RJN CHEMICALS LTD - COMPLETE BRAND GUIDELINES (2026)
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🎯 TAGLINE: "Powder is the Solution"

📋 TABLE OF CONTENTS
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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

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1. BRAND VALUES & POSITIONING
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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."

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2. LOGO & IDENTITY
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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

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3. COLOR PALETTE
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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)

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4. TYPOGRAPHY
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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

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5. IMAGERY & PHOTOGRAPHY
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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

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6. BRAND VOICE & MESSAGING
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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

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7. DIGITAL APPLICATIONS
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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

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8. CONTACT INFORMATION
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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

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BRAND CONSISTENCY CHECKLIST
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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

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FILES CREATED FOR THIS PROJECT
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• 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

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END OF BRAND GUIDELINES
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Version 1.0 | March 2026
Created for RJN Chemicals Ltd
Powder is the Solution