand book describes the set of visual techniques and the rules for applying them, so that every communication and marketing material shares one consistent style.

• One system. Logo, colour and type behave the same way everywhere — print, digital, signage and packaging.
• Warmth by design. The palette is warm and refined: it feels like heat, comfort and reliability — never aggressive.
• Recognisable. Used consistently, the identity makes Mario instantly recognisable among competitors.

Logo

The logo is the face of the company. The Mario logo has two parts: the original “mario” wordmark and a graphic element — three flowing vertical lines that echo a section of a towel warmer. The vertical rhythm suggests upward movement, dynamics and growth, while the soft curves read as harmony, familiarity and reliability.

The primary execution sits on white; the inverse execution sits on black. Always reproduce the logo from the original vector artwork — never redraw it or change the letterforms and letter-spacing.

Construction & clear space

The clear space is the free zone around the logo block where no other design element may intrude. It is measured from the cap height “a” of the wordmark and scales together with the logo.

• Clear space equals one cap-height “a” on every side.
• Keep text, imagery and other logos outside the dashed zone.
• The graphic element sits at a fixed distance from the wordmark — do not move it.
• Backgrounds are allowed inside the clear space only when the usage rules permit them.

Scaling

The wordmark and the graphic element scale proportionally only. Do not resize one part independently. To stay legible, never reproduce the logo narrower than the minimum width.

Minimum width — 2 cm. Below this size the proportions and readability of the logo break down.

Black & white

Use the colour logo wherever possible. For single-colour printing, embossing or engraving, use the monochrome logo — it must read as effectively in black and white as it does in colour.

Approved tints, from solid to light. As contrast drops, legibility drops — add a backing plate to keep the logo readable. If a grey background is 50% black or darker, use the logo in white.

Signature gradient

Colour is a branding decision and a psychological tool. Mario’s palette is deliberately warm and refined — visually pleasant, never aggressive, and associative of the product itself: heat and comfort.

The graphic element flows from yellow through orange to red — the visual signature of “giving off heat”.

Backgrounds

The logo is designed for white or black backgrounds. When it has to sit on a coloured plate, switch to the white or black execution — whichever gives the stronger contrast for that colour.

Misuse

The logo elements are fixed. Rotating, condensing, stretching, recolouring or rearranging any part of the logo is not permitted.

• Don’t stretch or condense
• Don’t rotate
• Don’t recolour
• Don’t distort proportions