The company behind the products.
One enterprise, one system.
These are the brand and visual-identity standards for producing on-brand Edge Tech materials — logo, color, typography, components, imagery, voice, and application rules, with copy-paste-ready tokens. Use them as the single source for any Edge Tech asset.
The building block.
One logo, used with discipline, in every region — the first proof that every entity tells one story. The wordmark lives inside a square that reads as a building: the structure a manufacturer of the whole building envelope stands behind. No separate symbol to balance — the enclosure is the mark.
How it was developed — and what it means
The logo started from the brand's hardest problem: Edge Tech is still building broad market awareness. A clever, abstract symbol would need decoding — the opposite of what a company trying to be understood before the first meeting can afford. So rather than invent a mark to explain, we made the name itself the logo, and gave it a container that carries meaning.
That container is a square that reads as a building. Edge Tech manufactures the entire building envelope — below-grade to roof — so the enclosure says, quietly, the company behind the structure. Inside it, EDGE is set bold and TECH light: the ownable, differentiating half leads, the category qualifier follows, both at the same size so the name stays one unit. It's set in Chivo — a squared, engineered sans, an "EDGE" that actually has edges — so the mark reads precise and industrial, and holds up at any size, in one color, under a procurement scan. Contained, balanced, unshouting: run silent, run deep.
The lockup — horizontal & square
Clearspace & minimum size
Clearspace unit X = the frame's stroke-to-cap gap. Keep at least X clear on every side — no type, rules, images, or edges enter the zone. Horizontal lockup min 120px wide; below that, use the square. The favicon is the Ink-solid square.
Co-branding
The customer's logo always leads — Edge Tech endorses, never crowds. OEM purity applies to layout, too. Default placement of the Edge Tech lockup: top-left, or centered on covers and title cards.
Misuse
A quiet, industrial palette.
Built on John's Palette 01, extended with one functional accent so the system works in print, on screen, and under accessibility audit. Click any swatch to copy its hex.
Visual weight — lead with quiet
Accents season; they never dominate. White + Mist carry ~60% of any layout, Ink ~25%, Deepwater ~10%, Sky ~5%.
Type-on-color · WCAG 2.2
| Pairing | Ratio | Grade | Use |
|---|---|---|---|
| Ink on White | 14.8:1 | AAA | Default body pairing |
| Ink on Mist | 12.3:1 | AAA | Body on tinted panels |
| White on Ink | 14.8:1 | AAA | Reversed layouts |
| Deepwater on White | 6.1:1 | AA | Links, CTAs, labels |
| Sky on Ink | 10.9:1 | AAA | Accents on dark only |
| Sky on White | 1.4:1 | FAIL | Fills only — never text |
| Steel on White | 2.4:1 | FAIL | Decorative only — non-text |
| Steel-text on White | 7.0:1 | AAA | Body captions (#5B5B66) |
| Concrete border on White | 1.6:1 | FAIL | Non-text < 3:1 — decorative |
An industrial sans system.
Three open-licensed families (SIL OFL) — every agency and region installs them in minutes at zero cost. The real webfonts are embedded in this page, so what you see is what ships.
Hierarchy — a live specimen
The working parts.
Live, themeable building blocks — the vocabulary the website, decks, and documents are assembled from.
Content card
A titled card with a kicker and body copy — the pattern for features, differentiators, and highlights.
A callout panel for a short, important statement set apart from body copy.
Spec table · the Plex Mono data voice
| Property | Method | Value | Unit |
|---|---|---|---|
| Tensile strength (MD) | ASTM D5035 | 1,240 | N/50mm |
| Water resistance | AATCC 127 | > 2,000 | mm |
| Service temperature | — | -40 / +120 | °C |
| Roll coverage | — | 1,000 | sq ft |
Two modes: capability and application.
Roughly a 50/50 balance. Manufacturing imagery proves capability; jobsite and product-in-use imagery proves performance. Professional tradespeople and product-in-application scenes are explicitly in scope. Full-color runs cool and clean; the Ink–Sky duotone is the signature treatment for covers, dividers, and any surface carrying reversed type.
Capability · proves we can make it
- Production lines, extrusion, coating detail
- Raw material & QC in action
- Warehouse scale — shot wide
- Hands and machines — shot macro
Application · proves it performs
- Product installed on the building envelope
- Professional tradespeople at work
- Finished jobsite — shot wide
- Product-in-use — shot macro
Never: stock handshakes, hard-hat clichés, shiny office towers, or consumer/homeowner lifestyle. Treatment: desaturate full-color 10–15%, no HDR, no warm filters. CGI cutaways follow the same palette and light logic so renders and photos sit together as one family. Customer-branded product lines are confidential by default — clear every frame before external use.
Facts over adjectives.
The brand never sells, never shouts, never overclaims. It states facts and lets scale speak — quiet, technical, and precise.
Always
- The company behind the products
- The inside partner
- Vertically integrated OEM manufacturing partner
- An extension of your R&D
- From being explained to being understood
- True OEM — we build your brand, never a competing one
- Standardize the system; localize where required
Never
- Broker, middleman, trading company
- Supplier, vendor, sourcing partner
- "Cheapest" or price-led framing
- "One of the biggest in construction" (overclaim)
- Consumer-style hard-sell language
- Hype: "world-class," "best-in-class," "solutions provider"
- Anything positioning customers' brands as secondary
Where the brand shows up.
How the brand is applied across the surfaces that carry it — the key ones shown in full, with rules for the rest.
The company behind the products.
For more than 25 years, the most recognized brands in roofing and waterproofing have trusted Edge Tech to develop, manufacture, and deliver the systems they sell as their own.
Email signature · quiet is the brand
The Ink horizontal lockup (or the square block) small and transparent; Inter (Arial in mail clients); one Deepwater link; no taglines, quotes, or banners. One IT-deployed template for every employee in every region.
IT-deployable template
One HTML block for every employee — IT swaps the four highlighted fields. The logo is a hosted transparent PNG (upload the Ink horizontal export). Arial for mail-client safety, Ink text, one Deepwater link — nothing else. Delivered as a ready file alongside this doc.
<table cellpadding="0" cellspacing="0" style="font-family:Arial,Helvetica,sans-serif;color:#272635">
<tr>
<td style="padding-right:16px;border-right:2px solid #0F6B85;vertical-align:middle">
<img src="https://edgetechproducts.com/email/edgetech-horizontal-ink.png" width="132" alt="Edge Tech">
</td>
<td style="padding-left:16px;font-size:13px;line-height:1.55">
<div style="font-weight:bold;font-size:14px">Sarah Mitchell</div>
<div style="color:#5B5B66">Director of Business Development — Edge Tech</div>
<div style="margin-top:6px">+1 615 000 0000 · <a href="mailto:sarah@edgetechproducts.com" style="color:#0F6B85;text-decoration:none">sarah@edgetechproducts.com</a></div>
<div><a href="https://edgetechproducts.com" style="color:#0F6B85;text-decoration:none">edgetechproducts.com</a></div>
</td>
</tr>
</table>
Reply / thread signature — no logo, one line: Sarah Mitchell · Director of Business Development, Edge Tech · +1 615 000 0000 · sarah@edgetechproducts.com
Rules for the rest
Capability deck & one-pager
The first-meeting toolkit. Target ratio: 15 minutes on who we are, 45 minutes on product systems. Built from approved brand messaging — nothing invented downstream.
Technical documentation
Spec sheets and TDS in the Plex Mono data voice — clean tables, claims discipline enforced, procurement- and audit-ready.
Website & platform
Ink / Mist surfaces, duotone heroes, Deepwater interactions, self-serve documentation. The story told before the first meeting.
Trade presence
Edge Tech does not exhibit — its products are there carrying customers' logos. Any exception is a leadership decision, not a marketing one.
Packaging & labels
The customer brand leads, always. Edge Tech appears only where certification requirements mandate it — OEM purity in print.
Letterhead
Reversed or Ink logo, Inter only, no taglines or inspirational quotes. Quiet is the brand.
Capability deck — structure
The first-meeting toolkit, built on the 15/45 ratio — 15 minutes on who Edge Tech is, 45 minutes on product systems. A starter template with the master layouts below is delivered separately.
Copy-paste for the platform build.
The design tokens that drive this page — ready to drop into the web platform, a WordPress theme, or a deck template.
/* Edge Tech — core color tokens */ :root{ /* Brand */ --ink: #272635; /* primary dark / text */ --deepwater: #0F6B85; /* functional accent */ --sky: #B1E5F2; /* highlight / fills */ --mist: #E8E9F3; /* light surface */ --concrete: #CECECE; /* rules / borders */ --steel: #A6A6A8; /* decorative / non-text */ --steel-text: #5B5B66; /* body text on light */ /* Type */ --font-display: "Barlow Condensed", "Arial Narrow", sans-serif; --font-text: "Inter", Arial, system-ui, sans-serif; --font-mono: "IBM Plex Mono", "Courier New", monospace; }