Welcome to the Impact Brand Style guide. By following these guidelines, you can be rest assured that you are managing our brand assets with the professional care, consistency and respect required to build and maintain a world-class brand.
IMPACT Pump Solutions is the premier global manufacturer of best-in-class pumps, parts and expendables for companies dealing with challenging, high-demand pressure pumping applications – seeking to maximize performance, product life and profitability.
IMPACT’s line of premium pumps and expendables include:
Ask us how IMPACT gives oilfield service companies a competitive advantage by minimizing downtime, reducing catastrophic or unplanned failures, and freeing up working capital. IMPACT is regarded as a strong technical advisor for pressure pumping solutions and a reliable industry partner. Through perpetual innovation, we achieve and sustain outstanding performance with a focus on safety and quality.
IMPACT brings the best value to customers through:
IMPACT is affiliated with the Westpower Group of Companies, a leading North American rotating equipment solutions provider. Westpower’s services include industrial and engineered pumps, fabricated engineered fluid systems, reliability and lubrication products, and field service and repair solutions.
To be the leading international pressure-pumping // pump manufacturing brand for companies seeking to improve profitability and performance through innovation.
We develop innovative, global pressure-pumping products that improve client productivity and profitability – while reducing project and environmental risk.
Premium pump products that propel oilfield service customers to work smarter and achieve more.
| Brand style | Tone of voice |
|---|---|
| Concise | We don’t need to say a lot to have meaning. Use clear language for international customers. |
| Bold/Innovative | We are experts. Language confidently conveys knowledge and leadership in a professional / inspiring manner. |
| Proven/Results Driven | We provide proof of performance as a commitment to our unwavering focus on our customers. |
| Business Minded | Our story conveys how investing in premium products ultimately benefits our clients’ bottom line. Use persuasive language for both field operations level and C-Suite. |
The Impact logo is bold and innovative. Strong, durable and reliable. These qualities are conveyed through the uppercase extra bold typeface and dynamic graphic element. Within the graphic element is the letter A, which is built to have two angled shapes coming together – representing strength in partnership. The “A” is shaped similarly to an arrow pointing upward. It evokes the idea of innovation vs practicality. The overall colours and boldness of the logo, come together to allow Impact to stand out as the leader in the industry with premium products.
Link to Logo Files
The colour logo is best used in formats where it is able to stand alone, and is not competing with other design elements (images,text, colour). This is the preferred logo variation and should be used whenever possible.
The alternate colour logo is for use in circumstances where a full colour logo is preferred – but the background or visual elements are yellow in tone.
The black version of the logo can be used as an alternative to the full colour logo in instances where colour reproduction is not possible.
The partially reversed logo can be used in circumstances where the background allows for the coloured graphic element but requires knocked out text (dark backgrounds or dark photos).
This version of the partially reversed logo is for use in circumstances where knocked out text is required, but would like to use coloured graphic elements on a green, or green toned background.
The reversed version of the logo can
be used as an alternative to the full colour and partially reversed logo in instances where colour reproduction is not possible.
A minimum amount of space must always surround the logo to separate it from text and other graphic elements. This minimum size is indicated by the box surrounding the logo and is equal to the height of the “M” from the logo and is indicated by “X”. Minimum space should never be smaller than 0.25”
Depending on usage, the size of the logo will change.
The logo should be sized for clear legibility with the appropriate safety zone around it. Using the logo at a size smaller than the following dimensions will compromise its legibility. The Impact logo should never be reproduced smaller than 1” wide in print, and 110px wide on screen.
It is important to maintain the integrity of the colour scheme set out in this guideline. Below are the primary and secondary brand colours – with correct alternative values. The primary palette should be applied in all communications.
A standardized font system has been established for all brand communications.
Wherever possible, the primary typeface should be chosen for all digital and print communications. For instances where the primary typeface is not suitable for use, i.e. email templates etc, an alternative typeface is a suitable option and should be available to all users as a standard system font. The typeface families can be utilized in their various weights. Please refer to the following section for styling.
We have created a set of visual elements to help create visual interest within the brand,
One commonly used asset is the halftone dot pattern. This has been created in a variety of brand colours, and is used to add slight detailing and interest. It is often used behind images of pumps, overlayed in footers or at the bottom of website sections, or as a background element on top of fitting solid colours.
A second, frequently used asset, is the angled slashed line. Derived from the angle in the logo, we commonly use this shape as an accent with headlines or subheads, or within images and at the edges of shapes.
Download halftone pattern
These guidelines are the brands digital blueprint and contains all components that defines who we are, and set us apart from our competition. By honouring these guidelines, you’ll ensure that our brand maintains a consistent style. If there are any additional questions about usage that were not covered in these guidelines, please contact an approved brand manager.