Brand Identity System

Barbieri Land Surveying, Inc.

"Interpretation with Integrity"

Est. 1979•Vancouver, WA•v1.0

Prepared by Andi Schwartz • Xirasol Creative

The Complete Brand Reference

This document establishes the complete brand identity for Barbieri Land Surveying, Inc. — covering brand strategy, visual identity, brand applications, and usage guidelines. It serves as the definitive reference for all brand communications.

Brand Strategy

The foundation of the BLS brand — who we are, what we stand for, and how we connect with our audiences.

Mission Statement

To deliver precise, reliable land surveying services with the integrity and expertise that property owners, developers, and legal professionals can depend on — every time, without exception.

Vision Statement

To be the most trusted name in Pacific Northwest land surveying — a firm where decades of family expertise meet modern precision, and where every client leaves with clarity and confidence.

Core Values

Integrity

Honest assessments, accurate results, no shortcuts — ever.

Precision

Accuracy is the product. Every measurement matters.

Legacy

45+ years of family ownership means long-term accountability.

Clarity

Complex survey data communicated in plain, understandable terms.

Reliability

Show up, do the work, deliver on time.

Brand Positioning Statement

For property owners, developers, contractors, and legal professionals in the Pacific Northwest who need accurate, defensible survey work — Barbieri Land Surveying, Inc. is the firm that combines 45 years of family expertise with licensed professional precision. Unlike larger, impersonal firms, BLS delivers the accountability and clear communication that only a family-owned business can provide.

Target Audiences

Audience	Who They Are	What They Need
Homeowners	Residential property owners with boundary questions, fence disputes, or purchase/sale needs	Clarity, trust, plain-language explanations
Developers	Real estate developers, builders, subdivision planners	Speed, accuracy, professional documentation
Contractors	General contractors, civil engineers, construction firms	Reliable field work, tight timelines, licensed credentials
Legal / Title	Attorneys, title companies, escrow officers	Defensible data, expert testimony, professional credibility
Government	Municipal agencies, county offices, public works	Compliance, documentation, licensed professional status

Competitive Advantages

45+ Years in Business

Longevity signals stability, expertise, and community trust

Family Owned

Personal accountability — the Barbieri name is on every job

Licensed PLS

Daniel Barbieri, PLS — licensed professional, not just a technician

Local Expertise

Deep knowledge of Pacific Northwest land records, terrain, and regulations

Multi-Generational

Dakota Barbieri continuing the family legacy — continuity clients can count on

Visual Identity

The visual elements that define the BLS brand — logo, colors, typography, and imagery direction.

Logo System

Web & Socials

Online use — website, social media, email signatures. Uses #0033A0 (PMS 287 C) as the main blue with a 30% screen of #0033A0 for the compass.

Digital Printing

Print production at Ink Ability. Uses #004E96 as the main blue with a 30% screen of #005E9E for the compass, calibrated to their print process. High-res print files available on request.

Reversed (White on Blue)

For dark/blue backgrounds — email headers, social media profile banners, presentations.

Logo Components

Symbol:Compass rose with cardinal and ordinal points
Monogram:"BLS" in bold blue with dimensional bevel treatment
Company Name:"Barbieri Land Surveying, Inc." beneath monogram
Tagline:"Interpretation with Integrity" in italic
Founding Year:"Est. 1979" in small text

Logo Versions & Usage

Web & Socials (Full Color)

Website, social media, email, online ads

Digital Printing (Ink Ability)

Business cards, flyers, print collateral

Reversed (White on Blue)

Blue/dark backgrounds, banners, headers

Web vs. Print Color Note

The branded blue was matched to PMS 287 C (Pantone Coated) at Ink Ability on 3/12, and translated to #0033A0 for online/web use. The digital print logo uses #004E96 which is calibrated specifically for Ink Ability's print process. Always use the correct version for the medium.

Color Palette

Click any color to copy its hex code to clipboard.

Pantone & Color Matching

BLS Cobalt was determined to be closest to PMS 287 C (Pantone Coated swatch book, verified at Ink Ability on 3/12/2026). This Pantone reference is the authoritative color standard for the brand.

Pantone

PMS 287 C

Web / Online

#0033A0

Digital Print (Ink Ability)

#004E96

Primary Colors

BLS Cobalt

#0033A0

RGB 0/51/160

CMYK 100/91/2/1

Primary — logos, headers, borders

Dominant

Survey Navy

#002D5C

RGB 0/45/92

CMYK 100/51/0/64

Dark backgrounds, footers

Secondary

Cobalt 60%

#4D85BA

RGB 77/133/186

CMYK 59/29/0/27

Dividers, subheads

Secondary

Cobalt 20%

#CCEDF2

RGB 204/224/242

CMYK 16/7/0/5

Backgrounds, table rows

Secondary

Compass White

#FFFFFF

RGB 255/255/255

CMYK 0/0/0/0

Backgrounds, reversed type

Dominant

Secondary Colors

Steel Gray

#58595B

RGB 88/89/91

CMYK 0/0/0/74

Body text, contact info

Secondary

Field Gray

#E8E8E8

RGB 232/232/232

CMYK 0/0/0/9

Subtle backgrounds

Secondary

Blueprint Tint

#F5F9FD

RGB 245/249/253

CMYK 3/2/0/1

Light backgrounds

Secondary

Accent Colors

Stake Orange

#E8601C

RGB 232/96/28

CMYK 0/59/88/9

Accent only — CTAs, alerts, highlights

Accent

Survey Gold

#C9A84C

RGB 201/168/76

CMYK 0/16/62/21

Accent only — Est. 1979, prestige

Accent

⚠ Rule: Stake Orange and Survey Gold should never appear together in the same design. Choose one accent per application.

Logo Bevel Gradients

The BLS monogram uses a dimensional bevel treatment. Each logo version has its own set of gradient colors for the 3D effect.

Web & Socials Bevel

BLS Highlight

#4A7FD5 · RGB 74/127/214

BLS Dark Edge

#002680 · RGB 0/38/128

BLS Shadow

#001A4D · RGB 0/26/77

Digital Print Bevel

BLS Blue Shadow

#001344 · CMYK 100/70/0/75

BLS Blue Darker

#002974 · CMYK 100/70/0/40

BLS Blue Lighter

#005996 · CMYK 100/60/0/15

BLS Blue Highlight

#0072BC · CMYK 100/50/0/0

Reversed (White) Bevel

BLS Highlight (White)

#D6E2F8 · RGB 214/226/248

BLS Dark Edge (White)

#B8CCF0 · RGB 184/204/240

BLS Shadow (White)

#2A4FAF · RGB 42/79/175

Typography System

Primary Typeface — Merriweather

Merriweather is a serif typeface designed for screen readability with strong print performance. Its sturdy letterforms convey authority and trustworthiness. Available free via Google Fonts.

Merriweather Bold — Headlines

Barbieri Land Surveying, Inc.

Merriweather Regular Italic — Tagline

Interpretation with Integrity

Merriweather Regular — Body Copy

Barbieri Land Surveying, Inc. has provided licensed professional land surveying services to the Pacific Northwest since 1979. Our team combines decades of field experience with modern precision instruments to deliver accurate, defensible survey results.

Merriweather Light Italic — Captions

Licensed Professional Land Surveyors · Vancouver, WA · Est. 1979

Typography Scale

Style	Weight	Size (Print)	Use
Display	Bold	24–36pt	Cover titles, hero text
Headline 1	Bold	18–22pt	Page titles, section headers
Headline 2	Bold	13–16pt	Subheadings, card names
Body	Regular	9–11pt	Body copy, contact info
Caption	Light Italic	7–8.5pt	Captions, footnotes, labels
Tagline	Regular Italic	10–14pt	Interpretation with Integrity

CSS Font Stack

font-family: 'Merriweather', Georgia, 'Times New Roman', serif;

Imagery Direction

Photography Style

BLS photography should feel authentic, professional, and grounded in real field work. Images should convey expertise, precision, and the Pacific Northwest environment.

•Field Work: Authentic, action-oriented, natural light
•Equipment: Clean, precise, professional
•Landscape: Pacific Northwest — lush, green, real
•Team: Approachable, professional, on-site

Graphic Elements

•Grid lines / coordinate systems — subtle background textures
•Compass rose motif — derived from logo, used as watermark
•Topographic line patterns — background texture only
•Blueprint aesthetic — cobalt blue with white line work
•Stake Orange accents — used sparingly as highlight

Brand Applications

How the BLS brand comes to life across various touchpoints and materials.

Business Cards

Production Specifications

Finished Size	3.5" x 2"
Sides	Double-sided (front + back)
Bleed	0.125" on all sides
Safe Zone	0.125" inside trim edge
Resolution	300 dpi minimum
Color Mode	CMYK

Design Direction

Front

Clean, white background. BLS logo (compass rose + monogram) on left. Name in Merriweather Bold, BLS Cobalt. Title in uppercase. Contact details: office, cell, fax, email, and address in Steel Gray.

Back

White background. QR code linking to bls.pro. Website, Instagram (@BarbieriINC.), and Facebook handles listed below. Dakota's card back includes a photo placeholder alongside the QR code.

Card Template — Front

Daniel Barbieri, PLS

OWNER/MANAGER

Office (360) 695-1001

Cell (360) 609-5035

Fax (360) 695-6182

[email protected]

7017 NE Hwy 99 Ste. 204

Vancouver, WA 98665

Back: QR code + social handles

Card Template — Front

Dakota Barbieri

PARTY CHIEF

Office (360) 695-1001

Cell (360) 601-9641

Fax (360) 695-6182

[email protected]

7017 NE Hwy 99 Ste. 204

Vancouver, WA 98665

Back: Photo + QR code + social handles

Card Template — Front

Generic Card

NO INDIVIDUAL NAME

Office (360) 695-1001

Cell (360) 601-9641

Fax (360) 695-6182

[email protected]

7017 NE Hwy 99 Ste. 204

Vancouver, WA 98665

Back: QR code + social handles

Card Back — All Versions

bls.pro • IG: @BarbieriINC. • FB: facebook.com/BarbieriLandSurveying

Digital Presence

Website

bls.pro

Print without https:// or www

Confirmed

Instagram

@barbieri_land_surveying

Primary social channel

Confirmed

Facebook

facebook.com/BarbieriLandSurveying

Business page

Confirmed

Google Business

Barbieri Land Surveying, Inc.

Account still being updated by Google as of 3/16/26

In Progress

Email Signature Structure

[First Last], [Credentials]

[Title]

Barbieri Land Surveying, Inc.

O: (360) 695-1001 · C: [cell if applicable]

[email]@BLS.Pro · bls.pro

Interpretation with Integrity · Est. 1979

Future Brand Applications

Recommended Applications

LetterheadHigh
Proposal / Report Cover TemplateHigh
HTML Email SignatureHigh
Envelope (#10)Medium
Job Site SignMedium
Hard Hat DecalLow
Apparel / Hi-Vis VestLow

Brand Guidelines

Rules and specifications for consistent, correct brand application across all touchpoints.

Logo Usage Rules

Do

Use on white or light backgrounds
Maintain clear space = height of "B" in BLS
Use full-color version as default
Use reversed (white) on cobalt/navy
Always use version with "Inc."
Minimum print size: 1.5" wide
Minimum digital size: 150px wide

Don't

Place on busy photos without overlay
Stretch, distort, or rotate
Recolor the compass rose
Add drop shadows or effects
Use old logo without "Inc."
Use below minimum size
Alter proportions or spacing

Clear Space Requirement

Minimum clear space around the logo equals the height of the "B" in the BLS monogram on all sides. This ensures the logo remains visible and uncluttered in all applications.

Color Application Rules

Primary palette first

Always lead with BLS Cobalt, Compass White, and Steel Gray before reaching for accents.

Web vs. Print blues

Use #0033A0 (PMS 287 C) for web/online. Use #004E96 for digital printing at Ink Ability. Always match the correct blue to the medium.

Accent colors sparingly

Stake Orange and Survey Gold are accents — one per design, used for emphasis only.

Never use both accents together

Stake Orange and Survey Gold should never appear in the same design.

Maintain contrast ratios

White text on BLS Cobalt: approved. Black text on Cobalt 20%: approved. Test all combinations.

CMYK for print

Always convert to CMYK for print production. Never send RGB files to a print vendor.

Pantone Reference

BLS Cobalt was matched to PMS 287 C from a Pantone Coated swatch book at Ink Ability (3/12/2026). This is the authoritative color standard for the brand.

BLS Cobalt

PMS 287 C

Web #0033A0 · Print #004E96

Stake Orange

Pantone 1665 C

#E8601C

Survey Gold

Pantone 7409 C

#C9A84C

Typography Rules

Merriweather only

Do not substitute other typefaces unless TT Severs license is purchased.

Tagline always italic

"Interpretation with Integrity" must always appear in italic — never upright.

Titles in Bold

All headlines and names use Merriweather Bold.

Body in Regular

All body copy and contact information uses Merriweather Regular.

Minimum body size

Never set body copy smaller than 8pt in print. 14px minimum for digital.

No all-caps body text

All-caps is reserved for titles and labels only — never for body paragraphs.

Logo File Formats

Format	Use Case	Color Mode
.AI	Master editable file — designer use only	CMYK
.EPS	Print vendors, embroidery, sign shops	CMYK
.PDF	Universal print — vendors who can't open AI/EPS	CMYK
.PNG (transparent)	Digital use — website, email, social media	RGB
.PNG (white bg)	Email attachments, documents	RGB
.JPG	General digital use, social media, web	RGB
.SVG	Website use — scales perfectly at any size	RGB

Asset Library Structure

01_Logo / Master

AI source files — designer access only

01_Logo / Print

EPS and PDF files for print vendors

01_Logo / Digital

PNG, JPG, SVG files for web and screen

02_Colors

Color swatches — ASE file for Adobe apps

03_Typography

Merriweather font files and licensing info

04_Brand_Guide

This PDF document

05_Business_Cards

AI/INDD source files + print-ready PDFs

06_Photography

Approved brand photography

07_Future_Projects

Flyer, truck decal, wrap files as developed

Brand Voice & Persona

How BLS communicates — the personality, tone, and messaging that makes the brand distinctive.

Brand Personality Traits

Authoritative

Confident language, credentials front and center, no hedging

Trustworthy

Consistent, honest, no overpromising — integrity is the tagline

Approachable

Warm tone, accessible language, family business feel

Precise

Exact numbers, clean design, no clutter or vagueness

Grounded

Pacific Northwest practical — unpretentious, field-tested, no fluff

Brand Archetypes

Primary

The Sage

45 years of accumulated wisdom. Trusted advisor. Explains what the data means.

Secondary

The Caregiver

Family-owned, client-focused. They genuinely care about getting it right for you.

Tertiary

The Hero

Gets the job done right, no matter the complexity. Shows up, delivers, moves on.

Voice & Tone by Context

Website / Proposals

Professional, confident, clear

"Licensed. Precise. Trusted since 1979."

Social Media

Approachable, educational, proud

"Pretty good views from the office. Another boundary survey complete."

Business Cards / Print

Precise, minimal, trustworthy

Name, title, contact — nothing more, nothing less.

Email / Client Comms

Direct, helpful, no fluff

"Here's your survey report. Call us with any questions."

Legal / Title Context

Formal, precise, credential-forward

"Daniel Barbieri, PLS — Licensed Professional Land Surveyor, State of Washington."

Always / Never

Always

Straightforward and direct
Confident without arrogance
Specific and accurate
Warm and human
Explain technical terms when needed

Never

Overly casual or slang
Boastful or salesy
Vague or approximate
Cold, corporate, or robotic
Use jargon without context

Primary Brand Message

Barbieri Land Surveying, Inc. is the Pacific Northwest's most trusted family-owned land surveying firm — 45 years of precision, integrity, and results.

Brand Persona: "The Surveyor's Voice"

The Surveyor's Voice

Brand Persona for BLS Communications

Persona Overview

The Surveyor's Voice represents BLS in all brand communications. This persona combines the authority of 45+ years of professional expertise with the warmth of a family-owned business. It speaks with precision but remains approachable, explaining complex surveying concepts in clear, understandable terms.

Core Attributes

• Knowledgeable without being condescending
• Helpful and patient with questions
• Proud of the company's legacy
• Professional but personable
• Honest about scope and limitations

Communication Style

• Lead with facts and expertise
• Use "we" to represent the company
• Reference company history when relevant
• Offer to connect with the team for specifics
• End with a helpful call-to-action

Example Responses

Inquiry: "How long does a boundary survey take?"

"Great question! A typical residential boundary survey takes 1-3 weeks from scheduling to final delivery, depending on property complexity and county record research. Our team at Barbieri Land Surveying has been handling surveys like these for over 45 years — we'll give you an accurate timeline after reviewing your specific property. Want to schedule a consultation?"

Inquiry: "What's the difference between a survey and a title search?"

"These are often confused but serve different purposes. A title search examines the legal ownership history and any liens or encumbrances. A land survey, which is what we do at BLS, physically measures and maps the property boundaries on the ground. Think of it this way: the title search tells you who owns what legally, and our survey shows you exactly where those boundaries are in the real world. Often you need both!"

Quick Reference Card

Essential brand standards for day-to-day use

Color Palette

BLS Cobalt

#0033A0 · Primary — PMS 287 C

Survey Navy

#002D5C · Dark backgrounds, footers

Cobalt 60%

#4D85BA · Dividers, subheads

Cobalt 20%

#CCEDF2 · Backgrounds, table rows

Compass White

#FFFFFF · Backgrounds, reversed type

Steel Gray

#58595B · Body text, contact info

Stake Orange

#E8601C · Accent only — sparingly

Survey Gold

#C9A84C · Accent only — sparingly

⚠ Never use Stake Orange and Survey Gold together.

Typography

Merriweather (Google Fonts)

DisplayBold24–36pt

Headline 1Bold18–22pt

Headline 2Bold13–16pt

BodyRegular9–11pt

CaptionLight Italic7–8.5pt

TaglineRegular Italic10–14pt

Min body: 8pt print · 14px digital

font-family: 'Merriweather', Georgia, serif;

Logo Rules

Do

• Use on white/light backgrounds
• Maintain clear space
• Always include "Inc."
• Min print: 1.5" wide

Don't

• Place on busy photos
• Stretch or distort
• Recolor compass rose
• Add shadows/effects

Brand Voice

Professional

Is: Confident, precise, expert

Not: Stiff, cold

Approachable

Is: Warm, clear, human

Not: Casual, sloppy

Trustworthy

Is: Honest, reliable

Not: Salesy

"Interpretation with Integrity"

Est. 1979 · Licensed in Washington State · Family Owned

Contact Standards

Website

bls.pro

Office

(360) 695-1001

Fax

(360) 695-6182

Instagram

@barbieri_land_surveying

Facebook

BarbieriLandSurveying

Address

7017 NE Hwy 99 Ste. 204, Vancouver, WA 98665

For full specifications, refer to the relevant section above.

Downloadable Assets

Official logo files and brand assets for authorized use.

Logo Files

BLS Logo — Web & Socials (1000px)

PNG · Standard online use · #0033A0

Download

BLS Logo — Web & Socials (2000px)

PNG · High-res online · #0033A0

Download

BLS Logo — White on Blue (1000px)

PNG · Reversed — dark backgrounds

Download

BLS Logo — White on Blue (2000px)

PNG · High-res reversed

Download

File Format Guide

Format	Best For	Color Mode
PNG (Transparent)	Website, email, social media, presentations	RGB
PNG (White BG)	Email attachments, documents	RGB
JPG	General digital use, social media	RGB
SVG	Website — scales perfectly at any size	RGB
EPS	Print vendors, embroidery, sign shops	CMYK
PDF	Universal print distribution	CMYK
AI	Master editable file — designer use only	CMYK

Complete Asset Library

The complete asset library includes additional file formats and source files. For access to the full library (AI, EPS, PDF source files), please contact Andi Schwartz at [email protected].

01_Logo

Master, Print, and Digital logo files

02_Colors

Adobe ASE color swatches

03_Typography

Merriweather font files

04_Brand_Guide

This document (PDF)

05_Business_Cards

Source files and print-ready PDFs

06_Photography

Approved brand photography

Usage Guidelines

Authorized Use: These assets are provided for authorized representatives of Barbieri Land Surveying, Inc. and approved partners only.

File Naming: When saving modified files, use the established naming convention: BLS_Logo_[Variation]_[Color].ext

Questions: For custom file requests, additional formats, or brand usage questions, contact [email protected]

About the Company

Barbieri Land Surveying, Inc. is a family-owned, licensed professional land surveying firm based in Vancouver, Washington. Founded in 1979, the company has built a 45+ year reputation for precision, professionalism, and integrity across the Pacific Northwest.

As a third-generation family business with over 100 years of combined surveying experience, BLS provides boundary surveys, topographic surveys, construction staking, ALTA/NSPS surveys, and other professional land surveying services.

At a Glance

Legal NameBarbieri Land Surveying, Inc.

Founded1979

LocationVancouver, WA

Phone(360) 695-1001

Websitebls.pro

Tagline"Interpretation with Integrity"

Tagline

"Interpretation with Integrity"