The reference for how
Supreme Diesel looks,
reads, and runs.
This document sets out the visual and verbal system for Supreme Diesel — how the mark is used, how colour and type carry the brand, and how every application should feel unmistakably ours.
Who we are
Supreme Diesel supplies diesel fuel to people who cannot afford to run empty — fleets, farms, generators, and sites that stop the moment the tank does. The brand exists to make one thing obvious: the fuel gets there, on time, every time.
Everything in this system is built around dependability. Diesel supply is not a considered purchase — it is infrastructure. Nobody chooses a fuel supplier for how the logo makes them feel; they choose it because the truck showed up last time, and the time before that.
That means restraint is not a stylistic choice here, it's the message. Supreme Diesel doesn't need to shout to be trusted — it needs to be exactly where it says it'll be, exactly on schedule, every time the design is applied.
WE ARE
- Dependable
- Direct
- Industrial
- Precise
- Local and hands-on
- Built for people on the job, not in a boardroom
WE ARE NOT
- Flashy
- Delicate or decorative
- Vaguely corporate
- Trend-chasing
- Apologetic about what we do
- Slow to say what we mean
The mark
A cut "S" and a "D" built around a single fuel drop — supply and substance in one shape. The diagonal slice through the mark is Supreme Diesel's signature cut, carried through the rest of this system as the one recurring structural device.
Where it sits
The full-colour lockup is preferred on white or light steel. On navy or red, switch to the reversed white-and-red version below — never the dark wordmark on a dark field.
On red, the reversed navy-and-red version loses its red details entirely — switch to the all-white lockup instead. This is the one exception to the standard reversed logo.
Never do this
The mark ships as supplied, at full opacity, undistorted. These four are the mistakes we see most — avoid them without exception.
The palette
Navy anchors the system. Red is the single accent — the mark, one call to action, one highlighted figure. Amber is reserved for caution and alerts only. Everything else is neutral.
The default dark. Used for body ink on light backgrounds and as the dominant field on cover and divider sections.
The mark, a single call to action, or one highlighted data point. Never a large background field.
The working neutral. Body copy on white sits here when it isn't primary navy ink.
Borrowed from hazard signage. Use only for genuine alerts, never as decoration.
Proportion & pairing
Mostly neutral, anchored in navy, with red doing one deliberate thing per layout.
| Element | Colour | Notes |
|---|---|---|
| Page background | Paper / White | Default canvas for documents and site pages. |
| Body text | Steel | Headings set in Navy at full strength. |
| Primary button | Diesel Red | White label, darkens on hover/press. |
| Dark section / cover | Navy | With the diagonal cut motif, once per layout. |
| Alerts & warnings | Amber | Reserved use — never decorative. |
| High-emphasis accent | Red | One per layout, maximum. |
Two faces, clear roles
Oswald carries headlines and labels with the same condensed, cut confidence as the mark. Work Sans carries everything that needs to be read at length.
Rhythm & hierarchy
Eyebrow, then heading, then a short red rule, then copy. Use that order to open every section.
The signature
Every card, panel, and section break in this system carries one deliberate diagonal chamfer — the same cut that splits the S from the D in the mark. It is the one recurring shape. No rounded corners, no pill shapes, anywhere.
The Chamfer
A single 22px diagonal cut on one corner of every card and image frame. Consistent direction, consistent size.
The Divider
Section transitions use the same angle as a full-width clip, never a curve or a straight hairline.
The Rule
Never rounded. Corners are square or cut — that is the only vocabulary this brand uses.
Line, consistent, honest
A single-weight line set. Navy by default, red only when active. One family, never mixed, never decorative clip-art.
Honest, on-site, industrial
Real depots, real tankers, real hands on real equipment. Cool-neutral grade, documentary — never staged stock photography.
ALWAYS
- Real equipment, real sites, real conditions
- Cool-neutral colour grade
- Natural working light
- People actually doing the job
NEVER
- Generic handshake or boardroom stock photos
- Warm, golden-hour "lifestyle" grading
- Staged smiles at the camera
- Unrelated industrial imagery used as filler
Say it plainly
Direct, factual, no filler. Supreme Diesel talks like the person who actually delivers the fuel — not a marketing department.
Active voice, always
"We deliver by 7am," not "Delivery will be actioned." Say who does what.
Specific over clever
A real number beats a slogan. State litres, times, and dates plainly.
No apology, no filler
Say what happened and what happens next. Skip the throat-clearing.
"Your tanker arrives Tuesday, 6–8am."
Specific, active, no hedging."We endeavour to facilitate delivery in a timely manner."
Vague, passive, corporate filler.The system at work
Four common touchpoints, built from the same rules above.
DELIVERY NOTE
BUSINESS CARD — REVERSE
Before it ships
LogoFull-colour on light, reversed on navy or red. Clear space respected.
ColourNavy anchors, red does one thing, amber only for real alerts.
TypeOswald for headings, Work Sans for body. No third typeface.
CornersSquare or cut. Never rounded, never a pill shape.
The CutAt most one diagonal chamfer moment per layout.
PhotographyReal sites, cool-neutral grade, no stock cliché.
IconsLine-weight set only. No emoji, no mixed styles.
VoiceActive, specific, no filler.
LayoutConsistent spacing scale, strong left alignment.