INTERNAL DOCUMENT
BRAND GUIDELINES
The visual and verbal identity of Phoenix Security. These rules are non-negotiable.
01 — IDENTITY
LOGO USAGE
CORRECT USAGE — DARK SURFACE
CLEAR SPACE RULE
Minimum 24px clear space on all sides. Dashed line indicates exclusion zone.
✓ DO
- —Use logo exclusively on #141414 or pure black backgrounds.
- —Maintain minimum 24px clear space on all sides of the logo.
- —Use crimson only as an accent — borders, numbers, active states.
✗ DON'T
- —Never place the logo on light or coloured backgrounds.
- —Never stretch, rotate, or recolour the logo.
- —Never use the logo smaller than 120px wide.
02 — COLOR
COLOR PALETTE
PRIMARY BLACK
#141414
RGB 20, 20, 20
CMYK 0, 0, 0, 92
Dominant background. Never substitute.
OFF-WHITE
#F0EDE8
RGB 240, 237, 232
CMYK 0, 1, 3, 6
Primary text and reversed elements.
CRIMSON
#CC1A1A
RGB 204, 26, 26
CMYK 0, 87, 87, 20
Single accent. Use sparingly — maximum 2–3 instances per section.
03 — TYPOGRAPHY
TYPE SYSTEM
DISPLAY / HEADING
Barlow Condensed
Weight 700–900 · All-caps · Tight tracking
BODY / UI
Barlow
Weight 400–600 · Sentence case · Normal tracking
H1 — Display
Barlow Condensed · 900
5–7rem
H2 — Section
Barlow Condensed · 900
2.5–3.5rem
H3 — Card Title
Barlow Condensed · 800
0.85–1rem
Body
Barlow · 400
1rem
Caption
Barlow · 500
0.75rem
Label / Eyebrow
Barlow · 600
0.7rem
TYPOGRAPHY RULES
- —No italic type anywhere in brand materials.
- —No decorative, script, or display fonts other than Barlow Condensed.
- —Labels and eyebrows: always all-caps, letter-spacing 0.2em minimum.
- —Body copy: sentence case only. Never all-caps for paragraphs.
- —Heading hierarchy must not skip levels (H1 → H2 → H3).
- —Minimum body text size: 14px / 0.875rem.
04 — STANDARDS
USAGE RULES
✓ DO
- —Use logo exclusively on #141414 or pure black backgrounds.
- —Maintain minimum 24px clear space on all sides of the logo.
- —Use crimson only as an accent — borders, numbers, active states.
- —Set all headings in Barlow Condensed, weight 800–900, all-caps.
- —Use direct, authoritative language. No exclamation marks.
- —Maintain hard edges — no rounded corners on any brand element.
✗ DON'T
- —Never place the logo on light or coloured backgrounds.
- —Never stretch, rotate, or recolour the logo.
- —Never use the logo smaller than 120px wide.
- —Never use crimson as a large background fill.
- —Never use drop shadows, gradients, or decorative typefaces.
- —Never use casual, informal, or exclamatory language.
TONE OF VOICE
WE ARE
- — Direct
- — Authoritative
- — Precise
- — Disciplined
- — Discreet
WE ARE NOT
- — Casual
- — Boastful
- — Emotional
- — Vague
- — Informal
EXAMPLE COPY
We protect what matters. No exceptions, no compromises.
Our teams operate under strict rules of engagement, drawn from decades of military service.