Brand
Guidelines
01 - Introduction
At Bryanʼs Auction Services, our brand represents reliability, expertise, and exceptional service. These guidelines ensure a consistent and professional identity across all platforms. This web page covers logo usage, typography, colours, and messaging.
Following these guidelines helps maintain a strong, recognizable brand that builds trust with our clients and customers.
02 - Core Values
We prioritize a safe, inclusive, and respectful environment where everyone feels valued. Trust, dignity, and well-being are at the core of our culture.
Accountability and customer focus guide us. We take responsibility, learn from challenges, and serve our communities with integrity and care.
Safe & Healthy Work Environment
We integrate physical and mental well-being into every operation, ensuring a safe environment for our employees, clients & customers.
Dignity & Respect
Everyone is valued and deserves to be treated and communicated with in a dignified and respectful manner at all times.
Accountability
We stand behind our own and our teamʼs decisions, actions, and results. We learn from our mistakes.
Client & Customer Focus
We always try to do the right thing for our clients and customers. When they succeed, we succeed.
Diversity & Inclusion
Champion an environment where all employees, clients, and customers feel a sense of belonging – are heard, seen, and respected.
Social Responsibility
Serve our communities with our expertise, time, and resources.
03 - The Mission
Mission Statement
Our mission is to be Ontario’s leading family-owned auction service.
Mission Statement
We are The Home of Great Deals. A safe and reliable marketplace that connects a nation of buyers and sellers to deliver a winning experience.
04 - Brand Voice
Straightforward & honest
Helpful & solution-focused
Approachable & easy to work with
Consistent & reliable
Focused on value & practicality
Bryan’s Auction Services communicates in a clear, friendly, and professional manner. Our tone is approachable, respectful, and easy to understand.
This standard extends across all social media channels. Whether posting on Facebook, Instagram, or any other platform, we maintain the same professionalism and respect for our audience. We avoid slang, divisive topics, and anything that could reflect poorly on the brand, keeping every interaction consistent, trustworthy, and on-brand.
05 - Logo
Composition
The logo features bold, clean typography with a strong icon, ensuring clarity and;
1. The logo symbol
2. The logo title
Variations
Only use mono versions with permission from the Marketing Team at Bryan’s Auction Services. It is only to be used in black and white print situations.
Proportion
No not shrink below 40%.
06 - Logo Spacing
Adequate clear space around our logo ensures maximum legibility and visual impact. The minimum clear space is defined by the height of the lowercase “s” in “Bryan’s.”
This measurement creates a protected zone around the logo where no text, graphics, or other elements should appear. Maintaining this clear space prevents visual clutter and preserves the logo’s integrity across all applications.
07 - Co-Branding
When partnering with other organizations or featuring multiple brands together, maintain the integrity of the Bryan’s Auction Services brand. Our logo should always appear in its approved form with proper clear space, and should never be merged, overlapped, or visually subordinated to partner logos. Co-branding applications require prior approval to ensure both brands are represented professionally and equitably.
Logos available at bryansauction.com/branding
Co-Branding Guidelines
Logo Order
The logo order is defined by who owns or has the lead of the initiative and the supporting marketing assets.
Equal Sizing
The logos should appear equal in sizing, so both have equal billing
Divider Line
The divider line must be used as a visual separator between co-branded logos. See co-branding templates below for further guidance.
Alternative Method*
Horizontal Stacking
Horizontal arrangement is preferred and recommended. In limited scenarios without enough horizontal space, the logos may be vertically stacked.
* While Alternative Methods are not prefered, we understand situations where we don’t lead the partnering initiative. However, it is required to proof this with our marketing department.
08 - Typography
09 - Brand Colours
Our brand colours create a strong, recognizable identity that reflects trust and professionalism. They ensure cohesion across all materials, reinforcing our commitment to consistency.
By using our colours thoughtfully, we enhance readability, visual appeal, and brand recognition. A balanced colour palette helps convey reliability and makes our messaging clear and impactful.
White is crucial to our palette. The Bryan’s logo title must always be solid white when placed on a dark backgound (ref. page 7). For digital, use #FFFFFF. In print, use only true, pure white stock.
PRIMARY COLOURS
BRYAN’S BLUE
#0389C1
RGB 3 137 193
CMYK 82 35 6 0
PANTONE 2925 C
SWOOSH GOLD
#F7C407
RGB 247 196 7
CMYK 0 20 100 3
PANTONE 123 C
SECONDARY COLOURS
Ontario Navy is used for the Bryan’s Auction Services Ltd logo in the “Auction Services Ltd” subtext, on light backgrounds, and for Ontario Event Auction materials. Puslinch Green and Trenton Orange are location-specific; reserved for their respective marketing materials only. Secondary colours are only to be used with permission from the Bryan’s Marketing Team.
ONTARIO NAVY
#004259
RGB 0 66 89
CMYK 98 68 45 33
PANTONE 7477 C
PUSLINCH GREEN
#378649
RGB 55 134 73
CMYK 98 20 100 7
PANTONE 7740 C
TRENTON ORANGE
#DD892D
RGB 221 137 45
CMYK 0 56 100 0
PANTONE 7412 C
10 - Backgrounds
We use a distinctive angled random rectangle pattern as a signature design element across all branded materials. This geometric pattern creates visual interest while maintaining a clean, professional appearance that reinforces brand recognition.
Two versions are available: a light version with whites and greys for subtle sophistication, and a dark version with brand blues for bold visual impact. Both maintain the same structure to ensure consistency across all applications.
11 - Monthly Auction Badges
Our monthly auction badges provide consistent, recognizable branding for our recurring auction locations: Puslinch Auction, Trenton Auction, and Ontario Event Auction. These badges are designed to build familiarity and trust with our regular customers while maintaining visual cohesion across all our monthly events. Each location has a designated colour, Puslinch Green and Trenton Orange that must be used consistently to strengthen location recognition and customer loyalty.
Use only the approved badge files for each location. You can find download links at the back of this document.
12 - Event Auction Badges
Event auction badges are designed for annual and one-off auction events that fall outside our regular monthly schedule. These badges allow for flexibility while maintaining brand consistency, ensuring each special event is both distinctive and recognizably part of the Bryan’s Auction Services family.
All event badges must be created and approved by our marketing department. Do not create custom event badges.
13 - Brand Misuse
Logo Misuse Examples
Our brand identity is built on consistency and professionalism. Following the guidelines outlined in this document ensures we maintain a strong, recognizable presence in the marketplace. The examples on this page demonstrate common mistakes that compromise our brand integrity and weaken the trust we’ve established with our community.
When in doubt, refer to the specifications in this guide.
Branding Misuse Examples
14 - Digital Uses
Website Usage
Our website should consistently use the Bryan’s Auction Services logo in the header, maintaining proper clear space and colour specifications. The angled rectangle background pattern should be incorporated throughout the site to reinforce brand identity. All imagery should reflect our friendly, professional tone, and calls to action should align with the “The Home of Great Deals” messaging.
Email Signature
All employee email signatures must follow the standardized format provided in the signature guidelines document. Signatures should include the employee’s name, title, contact information, and the Bryan’s Auction Services logo. Use the approved signature template to ensure consistency across the organization and maintain a professional appearance in all correspondence.
Presentations
Company presentations should utilize the branded PowerPoint template featuring our angled rectangle background pattern, approved colour palette, and proper logo placement. Maintain consistency in fonts, spacing, and design elements. All slides should reflect our professional yet approachable brand voice, with clear, easy-to-read content that aligns with our brand standards.
15 - In Print
Business Cards & Letterhead
Business cards and letterhead must use the approved templates found in the marketing shared folder and include the Bryan’s Auction Services logo, brand colours, and contact information in the standardized format. These materials represent our first impression and should reflect our professional, trustworthy brand identity. All printing should be handled through approved vendors to ensure colour accuracy and quality.
Magazines & Print Ads
All magazine and print advertisements should prominently feature the Bryan’s Auction Services logo and utilize our brand colours. Ads should be clear, readable, and consistent with our professional appearance. Large-format materials should incorporate the angled rectangle background pattern where appropriate to reinforce brand recognition and align with “The Home of Great Deals” messaging.
Apparel & Merchandise
Branded apparel and merchandise should feature the approved logo placement and follow colour specifications for different applications. All Apparel & Merchandise require approval from marketing. Employee uniforms should maintain a professional appearance that aligns with our brand identity. Promotional merchandise should reflect our brand by offering well-made, practical items that customers are proud to use.
Not sure which version to use or how to apply it properly? No worries! Our marketing team is here to help ensure your project looks its best. Drop us a line at info@bryansauction.com and we’ll get you sorted out quickly.
