# RJN Chemicals Ltd
## Brand Identity Guidelines

*Version 1.0 | March 2026*

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# Introduction

## Brand Values

**RJN Chemicals Limited** stands as a leading force in sustainable cleaning solutions, driven by our commitment to environmental responsibility and professional excellence.

### 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."

---

# Logo & Identity System

## Primary Logo

The RJN logo represents our molecular expertise and scientific approach to cleaning solutions.

### Main Logo
- Clean, circular design with molecular/chemical structure elements
- Professional typography for "RJN" wordmark
- Versatile for use on all media and backgrounds
- Available in full color and single-color versions

### Logo Variations

#### Primary Logo (Horizontal)
- Standard version for most applications
- Maximum readability and impact
- Use: Website headers, business cards, letterheads

#### Decorative Logo
- Simplified molecular structure for decorative elements
- Use: Background patterns, watermarks, subtle branding
- Guidelines: Maximum 15% opacity, never in full color as primary logo

#### Clear Space & Minimum Size
- **Clear Space**: Minimum space around logo = height of "RJN" letter height
- **Minimum Size**: 
  - Digital: 120px width minimum
  - Print: 25mm width minimum

### Logo Do's and Don'ts

#### ✅ 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

---

# Color Palette

## Primary Colors

### RJN Green
- **HEX**: #2E7D32
- **RGB**: R 46, G 125, B 50
- **Usage**: Primary brand color, CTAs, headers

### RJN Blue  
- **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)

---

# Typography

## Primary Typeface: Inter

**Inter** is our primary typeface, chosen for its professional appearance and excellent readability across digital and print media.

### Weights and 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

## Secondary Typeface (Print Applications)

For print materials where Inter isn't available, use **Helvetica Neue** or similar sans-serif alternatives:
- Helvetica Neue Regular
- Helvetica Neue Medium  
- Helvetica Neue Bold

### 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
```

---

# Imagery Style Guidelines

## Product Photography

### Style Direction
- **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
- **Subject**: Professional cleaners, facility managers
- **Style**: Authentic, approachable, professional
- **Lighting**: Natural, warm tones
- **Setting**: Real work environments, not staged

### Lifestyle Do's and Don'ts

#### ✅ DO:
- Show products in use
- Include environmental benefit messaging
- Maintain professional appearance
- Use diverse representation

#### ❌ DON'T:
- Over-style or artificial setups
- Use excessive props or distractions
- Show products improperly labeled
- Compromise on image quality

## Graphic Elements

### Molecular Structure Graphics
- Clean scientific aesthetic
- Consistent line weight (2-3px)
- Available in all brand colors
- Use sparingly as decorative elements

### Icons and Symbols
- Simple, clean line style
- Consistent weight (1.5-2px)
- Rounded corners (2px radius)
- Match color palette
- Scalable design for all sizes

---

# Layout & Composition

## Grid System

### Desktop Grid
- **Container**: 1200px maximum width
- **Columns**: 12-column grid
- **Gutters**: 30px between columns
- **Margins**: 60px outer margin

### Mobile Grid
- **Single column**: Full width
- **Margins**: 20px sides
- **Vertical rhythm**: 40px spacing

## Layout Principles

### Hierarchy
1. **Primary Message** (largest, boldest)
2. **Secondary Information** (medium size)
3. **Supporting Details** (smaller, lighter)
4. **Fine Print** (smallest, subtle)

### White Space
- Generous use of white space
- Breathe room around elements
- Clear separation between sections
- Never clutter layouts

### Visual Balance
- Balance large and small elements
- Weight text and images appropriately
- Use consistent spacing patterns
- Create clear reading flows

## Layout Templates

### Website Homepage
```
Header (Logo + Navigation) - 60px margin bottom
Hero Section (Large headline + CTA) - 80px margin bottom  
Product Showcase Grid - 60px margin bottom
Benefits Section (3-column layout) - 80px margin bottom
About/Trust Section - 60px margin bottom
Footer - 40px margin top
```

### Product Page
```
Header - 40px margin bottom
Product Hero (Image + Key Stats) - 60px margin bottom
Features Grid (2-column) - 80px margin bottom
Technical Details - 60px margin bottom
CTA Section - 80px margin bottom
```

---

# Brand Voice & Messaging

## Brand Voice

### Friendly
- Approachable and helpful
- Use "you" and "we" naturally
- Avoid overly technical jargon
- Sound like industry professionals who care

### Expert
- Confident in chemical expertise
- Back decisions with data
- Use relevant industry terms appropriately
- Show deep knowledge and experience

### Collaborative
- Partner with customers, not just sell to them
- Ask questions and listen
- Provide solutions, not just products
- Build long-term relationships

## Tone Guidelines

### Professional Conversations
- Use industry terminology correctly
- Provide specific, actionable advice
- Back up claims with evidence
- Maintain credibility and trust

### Marketing Communications
- Lead with environmental benefits
- Include concrete numbers and statistics  
- Show cost savings clearly
- Highlight proven performance

### Customer Support
- Be responsive and helpful
- Provide clear, step-by-step guidance
- Follow up professionally
- Resolve issues comprehensively

## Key Messaging Themes

### Environmental Impact
- "Powder is mixed at point of use"
- "<6p per bottle vs liquids"  
- "1 tub = 1,600 fills"
- "90% water reduction"
- "Less transport, Less storage, Less disposal"

### Performance & Trust
- "20+ years FreshClean performance"
- "15+ years SanitiserPlus reliability"
- "B2B specialist, B2C specialist, Public sector specialist"
- "Proven across thousands of applications"

### Cost Efficiency  
- "Lower cost per application"
- "Reduced shipping costs"
- "Space efficient storage"
- "Volume discounts available"

---

# Digital Applications

## Website Guidelines

### Design Principles
- Clean, modern layout
- Fast loading times
- Mobile-responsive design
- Accessibility compliant
- SEO optimized

### Content Structure
1. **Hero Section**: Clear value proposition
2. **Product Showcase**: Visual product grid
3. **Benefits Section**: Environmental + cost benefits
4. **Social Proof**: Customer testimonials/case studies
5. **About Section**: Company expertise and trust
6. **Contact Section**: Clear contact information

### SEO Guidelines
- Use relevant keywords naturally
- Include alt text for all images
- Proper heading hierarchy (H1, H2, H3)
- Meta descriptions for all pages
- Fast loading times (<3 seconds)

### Color Usage Digital
- Primary colors: Use for CTAs and headers
- Supporting colors: For accents and highlights
- Neutrals: For body text and backgrounds
- Maintain minimum contrast ratios (4.5:1)

## Social Media Guidelines

### Platform-Specific Approach

#### LinkedIn (Primary B2B Platform)
- **Content**: Industry insights, case studies, thought leadership
- **Tone**: Professional, informative
- **Frequency**: 3-5 posts per week
- **Format**: Mix of text posts, images, and industry articles

#### Twitter
- **Content**: Quick tips, industry news, environmental updates
- **Tone**: Conversational, engaging
- **Frequency**: Daily brief updates
- **Format**: Short text with relevant hashtags

#### Instagram  
- **Content**: Behind-the-scenes, team updates, quick tips
- **Tone**: Casual but professional
- **Frequency**: 2-3 posts per week
- **Format**: High-quality images with minimal text overlay

### Social Media Brand Elements
- **Logo Watermark**: Subtle logo on all shared images
- **Color Palette**: Consistent brand colors in all posts
- **Typography**: Inter font for all text
- **Hashtags**: Consistent but relevant (#RJNChemicals #PowderSolutions #EnvironmentalCleaning)

---

# Print Applications

## Newsletter Guidelines

### Design Specifications
- **Format**: Standard A4 or 8.5x11"
- **Columns**: 2-column layout for readability
- **Margins**: 20mm on all sides
- **Font**: Inter, minimum 10pt body text
- **Resolution**: 300 DPI for all images

### Content Structure
```
Header (Logo + Issue Date) - 30mm
Main Story/Feature - 40mm
Product Updates Section - 30mm  
Industry Insights - 30mm
Customer Showcase - 30mm
Footer (Contact Info) - 20mm
```

### Newsletter Tone
- Informative but not overwhelming
- Include practical tips and advice
- Highlight success stories
- Keep content scannable with bullets and short paragraphs

## Leaflet/Brochure Guidelines

### Size Options
- **Tri-fold**: 297mm x 210mm (A4 folded)
- **DL**: 210mm x 99mm (Standard leaflet)
- **A5**: 148mm x 210mm (Standard brochure)

### Content Hierarchy
1. **Cover**: Logo, headline, key benefit
2. **Inside Left**: Problem/solution statement
3. **Inside Center**: Product features and benefits
4. **Inside Right**: Proof points and data
5. **Back Panel**: Contact info and call-to-action

### Call-to-Action Guidelines
- Use RJN Green or Blue colors
- Clear, action-oriented language
- Multiple CTAs throughout document
- Professional but approachable tone

---

# Iconography System

## Icon Style

### Design Principles
- Consistent line weight (1.5-2px)
- Simple, recognizable symbols
- Brand colors available
- Scalable from 16px to 64px
- Rounded corners (2px radius)

### Icon Categories

#### Product Icons
- Powder/solution mixing
- Measurement/dosing
- Storage/container
- Transportation/shipping

#### Environmental Icons  
- Water droplet reduction
- Transport/truck (less shipping)
- Storage box (reduced footprint)
- Recycling/disposal

#### Contact Icons
- Phone/email
- Location/map
- Website
- Social media

#### Process Icons
- Step-by-step dilution
- Application methods
- Safety protocols
- Quality control

---

# Application Examples

## Complete Website Homepage Layout

```
HEADER (Fixed)
- Logo (left)
- Navigation menu (right): Products | About | Contact | Get Quote

HERO SECTION
- Large headline: "Powder is the Solution"
- Subheadline: "Environmental & Performance Benefits"
- Key stat: "1 tub = 1,600 fills, <6p per bottle"
- Primary CTA: "See Our Products"
- Background: Molecular structure graphic (subtle)

FEATURES GRID (2x2)
- Benefit 1: Less transport
- Benefit 2: Less storage  
- Benefit 3: Less disposal
- Benefit 4: Less cost

PRODUCT SHOWCASE (Horizontal)
- FreshClean (left - primary product)
- SanitiserPLUS (right - secondary)
- Virucidal Range (bottom - coming soon)

SOCIAL PROOF
- Customer testimonials
- Case studies snippet
- Industry recognition badges

FOOTER
- Contact information
- Links to products
- Social icons
```

## Newsletter Template

```
NEWSLETTER HEADER (Full width)
RJN CHEMICALS logo + ISSUE + DATE

MAIN ARTICLE
- Product innovation story
- Environmental impact statistics
- Customer success story

QUICK UPDATES (3-column)
- New product features
- Industry insights
- Company news

PRODUCT FOCUS
- Detailed FreshClean or SanitiserPlus feature
- Technical specifications
- Usage guidelines

CTA SECTION
- Contact information
- Website links
- Social media
```

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# Implementation Checklist

## Before Going Live

### Brand Consistency
- [ ] 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

### Technical Quality
- [ ] All images optimized and high resolution
- [ ] Links work correctly
- [ ] Mobile responsiveness verified
- [ ] Loading speeds acceptable
- [ ] Accessibility standards met

### Content Verification
- [ ] Key messaging aligns with brand values
- [ ] Statistics and claims are current
- [ ] Contact information is up to date
- [ ] Legal disclaimers if required
- [ ] Proofreading completed

## Ongoing Brand Management

### Regular Reviews
- Brand consistency check monthly
- Asset library update quarterly
- Brand guideline review annually
- Market research for brand relevance

### Asset Management
- High resolution logo files (SVGs, PNGs)
- Color palette swatches (Pantone, CMYK)
- Typography files and alternatives
- Image library categorized by use case

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**This brand identity guide serves as the foundation for all RJN Chemicals communications and visual applications. For questions about specific applications or permission to vary these guidelines, please contact the Brand Manager.**

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*RJN Chemicals Ltd Brand Guidelines v1.0 | March 2026*