01
Color Palette
These are the only approved brand colors. Rhino Orange is the dominant accent and should appear on every touchpoint. Dark Charcoal provides the structural backbone.
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Rhino Orange
#E8610A
RGB(232, 97, 10)
Primary brand color. CTAs, headings, icon accents, dividers.
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Dark Charcoal
#1A1E2B
RGB(26, 30, 43)
Navigation, dark sections, footer, card surfaces.
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Accent Orange
#FF8C42
RGB(255, 140, 66)
Hover states, gradient endpoint, lighter highlights.
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Body Text
#1e293b
RGB(30, 41, 59)
Primary text on light/white backgrounds.
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Muted Text
#64748b
RGB(100, 116, 139)
Secondary text, captions, metadata, descriptions.
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Off-White BG
#f8fafc
RGB(248, 250, 252)
Alternating section backgrounds in light mode.
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Pure White
#ffffff
RGB(255, 255, 255)
Card backgrounds, content areas, button text.
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Dark BG
#0d1117
RGB(13, 17, 23)
Dark mode primary background.
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Dark Alt BG
#161c27
RGB(22, 28, 39)
Dark mode alternating section backgrounds.
Primary Gradient
linear-gradient(135deg, #E8610A 0%, #FF8C42 100%)
Used exclusively on primary CTAs, hero accents, and key UI elements. Never use on body text.
02
Typography
Two typefaces, one system. Poppins leads with authority in every heading and UI element. Lato supports with legibility in all body copy.
Poppins
Built to Last a Lifetime.
Premium Floor Coatings
Polyaspartic Coating System
Services · Locations · Gallery · Get a Free Quote
Lato
We coat garage floors, driveways, patios, and commercial spaces across Eastern Washington and all of Idaho. Every project gets the same veteran-standard attention to detail — from the prep work to the final clear coat.
Our polyaspartic systems cure in hours, not days — so your garage is back in service the same day.
*All projects include surface preparation, primer coat, base coat, flake broadcast, and UV-stable topcoat. See warranty details at rhinocoatingsusa.com.
03
Logo Usage
The Rhino Coatings logo is the primary mark. Maintain clear space on all sides. Never alter the logo's proportions, colors, or add effects.
16px clear space 
16px clear space
Correct Usage
- Use on white, off-white, or dark charcoal backgrounds
- Maintain 16px minimum clear space on all sides
- Scale proportionally — lock aspect ratio always
- Use the PNG file provided for digital; SVG for print
- On photo backgrounds, add a dark overlay (60%+ opacity) first
Never Do This
- Do not stretch, squish, or rotate the logo
- Do not recolor, tint, or apply effects to the logo
- Do not place on busy or busy-patterned backgrounds
- Do not add drop shadows, glows, or outlines
- Do not use at sizes smaller than 80px wide on screen
04
Button Styles
Four approved button variants. Primary is the default CTA. Use Secondary for supporting actions. Dark and Ghost are for specific background contexts.
Primary
background: linear-gradient(135deg, #E8610A, #FF8C42);
color: #ffffff; border-radius: 8px; padding: 14px 32px;
font-family: 'Poppins'; font-weight: 600; font-size: 15px;
box-shadow: 0 4px 16px rgba(232,97,10,0.35);Secondary (Outline)
background: transparent; color: #E8610A;
border: 2px solid #E8610A; border-radius: 8px;
padding: 14px 32px; font-family: 'Poppins'; font-weight: 600;Dark
background: #1A1E2B; color: #ffffff;
border-radius: 8px; padding: 14px 32px;
font-family: 'Poppins'; font-weight: 600;
Use on light backgrounds for secondary emphasis.Ghost
background: #ffffff; color: #1e293b;
border: 2px solid rgba(30,41,59,0.15); border-radius: 8px;
padding: 14px 32px; font-family: 'Poppins'; font-weight: 600;
On hover: border-color: #E8610A; color: #E8610A;05
Spacing & Layout
Consistent spacing creates visual rhythm. These values are the foundation of every layout decision across all brand touchpoints.
Layout
- Container max-width1200px
- Section padding (desktop)80px top / bottom
- Section padding (mobile)48px top / bottom
- Page horizontal gutter32px
- Grid gap (standard)24px
- Grid gap (large)32px
Component
- Card border radius15px
- Button border radius8px
- Button padding14px 32px
- Card padding (standard)24–28px
- Logo clear space16px all sides
- Icon stroke weight2px
Standard Elevation
0 4px 24px rgba(232,97,10,0.15)
Cards, panels, default state
Elevated / Hover
0 12px 48px rgba(232,97,10,0.22)
Modals, dropdowns, hover state
06
Voice & Tone
Every word we publish reflects who we are. Veteran-owned means we show up on time, say what we mean, and do what we say. Our copy should feel the same way.
Confident, Not Arrogant
"Premium results, honest pricing."
We let the work speak. No over-the-top claims, no bait-and-switch. State the benefit clearly and move on. Customers respect directness.
Veteran Precision
"We prep it right. Every time. No shortcuts."
The military mindset carries into every job. Use language that reflects discipline, thoroughness, and reliability. Reference the mission — complete the job right, not just fast.
Local & Personal
"We're your neighbors first, contractors second."
We operate in Coeur d'Alene, Spokane, and Boise. Name places. Reference communities. Customers in CDA are not the same as those in Boise — personalize where possible.
Direct & Clear
"No jargon. Plain language that respects your time."
Write like you'd speak to a neighbor in their driveway. Short sentences. Active voice. If a 10-year-old can't understand it, rewrite it. The customer's time matters.
Words & Phrases to Avoid
- World-class
- Industry-leading
- Cutting-edge solutions
- Leverage our synergies
- Best-in-class
- Paradigm shift
- Act now! Limited time!
- Guaranteed results*
- Unbeatable prices
- Simply the best
07
Photography & Iconography
Visual assets should feel authentic and earned — real job sites, real results, real people. Our photography style naturally complements the brand's warm orange and gray palette.
Real Job-Site Photography
Before-and-after sequences, team members at work, finished floors in actual customer spaces. Authenticity beats polish every time.
Warm, High-Contrast Lighting
Natural and warm artificial light that highlights the texture and sheen of the coating. Avoid cold, flat, or bluish lighting — it washes out the product.
Authentic People, Real Spaces
Team shots, customer garages, commercial floors. No stock photography, no staged smiling actors holding paint rollers. If it looks like a stock photo, it probably is one — don't use it.
Iconography System — Heroicons style, 2px stroke, SVG
Home
Phone
Location
Check
Rating
Warranty
Screen
Fast Cure
Team
Color rule: Icons appear in Rhino Orange #E8610A on dark surfaces, or Dark Charcoal #1A1E2B on light surfaces. No other colors are approved. Stroke weight is always 2px. Never use filled/solid icon variants.
09
Do's & Don'ts
Quick reference rules for keeping brand execution consistent across all agency deliverables and marketing materials.
Do This
- Use Rhino Orange as the dominant accent on every page, ad, or printed piece
- Pair dark charcoal sections with orange CTAs for strong visual contrast
- Use Poppins for every heading, button, label, and navigation element
- Use Lato 400 for all body copy with line-height 1.75 or greater
- Maintain 15px border radius on all cards and containers
- Write in plain, direct language — active voice, short sentences
- Reference the veteran-owned identity as a trust signal, not a sales hook
- Name specific cities and regions — localization matters in the markets we serve
Never Do This
- Use red, blue, green, or any color not in the approved palette
- Use Poppins weight 300 (thin) or 900 (black) — only 500/600/700/800 are approved
- Substitute Poppins with any other typeface — not even temporarily
- Apply the brand gradient to body text — gradients belong only on backgrounds and buttons
- Place the logo directly on a busy photo without a dark overlay
- Stretch, recolor, rotate, or add effects to the logo
- Use stock photography — it undermines the authentic, local brand identity
- Use aggressive or manipulative sales language — it conflicts with the veteran-precision brand voice
Social Media
Social content should feel like a highlight reel of real work — not a corporate marketing feed. Every post builds local credibility and community trust.