Design guidelines
The Link-Belt 150th campaign identity is about legacy and hard work. The overall aesthetic is weathered and gritty. Consistent use of design elements helps us build trust and create experiences that inspire.
Campaign Logo
This badge is the signature for the 150th Anniversary campaign.
Download Logo Typography
Our typography is bold and gritty with a sense of history.
Download FontsDisplay Fonts
Our headlines are set in a custom textured display font that gives them a sense of authentic grit.
Font usage
There's some minor rules to follow when using our display font to help achieve the desired look. Some of this will take experimentation depending on the words being used and the context of the design. A good starting point is to set the type sizes. There's a 1/3 size ratio happening. For example, in the image below LBX 150 Bold and LBX 150 script are set to 150 px, and the smaller text is LBX 150 Bold set to 100 px.
Maintain these size ratios to achieve a consistent look.
Body fonts
Body copy should be set in Metropolis light, the same font used for Link-belt Excavator branding. Use this for long form copy.
Color
Our color palette is based of the Link-Belt Excavators palette but it's been slightly modified to feel aged.
Off White
- Pantone 482
- CMYK 8 / 17 / 20 / 0
- RGB 239 / 227 / 214
- Hex #EFE3D6
Red
- Pantone 485
- CMYK 0 / 95 / 100 / 0
- RGB 233 / 40 / 6
- Hex #E92806
Texture
We're using a handful of textures to add depth and grit to compositions.
Download Texture History Photos
This is a collection of historic Link-Belt photos and other assets.
Download Photos