Supreme Diesel
Brand guidelines for a diesel specialist.
Every supplier who touched the brand rebuilt it slightly differently, until the logo on the van no longer matched the logo on the invoice.
The brief
Supreme Diesel service diesel engines. The brand lives on overalls, a workshop wall, a bakkie door, a quote emailed as a PDF, and a sign a local signwriter will cut without ever speaking to a designer.
That last one shapes everything. The guidelines had to be clear enough to be followed correctly by people who were never briefed.
The system
Two typefaces with separate jobs. A condensed display face that reads on a forecourt, and a plain workhorse for anything that has to be read properly. A mono face carries the specification tables.
One accent. Red belongs to the logo. Amber does hazard, warning and wayfinding, borrowed from the workshop the brand already lives in.
Why it ships as a webpage
The guidelines are a single HTML file. No licence, no Acrobat, no confusion about which version is current. It opens on a phone in a workshop. The last section is a checklist to run through before anything goes to print.
The palette
8 coloursThe logo
4 versions
Build notes
Specification- Deliverable
- Single HTML document, 14 sections, opens offline in any browser
- Typefaces
- Oswald for display, Work Sans for body, JetBrains Mono for specification
- Document weight
- 213 KB, reduced from 4.28 MB by removing duplicated artwork
- Sections
- Mark, placement, misuse, palette, pairing, type, voice, checklist
A signwriter can check the logo on their phone before they cut it. No licence, no Acrobat, no wondering which version is current.
- Identity & system
- Ronald De Klerk
- Client
- Supreme Diesel