The CMC logo is the registered trademark of the Institute of Certified Management Consultants of Canada (ICMCC). The Canadian institute licenses the use of the logo under strict usage standards to its provincial institutes, and has also granted the International Council of Management Consultants (ICMCI) permission to sub-license the CMC logo to other national institutes that are members of ICMCI.
This document sets out the standards of usage by which ICMCI institutes may use the CMC logo. These guidelines offer the member institutes of ICMCI a means to build integrity of the `CMC,’ ICMCI, and the national institutes; maximize efforts made toward professional recognition; and establish and maintain visual consistency throughout the various institutes.
The usage standards are appropriate for most applications but should a situation arise that is not covered or is of exceptional nature, the application should be discussed with the ICMCI executive office prior to implementation.
Identification of the CMC logo
The logo consists of uppercase letterforms `CMC’ inside a distinctive modified oval. The typeface is Peignot (a.k.a. Penyoe) Medium. The logo is used to signify "Certified Management Consultant" and not the national institute or ICMCI.
Who may use the CMC logo
Under ICMCI’s agreement with ICMCC, any national member institute of ICMCI that has a certification program approved by ICMCI may use the CMC logo in accordance with the standards outlined below. Such institutes may authorize limited use of the CMC logo (specified below) to its certified members, but this privilege does not extend to firms in which the certified members are employed. Institutes that do not yet have a certification program approved by ICMCI may not use the CMC logo.
Where the CMC logo may be used
The CMC logo may be used on institute stationery, envelopes, CMC and FCMC certificates, promotional materials, directories, pamphlets and business cards. It may be used as a separate element or in a configuration of two or three logo lines of type identifying the institute (a logotype), which together constitute a "corporate signature." It should not be used on any materials that have no relevance to the certification of management consultants or where usage would imply wrongly that an individual is a CMC. The CMC logo may also be used in gold lapel pins to be worn by certified management consultants, but not on gifts presented to non-CMCs.
Size and Placement
Member institutes should determine the appropriate size and placement of the CMC logo for each usage, publish these standards, and follow them consistently throughout their organizations. For instance, if it is determined the CMC logo is to appear in the lower left corner of business cards, certified members should not print business cards with the CMC logo in the upper left, center or right of the card. The intent is to establish and maintain visual consistency throughout each institute.
Adjacent visual elements, printed text, corporate logos, photos, etc. may come no closer vertically or horizontally than the height of the CMC logo. The CMC logo is not to be combined with any other symbol in proximity. If two logos are to be used together, for instance the institute’s own corporate logo and the CMC logo, they should be separated by a logotype or some other text.
The designated colour used by Canadian institutes and ICMCI for logo and corporate signature is PMS 282 (blue-black). However, it is recognized that each ICMCI member institute will have selected its own corporate colour, and the CMC logo may be printed in that colour instead of blue-black. Again, the intent is to be consistent in logo colour usage throughout the national institute. As an accent colour for the visual elements and type on two-colour printings, the preferred second colour is PMS 408 (gray).
In many printing situations, black will be the only colour available, and it is acceptable. In situations where black and another colour are used, unless the second colour is the designated corporate colour of the national institute, the logo and logotype must be shown in black.
With the following exception, the logo is never shown in a different colour than the logotype. That is, the corporate signature should all be either in the corporate colour or in black. However, on the occasion of a special use (certificate, plaque, specialty item or signage) the logo only may be gold-foil stamped.
The logo has been designated to work well in either positive or reverse form. When reversed, it will work best on expansive, solid background areas of sufficient contrast. The logo or logotype may be reversed when used separately, but when combined in the corporate signature, both must be reversed.
Black or PMS 282 (blue-black) is the optimum background when reversing the logo, but the designated corporate color may work as well. A minimum area the height of the logotype should surround the signature.
Never reverse the signature out of a background that provides insufficient contrast. In such a case, it would be preferable to print the signature in positive form.
Restrictions on the Use of the Logo
Use of the CMC logo is to be made only in the colours and visual relationships set forth in this standard. Logo elements are not to be redrawn, reproportioned or repositioned, other than by enlargement or reduction.
The logo is not to be used by firms of certified management consultants, by individual members who have not been awarded the `CMC’, or by certified management consultants who are no longer members of an ICMCI member institute.
Certified management consultants may use the CMC logo abroad in accordance with the standards of their national institutes, except where they have relocated to countries served by different national institute members of ICMCI. There they should abide by the standards set forth by their adopted country whether or not they have joined the institute in that country.
Use by Individual CMC Members
The CMC logo has been approved for use by ICMCI national institutes for appropriate publication and identification purposes and is not for use by individual members without the expressed permission of said Institutes. Members of these institutes are encouraged to use the designation ‘CMC’ on their business correspondence and promotional materials. They may also use the CMC logo in accordance with uniform standards established by their institute, consistent with the standards published herein. For instance, if the CMC member has firm colours that are different from the designated colour of the CMC logo of that institute, the CMC member must print the CMC logo in black. As an option, in lieu of colour ink, the national institute may authorize the use of an embossed CMC logo on business cards.
Obtaining National Trademark Protection
Each national institute member of ICMCI may apply for national trademark protection of the CMC logo in its own country, but even when the institute has been granted legal protection of the CMC logo by the government of its own country, the ICMCI standards of usage still apply.
ICMCI retains final authority in the use of the CMC logo by its member institutes, subject only to its agreement with ICMCC, and reserves the right to revoke or suspend the sub-license to use the CMC logo. Member institutes are requested to provide ICMCI with copies of their national standards of usage and samples thereof.
CMC Logo in .EPS (for printing)
CMC Logo Blue (.gif)
CMC Logo Gold (.gif)