Rocketmill Branding Guidelines

www.rocketmill.co.uk

Our guide to consistency.Welcome to our branding guidelines. Nothing too rigid, but enough

to help lay the foundations for what we build.

We are the premium local digital team. We are the special

situations digital team.

What we stand for:We are bold and brave - we take our own route. Clients get more than they expect.

We treat clients and their teams as individuals. We are always learning. We are

always verging beyond our comfort zone. We are human. We keep our feet on the

ground and handle ourselves with integrity and are humble. We are not the client. Our

team enjoy their work, our environment and culture. We put the cherry on top.

Where we stand:We are a premium brand. Working at a local and national level.

What is RocketMill?

LogoTreatments

BrandColours

BrandImageryThe Brand Typefaces Grids/Layouts

What is RocketMill?

LogoTreatments

BrandColours


What is RocketMill?

LogoTreatments

BrandColours


RocketMill logo on a light background:

Flat

Grey 1:

C:0 M:0 Y:0 K:50

R:147 G:149 B:152

#939598

Orange 1:

C:0 M:35 Y:85 K:0

R:251 G:176 B:54

#FBB040

Grey 2:

C:0 M:0 Y:0 K:70

R:109 G:110 B:113

#6D6E71

Orange 2:

C:0 M:60 Y:100 K:0

R:245 G:130 B:32

#F58220

Grey:

C:0 M:0 Y:0 K:50

R:147 G:149 B:152

#939598

Orange:

C:0 M:50 Y:100 K:0

R:247 G:148 B:30

#F7941E

Grey:

Cool Grey 9C /

PANTONE 8001C

(Metallic)

Orange:

PANTONE 144C

• Two lower case ‘o’ characters are used to determine the minimum

margins of the logo.

• Although the icon on top is preferred, it is possible to have it to the left of the

type (separated by the width of a lower case ‘c’ character), providing their is

credible design reasoning.

• This logo version works best on pure white, but can be used on any tint of grey

less than or equal to C:0 M:0 Y: K:10.

Gradient

Pantone

What is RocketMill?

LogoTreatments

BrandColours


RocketMill logo on a dark background: Gradient

Flat

Pantone

Grey 1:

C:0 M:0 Y:0 K:30

R:188 G:190 B:192

#BCBECO

Orange 1:

C:0 M:35 Y:85 K:0

R: 251 G: 176 B: 54

#FBB040

Grey 2:

C:0 M:0 Y:0 K:10

R:230 G:231 B:232

#E6E7E8

Orange 2:

C:0 M:60 Y:100 K:0

R: 245 G: 130 B: 32

#F58220

Grey:

C:0 M:0 Y:0 K:20

R:209 G:211 B:212

#D1D3D4

Orange:

C:0 M:50 Y:100 K:0

R:247 G:148 B:30

#F7941E

Grey:

Cool Grey 9C /

PANTONE 8001C

(Metallic)

Orange:

PANTONE 144C

• Using the logo on dark is a good way of associating ‘prestige’ with the brand, and

can be used the same amount as the logo on a light background.

• Like the previous, the icon on top is preferred, it is possible to have it to the left of

the type (separated by the width of a lower case ‘c’ character), providing their is

credible design reasoning.

• This logo version works best on 90% black, but can be used on any tint of grey

greater than or equal to C:0 M:0 Y: K:70. Pure black is also allowed.

What is RocketMill?

LogoTreatments

BrandColours


RocketMill Orange: PANTONE 144C

C:0 M:50 Y:100 K:0 R: 247 G: 148 B: 30

#F7941E

RocketMill Silver: Cool Grey 9C / PANTONE 8001C

(Metallic)

C:0 M:0 Y:0 K:50 R: 147 G: 149 B: 152

#939598

PANTONE 158CC:0 M:60 Y:100 K:0 R:245 G:130 B:32

#F58220


#F7941E


#FBB040

90%

80%90%

90%

90%

70%

90%

60% 50%

80%

80%

70%

70%

80%70%

40%

60%

60%

60%

30%

50%

50%

50%

20%

40%

40%

40%

10%

30%

30%

20%

20%


#BFD730

PANTONE 274CC:100 M:100 Y:35 K:35

R:32 G:28 B:80 # 221F72

PANTONE Black CC:20 M:20 Y:20 K:100

R:19 G:12 B:14 #130C0E

• This chart shows RocketMill’s two

primary house colours at the far left,

with their respective tints/associative

colours spawning off of them.

• The tints should be considered for

elements such as gradients - and

should not be used in place (or without

the presence) of the primary colours at

full tint.

• The secondary colours (Lime Green

and Deep Purple) are there if minimal

variation is a necessity. They should be

used sparingly and with haste.

• Ideally, there should only be one colour

used alongside the black/grey palette.

However, two can be used if it is

more of a benefit to the context of

the design.

What is RocketMill?

LogoTreatments


BrandColours

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?

Title Heading - Museo Slab 500

Sub Heading - Asap

Body Copy - Helvetica/Arial Bold, Regular & Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!?

• Body Copy should ideally be a tint, unless this causes

legibility issues.

• For body copy in prose, the leading (line-height) and tracking (letter-

spacing) of the type should be at least 140% of the font size e.g. 14pt

will require a minimum of 20pt tracking and leading.

• Type should always be left-aligned as priority, but center-aligned is

allowed if it brings benefit to the design in question.

• ‘Museo Slab’ works well in uppercase for maxium impact, but can be

used in Title/Sentence case too if necessary. ‘Asap’ should only be

used in Title/Sentence case (sentence case is priority).

• Smaller sizes for body copy is preferred.

What is RocketMill? The Brand

Heading One

Heading OneLorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque condimentum elit mi, vitae feugiat est. Vivamus nec velit convallis libero varius commodo. Integer ac enim ut turpis pulvinar molestie.

Etiam erat lacus, sagittis ac pharetra in, ornare in est. Vestibulum eleifend imperdiet diam vel ultrices. Nulla commodo vestibulum semper.


Etiam erat lacus, sagittis ac pharetra in, ornare in est. Vestibulum eleifend imperdiet diam vel ultrices. Nulla commodo vestibulum semper.

We’re premium local.Etiam erat lacus, sagittis ac pharetra in, ornare in est. Vestibulum eleifend imperdiet diam vel ultrices. Nulla commodo vestibulum semper.

Characteristic Typography

Iconic Swirl

Simple Type

The Brand ‘Slice’

Minimal, Detailed Background

Logo Positioning

Circles

A prominent design

tool, using emotive words

with character and identity. This

will often be the focal point of

the layout.

Taken from a part of the flame in

the logo, this tool can be used

alongside the typography to

add prestige.Another crucial design

tool - Used primarily for

box-outs and calls to

action. Multiples can

also be used in a

creative context.

Bottom right should be a

popular spot for print docs.

It should always match

the higher end when

matched with the ‘slice’.

Background space should

be readily available in

order to let the design

breathe. Backgound

textures like noise and

paper are also crucial,

as they connote precision

and attention to detail.

The tone of the type should be

interesting, human, digestible

and to the point. N.B. RocketMill

in prose should always be

formatted as ‘RocketMll’.

A crucial element to the RocketMill

brand, the cut is at 3.8° from horizontal

and always ascends from left to right.

“If it isn’t needed, there’s no need to include it.”The mentality to the minimal RocketMill design approach.

LogoTreatments

BrandImageryTypefaces Grids/Layouts

BrandColours

What is RocketMill? The Brand

LogoTreatments

BrandImageryTypefaces Grids/Layouts

BrandColours

This textured slice is usually a prominent one. It works using a lot of precision

and attention to detail. The engraved type (left) works perfectly with this

concept, and a subtle black > white > black transparent gradient overlay can

give it more depth.

The textures used should convey prestige, and should be subtle.

A shade of grey can also be

used, usually in smaller doses

than the textured slice (above).

This slice should be smooth and

not have any ‘picture’ texture.

However, subtle vectored patterns

(left) are a good way of breaking

up the solid colour.

Drop Shadows: The slice drop shadow should always fall on the darker side, as demonstrated here:

What is RocketMill?

LogoTreatments


BrandColours

• Simple vectors (icons) are the main image tool for this stage of the

RocketMill brand.

• Lined patterns are also a prominent tool, using a repetitive

‘spirograph’ technique

• Bold circles are a good tool to add splashes of colour. These

however, should not be overdone.

• RocketMill is a brand that embraces the importance of their staff,

and portrays them as mini-celebrities. The images need to be casual,

yet professional.

• Images with little or no background are necessary, allowing them to

fit in to the minimal surroundings.

26 & 27 Basepoint Business, And Innovation Centre , Metcalf Way, Crawley, West Sussex, RH11 7XX


Documents

Rocketmill Branding Guidelines