Branding

Visual Materials

Are you creating visual materials for our customers that represent the company? We're glad to review and provide feedback so the materials we create are consistent, professional and fun.

Below, you'll find access to many of our own branding assets. If you have any questions how to use, a friendly marketing employee is just a call or chat away!

/brand/: a feature or set of features that distinguish one organization from another.

Brands are typically comprised of a name, tagline, logo, colors, design, font, voice, and more. It also refers to the overall experience a customer undergoes when interacting with our businesses.

Logo Usage

Our logos are the single most recognizable symbol of our companies. It is critical for logos to be used appropriately to help maintain the integrity of our brand. Before downloading a logo, please continue reading the additional usage requirements below.

To maintain brand integrity, our logo(s) must always be presented clearly and accurately in all applications. It should never be distorted, manipulated or altered in any way. The examples below represent common improper logo usage:

DO NOTStretch or Condense

DO NOTAdd Shadows or Effects

DO NOTChange Color/Opacity

DO NOTRotate or Bend

DO NOTAdd Elements

DO NOTUse Retired Logos

Download Logos:

Correct Superior Logos

Correct Westmor Logos

Colors

Don’t let our products be overlooked because of an unfamiliar color in materials you generate. Starbucks green, UPS brown, McDonald's yellow; all are examples of colors that immediately come to mind when we think of certain products. When brands adopt a color, they want to ensure that the color remains consistent throughout their marketing material or risk losing brand identity.

Superior - Color Swatches

PANTONE
173C
RGB
211, 70, 30
CMYK
12-86-100-2
HEX
#CF4520
RAL
2001
(Red Orange)
THREAD
Madeira 1987
(Red Orange)

PANTONEN/A
RGB0, 0, 0
CMYK40-40-40-100
HEX#000000
RALN/A

PANTONE11C
RGB83, 86, 90
CMYK44-34-22-77
HEX#53565A
RAL7024(Graphite Grey)

PANTONE8C
RGB
136, 139, 141
CMYK23-16-13-46
HEX#888B8D
RAL
7040(Window Grey)

PANTONEN/A
RGB255, 255, 255
CMYK0-0-0-0
HEX#FFFFFF
RALN/A

Westmor - Color Swatches

RAL5010(Gentian Blue)

RAL
7040(Window Grey)

Fonts

A successful brand is all in the details. Fonts are often overlooked. Many people take them for granted while dashing off e-mails or memos, but underestimate the importance of typography and risk devaluing all the hard work you’ve poured into your brand. Companies that are inconsistent in how they use fonts will come across as unprofessional and sloppy.

In our marketing, we traditionally use Helvetica. However, this font isn't usually standard on most computers. As a result, we recommend substituting Arial, which is available as a sans-serif standard, free font on 100% of computers. It's also the typography style you're reading right now. If you want to get a little wild you can even use the bolded version of Arial in titles and headings.

In addition to the font used in documents, bills and even emails, it's important we stick to a standard color. It's boring, but best to use black, especially on white backgrounds. You're doing the recipient of your message a favor because it's bold and easy to read.

Training: Using Trademarks Properly

If you use our logo or product names, this training video is for you! We recorded it in spring of 2022 to train our market-facing employees on proper usage. The video covers:

What is a trademark?
Proper and improper usage of our logo
Stop using the wrong color orange, please!
Using our trademarked product names correctly
Where to find resources
Examples of misuse in our own materials

Update: To prevent competitors and customers from wrongfully sharing our AggFlow files, a watermark logo can be used within the file.

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