Who we
are.
The Sign Guy is Simon Lunny, a local signwriter servicing Wānaka and the surrounding areas. The brand should feel like Simon does: friendly, straight-talking and up for any job, from a quick window decal to a full fleet wrap.
Signage for every surface
Use as the lead line on hero banners, flyers, vehicles and the website. Set in Allotrope Bold, uppercase, with the second line split across Blue and Pink.
You know a guy
Use where it fits naturally, usually as a call to action, e.g. “Need a sign? You know a guy!” Don’t force it into every piece; one appearance per item is plenty.
Tone of voice
We sound like
- Friendly and local. A real person in Wānaka, not a faceless company.
- Plain-speaking. No confusing jargon. Say what we do and how we help.
- Confident, a little cheeky. “If you can stick it, wrap it, frost it or sign it, chances are The Sign Guy can sort it.”
- Helpful. Free quotes, personal service, “we’ll help make a plan”.
We avoid
- Corporate buzzwords (“solutions”, “leverage”, “synergy”).
- Technical print jargon with customers. Explain it simply.
- Shouting: body copy is sentence case. Uppercase is for headlines only.
- Over-promising. Be honest about what’s possible.
The
logo.
Two layouts, stacked and horizontal, in five colourways. The neon Primary logo is the hero version; the flat colourways cover everything else, from single-colour vinyl to embroidery.
Logo versions
Every version is supplied for screen (RGB: SVG, PNG, PDF, EPS) and print (CMYK: PDF, EPS). Pick the stacked layout first; use horizontal when space is wide and short (headers, signage fascias, email signatures).
Clear space
Keep a clear zone around the logo, free of text, edges and other graphics. The minimum clear space (x) is the height of the word “THE” in the logo, on all four sides. More space is always better.
xxxx
xxxxMinimum size
Below these sizes the script lettering and “THE” stop reading clearly. For signage, size up for viewing distance. These are minimums, not targets.
| Version | Print (width) | Screen (width) |
|---|---|---|
| Primary neon logo, stacked | 35 mm | 140 px |
| Primary neon logo, horizontal | 50 mm | 200 px |
| Flat logo, stacked | 25 mm | 100 px |
| Flat logo, horizontal | 40 mm | 160 px |
Choosing the right version
Logo don’ts
Sign Guy
call now
Meet the
sign guy.
He gives the brand its personality, so use him generously, but he supports the logo rather than replacing it.
With outline
The cyan keyline lifts him off dark, coloured or busy backgrounds and gives a sticker look. Use on black and on photos.
No outline
For white and light backgrounds where his black linework already stands out.
Keep him in character
Don’t stretch, recolour, redraw, crop through his face or add effects. Minimum size 20 mm / 80 px tall.
Service
icons.
One icon for each core service. Use them with their service name, as on the flyer and website, and keep them the same size when shown together.
The Company Branding icon is the same artwork as Building Signage. The files are named tsg_icon_building_…. Minimum size 10 mm / 40 px wide.
Neon on
black.
Blue and Pink on Black. That’s the brand. We have one set of colours for screens and a separate set for print, so always use the right one for the job. Click any value to copy it.
Digital (RGB)
For anything seen on a screen: website, social media, email, digital ads, video and presentations. These are the true neon brand colours.
Print (CMYK)
We want our brand to be bright and neon, but standard CMYK printers can’t reproduce colours that vibrant. Neon RGB colours sent to print as they are don’t reproduce correctly and end up printing duller than we’d like.
For this reason we have colours and files set up specifically for printing in CMYK, for jobs where Pantone (spot colour) printing isn’t cost-effective.
- Match the RGB colours first. Wherever possible, match the screen colours as closely as you can, for example with vinyl, paint, fluoro or Pantone inks, or illuminated signage.
- Otherwise, use the CMYK colours. If a close match isn’t possible, the CMYK print colours and CMYK files are your go-to.
- Never print the RGB files. Don’t send RGB files to a CMYK printer or convert them yourself. Always use the supplied CMYK versions.
Approximate. The CMYK swatches show how the print colours look once printed, so they appear duller on screen. That’s expected.
Black is always #000000 on screen and C75 M68 Y67 K90 (rich black) in print. Use Blue and Pink as accents on Black: headlines, highlights, outlines and buttons, not large body text on white.
Two fonts.
That’s it.
Allotrope for punchy uppercase headlines, Outfit for everything else. The script lettering in the logo is artwork only. Never set text in it.
Allotrope Bold
0123456789 + ? ! &
Licensed through Adobe Fonts. Allotrope isn’t available to download here. Anyone designing with it must hold their own current Adobe Fonts licence (included with Adobe Creative Cloud) and activate it from fonts.adobe.com. Never share or send the font files.
Outfit
abcdefghijklmnopqrstuvwxyz 0123456789
Free to use and share under the SIL Open Font License (included in the download).
Hierarchy
every surface
You know a guy!
Downloads,
sorted.
Digital files use RGB colour. Anything heading to print should use CMYK. Single files are also available from the Logo, Mascot and Icons sections above.
For screens
Website, social media, email, presentations and digital ads.
For print
For printers, sign makers and suppliers. Match the RGB colours where you can; otherwise these are your go-to. Why print files are separate →
Brand fonts
Outfit is free to download and share. Allotrope is licensed through Adobe Fonts, so activate it from your own Adobe account. An Adobe Fonts licence must always be held to use it.
Which
file
do I
need?
| File | Colour | Use it for |
|---|---|---|
| SVG | RGB | Websites and digital design. Scales to any size and stays sharp. |
| PNG | RGB | Documents, presentations, social media and email. Transparent background. |
| RGB CMYK | Sending to printers and suppliers. Use the CMYK version for anything printed. | |
| EPS | RGB CMYK | Sign makers, vinyl cutters, embroiderers and older design software. |