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What the MCG Brand Mark actually means.

The MCG Brand Mark is not decoration. Every element is a piece of the doctrine, rendered as a symbol rather than a sentence. Scroll through it one element at a time.

One head: personal Professional Professional Four points: four laws 123456 Six tiers, base to apex The profile The body goes beyond the frame 1 2 3 4

  1. The Reading

    Four elements, one figure.

    The person is the focal point. Everything else in the mark exists to describe what that person is doing, not to decorate around them.

    A ring encloses an apex figure. The figure has a circular head, and a four-point star is cut into it. At its base, the figure breaks past the ring.

  2. 01

    The figure: two legs, one head

    The person is the focal point. Two legs and one head represent the 2:1 ratio of the Skyline Strategy within Identity Positioning™.

    The Skyline Strategy: for every two pieces of business or professional content or action, one piece of personal content or action. Two legs for the professional, one head for the personal.

  3. 02

    The four-point star

    Represents the Four Laws of Personal Branding. The star is cut from the head itself: an aperture, not an ornament.

    The laws build in order. Without Familiarity, Connection does not exist; without Fame and Influence, personal branding collapses.

    1. The Law of FamiliarityFamiliarity, built through repeated sensory exposure, naturally produces trust.
    2. The Law of ConnectionShared commonality gives other people a genuine reason to care.
    3. The Law of Fame and InfluenceFame (quantifiable reach) combined with influence (emotional sway) accelerates whatever is being pursued; either alone is limited.
    4. The Law of Personal BrandingA personal brand is innate and unavoidable. It exists from birth, whether or not it is consciously directed.
  4. 03

    The triangular form of the figure

    Represents the Hierarchy of Personal Branding, moving upward through its tiers. There are six, from the base of the figure to its apex. Point to a tier to find it on the mark.

    1. Unconscious IncompetentUnaware they have a personal brand at all; not yet directing it.
    2. Friends and FamilyKnown only within an existing personal circle. Rarely exceeds 100 people.
    3. The Local HeroRecognized within a community through deliberate, conscious effort. 500 or more people.
    4. The State RepresentativeWell-established authority known within a region. 100,000 or more people.
    5. The National PersonalityRecognizable nationally; represented by agents, teams, and professional support. 1,000,000 or more people.
    6. The International IconGlobal fame and influence, largely one-directional. Known by millions the person does not know in return.
  5. 04

    The ring

    A profile picture, but the figure's body extends outside of it; personal branding is more than a digital profile.

    The circle is deliberately broken. At the base, the figure passes beyond its own frame.

Usage

One mark, used one way.

The mark has no proper name. Call it the MCG Brand Mark, or the mark. It is a locked brand asset, not a mascot, and it belongs to MCG alone among the MASHMAN properties.

The MCG Brand Mark at 160 pixels160 px
The MCG Brand Mark at 80 pixels80 px
The MCG Brand Mark at 40 pixels, its minimum size40 px: the minimum
The MCG Brand Mark in white on InkWhite on dark grounds

  • The ring version is final

    There is one mark, in its ring form. There is no ringless variant in use.

  • Beside the lettered logo

    The mark is a separate icon from the MCG lettered logo and is used alongside it.

  • Transparent, always

    Black on light grounds, white on dark grounds, never on a colored box.

  • About 40 pixels at the smallest

    The ring's fine curve degrades faster than solid letterforms, so the mark is not used smaller.

  • Not for cropped squares

    Where an image will be cropped or masked, such as a profile picture, a favicon, or an app icon, use the MCG lettered logo instead.

  • MCG properties only

    The mark belongs to Mashman Consulting Group. Other MASHMAN entities carry their own logos.