| 1 | --- |
| 2 | brand_id: mckinsey |
| 3 | kind: brand |
| 4 | summary: McKinsey-style consulting identity — deep navy and electric blue for strategy, diagnostic, and executive decision decks |
| 5 | primary_color: "#051C2C" |
| 6 | --- |
| 7 | |
| 8 | # McKinsey & Company Brand Specification |
| 9 | |
| 10 | > Identity-only preset. No SVG page roster — pages are composed freely under these constraints. |
| 11 | |
| 12 | ## I. Brand Overview |
| 13 | |
| 14 | | Property | Value | |
| 15 | |---|---| |
| 16 | | Brand Name | McKinsey & Company | |
| 17 | | Use Cases | Strategy and diagnostic decks, executive committee readouts, transformation programs, and management-consulting deliverables | |
| 18 | | Tone | Formal, restrained, answer-first, evidence-led | |
| 19 | | Sources | Public third-party brand-color compilations reviewed 2026-08-07. McKinsey publishes no open brand manual; every value here is an approximation, not an official token | |
| 20 | |
| 21 | ## II. Color Scheme |
| 22 | |
| 23 | | Role | HEX | Provenance | Notes | |
| 24 | |---|---|---|---| |
| 25 | | primary | `#051C2C` | approx | Deep navy consistently documented as the firm's dominant identity color | |
| 26 | | accent | `#2251FF` | approx | Electric blue documented as the identity's single high-energy accent | |
| 27 | | bg | `#FFFFFF` | approx | Default light presentation background | |
| 28 | | surface | `#F2F4F6` | approx | Off-white — card and module surfaces | |
| 29 | | border | `#D9DEE3` | approx | Hairline rules, dividers, and table borders | |
| 30 | | muted-text | `#5A6872` | approx | Secondary text, annotations, and chart labels | |
| 31 | |
| 32 | Every row is `approx`. No value was read from an official asset or manual — the firm does not publish one — so nothing here may be treated as brand truth or represented to a client as the firm's specification. Keep the accent genuinely rare: it marks the answer, the decisive figure, or the recommendation, never ordinary emphasis. Choose semantic chart and status colors per deck; do not lock an invented success/warning/error trio as identity. |
| 33 | |
| 34 | ## III. Typography |
| 35 | |
| 36 | | Role | Family | Weight | |
| 37 | |---|---|---| |
| 38 | | title | `Arial, "Microsoft YaHei", sans-serif` | 600–700 | |
| 39 | | body | `Arial, "Microsoft YaHei", sans-serif` | 400 | |
| 40 | |
| 41 | > The firm uses proprietary licensed typefaces that this preset neither bundles nor names as a claim. PPT Master does not auto-embed fonts or follow CSS tails in PowerPoint. The rows above are the default Windows/Office export; replace them only with a user-confirmed target-installed face. |
| 42 | |
| 43 | ## IV. Logo |
| 44 | |
| 45 | - File: `none` |
| 46 | - Usage: never |
| 47 | |
| 48 | No logo asset is bundled. The firm's marks are protected trademarks, and a redrawn or approximated wordmark would misrepresent them. Where a presenting entity must appear, set it as editable text in the deck's own typography, or install an officially supplied asset into this workspace's `images/` directory and add its usage rules here. Never imply affiliation, sponsorship, endorsement, or authorship by the firm. |
| 49 | |
| 50 | ## V. Voice & Tone |
| 51 | |
| 52 | - Formality: formal |
| 53 | - Person: we / you (English), 我们 / 您 (Chinese) |
| 54 | - Emoji: forbidden |
| 55 | - Abbreviations: spell-out-first-use |
| 56 | |
| 57 | > Presentation convention derived from the register these decks are normally written in, not an official brand token. Lead with the answer, keep qualification precise rather than hedged, and attribute every figure. |
| 58 | |
| 59 | ## VI. Icon Style |
| 60 | |
| 61 | - Preference: stroke |
| 62 | |
| 63 | > Presentation convention, not an official brand token. Prefer a restrained stroke family such as `tabler-outline`, keep one family across the deck, and use an icon only where it clarifies a role, state, or relationship. |
| 64 |