MikroTik Brand Guidelines
MikroTik Brand Guidelines
Section titled “MikroTik Brand Guidelines”Introduction
Section titled “Introduction”This document establishes the official brand guidelines for MikroTik, ensuring consistent and professional representation of the company across all communications, documentation, and marketing materials. These guidelines apply to employees, partners, documentation contributors, and anyone representing the MikroTik brand.
MikroTik is a Latvian company founded in 1996 that manufactures computer networking equipment and develops software for network management and routing. The company is known for its RouterOS operating system and RouterBOARD hardware platforms. The brand is recognized for its reliability, flexibility, and cost-effectiveness in the networking industry.
Brand Values
Section titled “Brand Values”MikroTik’s brand identity is built upon several core values that guide all communications and visual representations:
Reliability stands as the foundation of the MikroTik brand. Products are designed for stable, long-term operation in demanding network environments. This translates to documentation that emphasizes practical, proven solutions over theoretical concepts.
Simplicity reflects MikroTik’s philosophy of making powerful networking tools accessible to users of all skill levels. Technical documentation should explain complex concepts clearly without unnecessary jargon or oversimplification.
Innovation drives MikroTik’s continuous development of new features and hardware capabilities. Documentation should reflect this forward-thinking approach while maintaining backward compatibility awareness.
Community represents the global ecosystem of MikroTik users, resellers, and developers who contribute to the platform’s growth. All brand materials should foster collaboration and knowledge sharing.
Logo Usage
Section titled “Logo Usage”Primary Logo
Section titled “Primary Logo”The MikroTik primary logo consists of the word “MikroTik” in a custom typeface with the “k” featuring a distinctive dotless design. The logo should always appear with adequate clear space surrounding it, defined as the height of the letter “k” on all sides.
Logo Variations
Section titled “Logo Variations”| Variation | Use Case | Background |
|---|---|---|
| Primary (Black) | Light backgrounds | White, light gray, or light-colored photography |
| Primary (White) | Dark backgrounds | Black, dark gray, or dark-colored photography |
| Reverse (White) | Dark backgrounds | Black, dark gray, or dark-colored photography |
| Reverse (Black) | Light backgrounds | White, light gray, or light-colored photography |
Logo Misuse
Section titled “Logo Misuse”The MikroTik logo should never be altered, distorted, or combined with other elements. Prohibited modifications include stretching or compressing the logo, changing colors outside approved variations, adding shadows or effects, placing the logo on busy backgrounds without adequate contrast, or rotating the logo orientation.
Minimum Size
Section titled “Minimum Size”To ensure legibility, the primary logo should never appear smaller than 30 pixels in digital media or 10mm in print materials. When space constraints require a smaller logo, use the favicon or wordmark variant.
Color Specifications
Section titled “Color Specifications”Primary Colors
Section titled “Primary Colors”MikroTik’s primary color palette consists of colors that appear throughout the company’s visual identity:
MikroTik Blue serves as the primary brand color and should dominate visual communications. The exact color specification is #390879 in hexadecimal notation, which corresponds to RGB values of 57, 8, 121, and CMYK values of 80, 100, 0, 30.
MikroTik Black provides strong contrast and serves as the primary text and accent color. The specification is #000000 in hexadecimal, RGB 0, 0, 0, CMYK 0, 0, 0, 100.
Secondary Colors
Section titled “Secondary Colors”Dark Gray provides softer contrast than pure black for secondary text and interface elements. The specification is #333333 in hexadecimal, RGB 51, 51, 51, CMYK 0, 0, 0, 80.
Light Gray serves as background highlighting and subtle separator elements. The specification is #F5F5F5 in hexadecimal, RGB 245, 245, 245, CMYK 0, 0, 0, 4.
Accent Colors
Section titled “Accent Colors”RouterOS Green highlights success states, confirmed actions, and positive indicators. The specification is #00A000 in hexadecimal.
Warning Orange draws attention to cautions, warnings, and important notices. The specification is #FF8C00 in hexadecimal.
Error Red indicates failures, errors, and critical alerts. The specification is #DC143C in hexadecimal.
Color Accessibility
Section titled “Color Accessibility”All text must maintain a minimum contrast ratio of 4.5:1 against its background according to WCAG 2.1 guidelines. Use the darker primary colors for text on light backgrounds and lighter colors on dark backgrounds. Test all color combinations for accessibility before publication.
Typography
Section titled “Typography”Primary Typeface
Section titled “Primary Typeface”The official MikroTik typeface is a custom sans-serif font designed specifically for the brand. When the custom typeface is unavailable, use Inter as a substitute font family. Inter provides similar readability and modern appearance characteristics.
Typeface Specifications
Section titled “Typeface Specifications”| Usage | Font Family | Weight | Size (Base) | Line Height |
|---|---|---|---|---|
| Headlines | Inter | Bold | 32px | 1.2 |
| Subheadlines | Inter | Semi-Bold | 24px | 1.3 |
| Body Text | Inter | Regular | 16px | 1.6 |
| Code Examples | JetBrains Mono | Regular | 14px | 1.5 |
| Captions | Inter | Regular | 12px | 1.5 |
| Navigation | Inter | Medium | 14px | 1.0 |
Character Spacing
Section titled “Character Spacing”Headline text should use slightly reduced letter spacing of -0.5% for improved visual density. Body text uses default character spacing. Code examples may use slightly expanded spacing of 2% to improve readability of similar characters.
Web Typography Guidelines
Section titled “Web Typography Guidelines”Body text should never exceed 75 characters per line to maintain optimal readability. Use left alignment for all body text rather than full justification. Increase line height to 1.6 for body copy to improve readability on screens. Maintain consistent paragraph spacing equivalent to one line height between paragraphs.
Voice and Tone
Section titled “Voice and Tone”Writing Style
Section titled “Writing Style”MikroTik documentation maintains a technical yet accessible voice. Write with authority derived from expertise while remaining approachable to users across all skill levels. Avoid unnecessary jargon but do not oversimplify technical concepts that require precise terminology.
Tone Characteristics
Section titled “Tone Characteristics”The appropriate tone varies by content type while maintaining consistent brand personality:
Technical Documentation should be precise, accurate, and focused on practical implementation. Use passive voice sparingly and prefer active constructions that clearly identify the actor. Explain the “why” behind configurations, not just the “how.”
Tutorials and Guides should be encouraging and clear, acknowledging that readers may be learning new concepts. Break complex procedures into manageable steps with clear prerequisites and expected outcomes.
Announcements and Updates should be direct and informative, focusing on factual communication of changes, features, or issues. Maintain excitement about new capabilities without hyperbole.
Guidelines by Content Type
Section titled “Guidelines by Content Type”For Configuration Guides, begin with a clear statement of what the reader will accomplish. Provide context for why a particular configuration matters. Include practical examples with real-world use cases. Document any prerequisites or required access levels. Explain expected behavior and common pitfalls.
For Reference Documentation, prioritize accuracy and completeness. Use consistent formatting and terminology throughout. Include parameter descriptions, default values, and accepted value ranges. Cross-reference related features and functions.
For Troubleshooting Articles, start with the most common solutions before progressing to advanced diagnostics. Include clear steps for reproducing issues and verifying fixes. Document known limitations and edge cases.
Messaging Framework
Section titled “Messaging Framework”Key Messages
Section titled “Key Messages”Three core messages represent MikroTik’s brand positioning:
Performance Without Compromise communicates that MikroTik solutions deliver enterprise-grade capabilities at accessible price points. Hardware and software work together to provide reliable, high-speed networking.
Freedom Through Flexibility emphasizes that MikroTik’s open architecture gives users control over their network infrastructure. Customization options and scripting capabilities enable tailored solutions.
Built by Users, For Users highlights the community-driven development process. Features often originate from user requests and real-world requirements, making the platform continuously improving.
Descriptors
Section titled “Descriptors”Approved descriptors for describing MikroTik products and services include:
- Reliable and stable for long-term deployments
- Flexible and customizable for unique requirements
- Cost-effective without sacrificing quality
- Powerful with intuitive management interfaces
- Community-supported with active development
Avoid descriptors that could be considered exaggeration or unsubstantiated claims. Do not use superlatives like “best” or “ultimate” without supporting evidence.
Terminology Standards
Section titled “Terminology Standards”Use consistent terminology throughout all communications. Capitalize product names correctly as they appear officially: RouterOS, RouterBOARD, Cloud Core Router, Cloud Router Switch, and Cloud Smart Switch. Use italics for software and product names in running text. Avoid generic terms like “router” when referring to specific MikroTik products.
Documentation Standards
Section titled “Documentation Standards”Structure and Organization
Section titled “Structure and Organization”Documentation should follow a logical progression from introduction through implementation to advanced topics. Each section should build upon previous content and prepare readers for subsequent material. Use consistent heading hierarchy throughout documents.
Code Examples
Section titled “Code Examples”All code examples must be accurate, tested, and include context for implementation. Use syntax highlighting appropriate for RouterOS scripting and configuration syntax. Include comments explaining complex logic. Provide output examples where helpful for verification.
Screenshots and Diagrams
Section titled “Screenshots and Diagrams”When including visual elements, maintain consistent styling with the overall brand guidelines. Use the approved color palette for diagrams. Label all diagram elements clearly. Ensure screenshots are current and representative of current software versions.
Version Compatibility
Section titled “Version Compatibility”Clearly indicate software version requirements for all documented features. When features are version-specific, note the first and last supported versions. Indicate deprecated or experimental features with appropriate warning notation.
Social Media and Digital Presence
Section titled “Social Media and Digital Presence”Profile Standards
Section titled “Profile Standards”When representing MikroTik on social media platforms, use official profile images and descriptions consistent across platforms. Follow platform-specific best practices while maintaining brand voice consistency.
Content Guidelines
Section titled “Content Guidelines”Social media content should provide value through tips, announcements, and community highlights. Engage with user questions professionally and accurately. Share community contributions and success stories with permission and appropriate attribution.
Partner and Reseller Guidelines
Section titled “Partner and Reseller Guidelines”Brand Attribution
Section titled “Brand Attribution”Partners and resellers displaying MikroTik branding must follow these guidelines. The MikroTik logo should be displayed prominently on partner pages featuring MikroTik products. Use approved product imagery and descriptions from official sources. Clearly distinguish between partner-provided services and MikroTik products.
Co-Branding
Section titled “Co-Branding”When co-branding materials with MikroTik, the MikroTik logo should appear with equal prominence to partner branding. Prioritize MikroTik branding on materials focused primarily on MikroTik products. Contact MikroTik marketing for approval of significant co-branding initiatives.
Related Resources
Section titled “Related Resources”For additional brand resources and assets, authorized parties may access the following:
- Logo files and templates through official distribution channels
- Product imagery through the MikroTik media library
- Style guides and templates through partner portals
Revision History
Section titled “Revision History”This brand guidelines document is reviewed annually and updated as needed. Major revisions are communicated through official channels. All contributors should verify they are working from the most current version before creating new materials.