Brand Guidelines

Brand Story & Mission

Slogan: "To us, it's about relationships, not forklifts."

Mission: To bring an affordable, customizable solution to the material handling industry; built the way we would want it if we were buying it.

Positioning

Value leader. Best warranty in the category. Lowest overall cost of ownership. Non-proprietary service — any qualified technician can work on a Patriot lift.

Target Audience

Small businesses owning 1–10 lifts per location. Smaller independent forklift dealers looking for better margins and reliable machines to sell and service.

Competitive Positioning

Patriot competes against Toyota, Hyster, and Crown on value. Against Octane, Viper, and Heli on quality and warranty. Never position as cheap — position as smart value.

The Core Difference

Open architecture. Kohler, Cummins, Kubota engines. Curtis hydraulics. Any qualified tech can service. No proprietary lock-in. No captive parts chains.

Logo Usage

The Patriot Forklifts logo is the primary visual identifier of the brand. Use it consistently to build recognition. Always ensure sufficient clear space around the logo.

Full Logo

Primary logo for brand materials, website headers, print collateral, and dealer signage. Preferred for all applications where space permits.

Navigation Logo

Compact version for website navigation, app headers, and tight spaces. Maintains brand recognition at smaller sizes.

Clear Space & Sizing

Minimum clear space: height of the star icon on all sides. Minimum size: 120px wide for digital, 1 inch wide for print.

Do

Use on dark navy backgrounds (preferred)
Use on white or light backgrounds with proper contrast
Maintain original proportions in all sizes
Ensure clear space around the logo
Use one-color white version on dark backgrounds

Don't

Never stretch, compress, or distort the logo
Never place on busy backgrounds without contrast
Never alter the colors or add effects
Never add drop shadows, outlines, or gradients
Never rotate or flip the logo

Color Palette

The Patriot color system consists of three primary colors, secondary colors, and neutrals. Each serves a specific purpose in the visual hierarchy and reinforces brand identity.

Navy

#0A1628

var(--navy)

Dominant background. Navigation, headers, and main sections. Core brand color.

Patriot Red

#C41E2A

var(--red)

CTAs, accents, and highlights. Draw attention to buttons and key messages. Never use for large backgrounds.

White

#FFFFFF

var(--white)

Text on dark backgrounds. Clean, high-contrast reading experience. Breathing room on navy.

Navy Mid

#132240

var(--navy-mid)

Secondary dark background. Subtle contrast and layering on navy sections.

Navy Light

#1B3058

var(--navy-light)

Hover states and card backgrounds on dark sections. Visual feedback and hierarchy.

Gold

#C8A96E

var(--gold)

Labels, category titles, and premium accents. Use sparingly for upscale touches.

Red Hover

#D42E3A

var(--red-hover)

Button hover states. Interactive feedback for CTAs and links.

Off-White

#F4F5F7

var(--off-white)

Subtle backgrounds for cards and sections. Light contrast against white.

Gray 100

#E8EAEE

var(--gray-100)

Borders, dividers, and subtle rules. Structure and separation.

Gray 300

#B0B7C3

var(--gray-300)

Secondary text on dark backgrounds. Navigation links and support text.

Gray 500

#6B7280

var(--gray-500)

Body text on light backgrounds. Labels and secondary information.

Typography

The Patriot type system balances authority with readability. Gotham delivers industrial strength. MyriadPro ensures clarity at body sizes. The combination creates personality and function.

Gotham Font Family

Used for all headings, navigation, buttons, labels, specs, and UI elements. Gotham gives the brand its industrial authority and confidence.

Gotham Black (900)

The FD70 lifts 15,500 lbs

Hero Headlines, Model Names

Gotham Bold (700)

Built for the Small Operator

Section Titles, Card Names, Nav Links

Gotham Medium (500)

15,500 lbs Capacity

Subheadings, Stat Labels

Gotham Book (400)

View Specifications

Button Text, Small Labels, Spec Values

MyriadPro Font Family

Used for all body prose, descriptions, and paragraph text. Provides readability and warmth at body sizes. Never use for headings or UI elements.

MyriadPro Regular (400)

Kohler, Cummins, or Kubota powertrains — engines any qualified technician can service and any parts supplier can stock. That's not an accident. We designed the lineup so your best local mechanic can keep your machine running.

Body Copy, Descriptions, Footer Text

Typography Rules

Gotham for hierarchy: Use for all headings, labels, buttons, and UI patterns. The font's weight and boldness creates visual authority.
MyriadPro for reading: Body text, descriptions, and longer-form content. The font's proportions ensure comfort at 14px to 18px sizes.
Never swap roles: Do not use MyriadPro for headings. Do not use Gotham for body prose. The pairing only works when each stays in its lane.
Line height: Gotham headings: 1.1–1.2. Body text (MyriadPro): 1.6–1.8 for comfortable reading.
Letter spacing: Gotham UI (nav, buttons): 0.05em–0.15em. Gotham headings: -0.02em for tightness. MyriadPro body: 0em (default).

Voice & Tone

The Patriot brand voice is confident, direct, and knowledgeable. We speak like an experienced equipment advisor, not a salesperson. No hype. No fluff. Just expertise and reliability.

Core Attributes

Confident

We know what we built and why. No hedging, no overselling. The machines speak for themselves.

Do: "The FD70 lifts 15,500 lbs with a Cummins diesel and 189-inch reach. Built for yards that don't slow down."

Don't: "Our amazing FD70 product is super powerful and we think you'll really like it."

Direct

Clear, straightforward language. Respect the operator's time. State the benefit, not the feature.

Do: "Any qualified technician can service this machine. No locked-in contracts."

Don't: "We provide comprehensive support solutions that empower end-users with service flexibility."

Knowledgeable

Speak from experience. Reference specs, warranty terms, and real applications. Prove we understand the industry.

Do: "2-year warranty: parts and labor on engine, transmission, axles, hydraulics, electrical, and every factory-installed component."

Don't: "We offer industry-leading warranty coverage."

Professional & Approachable

Think operations manager, not marketing. Relatable but authoritative. Friendly without being casual.

Do: "Talk to us. We pick up the phone."

Don't: "Hit us up on Slack!" or "Let's synergize your fleet solutions!"

Language Standards

Call them models, lifts, machines, forklifts. Never "products" or "items." Product-language feels retail and diminishes what these machines are.
Say "the lineup" not "our product line" or "catalog." Emphasizes the curated selection.
Use "operators" not "users" or "customers" when referring to the people running the machines. Shows respect for their skill.
No emojis. Ever. Use SVG icons or CSS glyphs for visual elements. The brand is industrial, not playful.
No exclamation marks in headlines. Confidence doesn't shout. Period or em-dash instead.
Measurements in imperial. Use lbs, inches, mph. Values sourced from spec sheets. Specificity builds trust.

Photography Style

Settings & Environments

Industrial environments: warehouses, loading docks, construction sites, yards
Machines shown in action or at rest in real work settings — not studio shots on white backgrounds
Warm lighting preferred: golden hour, warehouse overhead lighting, or dappled natural light
Avoid clinical or cold lighting — industrial but inviting

Composition & Color

Red and navy brand colors should be visible on the machines themselves — uniforms, decals, livery
No stock photos of people smiling at the camera. If operators appear, they're focused on work — authentic moments
Emphasize machine detail and capability: close-ups of forks, hydraulics, control panels, engine compartments
Show scale through context — machines dwarfing stacks of pallets, working in confined spaces, or lifting heavy loads

The Patriot Lineup

Ten models across three fuel types and rough terrain. 4,500 to 15,500 lbs capacity. Each series is color-coded for quick recognition.

Electric

FB20

4,500 lbs

Electric

FB25

5,500 lbs

Diesel

FD30

6,000 lbs

Diesel

FD40

9,000 lbs

Diesel

FD50

11,000 lbs

Diesel

FD70

15,500 lbs

Propane

G25

5,000 lbs

Propane

G35

8,000 lbs

Propane

G45

10,000 lbs

Rough Terrain

FD35RT4

8,000 lbs

Series Color Coding

Electric (Green): FB20, FB25 — Battery-powered units for clean indoor operations
Diesel (Orange): FD30, FD40, FD50, FD70 — Cummins-powered heavy haulers for outdoor and demanding work
Propane (Blue): G25, G35, G45 — Clean-burning, flexible fuel for indoor and outdoor flexibility
Rough Terrain (Yellow): FD35RT4 — All-terrain capability for uneven ground and construction sites

Brand Story & Mission

Positioning

Target Audience

Competitive Positioning

The Core Difference

Logo Usage

Full Logo

Navigation Logo

Clear Space & Sizing

Color Palette

Navy

Patriot Red

White

Navy Mid

Navy Light

Gold

Red Hover

Off-White

Gray 100

Gray 300

Gray 500

Typography

Gotham Font Family

MyriadPro Font Family

Typography Rules

Voice & Tone

Core Attributes

Confident

Direct

Knowledgeable

Professional & Approachable

Language Standards

Photography Style

Settings & Environments

Composition & Color

The Patriot Lineup

Series Color Coding

Contact Information