Why these exist.
We wrote these down so the brand stays consistent no matter who’s working on Beckage — us, a future web contractor, a print shop, a sign installer, or the next generation of the team. Consistency is what makes a small trades brand feel solid thirty years in. Orange cone stays orange. Type stays Oswald. Voice stays direct.
The canonical copy of these guidelines lives in our internal content repository; this page is the public mirror. If you’re about to produce anything with the Beckage name on it and you aren’t sure, start here.
The palette.
Cone Orange
#F26722
Primary brand color. CTAs, headlines, logo, accent shapes.
Asphalt Black
#111111
Logo banner, nav bar, primary text on light.
Chalk White
#FAFAF7
Primary background. Reversed type on dark.
Graphite
#2B2F33
Long-form body text.
Kraft
#E8E0D2
Section backgrounds, card fills.
Hi-Vis Yellow
#FFD400
Sparingly — callouts, badges. Never primary.
Rule: One primary per layout. Orange + Asphalt Black + one neutral. Don’t paint with the whole palette.
Two typefaces. No exceptions.
- Oswald (600, 700) — for headings. Google Fonts.
- Inter (400–700) — for body and UI. Google Fonts.
No slab serifs. No Bebas Neue. No more than two type families on a page.
How we talk.
- Plain English. Work boots, not boardrooms.
- Specifics over adjectives. “Cured in 24–48 hours” beats “fast-drying.”
- Direct. “Your driveway,” not “the customer’s driveway.”
- Confident, not boastful. “We’ve been doing this since 1994” beats “the best sealcoating in NJ.”
- No manufactured urgency.
Banned: cutting-edge, take it to the next level, world-class, one-stop shop, your trusted partner, premium quality.
Logo basics.
Do
- Place on Chalk White, Kraft, or Asphalt Black backgrounds.
- Leave room around it. Minimum clear space is a quarter of the cone’s height on all sides.
- Minimum size: 120px wide on screen, 1″ wide in print.
- Use the reversed version on dark backgrounds — cone stays orange, banner flips.
Don’t
- Don’t recolor the cone. A blue cone is not Beckage.
- Don’t stretch, skew, rotate, or add drop shadows.
- Don’t place on busy photography without a scrim.
- Don’t separate the cone from the banner unless you’re using the commissioned cone-only icon mark.
- Don’t place on Cone Orange or Hi-Vis Yellow backgrounds.
- Don’t shrink below minimum size to fit a template. Resize the template.
Need the full reference?
Working with the Beckage brand on a larger project? Contact rvogt@ihmholdings.com for the full canonical brand guidelines document, including UI primitives, photography direction, and asset checklist.
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We respond within one business day.