The wing is the brand. It is never redrawn, recolored, stretched, or decorated — and the lettering inside it is artwork, not typography. Never typeset “PACKARD” in a lookalike font as a substitute for the mark.
Primary lockup & emblem
Clear space = height of the “P” on all sides — no slogan, slat, photo, border or QR enters the zone.
Emblem-only: large formats, livery, apparel — where the wordmark appears elsewhere.
Production master
Source file is 1126 × 635 px — reference only. Never print large-format from it.
Before signage: convert to a geometrically identical vector master. Same silhouette, line weights, red, silver. No cleanup, no shape changes.
Minimum sizes: full logo 2.25 in / 240 px · emblem 0.75 in / 72 px.
Final asset pack: SVG, PDF, EPS, transparent PNG.
Never
Recolor, outline, glow, shadow, bevel, stretch, rotate, crop, or redraw.
Attach new speed lines to the emblem — it already has movement.
Place over busy photography without a scrim or white plate.
Packard Performance — Brand Guidelines01
Section 02
Color
One hot red carried by dark, disciplined surfaces. The red is sampled from the mark itself — #FF020A, confirmed by pixel analysis of the master file. Red marks numbers, payload words, and nothing else.
Packard Red#FF020A · 255/2/10Sampled from the logo · proof before print
Banned: red body paragraphs anywhere · red on silver at small sizes · sand on white · rich black on small type. #FF020A is a screen red at the edge of print gamuts — physically proof the district shop's match before any full run.
Packard Performance — Brand Guidelines02
Section 03
Typography
Three families, three jobs. The display face carries the swagger — chosen because it shares the wordmark's squared, slit-cut DNA. (Production display face is Ethnocentric — rendered here in Orbitron, its closest free web stand-in. Web/body faces are exact.)
Faster. Better. First.
Display — Ethnocentric Bold/Black · ALL CAPS · tracking +20 to +40 · headlines & slogans only · never body copy
Every kit is dyno-proven on this machine before it ships. The build gets strapped down, run through the gears at full throttle, and the number it makes is the number you get — printed, signed, and attached to the invoice.
Body — Barlow Semi Condensed Regular/Medium · sentence case · web & print copy
500HP · E50
Numerals — the biggest element on any layout is a number, never an adjective. Big result → short explanation → small verification note. Data verified before it becomes copy.
Never: scripts · rounded faces · serifs · grunge · typesetting PACKARD in any font · more than these three families.
Packard Performance — Brand Guidelines03
Section 04
The Slat System
Three equal bars cut at 61° from horizontal — the emblem’s own angle. Master proportions: bar height 34, gap 18, length 460, parallel edges, stacked stepping along the same 61° line. One bar per word. Site use runs the mark narrower; the angle never changes. Furniture (badges, panels) keeps its 10° lean — the emblem keeps 61°.
Faster.
Better.
First.
The signature lockup — slats and words are one unit. Never four slats. Never two.
Construction rules
10° · furniture leanPACKARD
The shorthand emblem
3 EQUAL BARS · H34 / GAP 18 / L460 · CUT & STACKED AT 61°
Chrome panel badge
425 HP · 8 PSI
The brushed panel from the logo becomes the container for callouts — prices, power figures, “NEW.” Always keylined, always 10°.
Proof pattern — faintly visible behind this page
Real Packard evidence as background texture at 3–7% opacity: actual dyno exports, wheel geometry, bolt-circle diagrams, machining toolpaths. The curves shown here are placeholders — production art uses Packard's real data, never invented curves.Banned motifs: checkered fields · caution stripes · flames · tread patterns.
Packard Performance — Brand Guidelines04
Section 05
The Slogan & Hierarchy
Two lengths, one ladder — and three levels of message. Never everything on every surface. “First.” is always the last word, and always carries the red.
Distance version — flags, arch, apparel, IG
Faster. Better. First.
Full version — always stacked, never one line
GO FASTER. LOOK BETTER. GET THERE FIRST.
Three lines. Same face, same size, all caps, left-aligned. The line lengths grow — 10, 12, 16 characters — so the right edge draws its own forward diagonal. The lockup carries its own speed line; never add slats, skew, or rules to it. FIRST. stays the only red word.
Three-word stacked — vertical formats, apparel
Faster.
Better.
First.
Message hierarchy — what goes where
Hero
[ LOGO ] FASTER. BETTER. FIRST. GO FASTER. LOOK BETTER. GET THERE FIRST.
Booth header · web hero · trailer side · major ads. The only level that carries all three lines — explainer always stacked.
Standard
[ LOGO ] FASTER. BETTER. FIRST. Supercharged Builds. Forged Wheels. Clearfield, UT.
Signs · sales materials · dealer pieces · social. Slogan + proof line, never the explainer too.
Compact
[ EMBLEM ] or [ LOGO ] + FASTER. BETTER. FIRST.
Hats · avatars · decals · product tags. One element does the work.
Packard Performance — Brand Guidelines05
Section 06
Surfaces & Photography
Matte carbon darkness, engineering-clean spec whites, desert light — and real proof as texture. Texture is felt, never seen: ≤8% opacity, always.
Carbon Surface · primary
Spec white · engineering sheets
Proof pattern · real dyno data 3–7%
Chrome gradient · hero only
Red duotone · photo treatment
Dark scrim 0→70% · type over photo
Photo grade — golden hour, sharp blacks
Contrast +15 · Highlights −15 · Shadows +15 · Whites +10 · Blacks −5 to −10 · Grain ≤ +10 · warm highlights, cool shadows — restrained. Machines move left to right with open space ahead.
Banned: full carbon-weave walls · lifted-black haze · lens flares · flames · orange-teal filters · gradients behind body text.
Packard Performance — Brand Guidelines06
Section 07
The Booth
The slogan mapped onto the truss — each clause becomes a physical zone, and the funnel (STOP → ENTER → SCAN → ASK) runs through them.
[ PACKARD LOGO ] FASTER. BETTER. FIRST.
GO FASTER. / LOOK BETTER. / GET THERE FIRST. stacked at right of logo — clean silver field, no product collage
Left zone · GO
Faster.
Supercharged Builds
Machine + supercharger display · verified HP result · one dyno graphic · the drawing one hour before closing.
Center aisle · GET THERE
First.
Win Wheels + Tires · Every Day
Pedestal wheel · SCAN TO ENTER · 32-bolt panel · chalkboard entry count · drawing one hour before closing (Fri 9 PM · Sat 6 PM · Sun 3 PM Pacific).
Right zone · LOOK
Better.
Forged Wheels
Three to five wheels displayed vertically as premium objects — never inventory stacks.
Feather flags — one word each, planted in sequence
Faster. Better. First.
Supercharged Builds · Forged Wheels · Clearfield UT
Aisle banner — ≥10″ caps for a 30 ft read (1″/3 ft)
Ask me about the 32 bolts
Staff shirt back — emblem on chest, proof line below
Win this wheel & tire set
Drawn one hour before closing · Fri 9 PM · Sat 6 PM · Sun 3 PM Pacific
Name
Mobile
What do you ride?
Enter free
No purchase necessary. 18+. Official rules at booth. Off-road use only products.
QR landing — 3 fields · black code on matte white · red corner · benefit larger than code
Packard Performance — Brand Guidelines07
Section 08
Voice — Proof First
Hopkins doctrine: specifics beat superlatives. The layout law is the voice law — the biggest thing on the page is a number. Periods, not exclamation points.
Say this
Never this
450 HP. Bolt-on. One weekend.
Insane power, unbeatable performance!
34×15 paddle. Comp cut drops 7 lbs a tire.
The lightest, best tires ever.
Forged 6061. Beadlock. 32 bolts.
Premium quality wheels.
Dyno-proven before it ships. Ask for the sheet.
We're #1 — everyone knows it.
Lead with the dyno chart.
Lead with a lifestyle adjective.
Approved campaign lines — never replacements for the slogan
Built. Tuned. Proven. · Power You Can Use. · Lighter Where It Matters. Fast Is Built. First Is Earned. · 225 → 500 HP. · What Do You Ride?
Packard Performance — Brand Guidelines08
Section 09
Guardrails
The modern brand stands entirely on its own wing. The historic marks belong to someone else — we never touch them.
Protected — never reference, imitate, or evoke
The historic Packard script logotype (Packard Automobile Classics, Inc. — USPTO Reg. 3055522).
The red hexagon and the Packard family crest / coat of arms.
Any vintage-luxury-automobile styling or faux-aged heritage artwork.
Pre-production checklist
Vector production master built and approved before any large-format printing — never from the 1126 × 635 source.
#FF020A physically proofed on the district shop's stock before a full run; rich-black build for large fields.
All product claims verified on the shop floor — numbers only Jace has confirmed.
Sweepstakes language through counsel before large-format printing.
