Brand Colours
The primary colours of the Mainstream identity take cues from our heritage, equipment, and brand positioning.
"Truckers White" [off-white] is a neutral tone that reflects the well used lines and designs and on most surfaces. You can never go wrong if you default to using this weathered looking white.
"Mainstream Black" [warm black] It's our workhorse, and a colour that is equally suited as both a background or foreground.
"Greg's Yellow" [PMS Yellow C] is a colour that has been with Mainstream since the start, and is central to our design system.
Primary Colours
To maintain our brand presence in all environments our preference is to always use the colours with highest contrast for on screen graphics, over images, signage, and any other visual assets that might be influenced by changing light conditions.
Mainstream Black
HEX #171717
RGB 23 23 23
CMYK 73 67 65 80
Truckers White
HEX #eeeeee
RGB 238 238 238
CMYK 5 4 4 0
Secondary Colour
Where we have greater control over the environment we can be more creative in our approach. "Greg's Yellow" will create a meaningful presence when applied on digital assets or printed material.
Greg's Yellow
HEX #fedd00
RGB 254 221 0
CMYK 2 9 100 0
Brand Typeface
We use two fonts to communicate our message.
OWNERS - BOLD ITALIC
Is our primary heading typeface and should be used when we wish to appear more dominant.
Inter Regular
Is our primary body typeface and should be used when we have a longer message to communicate.
Using Type Rules
When constructing layouts, these tips will help you build interesting, and on-brand compositions with typography.
While these rules are proven and sound, sometimes we break these to best communicate in certain circumstances. Please contact our brand team if you wish to gain special use permission.
Stay Left Aligned
Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly.
Skip Weights & Double Size
Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.
Align X-Heights or Baselines
Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.
Watch the Ragged Edge
When setting paragraphs, to maintain clean and straight lines we must watch the ragged right edge. If the spacing unintentionally creates a weird looking shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines (orphans).
Give Things Space, if Needed
Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space!
Keep Line Length Reasonable
It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the size of the font. This will ensure legibility as the font sizes increase or decrease.
We believe that high-quality photography and videography is an essential component of our brand. When creating new photography or videography please reference our gallery below for style guidance or contact our brand team.
