EST. 2022
Brand Identity Guidelines
TABLE OF CONTENTS
04
BRAND STORY & MISSION
06
MOODBOARD
08
THE LOGO
14
COLOR PALETTE
15
TYPOGRAPHY
16
APPLICATIONS
BRAND STORY Pavement Maintenance Technologies Inc. (PMTech Inc.) is a manufacturing plant that manufactures road products such as coatings for roads or parking lots and salt brine. At PMTech Inc., we value determination and progress. Delivering the best effort will result in an equal if not greater outcome. You will only get out the work you put in.
BRAND MISSION As a proactive partner, we continue to innovate and develop modern solutions to our manufacturing process that can help us deliver higher quality road products that are longer lasting and incomparable.
M
PR
BO
EF
MODERN
ROFESSIONAL
OLD
FFICIENT
MOODBOARD The inspiration for PMTech Inc. logo is efficient, bold, and modern with a touch of professionalism. It’s clean, minimal, and efficient, but the pavement textures and the connections between the roads keep it feeling earthy, masculine, and inviting. The target audience is dominantly males that work on road constructions for themselves or work for a very small entity. That’s why the lettering style appeals to the modernistic approach, which helps emphasize the forward-thinking, personal, and humanistic values of the brand.
THE LOGO Our logo is our most valuable asset, it’s where it all begins - the seed of our visual identity. The logo is used to symbolize and identify our brand meaning it should be easily recognizable, memorable, and eye-catching. Our primary logo is a wordmark that focuses on the brand name and what we sell. This is the main logo that will be used across primary brand applications. It is very essential to the success of the brand that the logo is always applied with care and respect in every application according to these guidelines.
MINIMUM SIZE The smallest the logo should be represented is 0.5” high.
LOGO VARIATIONS The PMTech Inc. primary logo will most often be presented as in the first image. Other versions can be used in replacing the primary logo (but should never be used directly next to the primary logo). The black and white logo versions can also be used if necessary but should not be used as a priority. The wordmark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the wordmark could be used as a profile picture on social media or an application since the name will be adjacent to it in plain text.
LOGO DON’TS The PMTech Inc. logo should be used in good practice and not be defaced in any way. There should be no obstructions to the logo including it being distorted. The brand logo is something that consumers remember first and look out for so keeping it looking clean is important. Here are some examples of what not to do with the logo.
Don’t stretch, distort or manipulate the logo.
Don’t pair the logo with marks that may be confused as logos.
Don’t change the logo’s orientation or rotation.
Don’t add special effects to the logo.
Don’t display the logo in a different configuration.
Don’t display the logo as an outline.
COLOR PALETTE The PMTech Inc. colors are professional and modern, expressing who we are. The logo color should always be in our brand primary color palette or black and white. The color combination of the background and the logo should always pair nicely together as we want the design to be visually pleasing and easy on the eyes.
HEX: #1B2E59 RGB: 27 46 89 CMYK: 100 89 36 30
HEX: #DA5A4F RGB: 219 90 79 CMYK: 9 79 70 1
HEX: #F1F3F4 RGB: 241 243 244 CMYK: 4 2 2 0
HEX: #7B89A1 RGB: 123 137 161 CMYK: 29 16 0 37
HEX: #F2EADE RGB: 242 234 222 CMYK: 0 2 8 5
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the futuristic and forward thinking feel of the brand and should be used across all print & web applications.
Display Text
Kallisto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 67 8 9 0 Body / Secondary Text
Brother 1816
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
APPLICATIONS Here are a few examples as to how the PMTech Inc. logo may be utilized in real world contexts.
BUSINESS CARDS DESIGN
STATIONERY
LOGO ON A TRUCK
POLO SHIRT
MERCHANDISE
PMTECH INC. 12301 E Empire Ave Spokane, WA 99216 509.891.9411
Originally Published: 04/2022 Created by: Uyen Lawless Questions: uyenjunelawless@gmail.com