RockAsphalt™ Brand Guide
Basic Elements
True Red
#CC0000
Slate Grey
#3a3a3a
Night Sky
#1f201f
Aa
Headings | Open Sans (Bold)
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
*If unavailable, Linotype Univers, Helvetica or Arial should be used instead
Aa
Body | Montserrat
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
*If unavailable, Linotype Univers, Helvetica or Arial should be used instead
Trade Name & Logos
A consistent approach to RockAsphalt’s brand image requires aligning around one copy style. Uses of the trade name “RockAsphalt™” should follow two simple rules.
- Anytime the company name is used in writing, it should appear as “RockAsphalt™.” Because it’s a trade name, please do not put a space between the words “Rock” and “Asphalt.” Be sure to capitalize “Rock” and “Asphalt” to render the trade name legible as “RockAsphalt™.”
- The second rule covers the use of the unregistered trademark symbol (™) after the trade name. Use the ™ symbol after “RockAsphalt™” in all cases unless a letter immediately follows the name, such as in possessive form (e.g., “RockAsphalt’s policy”). In those instances, omit the symbol. In all other uses, please include the ™ symbol, formatted as superscript after the name (e.g., RockAsphalt™).
The most appropriate written form of the trade name is RockAsphalt™, and it should be used as frequently as possible. Consistency goes a long way in establishing a coherent brand in the minds of customers!
Logo Usage:
As suggested above, the decision to use a particular logo should be made based on the color of the background it’s set against. The top-left logo is the primary RockAsphalt™ visual mark and should be used in all cases where the logo is set against a dark backdrop. If the backdrop is light, however, the second logo located on the top-right is the default. The remaining two may be used if neither of the others are deemed appropriate based on the background color.
File Downloads:
Each of the logos above can be downloaded by right-clicking the image and selecting “Save” or “Save As.” If required, the logos can be “hot-linked” using their respective URL’s. To find the URL of a particular logo, right-click the image and select “Copy Image Address.”
Promotional Photos
In the event photos are required for advertising or marketing, the pictures used should be chosen from one of two collections below. In the first are primarily black-and-white family photos that can be used set against bold, large white text. (as is frequently done in the headers on this site) The second set are high-quality contemporary photos that can be used to demonstrate current operations. Note that no text, light or dark, should be placed on top of the photos in the second set
File Downloads:
As before, each of the photos above can be downloaded by right-clicking the image and selecting “Save” or “Save As.” If required, the photos can be “hot-linked” using their respective URL’s. To find the URL of a particular image, right-click the image and select “Copy Image Address.”
