Puck Brand Standards

IDENTITY 3.5 VERTICAL LOGO INTEGRITY

1/2 X 1/2 Y 1/2 X VERTICAL LOGO
X 1/2 X INTEGRITY
Y
.75” 1/3 X A logo is the embodiment of the brand.
1/2 X It is the brand simply summed up in a small
package. Therefore, the logo must at all times
be perfectly legible and without obstructions.
For this reason, we ask that designers
maintain a minimum area of clear space
around the logo that allows it to breathe
and stand out. The Puck logo, and all of it’s
variations, must at all times have the clear
space that is specified on this page. This page
also outlines the specific spacing and ratio of
size for the icon vs. the wordmark.

Minimum Size
The Puck logo retains its visual strength in
a wide range of sizes. However, there are
sizes at which the logo is no longer clearly
legible. Try to choose promotional items
and layouts which allow the indicated
minimum size to be upheld.

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IDENTITY 3.6 HORIZONTAL LOGO HORIZONTAL LOGO

50 The horizontal Puck logo allows for flexibility
and variation in official communications,
adaptable for use across the entire range of
modern media. As with the vertical version,
this logo is made up of the wordmark and
icon. Each variation is a unique piece of
artwork and its proportions have been
specifically determined.

IDENTITY 3.7 HORIZONTAL LOGO INTEGRITY

2X HORIZONTAL LOGO
INTEGRITY
1/2 X 1/3 X 1/2 X
X We ask that designers maintain a
minimum area of clear space around
1/2 X the logo that allows it to breathe and
1/2 X stand out. The Puck logo, and all of it’s
variations, must at all times have the clear
1.25” space that is specified on this page.
This page also outlines the specific
spacing and ratio of size for the icon vs.
the wordmark.

Minimum Size
The Puck logo retains its visual strength
in a wide range of sizes. However, there
are sizes at which the logo is no longer
clearly legible. Try to choose promotional
items and layouts which allow the
indicated minimum size to be upheld.

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IDENTITY 3.8 WORDMARK WORDMARK

52 In many cases, we might use the wordmark
independently. To avoid ‘cheapening’ the
brand by over-using the icon, our bold
wordmark should be used.

IDENTITY 3.9 WORDMARK INTEGRITY

X 1/2 X WORDMARK INTEGRITY
1/2 X
1/2 X We ask that designers maintain a minimum
1/2 X area of clear space around the wordmark
that allows it to breathe and stand out.
.75” The Puck wordmark, must at all times have
the clear space that is specified on this page.

Minimum Size
The Puck logo retains its visual strength in
a wide range of sizes. However, there are
sizes at which the logo is no longer clearly
legible. Try to choose promotional items and
layouts which allow the indicated minimum
size to be upheld.

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IDENTITY 3.10 LOCKUPS

LOCKUPS

Using the positioning statement with the logo
can be tricky business. These examples are
just a few of the possibilities. If the situation
calls for the positioning statement and it can’t
fit somewhere else on the page, be sure to
refer to a design professional to come up with
a solution that stays in line with the
Puck brand.

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IDENTITY 3.11 LOGO VARIATIONS

Full Color over Dark Background Single Color Reversed Single Color

LOGO VARIATIONS

The range of approved Puck logo variations
is designed to be adaptable for use over the
entire range of modern media, from print to
online to promotional applications. Single
color logos are also available for situations
when color choices are limited or a certain
design dictates their use.
This page contains approved versions of our
logo and when to use them.

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IDENTITY 3.12 INCORRECT USAGE

INCORRECT USAGE Do not place the logo on backgrounds Do not superimpose the logo on
that provide little contrast or legibility. any image or decorative pattern that
Our logo is important to us, and we have obscures its readability.
spent much time and effort carefully
crafting it to be a perfect embodiment of
our brand. We ask that designers and users
respect the thought and craftsmanship
that has been invested in our identity by
keeping it in its pure form and within the
rules specified on these pages.

Do not add special effects to the logo Do not use low-resolution raster
(drop-shadows, bevels, outlines). versions of the logo. Do not use
scanned art.

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PUCK Do not recreate, distort, add, Do not use the logo, or any of its
Built to Lead. or change any elements of the logo. elements as a tinted background or
Do not alter the proportions of the logo. decorative element.
Do not retype the text component
of the logo. Do not print the logo in metallic inks YOUR
(gold, silver, bronze).
Do not use outdated versions PREFERRED DEALER
of the logo.
Do not combine or make the logo (and
positioning) appear to form part of any
other text or graphic.

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4.0

POSITIONING

POSITIONING 4.1 OUR POSITIONING

OUR Our positioning statement defines our place in the minds of
POSITIONING our customers and the marketplace. It’s an easily discernible,
motivational, and sustainable thought.

Built to lead. This statement encapsulates the essence of Puck Enterprises and describes not only
the industry-leading technology and products we build, but also the character of our employees
and customers. Driven by the desire to achieve a level of efficiency above and beyond what
is required, we’re constantly pushing the boundaries of what is possible. It is that unwavering
commitment to performance, and our long history of expertise and innovation which has made
us the leader we are today.

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BUILT POSITIONING 4.2 BRAND PROMISE
TO LEAD.
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BRAND PROMISE

“Built to Lead” is the epitome of what Puck Enterprises does.
Therefore, our brand promise is a simple one: Our products
are built to perform exceptionally. Every time. Our innovative
technology has transformed liquid transfer and delivery.
We know that the success and growth of our business is directly
tied to the success of our products, and consequently the success
of our customers. This is not something that we take lightly.

We are committed and passionate about what we do and
especially how we do it. Puck Enterprises’ products and systems
have set industry precedents for efficiency and innovation, and at
the same time, forged a legacy of performance and trust with our
customers. We believe that people are the only reason anything
ever really happens, which is why we respect and support our
community and all the communities we serve.

We’ve changed the way in which our industry works.
Guided by our brand promise, we will continue to
deliver products that are truly “built to lead.”

POSITIONING 4.3 PRIMARY USE PRIMARY USE

64 Suitable for both internal and external
audiences, this positioning statement will
be used on both inward and outward-facing
marketing communications, as a no-nonsense
summary of our brand message.

POSITIONING 4.4 INTEGRITY AND USAGE

Over white Single color Over dark backgrounds VARIATIONS
(other primary palette (black) (white)
colors are acceptable) In certain situations, such as promotional
materials or certain design layouts, the
positioning statement may work well when
displayed apart from the logo. It displays well
over white or black, and can be displayed in a
single color when certain media requires it.

X X CLEAR SPACE
X X
X Use the clear space formula to ensure the
integrity and functionality of the positioning
8pt statement at all times.
.6”
MINIMUM SIZE

The positioning statement loses impact and
functionality when used too small. Try to
choose promotional items and layouts which
allow the minimum size to be upheld.

Built to Lead. Do not display in colors other INCORRECT USAGE
than the primary palette.
Do not re-typeset the statement. In order to maintain the integrity of
Use approved art files only. the positioning statement, avoid
inconsistencies in its use.

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CDOELNIVFIEDRE

REENDC.E



5.0

COLOR

COLOR 5.1 OUR COLORS

OUR Color is a vital component of the Puck brand, inspiring
COLORS mental connections of quality and innovation.

Beyond our logo, color is one of the most recognizable aspects of our brand. Bold colors
were selected that stand out among competitors. Using color appropriately is one of the
easiest ways to make sure our materials reflect a cohesive Puck image or visual story.

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CMYK: 0/73/100/15
CMYK: 70/55/100/53

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COLOR 5.2 PRIMARY PALETTE 80% 60% 40% 20%

INNOVATION GREEN 80% 60% 40% 20%
CMYK: 70/55/100/53
RGB: 54/62/25 80% 60% 40% 20%
Hex Color: #363E19
Pantone: 5747 PRIMARY PALETTE

PERFORMANCE ORANGE Our primary palette should be used
CMYK: 0/73/100/15 prominently the majority of the time to help
RGB: 210/91/27 build recognition among the audience.
Hex Color: #D25C1B Our green and orange have been selected
Pantone: 159 to stand out among competitors.

BLACK
CMYK: 0/0/0/100
RGB: 0/0/0
Hex Color: #000000
Pantone: Black

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CMYK: 57/39/100/0 COLOR 5.3 SECONDARY PALETTE
RGB: 132/139/62
Hex Color: #848B3E 80% 60% 40% 20%
Pantone: 5757
80% 60% 40% 20%
CMYK: 0/43/100/0
RGB: 249/160/26 80% 60% 40% 20%
Hex Color: #F9A01A
Pantone: 715 80% 60% 40% 20%

CMYK: 78/44/0/5 SECONDARY PALETTE
RGB: 51/121/185
Hex Color: #2E7ABA To reinforce the brand image and escalate
Pantone: 7683 the brand presence, secondary colors have
been carefully selected. Use the colors for
CMYK: 0/84/98/55 backgrounds, accent colors, graphs,
RGB: 131/37/0 charts and typography.
Hex Color: #832504
Pantone: 483 73

COLOR 5.4 ACCENT PALETTE 80% 60% 40% 20%

CMYK: 27/0/88/35 80% 60% 40% 20%
RGB: 136/154/50
Hex Color: #889A33 80% 60% 40% 20%
Pantone: 7495
80% 60% 40% 20%
CMYK: 0/27/78/5
RGB: 240/182/78 ACCENT PALETTE
Hex Color: #F2B74E
Pantone: 714 Much like the secondary palette—but used
less frequently—the accent palette helps set
CMYK: 62/13/23/0 the tone and can be used for backgrounds,
RGB: 93/176/190 accent colors, graphs, charts and typography.
Hex Color: #5CB0BE
Pantone: 7459

CMYK: 7/100/100/21
RGB: 183/22/28
Hex Color: #B7161C
Pantone: 7621

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CMYK: 70/55/100/53 COLOR 5.5 GRADIENTS
RGB: 54/62/25
Hex Color: #363E19 CMYK: 57/39/100/0
Pantone: 5747 RGB: 132/139/62

CMYK: 0/73/100/15 Hex Color: #848B3E
RGB: 210/91/27 Pantone:5757
Hex Color: #D25C1B
Pantone: 7580 CMYK: 0/43/100/0
RGB: 249/160/26

Hex Color: #F9A01A
Pantone: 715

GRADIENTS

Pulling colors from the primary and
secondary palette these gradients can be
used to add visual interest and depth.

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COLOR 5.6 CATEGORICAL COLOR PALETTES

AGRICULTURE FORESTRY OIL & GAS

CMYK: 75/27/100/13 CMYK: 83/34/100/43 CMYK: 0/20/95/0
RGB: 72/131/60 RGB: 27/87/40 RGB: 255/203/30
Hex Color: #48823C Hex Color: #165728 Hex Color: #FFCB1E
Pantone: 364 Pantone: 553 Pantone: 136

CMYK: 75/27/100/46 CMYK: 83/34/100/72 CMYK: 0/36/95/100
RGB: 42/91/37 RGB: 0/53/13 RGB: 251/173/37
Hex Color: #2A5B25 Hex Color: #07350D Hex Color: #FBAD25
Pantone: 574 Pantone: 627 Pantone: 137

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MINING MUNICIPALITIES CATEGORICAL
CMYK: 0/100/100/15 CMYK: 100/22/0/5 COLOR PALETTES
RGB: 206/22/29 RGB: 0/139/205
Hex Color: #CD161D Hex Color: #008DCF These color schemes are used to visually
Pantone: 1797 Pantone: 641 categorize the different industries Puck builds
products for. Applied mostly to the website
CMYK: 0/100/100/39 CMYK: 100/22/0/56 and specific promotional mediums, these
RGB: 159/9/14 RGB: 0/79/120 serve as an accent to our primary colors and
Hex Color: #A0090E Hex Color: #004F78 not a replacement.
Pantone: 7622 Pantone: 302

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6.0

TYPE

TYPE 6.1 OUR TYPE

OUR Our font helps build consistency in
TYPE a small yet crucial way.

Through consistent font use, our materials will have another recognizable element that helps
to communicate our unique brand identity. Our font, Gibson, feels classic and timeless,
yet was designed in more recent years, lending a modern relevance. Accessible by most
designers, this typeface enables easy compliance with our brand guidelines and should be
used across all forms of media. Including, but not limited to, web, email, print and signage.

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GGGiiibbbsssooonnn
Gibson

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TYPE 6.2 PRIMARY TYPEFACE

Aa

Gibson

Bold Bold Italic PRIMARY TYPEFACE

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Our primary typeface is Gibson. This is a
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz modern reinterpretation of a classic design.
0123456789 ?!@#$%^&*() 0123456789 ?!@#$%^&*() Multiple weights are available to help
establish hierarchy and draw the reader’s
Semi-Bold Semi-Bold Italic attention to important content.

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*() 0123456789 ?!@#$%^&*()

Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*() 0123456789 ?!@#$%^&*()

Light Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 ?!@#$%^&*() 0123456789 ?!@#$%^&*()

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SEMI-BOLD ALL TYPE 6.3 TYPOGRAPHY
CAPS HEADLINE
TYPOGRAPHY
Regular sentence case body copy.
Lorem ipsum dolor sit amet, consectetur Typographic hierarchy helps organize copy
adipiscing elit. Curabitur sit amet risus and establishes an order of importance within
quam. Cras porttitor quis nulla iaculis. the content. This is so your reader can easily
find what they’re looking for and navigate the
Semi-Bold Italic content. When setting type we recommend
Title Case Headline starting with one of these combinations to set
headers and body copy.
Regular sentence case body copy.
Lorem ipsum dolor sit amet, consectetur 85
adipiscing elit. Curabitur sit amet risus
quam. Cras porttitor quis nulla iaculis.

Semi-Bold Italic
Title Case Headline

Italic sentence case body copy. Lorem
ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur sit amet risus
quam. Cras porttitor quis nulla iaculis.

RREELNIOAWBINL

WINLIETDY.



7.0

PHOTOS

PHOTOS 7.1 OUR PHOTOS

OUR You might have heard it said “It’s not the camera, it’s the
PHOTOS photographer.” It’s more than just an aphorism.

The rule of thirds, composition, subject matter, framing, lighting and shooting
angle are all crucial to an engaging photo. To uphold the brand, use a professional
photographer whenever possible.

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PHOTOS 7.2 PHOTOGRA P H Y GUI DE L I N E S

PHOTOGRAPHY
GUIDELINES

Our photos should complement our color
palette. Warm tones, natural, bold and
determined. Subject matter ranges widely,
but in general should feel innovative,
confident and strong. All photos should
be properly licensed/purchased or
attributed if necessary.
Abstract can be appealing. Consider using
abstract images that showcase precision
and high-end materials.
Keep color temperatures warm and natural.
We strive to be good stewards of the land
and want to project this in our images.
Keep it clean. Industrial images, such as
factory/product photos, should appear
pristine and with appropriate safety
measures in place.
Unique perspectives welcome.
Consider selecting and/or cropping an
image to achieve a fresh perspective or
interesting angle.

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8.0

MOVING AHEAD

MOVING AHEAD 8.1 KEEP THE BRAND ON TRACK

KEEP THE A brand is never complete,
BRAND ON requiring consistency, re-energizing
and modification over time.
TRACK
Defining a brand is relatively easy compared to the task of maintaining it. The idea
of coordinating the actions of dozens of people can be overwhelming, even among
a smaller company. The following page offers a few tips to keep the brand going
strong for years to come:

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