PORT is an emergency service and supply company that provides assistance and supplies before, during, and after storms. The document outlines PORT's brand guidelines, including the logo, colors, fonts, and icon usage. The core blue, orange, and grey colors form the primary palette and should be used prominently. Pontiac Regular is reserved for the logo, while Conduit and Trade Gothic are the body text fonts. All designs using the logo must be approved.

1. manual
brand

2. 2
type
icons
signage
stationery
products
logo
color
language
identity
purpose
contents
brand
basics
application
contact

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1
brand

4. 4
brand 1
that is where
port comes in.
the rise of
high-intensity storms
made it necessary for
people to have
the right tools and
effective support

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1brand
PORT is an emergency service
and supply company
Informed
Prepared
Safe
Friendly
Dependable
We currently have 164 physical
locations in 41 states and offer
on-site support in 30 states.
We also produce a daily podcast
that gives listeners advice and
Our mission is to provide as much
information and support before a
storm strikes, and to offer immediate
assistance during a storm.
keywords
and updated weather reports.

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1brand
Our customers depend on us to give
clear directions and concise information.
All of our branding language should be
in a simple and easy to understand style.
A catastrophic category 5 Tropical storm is
200 miles off the coast of Florida. Preparations
should be rushed to completion along and near
its projected path. Locate your nearest PORT
store for all necessary gear and evacuate area
for higher elevation.
Category 5 Tropical storm expected to hit land
within 24 hours. Find nearest PORT store for
supplies and move to higher ground.
example
language

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2
basics

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basics 2
Our logo is the foundation of our
brand. It shows our commitment
to helping others and conveys our
focus on fundamentals.
PMS 314C
C70 M15 Y0 K33
#3391AB
PMS 152C
C5 M67 Y100 K0
#F25400
The color specifications of
the logo are to the left.
These are the true and
original colors of the logo.
The logo’s letterforms were
designed using the font
Pontiac Regular, created by
the S&C Type Foundry.
logo

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basics 2
PMS 314C
Contact us for help with setting the
logo against a darker background.
The core colors should be used as
much as possible, however legibility
is paramount.
If the logo must be reproduced in a
single color, the only three permitted
options are the core blue, black and
white as shown to the left.
Our logo should not be set against
a patterened background.

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basics 2
Minimum size
0.5”
Just as the logo should always
include a border of clear space to
be readable, it should also never be
scaled below 0.5 inches (36 px).
This secures crisp lines and edges.
The logo must be
surrounded by an area of
clear space at least the
height of the arm of the T.
This ensures the reabability
and prominece of the logo.
alternate logos
This alternate version can be
used when in process or
construction signage is needed.
The O or life preserver can be used as an
alternate logo when appropriate. This version is
useful for text-heavy graphics and digital spaces
(e.g. favicon or app icons). This version can
either be reproduced in the core orange or white.

11. basics 2
The core blue should be used for
most accents and text headings.
The core orange must be used
thoughtfully and saved for the
most important accents.
The dark blue is the backbone color
as it is used for most body text.
The grey is used for supporting
accents.
Tints are used as supporting and
background colors but should never
replace the original primary color.
color primary palette
11

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pms 314c
c70 m15 y0 k33
#3391ab
pms 7698c
c40 m0 y0 k77
#233b3b
pms 152c
c5 m67 y100 k0
#f25400
pms 443c
c47 m31 y35 k1
#86aea4

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basics 2
secondary palette
This secondary palette should be used sparingly
and only when the primary palette has been
exhausted (e.g. complex graphics).
The secondary palette is primarily used as a
classification code for Hurricanes and Tornadoes.
The intensity scale for both types of storms runs
from top to bottom or highest to lowest number.
Tints are used as supporting and
background colors but should never
replace the original primary color.
5
4
3
2

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pms 115u
c0 m18 y91 k0
#ffd117
pms 7598c
c14 m85 y100 k4
#d32500
pms 145u
c16 m58 y90 k2
#d26919
pms 110u
c20 m36 y100 k1
#caa200

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basics 2
We use a limited type palette to keep all collateral consistent.
Our type choices reflect a streamlined yet approachable style.
Pontiac Regular is only used for
the logo wordmark. Contact us
if you find there may be another
appropriate use for the font.
Conduit SCITC TT (small caps)
is used for all major headings.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Pontiac Regular
Conduit SCITC TT (small caps)
TYPOGRAPHY

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basics 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Conduit ITC Pro Light
Conduit ITC Pro Bold
Trade Gothic LT
Trade Gothic LT Bold
Conduit ITC Pro Light and Bold are
used on most body text and some
headings.
Trad Gothic LT Light and Bold is an
alternate font and is recommended
for use on corporate and associated
body text.

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basics 2
icons

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3
application

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application 3

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application 3

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stationery
application 3

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4
contact

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contact 4
We hope these guidelines are helpful and instructive.
Every creative project involving the PORT brand must
align with these guidelines.
All designs using the brand logo
must be submitted for clearance.
Mark Squall
617-369-3802
msquall@port.com
Patty Twister
617-369-3599
ptwister@port.com
Please contact either person below for the correct
approval process.
thank you