Brand Identity Guidelines — 2026

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02 — Color Palette

Colour System

Rooted in the Australian landscape — from sunburnt earth to ironbark timber, gum leaves and open sky. The palette is bold, warm, and unmistakably Aussie.

Sunburnt Orange

Primary brand colour — bold, energetic, tradie-tough.

HEX#E8621E
RGB232, 98, 30
CMYK0, 72, 92, 4
Pantone1665 C
Deep Charcoal
#1A1A1A
RGB 26, 26, 26
Ironbark
#3D2B1F
RGB 61, 43, 31
Outback Sand
#F5EDE3
RGB 245, 237, 227
Gum Leaf
#4A7C59
RGB 74, 124, 89
Sky Blue
#2D8CCC
RGB 45, 140, 204
Hi-Vis Yellow
#F5C518
RGB 245, 197, 24
Concrete Grey
#6B6B6B
RGB 107, 107, 107
03 — Typography

Type System

A pairing of classical authority and modern clarity. DM Serif Display carries the brand's personality in headlines. Plus Jakarta Sans handles everything else with precision.

Display — Headlines
DM Serif
Display
Google Fonts — Free
Weights: 400 Regular, 400 Italic
Use: Headings, hero text, pull quotes
Body — UI & Content
Plus Jakarta
Sans
The quick brown fox jumps over the lazy dog. Every tradie deserves to be found online.
Google Fonts — Free
Weights: 300 – 800
Use: Body, buttons, labels, navigation
Display / 48px Find Your Tradie
H1 / 36px Every Trade. One Platform.
H2 / 28px Business Providers in Your Area
H3 / 22px Top Local Categories
Body / 16px List your business today to increase exposure and attract new customers across Australia.
Caption / 13px Posted 2 months ago · ACT, NSW, QLD
Overline / 11px Featured Provider
04 — Brand Voice & Tagline

How We Speak

Tradie Online sounds like a straight-talking mate who gets the job done. No corporate waffle — just clear, confident, Aussie English that tradies and homeowners both trust.

Primary Tagline
Every Trade. Every Business.
One Platform.
Alternative Taglines
Australia's Tradie Marketplace
Find. Hire. Done.
Your Local Tradie, Online
Built for the Trades

✓ We Are

Direct, warm, Aussie, down-to-earth, helpful, reliable, no-fuss, confident

"Need a sparkie in Sydney? We've got you covered. Browse local electricians, check reviews, and get a quote — all in one spot."

✗ We're Not

Corporate, stiff, overly formal, salesy, pushy, generic, jargon-heavy, condescending

"Leverage our synergistic platform to optimise your service provider acquisition pipeline."
05 — UI Elements

Design Components

Core building blocks that keep the platform consistent and recognisable across all touchpoints.

Buttons

Three tiers for clear visual hierarchy

Category Tags

Used to label trade categories and badges

Electricians Plumbers Builders Featured Popular Emergency

Spacing Scale

Consistent 8px base grid for all layouts

4
8
16
24
32
48
64

Photography Direction

Use real, authentic photography. Show actual tradies at work — on-site, in hi-vis, with tools. Avoid staged stock photos. Warm tones, natural light, Australian settings.

Warm tones
On-site context
Natural light
06 — Usage Guidelines

What to Avoid

These rules protect the integrity of the brand. If in doubt, refer to these guidelines or reach out to the brand team.

✗ Don't

Don't apply gradients, shadows, or effects to the logo. Use only solid, flat colour fills.

Tradie Online
✗ Don't

Don't stretch, squash, rotate, or alter the proportions of the logo or wordmark.

✗ Don't

Don't place the logo on a busy or low-contrast background. Ensure readability at all times.

tradie online
✗ Don't

Don't recreate the wordmark in a different typeface. Always use the official logo files.