Brand Guide
Voice, identity, and guidelines for everyone who builds with our brand.
Our brand
Make waste and equipment rentals simple
Downstream sits between two people with a deadline on the line, customers renting equipment to hit a job-site date and suppliers fulfilling against the same clock. Every screen earns trust by being calm, clear, and certain.
Enable clarity and functionality
Our design makes it easy for customers to find and rent equipment quickly, simple, intuitive, and user-friendly.
Reinforce trust and professionalism
Strong, clean visuals across every platform reflect the reliability and authority our customers and suppliers expect.
Highlight the value of service
Clear messaging communicates efficiency and value, showing customers exactly why we are the best choice.
Logo
One mark, used with care
The identity has two building blocks: the full wordmark and the standalone Stream mark. Each is approved in the core brand colors below. Always use the approved artwork in a single approved color, never alter or recreate these elements.
Wordmark
The primary horizontal lockup. Use it wherever there is comfortable horizontal space. Every approved color is shown below. Download the one you need.
The Stream
The standalone mark for avatars, app icons, and tight spaces. Every approved color is shown below. Download the one you need.
Vertical Lockup
The stacked lockup for narrow, centered spaces where vertical room is available. Every approved color is shown below. Download the one you need.
Don't
- Do not use logos that blend into the background colors.
- Do not replace the wordmark with the Stream mark.
- Do not place the logo in the middle of a sentence.
- Do not alter the orientation, distort, or recolor the logo.
Color palette
Colors that reflect our identity
Color has three jobs: state, hierarchy, and interactive affordance. Turquoise leads on calls to action, cadet blue carries structure, and grey supports. Click any swatch to copy its hex value.
Typography
Outfit, our single brand typeface
We use one family everywhere. Outfit keeps headlines confident and body copy legible without adding noise.
Aa
Outfit, 400 / 500 / 600 / 700 / 800
Voice & tone
Simple, practical, down-to-earth
Our language makes renting easy, transparent, and convenient. We use simple, practical, and down-to-earth language across every communication and customer experience touchpoint.
Tone can shift with the moment
Your tone may shift depending on the message or touchpoint. Just keep it real, practical, and down-to-earth, like our customers expect.
- Matter-of-factRent what you need, get it delivered, and get to work.
- CasualLet's get you the right equipment for the job.
- RespectfulWe're here to help, let us know what you need.
- SeriousClear pricing with no surprises, get your equipment on time.
- FunnyWe'll get the gear to you faster than you can say jackhammer.
Photography
Real work, honestly captured
Our imagery reflects the hardworking, diverse world of construction, equipment rental, and waste management, authentic moments, never staged.
Job Lifestyle
Real, candid moments of crews at work, grit and focus over staged smiles.
- Do
- Capture candid, in-progress moments with real crews
- Let natural light and genuine expressions lead
- Don't
- Stage stiff, posed "smiling at the camera" shots
- Add our logo or a supplier logo onto the equipment
Products in Environment
Equipment in action on a real jobsite, the product leads, the context stays authentic.
- Do
- Show equipment actively working on a real jobsite
- Keep the surrounding context true to how it is used
- Don't
- Never put our logo on the equipment
- Never put a supplier logo on the equipment
Products Silhouetted
Clean, isolated product shots for social and digital, even light, minimal distractions.
- Do
- Isolate the product on a clean, minimal background
- Use even lighting so the shape reads clearly
- Don't
- Clutter the frame with distracting props
- Brand the equipment with our or a supplier logo
Iconography
A consistent, functional icon set
Icons stay simple and literal so customers recognize equipment and services at a glance across the whole catalog. Scroll to move through the set.
Get in touch
Questions about the brand?
Reach out for logo files, approvals, or guidance on using the Downstream brand.