Brand kit · v1.0
MaxiSolv
The Gold Standard in solvents and color protection.
The logo, palette, type and voice that keep MaxiSolv consistent on labels, spec sheets, the website and trade marketing.
01 · Logo
A droplet with two rising chevrons.
The mark sits beside the MAXISOLV wordmark. Use the mark alone only where the name already appears nearby, or as the app icon and favicon.
- Do
Keep clear space of one chevron width (about a quarter of the droplet height) on every side.
- Do
Use the full logo at 120px wide or 1 inch in print. Below that, use the mark alone.
- Do
Use the primary logo on surface and surface-alt, the reversed logo on carbon or dark photos.
- Don't
Don't recolor, outline, stretch, rotate, or add shadows or effects.
- Don't
Don't retype the wordmark in another font. MAXI is Archivo ExtraBold, SOLV is Archivo Medium.
- Don't
Don't place the primary logo on a busy or dark background.
02 · Color
Lead with carbon and gold.
Carbon black carries the brand. Gold is the single accent and the color of every buy button. Flat fills only: no gradients, no drop shadows.
Brand
- carbon
#1C1915
Headers, footers, primary buttons, large brand fields.
- carbon-deep
#12100D
Hero and logo ink. Fixed, never changes with theme.
- on-brand
#FFFFFF
Text and marks on carbon.
Accent
- gold
#D9A425
The one accent: SOLV, the lower chevron, icons, display text 24px+.
- gold-ink
#7F5C0B
Small gold text and links on light backgrounds.
Action
- amber
#F2B632
Primary buy and quote buttons only, always with carbon text.
Neutral
- ink
#1C1915
Body text.
- muted
#5F574A
Secondary text.
- line
#E7DFCF
Dividers and hairline rules.
- surface
#FFFFFF
Default background.
- surface-alt
#F7F2E7
Alternate sections and cards.
03 · Typography
One family, plus a spec face.
Archivo sets everything from display to labels. IBM Plex Mono is only for SKUs, dilution ratios, flash points and other spec-sheet data, so the numbers line up.
Brand family
Aa
Archivo
Regular 400 · SemiBold 600 · Bold 700 · ExtraBold 800
Spec
0.12
IBM Plex Mono
Regular 400 · SemiBold 600
Display / h1 · Archivo ExtraBold 800
Cuts grease on contact.
h2 / h3 · Archivo Bold 700
Degreaser concentrate
Body · Archivo Regular 400
Removes oil, grease and carbon from metal parts. Dilute 1:10 for general cleaning, 1:4 for heavy buildup.
Label · Archivo SemiBold 600, uppercase, 0.12em
Chemist support · New formula
Spec · IBM Plex Mono
SKU MX-2055 · 1:10 · Flash point 142 °F
04 · Voice
Plant manager to plant manager.
Direct, technical and confident. Write the brand as MaxiSolv in sentences; the all-caps MAXISOLV lives only inside the logo. Headlines in sentence case.
Lead with the job
Say what the product removes or does first, then the specifics: dilution, coverage, package sizes.
- Say
- Removes cured resin from steel. Dilute 1:8.
- Avoid
- A revolutionary next-gen cleaning experience.
Use real units
Gallons and °F, with package sizes listed smallest first.
- Say
- 5 gal pail, 55 gal drum, 275 gal tote.
- Avoid
- Available in big and small sizes.
Plain and sure
Short sentences. No emoji, no exclamation marks, no claims that are not on the data sheet.
- Say
- Flash point 142 °F.
- Avoid
- Totally safe and amazing!!!