The aim of this brand guide is to provide all staff with the assets and the direction to support them in creating fantastic looking, on-brand marketing materials.

We have split this document up in easy to navigate sections, logos, colour palette, typography, photography and examples of your brand in use.

We have packaged up all of the key elements in a full brand kit which you can download and use going forward.

The Brownlee Cale logo can be presented in black when used on light backgrounds, or white when presented on dark backgrounds. Minimum recommended print size for the regular logo is 30mm width.

Regular logo

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Inverted logo

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In some very rare occasions, we may have to revert to a one-colour version of the logo. If this is necessary, we have included a mono version of the identity.

Mono logo

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In some instances, we may just want to use the Brownlee Cale icon. Please note, that this should only be used if the regular logo has already been used in the same document.


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Colour Palette

Download Colours

The primary colour palette for Brownlee Cale is black, white and yellow. The brand is predominantly shown on a black background, with the yellow used more as an accent colour.

Brownlee Cale Black

Print – C0, M0, Y0, K94
Digital R16, G16, B16
Hex #101010
Pantone Process Black C

Brownlee Cale White

Print – C0, M0, Y0, K0
Digital R255, G255, B255
Pantone White 000C

Brownlee Cale Yellow

Print – C0, M12, Y100, K0
Digital R254, G223, B0
Hex #FEDF00
Pantone Process Yellow C


Download Fonts

Use the following fonts for all Brownlee Cale communications. Text should be presented in sentence case and should never use all-caps. In some instances, you may need to revert to the Microsoft compatible typeface, which is Avenir.

Header text

Neue Haas Grotesk Text Pro
65 Medium
Aa Bb Cc Dd Ee Ff

Body text

Neue Haas Grotesk Text Pro
55 Roman
Aa Bb Cc Dd Ee Ff

Microsoft Compatible*

Avenir Bold, Medium, Light
Aa Bb Cc Dd Ee Ff

*This typeface is only to be used when Neue Haas Grotesk can not be used. It is available in 3 weights – Bold, Medium and Light


Download Images

For the first set of marketing materials and launch we will use stock imagery that best reflects Brownlee Cale’s target audience. Find attached on the link to the right a suite of images to get you started. We will expand upon this image library as we progress.

If you needed something extra we use Unsplash and Pexels two royalty-free photography stock sites to form our library,

Get in touch

If you have any questions about using the Brownlee Cale brand or require any additional assets please contact:

Gihan Azab

Quality Manager, Brownlee Cale