Logo
Our logo is the cornerstone of our visual identity. Use it consistently to build brand recognition.
✓Do
- Use provided logo files without modification
- Maintain minimum clear space equal to the height of the "BA" mark
- Use the appropriate version for light/dark backgrounds
- Scale proportionally
✕Don't
- Alter the logo colors
- Add effects like shadows or gradients to the logo
- Stretch or distort the logo
- Use on busy backgrounds without sufficient contrast
Color Palette
Our color palette reflects the professional, modern nature of B2B automotive trading.
Typography
We use a combination of display and body fonts to create visual hierarchy.
Syne
Display / HeadlinesUsed for headlines, section titles, and emphasis. Bold weights only.
The quick brown fox
jumps over the lazy dog
DM Sans
Body TextUsed for body copy, descriptions, and general text content.
The quick brown fox jumps over the lazy dog
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
JetBrains Mono
Monospace / LabelsUsed for labels, codes, technical information, and terminal-style elements.
The quick brown fox jumps over the lazy dog
Terminal • Status • Labels
Voice & Tone
How we communicate reflects our brand values and connects with our professional audience.
Our Voice Is
- Professional - We speak to industry experts as equals
- Direct - Clear, concise communication without fluff
- Confident - We know our platform delivers value
- Modern - Forward-thinking and tech-savvy
Writing Guidelines
- "Backline Auto" is two words with capital B and A
- Use "trading terminal" or "platform", not "app"
- Refer to users as "dealers" and "brokers", not "customers"
- Avoid jargon unless speaking to industry professionals
- Use active voice and present tense when possible
- Keep sentences concise and scannable