RockAsphalt® Brand Guide

Basic Elements

True Red

#CC0000

Slate Grey

#3a3a3a

Night Sky

#1f201f

Linotype Univers®

Aa

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, Helvetica or Arial should be used instead

Trade Name & Logos

A consistent, persistent approach to RockAsphalt’s brand image requires aligning around one copy style. To that end, uses of the trade name “RockAsphalt®” should follow two simple rules.

  1. Anytime the company name is used in writing, it should appear as “RockAsphalt®.” Because it’s a trade name, please be sure not to put a space between the words “Rock” and “Asphalt.” Also be sure to capitalize “Rock” and “Asphalt” to render the trade name legible as “RockAsphalt®.”
  2. The second rule involves the use of the registered mark symbol (“®”) after the trade name. Simply put, if any letter follows the trade name, please omit the registered symbol. (“®”) For example, if “RockAsphalt” is used in a sentence like “RockAsphalt’s policy is here,” the registered symbol should be omitted. In all other cases, however, the registered symbol (“®”) should be included after the trade name as demonstrated here: “RockAsphalt®.” If possible, the registered symbol should also be formatted as a superscript symbol like so: RockAsphalt®.

In sum, the most appropriate written form of the trade name is RockAsphalt® and 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.”

Additional Files

Promo Flyer
Letterhead
Email Signature