| Brand Story

The Ahmadiyya Muslim Youth Association (AMYA), is a nationwide youth group that works with young Muslim men and boys around the country. The association is also known internationally by the name Majlis Khuddamul Ahmadiyya (MKA), which means "Association of Servants of the True Islam." The international organization was founded in 1938 and serves as the young men and boys auxiliary of the Ahmadiyya Muslim Community. Officially established in the United States in 1939, MKA is one of the earliest Muslim Youth organizations in the United States.

MKA is a dynamic and vibrant association serving not only the needs of its members but of its local communities and nation. The association is comprised of more than 3,000 men and boys from Ahmadiyya Muslim Community USA aged 7 to 40, spread across 70 local chapters. Previous members of MKA include Grammy Award winning artists and Pulitzer Prize winning journalists. MKA USA is headquartered in Silver Spring MD.

The MKA USA logo was first created by Salman Sajid in 2001 under the supervision of former MKA President Shukoor Ahmad. The original logo was revised and the current day MKA and AMYA brands were created in 2014 by Mohsin Amjed under the supervision of MKA President Dr. Bilal Rana. The processes in which the AMYA brand was created is documented in an article written in 2017 which can be found on medium.com

A brand is not just a collection of symbols, color, or fonts. A brand is the emotion that is sparked when you see it. It is made up of more than just visuals and copy; it is the culmination of everything we embody and stand for. The Majlis Khuddamul Ahmadiyya USA logo is the result of deliberate conception and was custom made for our organization. It reflects who we are, what we believe, and what we aspire to be. Our logo has two main variations that represent who we are to our membership and to the world. The MKA monikur is uniqely crafted for our internal membership, while our external identity of The Ahmadiyya Muslim Community accuratly conveys who we are to the world.

This is our primary logo for our national brand. It consists of the logomark and the logotype.

The logomark spells out MKA while also symbolizing the rich dynamic between the organization and its parent organization, AMC. The minaret is an allusion to the Minaret of the Massiah with the arches illustrating our role in the foundations of that minaret. In a greater sense, the minaret symbolizes the greater community with MKA being the support and backbone that the community relies on.

The logotype is set in Maven Pro. Clean, straight lines give a modern and professional feel, while understated curves provided a touch of character. Maven Pro accurately reflects the character of MKA, and helps bring who we are to life where ever it is used.

Construction

The logo is precisely aligned through a system of relative measurements. Spacing is determined by taking the dot from the "a" in the logomark and using it as the base metric. The logomark always maintains a padding of 3 units on the left, right, and bottom while maintaining a padding of 2 units on the top. The far side of the logotype maintains a padding of 3 units. In the dual lockup of the logotype, a line height of 1.5 units is maintained. The logotype is relatively sized using the height of the arches in the logomark in the main lockup and by the bottom and top of the logomark's "k" in the dual lockup.

The logo in any lockup maintains a clear space that can never be violated. The clear space protects the logo from becoming drowned out. The clear space is constructed utilizing the same relative spacing unit used to construct the logo. The logomark always maintains a padding of 3 units on the left, right, and bottom while maintaining a padding of 2 units on the top. In the logomark only lockup, the padding on the top is extended to a total of 3 units. This padding makes up the logo's clear space.

The logo may be used in 3 basic lockups. The main lockup consists of the logomark with the main logotype next to it. The dual lockup consists of the logomark with a dual line logotype next to it. When space is prohibitive a logomark only lockup may be used. The logo should never be used in a lockup other than the aforementioned lockups.

Sub-Branding

The MKA USA logo has one main sub-brand for our external presence, The Ahmadiyya Muslim Youth Association. This sub-brand is constructed by utilizing the dual lockup with the logotype of "Ahmadiyya Muslim Youth Association". All materials that are created for the consumption of any external entities must carry this branding. If a material in question is created solely for the consumption of the general membership of MKA USA or any international MKA body it should bear the internal branding.

All other forms of sub-branding must also be constructed in the dual lockup configuration. Sub-branding for regional chapters, local chapters, or departments should utilize the top line of the logotype for "MKA USA", in the case of internal materials, or "AMYA", in the case of external materials, while utilizing the bottom line of the logotype for their chapter/department name.

This format of sub-branding bears one significant difference in comparison to the main logo lockup in that the font weight used in this sub-brand should be one weight thicker than what is normally used; Maven Pro Medium.

The grey logo should be utilized when the background upon which the logo is placed is light. The entire logo must be legible and pass the Web Content Accessibility Guidelines (WCAG) 2.0 Contrast Guidelines with a contrast ratio of at least 2:1. The following tool may be used to check this metric: webaim.org, GitHub contrast checker.

The white logo should be utilized when the background upon which the logo is placed is dark. The entire logo must be legible and pass the Web Content Accessibility Guidelines (WCAG) 2.0 Contrast Guidelines with a contrast ratio of at least 2:1. The following tool may be used to check this metric: webaim.org, GitHub contrast checker.

Minimum Sizes

Minimum dimension for web.

Minimum dimension for mobile.

Minimum dimension for print.

The logo may never be used without the logomark.

The logo should never be stretched, squished, skewed, or distorted in any way.

The logomark should never be at the tail end of the logotype. The logomark should always proceed the logotype.

The logo should never be recolored in an unapproved color. 

The logo should always maintain it's relative size, and should never be out of balance.

The logotype should always be the approved setting. The logomark should never be accompanied by inserted text that is not the official logotype set in the proper balance.

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Primary Colors

The primary color palette of MKA USA represent the principles that we hold dear. The primary palette consists of 4 colors of an earthy tone. These colors may be expanded by adding increments of 20% white or black. Primary colors should be used for hero and main objects such as titles, backgrounds, or major stylistic elements.

Click on color swatches to copy HEX code.

  • Integrity-4

    HEX:#09141A
    RGB:9,20,26
    CYMK:81,69,62,78
  • Integrity-3

    HEX:#122834
    RGB:18,40,52
    CYMK:89,70,55,61
  • Integrity-2

    HEX:#1B3C4E
    RGB:27,60,78
    CYMK:91,68,48,40
  • Integrity-1

    HEX:#245068
    RGB:36,80,104
    CYMK:90,63,41,23
  • Integrity

    HEX:#2E6482
    RGB:46,100,130
    CYMK:86,55,33,11
    PANTONE:86-2-6 C
  • Integrity+1

    HEX:#57839B
    RGB:87,131,155
    CYMK:70,40,28,2
  • Integrity+2

    HEX:#81A2B4
    RGB:129,162,180
    CYMK:52,27,22,0
  • Integrity+3

    HEX:#ABC1CD
    RGB:171,193,205
    CYMK:33,15,14,0
  • Integrity+4

    HEX:#D5E0E6
    RGB:213,224,230
    CYMK:15,6,6,0
  • Courage-4

    HEX:#1D0908
    RGB:29,9,8
    CYMK:63,72,67,83
  • Courage-3

    HEX:#3A1211
    RGB:58,18,17
    CYMK:49,80,73,74
  • Courage-2

    HEX:#571C19
    RGB:87,28,25
    CYMK:38,87,81,58
  • Courage-1

    HEX:#742522
    RGB:116,37,34
    CYMK:33,90,84,42
  • Courage

    HEX:#922F2B
    RGB:146,47,43
    CYMK:27,91,86,26
    PANTONE:23-5-3 C
  • Courage+1

    HEX:#A75855
    RGB:167,88,85
    CYMK:28,73,61,12
  • Courage+2

    HEX:#BD827F
    RGB:189,130,127
    CYMK:25,54,43,2
  • Courage+3

    HEX:#D3ABAA
    RGB:211,171,170
    CYMK:17,34,26,0
  • Courage+4

    HEX:#E9D5D4
    RGB:233,213,212
    CYMK:7,16,11,0
  • Resilience-4

    HEX:#1B1611
    RGB:27,22,17
    CYMK:68,66,70,80
  • Resilience-3

    HEX:#362C23
    RGB:54,44,35
    CYMK:60,64,72,66%
  • Resilience-2

    HEX:#514334
    RGB:81,67,52
    CYMK:54,59,73,47
  • Resilience-1

    HEX:#6C5946
    RGB:108,89,70
    CYMK:49,55,69,31
  • Resilience

    HEX:#877055
    RGB:135,112,85
    CYMK:43,49,68,18
    PANTONE:148-1-4 C
  • Resilience+1

    HEX:#9F8C79
    RGB:159,140,121
    CYMK:38,41,52,5
  • Resilience+2

    HEX:#B7A99A
    RGB:183,169,154
    CYMK:30,30,38,0
  • Resilience+3

    HEX:#CFC5BC
    RGB:207,197,188
    CYMK:19,19,23,0
  • Resilience+4

    HEX:#E7E2DD
    RGB:231,226,221
    CYMK:8,8,10,0
  • Steadfast-4

    HEX:#0B0E0F
    RGB:11,14,15
    CYMK:75,67,65,84
  • Steadfast-3

    HEX:#161D1E
    RGB:22,29,30
    CYMK:77,66,64,76%
  • Steadfast-2

    HEX:#212B2D
    RGB:33,43,45
    CYMK:78,64,62,65
  • Steadfast-1

    HEX:#2C3A3C
    RGB:44,58,60
    CYMK:78,60,60,52
  • Steadfast

    HEX:#3A494C
    RGB:58,73,76
    CYMK:75,58,56,39
    PANTONE:92-2-3 C
  • Steadfast+1

    HEX:#5F6D6F
    RGB:95,109,111
    CYMK:65,47,48,16
  • Steadfast+2

    HEX:#879193
    RGB:135,145,147
    CYMK:50,36,37,2
  • Steadfast+3

    HEX:#AFB6B7
    RGB:175,182,183
    CYMK:32,22,24,0
  • Steadfast+4

    HEX:#D7DADB
    RGB:215,218,219
    CYMK:14,9,10,0

Secondary Colors

The secondary color palette of MKA USA represent the principles that we hold dear. The secondary palette consists of 3 colors of a pastel tone. These colors may be expanded by adding increments of 20% white only. Secondary colors should be used for accents and embellishments such as links, tints, or minor stylistic elements.

Spiritual

HEX:#737DB6
RGB:115,125,182
CYMK:60,50,4,0
PANTONE:67-1-3 C
HEX:#8F97C5
RGB:143,151,197
CYMK:45,37,4,0
HEX:#ABB1D3
RGB:171,177,211
CYMK:32,26,3,0
HEX:#C7CBE2
RGB:199,203,226
CYMK:20,16,2,0
HEX:#E3E5F0
RGB:227,229,240
CYMK:9,7,1,0

Compassion

HEX:#86B1C5
RGB:134,177,197
CYMK:48,19,16,0
PANTONE:88-2-2 C
HEX:#9EC1D1
RGB:158,193,209
CYMK:38,13,12,0
HEX:#B6D0DC
RGB:182,208,220
CYMK:28,9,9,0
HEX:#CFE0E8
RGB:207,224,232
CYMK:17,5,5,0
HEX:#E7EFF3
RGB:231,239,243
CYMK:8,2,2,0

Balance

HEX:#6DC19B
RGB:109,193,155
CYMK:57,1,50,0
PANTONE:107-2-2 C
HEX:#8ACDAF
RGB:138,205,175
CYMK:46,0,39,0
HEX:#A7DAC3
RGB:167,218,195
CYMK:34,0,28,0
HEX:#C5E6D7
RGB:197,230,215
CYMK:22,0,18,0
HEX:#E2F3EB
RGB:226,243,235
CYMK:10,0,8,0

| Typography

Primary Fonts

Our selection of fonts is closely related to our tone and personality as a brand.  Typography allows us to provide character and style beyond the color and words they are a part of. Our primary fonts and their weights have been selected for the emotion they portray. Maven Pro is a crisp and modern San-Serif font with straight lines that exude a sense of professionalism, while its understated curves provided a touch of character. Maven Pro accurately reflects the character of MKA, and helps bring who we are to life where ever it is used. Aleo is a Serif Font that has playful round edges and sharp angles that provide it a bold personality.

Maven Pro is the recommended of the two primary fonts and should only be used for high-level objects like headers.

Aleo may be used more liberally and can be applied to high and mid-level objects like headers, sub-headers, and links.

Maven Pro

Maven Pro Light

Secondary Fonts

Our secondary fonts are stylistically conservative, legible, and easily accessible. These fonts have less character but gracefully support our primary fonts. Lato is our go to secondary font and should be used for all significant blocks of text. Our official Arabic font is the Kufi script from Google's Noto family. Both of these fonts were developed and chosen for their ease of use and legibility.

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