Brand Guidelines
This guide defines the visual language, design style, and core principles that ensure a clear and cohesive brand experience across all teams and areas of expertise.
At the heart of Saline Automotive Services is a commitment to precision and clarity—reflecting our mission to deliver exceptional service with efficiency and accuracy for every vehicle and customer. Our approach blends the warmth of a close-knit community with the most up-to-date automotive technology, ensuring our clients receive the highest standard of care.
This guide establishes the essential design standards that shape our brand, from our color palette and typography to accessibility requirements and documentation protocols.
Whether you are creating digital assets or printed materials, these guidelines ensure every touchpoint embodies the trust, efficiency, and forward-thinking spirit that distinguish Saline Automotive Services.
Contents
01 Brand Strategy
02 Personality
03 Logo
04 Color
05 Art Direction
01 Brand Strategy
Saline Automotive Services is the go-to full-service shop for busy drivers who value expertise, convenience, and a personal touch. We stand apart through our skilled technicians, advanced diagnostic capabilities, and genuine commitment to customer relationships.
At Saline Automotive Services, we treat every car as if it were our own—combining expertise, technology, and personal care to keep you confidently on the road.
02 Personality
The voice of Saline Automotive Services brings our brand to life in every conversation, whether spoken or written. We believe clear, straightforward communication can transform the auto repair experience—making it simple, stress-free, and reassuring. By using direct, approachable, and transparent language, we help customers feel informed and supported, building trust at every step. Our goal is to give customers the confidence to keep moving forward, knowing their vehicle is in capable hands.
Expert
Honest
Quality
Dependable
Approachable
Tone & Voice
Our Vision: why we exist
Expert service, up to date with the newest technoligy
Our Mission: what we do
Honest, dependable, quality, service with a familiar, hometown feel.
Our Promise: how we help
To use familiar, transparent language to inform customers, building trust, through every step.
Sample Copy
Car Brakes Are Essential
Your safety is our top priority, regular brake checks are a simple way to prevent unexpected issues and give you peace of mind every time you drive.
Schedule your brake inspection today.
Ready for summer?
Schedule A/C service at your next regular maintenance appointment and drive with comfort and confidence all season long.
Saline Automotive - Convenience
For after-hours service, access our drop box located on the west side of the building. We look forward to servicing your vehicle and delivering the outstanding customer service you deserve.
Saline Automotive - Mechanics
Are you looking for reliable, honest, and hardworking automotive care? That’s exactly what you’ll find at Saline Automotive—every time your car is serviced or maintained.
Experience the difference.
03 Logo
The Saline Automotive Services logo features bold lettering that evokes the motion of turning tires—capturing a sense of movement, precision, and efficiency. The dynamic design reflects our agility and adaptability in an ever-evolving automotive landscape. Our color palette reinforces trust and clarity: deep blues convey stability and reliability, while striking gold accents pay tribute to our hometown roots.More than just a name, the Saline Automotive Services logo symbolizes our unwavering commitment to transparency, approachability, and speed.
Primary Lockup
Clearspace
Secondary Lockups
Partnerships
04 Color
Saline automtive services’s color palette is designed to evoke trust, reliability, and financial clarity, ensuring that every touchpoint reflects our commitment to accuracy and efficiency.
Together, these colors create a strong, dependable, and forward-thinking brand identity, ensuring that Redo is instantly recognized as the go-to solution for financial corrections and optimization.
Primary Palette
Gold
Hex: #F2BB40
Blue
Hex: #253D85
White
Hex: #FFFFFF
Sand
Hex: #FAE4BC
Secondary Palette
Navy
Hex: #10284B
Calm
Hex: #E3EEFF
Pop of Blue
Hex: #5DCEF0
Pale Yellow
Hex: #F6ECD9
Deep Gold
Hex: #C1964E
Tar
Hex: #000000
Dark Grey
Hex: #5878A3
Tan
Hex: #CC3333
Gradient Palette
Gradient 1
Gradient 2
Gradient 3
Gradient 4
06 Art Direction
Saline Automotive's photography style reinforces our brand’s core values—honest, quality, dependable—by showcasing visuals that reflect professionalism, accuracy, and warmth.
Clean & Casual
Photography should feature warm, well-lit shop spaces with a clean and organized feel. The focus should be on clarity, avoiding clutter or overly dramatic compositions.
Subtle Technology Integration
Photography should include elements of automotive technology—tablets analyzing electric vehicles or mechanics working with modern tools—to highlight Saline Automotive’s tech-driven approach to routine maintenance, fixes, or improvements.
Automotive Storytelling
Images should capture real-world scenarios—professionals working on vehicles (oil change, tire rotation, etc.), business owners talking with staff or clients, and team members greeting customers. This reinforces Saline Auto’s role in helping helping customer with honest, quality, dependable service, building trust.
People with Confidence & Focus
Images should capture real-world automotive scenarios—professionals working on vehicles, business owners instructing staff or chatting with customers, and teams discussing strategies. This reinforces Saline Auto’s role in helping customers maintain their vehicles.
