Appalachian Advertising
Brand Standards

Appalachian
Advertising

A brand system for the people who build things. These standards govern how our mark, color, and language appear on every surface, from a bid package to a shop-floor banner.

Appalachian Advertising primary mark: a slate ridge forming an A beside a green peak, over a river line.
01

Foundation

Positioning

We are the agency for Appalachia's industrial economy. We speak fluent shop floor, understand a six-month sales cycle, and market work measured in tons, tolerances, and lead times.

Who we serve

Fabrication shops, light manufacturers, engineering firms, contractors, and logistics operators from north Alabama to western Pennsylvania. Buyers are plant managers, owners, and estimators. Practical people with little patience for gloss.

Every brand decision that follows answers to that audience.

Built, not styled

Structure before ornament. Clear hierarchy, honest materials, nothing decorative that isn't doing a job.

Of this place

Ridge and river live in the mark. We reference the region with restraint. No banjos, no barn wood, no clip-art nostalgia.

Plain-spoken

We write the way a good rep talks: specific, unhurried, free of agency jargon. Claims come with numbers attached.

03

Color

Ridge Slate, anchor
#22384A
RGB 34, 56, 74
CMYK 54, 24, 0, 71
PMS 5395 C
3M 7725-137 vinyl
Shared across all divisions.
Valley Green, accent
#4E9A63
RGB 78, 154, 99
CMYK 49, 0, 36, 40
PMS 7734 C
Advertising only. Never on a division page.

Paper

#F6F4F0, primary background

White

#FFFFFF, panels and cards

Graphite

#3C4F5C, secondary text and rules

Kraft

#C7B9A3, print stock only

Proportion

Green is punctuation, not paint. Use it for a rule, a number, a single line of emphasis. Never as a large field behind the mark.

Contrast & accessibility

Slate on Paper11.8:1 AAA
White on Slate12.4:1 AAA
Green on Paper3.0:1 large text only
White on Green3.1:1 at 24px minimum

Never set body copy in green on paper. For small text, slate is the only body color.

04

Typography

Display & UI
300 / 400 / 600
Josefin Sans
AaBbCcDdEe 0123456789

All headlines, labels, navigation, and numerals. Set uppercase with 0.06–0.34 em tracking; light weights at large sizes, semibold only for small labels.

Text & Editorial
300 / 400 / italic
Cormorant Garamond
AaBbCcDdEe 0123456789

All body copy, pull quotes, and captions. Because its x-height is small, never set below 17 px on screen or 11 pt in print. Italic for asides only.

The scale in use

Display 76/300
Precision Sells
Section 34/400
Capabilities
Label 11/600
Bend Radius Case Study
Lede 27/300
A 40-person fabricator outside Cleveland, Tennessee doubled its quote volume in eleven months. No new salespeople.
Body 19/400
Body copy carries the argument. Keep measures between 60 and 78 characters and paragraphs to four sentences. No bold runs inside running text, no all-caps emphasis.
05

Voice

We write

“Eleven months. Quote volume up 104%. Same five salespeople.”

“We'll walk your floor before we write a word.”

“Your buyer is an estimator with forty tabs open. Be the clearest one.”

We don't

“Unlocking synergies for best-in-class industrial disruptors.”

“Let's hop on a quick discovery sprint!”

“Award-winning, full-service, 360° brand storytelling.”

Direct

Lead with the outcome. The setup can wait.

Specific

Name the part, the county, the number.

Unhurried

No countdowns, no false urgency. Industry moves in quarters.

Respectful

Our clients know their trade better than we do. Write like it.

06

Applications

Stationery

appalachianadvertising.com
423.498.9545
1100 Market St, Ste 600, Chattanooga, TN 37402
Letterhead
Appalachian Advertising
1100 Market St, Ste 600
Chattanooga, TN 37402
No. 10 envelope
Name Surname
Account Director
423.498.9545
appalachianadvertising.com
Email signature
Appalachian
Advertising
Chattanooga, TN
Business card, face
Business card, reverse
Appalachian
Advertising
Horizontal lockup

In the field

A navy ballcap with the mark embroidered in single-color white.
Embroidered cap, white on slate
A light grey polo with the full-color mark embroidered at the left chest.
Polo, full color at left chest
A white pickup wrapped with the horizontal lockup on the door and a slate and green sweep along the bed.
Vehicle wrap
07

The Family

Every division anchors on Ridge Slate and changes only its accent. Same mark, same type, same voice. The accent tells you which shop you're standing in.

Appalachian Advertising division mark, in Valley Green.
#22384A
#4E9A63

Advertising

Parent brand and default accent.

Appalachian Aerial division mark, in sky blue.
#22384A
#5F8FA8

Aerial

Sky blue for drone and survey work.

Appalachian Printshop division mark, in ink amber.
#22384A
#C48A4A

Printshop

Ink amber for production and print.