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.
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
Pantone 287 C
Stake Orange
Pantone 1665 C
Survey Gold
Pantone 7409 C
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 |
| 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
AI source files — designer access only
EPS and PDF files for print vendors
PNG, JPG, SVG files for web and screen
Color swatches — ASE file for Adobe apps
Merriweather font files and licensing info
This PDF document
AI/INDD source files + print-ready PDFs
Approved brand photography
Flyer, truck decal, wrap files as developed