01 — The seal
The mark.
The seal references its namesake — Atlas, the titan who shouldered the world. He kneels at the center of a circular medallion, supporting the earth on his shoulders. Around the perimeter: ATLAS · AUTO · BOISE, set in serif caps with star separators. The aesthetic is borrowed from stationery houses, wax stamps, and pressed coins — the kind of mark that looks like it has provenance, even when freshly designed.
Minimum size on screen: 40px diameter. Below that, type alone — no seal. The seal is always circular; never crop, rotate, or reflow it. On dark surfaces (vehicle wrap rear-quarter, footer), use the seal at 96px+ with a paper-colored disc behind it for contrast.
02 — Palette
Color.
The system is two surfaces (cream + cream-warmer) and three inks (sage green, dark sage charcoal, and a muted highlight). No metallics. No bright color. The palette borrows from the stationery-and-letterpress register the seal lives in — confident on its own, never asking for attention.
Atlas Sage
#6C7E66 · primary
Sage Deep
#4F5C4A · hover / accent
Sage Soft
#B5C0A8 · highlight
Atlas Ink
#2D332A · body text
Ink Deep
#1A1F19 · footer
Paper
#F5F0E2 · background
Paper Warm
#E4DCC4 · accent surface
03 — Typography
Type.
One typeface across the system: Inter. Loaded from Google Fonts at 400 / 500 / 600 / 700 / 800. Display sizes use heavier weights and tighter tracking; body stays at 400/500. The seal uses a serif internally; everywhere else, it's sans-serif — the contrast is intentional.
Display · Inter 800 · -2.5% letter-spacing
Concours-grade detailing.
Heading · Inter 700
Three tiers. Pick the one that fits the car.
Lead · Inter 400 · 1.125rem
We bring the studio to you. Paint correction, ceramic coatings, and interior renewal — performed on-site by a small crew.
Body · Inter 400 · 1rem · 1.65 leading
Most renewals finish in under three hours. Corrections run a half day. Concours-tier work is full-day, sometimes two — we tell you up front.
Eyebrow · Inter 600 · 0.75rem · uppercase · +10% tracking · sage-deep
Why Atlas
04 — Voice
How we sound.
Direct, technical when it matters, never theatrical. The voice borrows the same restraint the seal does — quiet, sure-footed, a little old-fashioned in its respect for the work. We talk about a car the way a craftsman talks about their work: specific nouns, honest claims, zero superlatives.
Do
- Use specific nouns for products and processes ("Gtechniq Crystal Serum Light," "single-stage compound + finish polish").
- Quote prices as starting when the visit might require more — and explain why.
- Show before/after photos in matched lighting. The work is the proof.
- Say "no" to a service if the surface isn't right for it. Tell the customer what would make it ready.
- Use the word "renewal" rather than "restoration" — it's more honest about what most jobs actually are.
- Sign off communications with the seal, not an exclamation point.
Don't
- Use "showroom new," "like new," "better than factory."
- Promise paint-correction percentages we can't measure.
- Use exclamation points in customer-facing copy.
- Stack adjectives ("premium high-end luxury detail"). Pick one — usually none.
- Compare ourselves to other detailers. The work speaks; the comparison sounds insecure.
- Re-render the seal in any color outside the palette. The seal is sage on cream, period.
05 — Usage notes
Where this lives.
- Website (atlasautoboise.com) — palette + type from
assets/css/site.css.
- Vehicle wrap on the mobile rig — the seal in cream on a deep ink-green van body, sized to read at 30 feet. Wordmark in matching cream beneath.
- Customer photo deliveries — seal as a small watermark in the lower-right corner of each photo at ~10% opacity. Never overlay on the paint surface itself.
- Printed inspection summaries — the seal at 1.5" diameter at the top of the document, ATLAS AUTO BOISE wordmark beneath, body in Inter or its closest available substitute.
- Email signatures — seal at 64px square, wordmark beside, contact info on a third line. Always include the service-area line.
- Social — lead every post with a photograph of the work, never a stock image. Seal as the avatar; never crop the medallion.
- Window decals & signage — sage on cream where the surface allows; cream on dark ink-green where it doesn't. No outline, no drop shadow, no metallic foil.
When in doubt: the seal carries the brand. Add nothing to it; let it stand alone.
