Rocketmill Branding Guidelines

Our guide to consistency.
Welcome to our branding guidelines. Nothing too rigid, but enough
to help lay the foundations for what we build.

www.rocketmill.co.uk

We are the premium local
d
igital team. We are the special
s
ituations 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 Logo Brand Brand
RocketMill? The Brand Treatments Colours Typefaces Grids/Layouts Imagery

RocketMill logo on a light background: Gradient
Grey 1: Grey 2:
C:0 M:0 Y:0 K:50 C:0 M:0 Y:0 K:70
R:147 G:149 B:152 R:109 G:110 B:113
#939598 #6D6E71

Orange 1: Orange 2:
C:0 M:35 Y:85 K:0 C:0 M:60 Y:100 K:0
R:251 G:176 B:54 R:245 G:130 B:32
#FBB040 #F58220

Flat
Grey: Orange:
C:0 M:0 Y:0 K:50 C:0 M:50 Y:100 K:0
R:147 G:149 B:152 R:247 G:148 B:30
#939598 #F7941E

• Two lower case ‘o’ characters are used to determine the minimum Pantone
margins of the logo.
Grey: Orange:
• Although the icon on top is preferred, it is possible to have it to the left of the
Cool Grey 9C / PANTONE 144C
type (separated by the width of a lower case ‘c’ character), providing their is
PANTONE 8001C
credible design reasoning.
(Metallic)
• 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.


RocketMill logo on a dark background: Gradient
Grey 1: Grey 2:
C:0 M:0 Y:0 K:30 C:0 M:0 Y:0 K:10
R:188 G:190 B:192 R:230 G:231 B:232
#BCBECO #E6E7E8

Orange 1: Orange 2:
C:0 M:35 Y:85 K:0 C:0 M:60 Y:100 K:0
R: 251 G: 176 B: 54 R: 245 G: 130 B: 32
#FBB040 #F58220

Flat
Grey: Orange:
C:0 M:0 Y:0 K:20 C:0 M:50 Y:100 K:0
R:209 G:211 B:212 R:247 G:148 B:30
#D1D3D4 #F7941E

• Using the logo on dark is a good way of associating ‘prestige’ with the brand, and
Pantone
can be used the same amount as the logo on a light background.
Grey: Orange:
• Like the previous, the icon on top is preferred, it is possible to have it to the left of
Cool Grey 9C / PANTONE 144C
the type (separated by the width of a lower case ‘c’ character), providing their is
PANTONE 8001C
credible design reasoning.
(Metallic)
• 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.


PANTONE 158C PANTONE 382C
C:0 M:60 Y:100 K:0 C:30 M:0 Y:100 K:0
R:245 G:130 B:32 R:191 G:215 B:48
#F58220 #BFD730

90% • This chart shows RocketMill’s two
RocketMill Orange: 80% primary house colours at the far left,

PANTONE 144C 70% with their respective tints/associative

C:0 M:50 Y:100 K:0 60% colours spawning off of them.

R: 247 G: 148 B: 30 90% 50%
40%
• The tints should be considered for

#F7941E 90% 30% elements such as gradients - and
20%
80% should not be used in place (or without
70%
PANTONE 144C 60% the presence) of the primary colours at
50% 40%
C:0 M:50 Y:100 K:0 PANTONE 143C full tint.
R:247 G:148 B:30 C:0 M:35 Y:85 K:0
#F7941E R:251 G:176 B:64 • The secondary colours (Lime Green
10%
#FBB040 20%
30% and Deep Purple) are there if minimal
40%
50% 20%
variation is a necessity. They should be
60%
RocketMill Silver: 70% 30% used sparingly and with haste.

80%
40%
• Ideally, there should only be one colour
90%
50%
Cool Grey 9C / PANTONE 8001C 60% used alongside the black/grey palette.
(Metallic) 70% However, two can be used if it is

C:0 M:0 Y:0 K:50 80% more of a benefit to the context of

R: 147 G: 149 B: 152 90% the design.

#939598

PANTONE Black C PANTONE 274C
C:20 M:20 Y:20 K:100 C:100 M:100 Y:35 K:35
R:19 G:12 B:14 R:32 G:28 B:80
#130C0E # 221F72


Body Copy - Helvetica/Arial Bold, Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ

Title Heading - Museo Slab 500
abcdefghijklmnopqrstuvwxyz
1234567890!?

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

abcdefghijklmnopqrstuvwxyz legibility issues.

1234567890!? • 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.

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

ABCDEFGHIJKLMNOPQRSTUVWXYZ allowed if it brings benefit to the design in question.

abcdefghijklmnopqrstuvwxyz • ‘Museo Slab’ works well in uppercase for maxium impact, but can be
used in Title/Sentence case too if necessary. ‘Asap’ should only be

1234567890!? used in Title/Sentence case (sentence case is priority).

• Smaller sizes for body copy is preferred.


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

Characteristic Typography Minimal, Detailed
A prominent design Background
tool, using emotive words
Background space should
with character and identity. This
be readily available in
will often be the focal point of
order to let the design
the layout.
breathe. Backgound
textures like noise and
Heading One paper are also crucial,
Lorem ipsum dolor sit amet, consectetur as they connote precision
adipiscing elit. Quisque condimentum elit mi,
Iconic Swirl vitae feugiat est. Vivamus nec velit convallis
libero varius commodo. Integer ac enim ut
and attention to detail.
turpis pulvinar molestie.
Taken from a part of the flame in
Etiam erat lacus, sagittis ac pharetra in, ornare
the logo, this tool can be used in est. Vestibulum eleifend imperdiet diam vel
ultrices. Nulla commodo vestibulum semper.
Circles
alongside the typography to Another crucial design
add prestige.
We’re premium local.
Etiam erat lacus, sagittis ac pharetra in, ornare in est. Vestibulum eleifend
tool - Used primarily for
Heading One imperdiet diam vel ultrices. Nulla commodo vestibulum semper.
box-outs and calls to
action. Multiples can

Simple Type also be used in a
creative context.
The tone of the type should be
interesting, human, digestible
Logo Positioning
and to the point. N.B. RocketMill
in prose should always be Bottom right should be a

formatted as ‘RocketMll’. www.rocketmill.co.uk popular spot for print docs.

Etiam erat lacus, sagittis ac pharetra in, ornare in est. Vestibulum eleifend
It should always match
imperdiet diam vel ultrices. Nulla commodo vestibulum semper.
the higher end when
The Brand ‘Slice’ matched with the ‘slice’.

A crucial element to the RocketMill
brand, the cut is at 3.8° from horizontal
and always ascends from left to right.


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.

side, as demo nstrated here:
ll on the darker
drop shadow should always fa
Drop Sh adows: The slice


• 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.


www.rocketmill.co.uk
26 27 Basepoint Business, And Innovation Centre , Metcalf Way, Crawley, West Sussex, RH11 7XX

Rocketmill Branding Guidelines

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