Design Standards / North America Brands

Vehicle Service Group

Keeps the brand feel streamlined with an engineering flavor and corporate persona. Because it represents many brands its use of color is limited and neutral purposefully. Equipment and the people who make it and use it take center stage.

Colors

Pantone: 185c Red
Pantone: Cool Gray 8C

Website Colors

Hex: #b8292f

Hex: #959390

Hex: #000000

Fonts

Website
Arial

Brochure & Cutsheet
Headline – Univers 57
Paragraph – Univers 47 Light Condensed 

Arial

Univers

Elements

  • White Space
  • Technical Map Drawings
  • Workers with Equipment
  • Customers using Equipment
  • Sleek Linear Elements – Stroked Buttons

Rotary Lift

Utilizes a limited amount of elements and colors primarily offshoots of primary with plenty of white space to project a sleek style that’s high end yet approachable. Think of it as red, white, and blue meet the best lift on the planet.

Colors

Pantone: 186c Red
Pantone: 2727 Blue
CMYK: 0, 100, 81, 0
RGB: 217, 32, 31

Website Colors

Hex: #d9201f

Hex: #1e79c7

Hex: #000000

Fonts

Website
Headline/H1-H6/Main – Work Sans

Brochure & Cutsheet
Headline – Work Sans
Paragraph – Univers

Work Sans

Univers

Elements

  • Word Cloud
  • Black Horizontal Rule
  • White Space
  • Bold Sections of Color
  • Juxtaposed Position
  • Workers
  • Products

Messaging

Experience. Craftsmanship. Obsession. | We manufacture the world’s most trusted lifts. | We build truck lifts that work just as hard as you do. 

Chief Collision Technology

Utilizes futuristic color schemes and elements to portray a technology company focused on the cutting edge of collision repair. Think of it as all tech data with a hint of brute force collision damage repair.

Colors

Pantone 186 RED
Pantone Cool Gray 6
Black

Website Colors

Hex: #303245

Hex: #dcd9e3

Hex: #1a1818

Hex: #88d61d

Hex: #479ed4

Hex: #cd252e

Fonts

Website
Headline/H1-H6/Main – Cera Pro
Paragraph – Montserrat

Brochure & Cutsheet
Headline – Cera Pro

Cera Pro

Montserrat

Elements

  • Graphic Overlays
  • Black Horizontal Rule
  • Product Callouts -ADAS Board Images
  • Line of Sight Elements – Lasers
  • Industry Software Icons
  • Products

Messaging

We provide modern body shops the tools, technology, and training they need to perform accurate repairs. From ADAS Calibration Systems to Frame Racks and Welders, we offer the most extensive line collision repair equipment.

Forward Lift

Utilizes standard colors and themes from its blue product and arm colors of yellow to the messaging that it’s just a hard-working “Straight Forward” product. It’s no-frills, no chills just the gritty hard-working product regular shops are used to using and know works day in and out.

Colors

Pantone: 7687 Blue
Pantone: 1795 Red
Pantone: 7405 Yellow

Website Colors

Hex: #222222

Hex: #e8c504

Hex: #2ea3f2

Fonts

Website
Headline/H1-H6/Main – Alfa Slab One
Paragraph – Montserrat

Brochure & Cutsheet
Headline – Geogrotesque Slab
Paragraph – Franklin Gothic

Alfa Slab One

Elements

  • Gritty Shop Settings
  • Independent Go-Getters
  • Straight Forward Messages
  • Gradient Backgrounds
  • Stamped Steel Grate Inside Type

Messaging

Performance Over Hype, Muscle by the Truckload, The Best Damn Lift You’ve Never Heard of!