Roadly Brand Style Guide
Brand & Marketing Style Guide
Reliable Products. Real Expertise. Fast.
Brand Overview
Mission
Roadly exists to make asphalt maintenance easier for contractors across Canada. We provide the right products, fast - backed by expertise that saves our customers time and money on the job.
Vision
To be the most trusted source of asphalt maintenance supplies for contractors from coast to coast, known for reliability, speed, and industry know-how.
Brand Promise
Reliable products. Real expertise. Fast delivery.
Core Values
Reliability * Expertise * Speed * Transparency * Practicality
Target Audience
Asphalt Contractors
Paving, sealcoating, crack filling, line striping professionals
Property Managers
Commercial and municipal maintenance teams
Municipalities
Cities, towns and public works departments
Logo Usage
White on Black - Primary
Black on White - Secondary
Clear Space & Sizing
- Always maintain clear space equal to the height of the 'R' in ROADLY on all sides.
- Minimum digital size: 120px wide. Minimum print size: 30mm wide.
- Never stretch, skew, or rotate the logo.
- Never add drop shadows, outlines, or effects to the logo.
- Never recreate the logo in other fonts - always use approved files.
- Never place the logo on busy photographic backgrounds without a solid overlay.
Approved Background Colours
Colour Palette
Primary Colours
Asphalt Black
#000000
RGB 0, 0, 0
Backgrounds, text, logo
Road Yellow
#F7C200
RGB 247, 194, 0
Accents, CTA buttons, highlights
White
#FFFFFF
RGB 255, 255, 255
Backgrounds, reversed text
Secondary / Digital Colours
Web Green
#33CA7F
RGB 51, 202, 127
Headings, CTAs, digital accents
Light Green
#4DAE65
RGB 77, 174, 101
Hover states, accents
Medium Grey
#7A7A7A
RGB 122, 122, 122
Body text, captions
Dark Grey
#515151
RGB 81, 81, 81
Subheadings, UI text
Colour Usage Rules
- Black and Yellow are the dominant brand pair. Use them together for maximum impact.
- Web Green (#33CA7F) is digital-first. Use sparingly on print for headings and CTAs.
- Never use Road Yellow as a text colour on white backgrounds (fails WCAG contrast).
- Greys are for supporting text. Never use for primary headlines or brand statements.
- When in doubt, default to Black + White + Yellow.
Typography
Poppins
Primary - Headlines & Display
The Road Starts Here
Spring Maintenance Special
Section Heading Example
Use for: Page titles, section headings, call-to-action text, ad headlines, email subject lines.
Open Sans / DM Sans
Secondary - Body & UI
Sub-headline in Open Sans Bold
Body copy is set in Open Sans Regular at 9-11pt for print and 14-16px for digital. Keep line length between 55-75 characters for readability.
Caption text, product notes, disclaimers - Open Sans Italic
Use for: Body copy, email body text, product descriptions, captions, form labels, UI elements.
Type Scale Reference
| H1 - Page Title | Poppins Bold | 28-32px / 22pt |
| H2 - Section Heading | Poppins Bold | 20-24px / 16pt |
| H3 - Sub-heading | Poppins Medium | 16-18px / 12pt |
| Body Copy | Open Sans | 14-16px / 10pt |
| Caption / Label | Open Sans Italic | 12px / 8pt |
| Button / CTA | Open Sans Bold | 14-16px / 10pt ALL CAPS |
Brand Voice & Tone
Voice Pillars
Knowledgeable
We know asphalt maintenance inside out. Share expertise confidently and give contractors the info they need to do the job right.
Helpful
We're here to solve problems, not just sell products. Offer clear guidance, useful tips, and straightforward answers.
Direct
Contractors are busy. Get to the point. No fluff, no jargon for the sake of it. Clear, concise, and action-oriented.
Reliable
Our words reflect our products. Be consistent, accurate, and honest. Don't overpromise. Deliver on what we say.
Do This / Not That
| DO - Say This | NOT - This |
|---|---|
| Apply 2 coats for maximum protection. | Experience optimal sealing performance with our multi-layer application system. |
| Ships next business day from Edmonton. | We prioritize expedient fulfillment of your procurement requirements. |
| Use crack filler before temperatures drop below 10 C. | Be sure to apply product before adverse weather conditions occur. |
| Call us. We'll help you spec the right product. | Our team of specialists is available for consultative product guidance. |
Social Media Guidelines
Caption Formula
Visual Standards