Brand
Guidelines
Contents
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 document 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
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
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
Our mission is to be Ontario’s leading family-owned auction service. 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.
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
Our logo system includes four variations to ensure optimal visibility and brand consistency across all applications: full-colour versions optimized for both light and dark backgrounds, plus monochrome alternatives for each.
Proportion
The logo features bold, clean typography with a strong icon, ensuring clarity and;
1. The logo Symbol
2. The logo title
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.
When in doubt, refer to the approved logo files and specifications in this guide.
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.
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 - Colour Codes
CMYK
RGB
HEX
PMS
82, 36, 6, 0
77, 134, 188
4D86BC
2925 C
82, 36, 6, 0
77, 134, 188
4D86BC
2925 C
82, 36, 6, 0
77, 134, 188
4D86BC
2925 C
89, 20, 100, 755, 134, 73378649
7740 C
0, 56, 100, 0
221, 137, 45
DD892D
7412 C
40%
60%
80%
100%
Our brand colours create a strong, recognizable identity that reflects trust and professionalism. They ensure consistency 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.
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 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
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.
15 - In Print
Business Cards & Letterhead
Business cards and letterhead must use the approved templates found in the marketing shared folder, that 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.
16 - Downloads
Logo, for light background
Logo, for dark background
Monochrome logo for dark background*
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.
*Only use monochrome logos when colour print is not an option. Please consult with our marketing department before using this version of our logo.
