McLane Brand Assets
McLane’s brand assets serve as an essential resource for upholding a consistent and professional brand identity. These guidelines encompass all aspects of the McLane brand, ensuring that every communication aligns with McLane’s values and commitment to excellence.
Logos
The official McLane logo is two-color (black and red). It should always have clear space around it, as shown below. This ensures visibility and impact.
The two-color logo works on both light and dark backgrounds. See below for background and one-color variations.
Primary logo
This is the primary McLane logo. It's preferred usage is always in this two color format. See below for one color executions.
Logo clear space
The logo works best when it has room to breathe. This illustrates the clear space that should always exist around the logo at all times.
Logo use on backgrounds
The McLane logo can also be used on dark backgrounds. Whenever possible it's recommended to use a two color version of the logo (White + McLane Red). If contrast doesn't allow or you are using it against the McLane Red background the white version of the logo is always preferred.
Colors
As a bold brand, our color palette reflects confidence and energy. We lead with red—powerful and attention-grabbing—supported by black, blue, green, and vibrant gradients for depth and versatility. Dark and light gray add balance and clarity, grounding our dynamic look.
Primary Colors
Swatches
Click to auto copy HEX colors.
Gradients
Typography
Our brand voice is reflected through clean, modern typefaces. Headlines use Auto Pro for bold impact, while Forma DJR Micro brings clarity and readability to subheads and body copy. Together, they create a cohesive and professional look across all communications.
Elements
Signature brand elements add personality and consistency. The McLane Ribbon is a signature brand element, featured prominently to create a consistent and recognizable visual identity. Tire tracks serve as a subtle, secondary accent—reinforcing movement and energy without overpowering the design.
Iconography
Our icon style is simple, graphical and consists of two approaches. One for key concepts and the other for more general, illustrative use.
Key Concept Icons
General Icon Style
Examples
Here we have examples on how to use the various graphic elements presented in this guide. These should be examples to help you guide your own specific executions.
