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
BrandImageryThe Brand Typefaces Grids/Layouts
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
BrandImageryThe Brand Typefaces Grids/Layouts
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
BrandImageryThe Brand Typefaces Grids/Layouts
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
PANTONE 144CC:0 M:50 Y:100 K:0 R:247 G:148 B:30
#F7941E
PANTONE 143CC:0 M:35 Y:85 K:0 R:251 G:176 B:64
#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%
PANTONE 382CC:30 M:0 Y:100 K:0 R:191 G:215 B:48
#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
BrandImageryThe Brand Typefaces Grids/Layouts
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.
www.rocketmill.co.uk
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
BrandImageryThe Brand Typefaces Grids/Layouts
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.