RJN CHEMICALS LTD - COMPLETE BRAND GUIDELINES (2026) ======================================================== 🎯 TAGLINE: "Powder is the Solution" 📋 TABLE OF CONTENTS ==================== 1. Brand Values & Positioning 2. Logo & Identity System 3. Color Palette 4. Typography 5. Imagery & Photography 6. Brand Voice & Messaging 7. Digital Applications 8. Contact Information =============================== 1. BRAND VALUES & POSITIONING =============================== CORE VALUES: • Environmental Sustainability: Leading with powder-based solutions that reduce transport impact and plastic waste • Professional Excellence: 20+ years of proven performance in the cleaning industry • Innovation: Super-concentrated products mixed at point of use for optimal efficiency • Cost Effectiveness: Delivering superior value through reduced water shipping and storage requirements • Trust & Reliability: Backed by decades of successful B2B relationships and proven performance BRAND POSITIONING: "RJN Chemicals delivers sustainable, water-conscious cleaning solutions that reduce environmental impact while maintaining professional-grade performance and cost efficiency." ===================== 2. LOGO & IDENTITY ===================== PRIMARY LOGO: • Clean, circular design with molecular/chemical structure elements • Professional typography for "RJN" wordmark • Versatile for all media and backgrounds • Available in full color and single-color versions LOGO VARIATIONS: • Primary Logo (Horizontal): Standard version for website headers, business cards, letterheads • Decorative Logo: Simplified molecular structure for background patterns, watermarks (max 15% opacity) LOGO SPECIFICATIONS: • Clear Space: Minimum space around logo = height of "RJN" letter height • Digital Minimum Size: 120px width minimum • Print Minimum Size: 25mm width minimum LOGO USAGE: ✅ DO: - Use on clean, uncluttered backgrounds - Maintain clear space requirements - Use approved color variations only - Scale proportionally ❌ DON'T: - Stretch, skew, or modify the logo - Use low contrast backgrounds - Alter typography or molecular structure - Use as pattern or texture without approval ================ 3. COLOR PALETTE ================ PRIMARY COLORS: RJN Green (Primary Brand Color) • HEX: #2E7D32 • RGB: R 46, G 125, B 50 • Usage: Primary brand color, CTAs, headers RJN Blue (Secondary Brand Color) • HEX: #1976D2 • RGB: R 25, G 118, B 210 • Usage: Secondary brand color, links, accents SUPPORTING COLORS: RJN Yellow • HEX: #FBC02D • RGB: R 251, G 192, B 45 • Usage: Warnings, highlights, call-to-action elements RJN Purple • HEX: #7B1FA2 • RGB: R 123, G 31, B 162 • Usage: Special features, premium elements RJN Red • HEX: #D32F2F • RGB: R 211, G 47, B 47 • Usage: Alerts, urgent information NEUTRAL COLORS: • Charcoal: #2C3E50 (Primary text) • Medium Gray: #7F8C8D (Secondary text) • Light Gray: #BDC3C7 (Dividers, subtle elements) • Pure White: #FFFFFF (Backgrounds, negative space) =============== 4. TYPOGRAPHY =============== PRIMARY TYPEFACE: Inter Inter is chosen for professional appearance and excellent readability across digital and print media. FONT WEIGHTS & APPLICATIONS: Inter Regular (400) • Usage: Body text, descriptions • Best for: Long-form content, paragraphs • Size range: 14-16px digital, 9-10pt print Inter Medium (500) • Usage: Subtitles, secondary headings • Best for: Section headers, subheads • Size range: 18-22px digital, 12-13pt print Inter Semibold (600) • Usage: Primary headings, emphasis • Best for: Section titles, key information • Size range: 24-36px digital, 16-20pt print Inter Bold (700) • Usage: Large headings, impact text • Best for: Hero sections, major headlines • Size range: 42-64px digital, 24-36pt print TYPOGRAPHY HIERARCHY (Digital): H1 - Inter Bold 700 | 48px H2 - Inter Semibold 600 | 36px H3 - Inter Semibold 600 | 24px Body - Inter Regular 400 | 16px Caption - Inter Regular 400 | 14px SECONDARY TYPEFACE (Print Applications): Helvetica Neue or similar sans-serif alternatives - Helvetica Neue Regular - Helvetica Neue Medium - Helvetica Neue Bold =============================== 5. IMAGERY & PHOTOGRAPHY =============================== PRODUCT PHOTOGRAPHY STYLE: • Background: Always white or soft gray (#F8F9FA) • Lighting: Soft, even lighting with minimal shadows • Composition: Product-focused, clean, minimal props • Quality: High resolution (minimum 300 DPI for print) FreshClean Products: • Show powder texture when relevant • Include measurement tools (spoons, measuring cups) • Display dilution process clearly • Highlight environmental benefits visually SanitiserPlus Products: • Emphasize professional application • Show versatility across surfaces • Focus on effectiveness and safety • Include before/after comparisons when possible LIFESTYLE PHOTOGRAPHY: • Environmental Settings: Professional cleaning environments, facility management settings, industrial and commercial spaces, healthcare and hospitality venues • People Photography: Professional cleaners, facility managers, authentic and approachable styling • Lighting: Natural, warm tones • Setting: Real work environments, not staged =============================== 6. BRAND VOICE & MESSAGING =============================== KEY MESSAGES: • "Powder is the Solution" (Primary tagline) • "1 tub = 1,600 fills, <6p per bottle" • "Less transport, Less storage, Less disposal" • "20+ years FreshClean performance" BRAND VOICE CHARACTERISTICS: Friendly • Approachable and helpful • Use "you" and "we" naturally • Professional but not corporate Expert • Confident in chemical expertise • Back decisions with data and credentials • Industry knowledge and experience Collaborative • Partner with customers • Provide solutions (not just products) • Build long-term relationships MESSAGING THEMES: • Environmental Impact: Powder mixed at point of use reduces water transport • Performance & Trust: 20+ years proven performance in cleaning industry • Cost Efficiency: Lower cost per application, reduced shipping costs • Innovation: Super-concentrated technology and point-of-use mixing • Professional Excellence: B2B expertise and industry specialization =============================== 7. DIGITAL APPLICATIONS =============================== WEBSITE: • Clean, modern layout with "Powder is the Solution" messaging • RJN Green as primary color with white backgrounds • Inter font family throughout • Mobile-responsive design • Clear CTAs with environmental benefits highlighted SOCIAL MEDIA: • Professional B2B content focus on LinkedIn • Industry insights and thought leadership • Product demonstration videos • Environmental impact stories EMAIL: • Mobile-optimized for quick scanning • Clear CTAs with action-oriented copy • Environmental benefits and cost savings highlighted • Professional but friendly tone PRINT APPLICATIONS: • Newsletter: A4 format, 2-column layout, minimum 10pt body text • Brochures: Professional layout with clear contact information and CTAs • Business Cards: RJN logo prominence, Inter font family, contact details =============================== 8. CONTACT INFORMATION =============================== RJN Chemicals Ltd 5 The Ridgeway, Thorney Lane, Iver, Buckinghamshire, SL0 9HX Phone: 01753 655076 Mobile: 07798 526353 Email: enquiries@rjnchemicals.co.uk Website: www.rjnchemicals.co.uk Director: Ross Stevens Company Registration: 04234410 =============================== BRAND CONSISTENCY CHECKLIST =============================== For any branded material, ensure: □ Logo properly placed and sized □ Colors match brand palette exactly □ Typography follows guidelines (Inter font family) □ Imagery follows style direction □ Tone of voice is consistent □ Key messages incorporated appropriately □ Contact information current and accurate =============================== FILES CREATED FOR THIS PROJECT =============================== • RJN-Brand-Identity-Guide-Complete.pdf (9.6KB, 6 pages) - Full professional guidelines • RJN-Brand-Quick-Reference.pdf (4KB, 2 pages) - Essentials-only version • RJN-Brand-Specifications.pdf (3.6KB, 2 pages) - Simple reference guide • RJN-Brand-Identity-Text.html (5.7KB) - Web-viewable format =============================== END OF BRAND GUIDELINES =============================== Version 1.0 | March 2026 Created for RJN Chemicals Ltd Powder is the Solution