AMF Steel Buildings brand style guide
Logo usage, approved colors, typography, and taglines for print, web, and partner materials.
Logo
Use the official AMF Steel Buildings logo on all branded materials. Preserve the lockup and clearspace.
Preferred logo
Clearspace
Maintain a clearspace equal to the height of the "AMF" wordmark on all sides. Do not crowd the logo with text, graphics, or borders.
Minimum size
Digital minimum: 120 px wide. Print minimum: 1.5 inches wide. Never render the logo smaller.
Do
- Use the supplied PNG or SVG logo file.
- Place the logo on a white or light background.
- Use the logo on the Hull Blue band when the full logo is reversed in white.
- Keep the tagline "We supply buildings, we install them" adjacent to the logo on the header.
Don't
- Stretch, rotate, or distort the logo.
- Change the logo colors outside the approved palette.
- Place the logo on busy photography or clashing colors.
- Alter the company name or add taglines to the logo artwork.
Color palette
The AMF palette is built on trustworthy blue and industrial silver. Use these colors for all digital, print, and building-render exports.
Hull Blue
Hex: #123a5c
Token: var(--hull)
Primary headers, footer bands, dark UI surfaces
Signal Blue
Hex: #2a6ea8
Token: var(--signal)
CTAs, links, focus rings, accent rules
Galvalume Silver
Hex: #c9d4dd
Token: var(--silver)
Borders, metallic accents, secondary text on dark
Steel Grey
Hex: #8a9299
Token: var(--steel)
Body text, subtle dividers, muted UI
White
Hex: #ffffff
Token: var(--primary-foreground)
Text on dark backgrounds, clean backgrounds
Typography
Archivo is the display face for headlines and CTAs. Barlow is the workhorse body face for UI, paragraphs, and technical copy.
Display
Archivo Extra Bold
Headlines, hero type, section titles, and numbers.
Body
Barlow Semibold
UI labels, paragraphs, captions, and form text.
Approved taglines
Use these taglines for homepage hero copy, paid ads, and partner co-branding. Do not mix taglines in a single layout or invent new ones without approval.
We Supply It. We Deliver It. We Install It.
supply-deliver-installSupplied. Shipped. Installed.
supplied-shipped-installedYou buy it. We deliver it. Our crews install it.
buy-deliver-installFrom quote to completed building — nationwide.
quote-to-completeSteel buildings direct, installed by AMF.
direct-installedVoice & tone
Direct
We supply buildings, we supply kits, and we install them. Lead with the customer benefit.
Engineered
Reference span sizes, code stamps, wind loads, and clear-span capability with precision.
Nationwide
Emphasize delivery and installation across all 50 states, especially on location and hub pages.
Need approval?
For press, co-branding, or large-scale print campaigns, contact the AMF team before creating derivative logo or tagline versions.