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Graphic elements
M wave
It all starts with the M.
The M wave is derived from Merko symbol. It carries a feeling of movement and dynamic. On designed materials the M element functions as a subtle reminder of the brand presence.
The M wave is the basis for layout creation and can be used throughout brand communication in different forms - either for layout logic, as a separate pattern etc.
NB! The “waves” of the M wave are not equal, as it is derived straight from the Merko logo mark. That peculiarity gives the M wave its uniqueness.
Don’t change or crop the wave in any way!
M wave
Usage on different formats
General placement logic for the M-wave
On narrow portrait formats - place the M wave in the middle of lower 1/3 of the layout
On landscape format - place the M
wave on the middle of lower half of
the layout
M wave placement logic on banner ads and object advertisment
On square format - place the M wave on the middle of lower 1/2 of the layout
On portrait formats with photo: Divide the layout in half (upper half is for photo, lower half for text, M wave and logo.
Place the M wave on the middle of lower part of the square layout
of the M wave
M wave placement logic onfence banners
Usage on fence banners - in the middle
M wave and logotype
Usage on different formats
General placement logic for logo with the M-wave
On portrait formats - place the logotype under the M wave in the centre of the layout
Always check the safety area - the logo must not be closer to the edge than the width of the letter o in Merko logo.
Minimum
distance
from the
edge
On landscape format - place the logotype under the M wave on the right lower corner of the layout
On fence banners use only M vawe, without logotype
On bigger formats, the space between logo and the edge can be wider than the letter o, but not less (than letter o of the logo).
The distance between the logo and the side edge & the bottom edge should be even.
If the portrait layout is wider that 3:1, you can place the logo to the right corner - decide upon design.
Merko Bubble
Merko Bubble is playful tool for ephasizing different details on the layout - you can put the price, directional arrow or project logo on it or write short sentences (e.g. New!).
On print layouts, place the bubble on the photo (upperleft corner) or between the photo and lower par
Outdoor advertisment
The size of Merko Bubble: 1/4 width on portrait layouts and 1/6 width on landscape layouts. Bubble position on the layout - it can be placed on the edge of the photo or on the photo.
The Merko Bubble can be White, Merko Pink Sand, Merko Green. Preferrably use one Bubble per ad.
Do 
On outdoor ads, the Bubble can be used as a special solution - attached to an ad.
Don’t 
Don’t use the Bubble in any other colour than Merko colours. Don´t make the bubble too big or too small - right bubble size is 1/3 of the banner height.
Pattern
Pattern is created by multiplying the M waves and combining the M waves together.
attern can be used on print materials (e.g. gifts and stationery) and everywhere where the background is calm.
Additional pattern - to create more emotion and playful feeling, it is also possible to use the existing pattern with different line weights.
Silk scarf
Merko Tag
The shape of the Merko Tag is derived from the Merko logo shape. The Tag is meant to be used in the corner - upper left or lower right.
Tag size:
Horisontal layout - 1/6 of the image width
Vertical, square layouts - 1/3 of the picture width
Final decision of the size to make upon the design - make sure the tag is not visually too big or too small.
Tag is used on a photo (instead of the logo), if the logo without a background does not stand out from the detailed background image.
Depending on the communication, the Tag can be used as a wordmark or a symbol.
Merko tag with wordmarkcan be used in cases where the wordmark without background is not well visible (e.g. on very detailed photo)
Merko tag with symbol can be used in cases where the brand is well recognisable.
Don’t
Don’t use Merko tag with logo.
Merko Tag width on horizontal layout is 1/6 of the whole image width
Smaller vertical, square layouts - 1/3 of the picture
Bigger vertical layouts (A4) - 1/4 of the picture