Brand book · v1.0
The footprint system
How Spider Cranes Southern looks, sounds and draws. A small kit of parts, borrowed from the machine itself and the drawings we plan every lift on.
Logo
The mark is the SPX532.2 seen from directly above: four outriggers splayed in an X, the body, and the boom reaching out to the hook. It’s the footprint every lift happens inside.
Clear space
Keep a margin at least the width of the crane body (the orange block) on every side.
Minimum size
Lockup: 120 px / 30 mm wide. Mark on its own: 16 px / 5 mm.
Don’t
Recolour the body and boom, rotate the mark, stretch it, or set it on busy photography without a panel.
Colour
Sampled from the machine and the site. Mostly Graphite and Concrete, so Lift Orange hits like hi-vis when it appears.
- #14171B
Graphite
var(--graphite-900)
The chassis. Backgrounds, text on light, the workhorse.
- #F5F3EF
Concrete
var(--concrete-50)
The site. Light backgrounds, text on dark.
- #FF5B0A
Lift Orange
var(--orange)
The boom. Actions, emphasis, dimension lines. Never for body text on light.
- #A9B4C0
Chalk
var(--chalk)
Drawing lines, grid and secondary text on Graphite.
- #E0243A
Hazard
var(--hazard)
Outrigger chevrons and warnings. Accent only.
Type
Two families. Archivo, a variable grotesque, squeezed to condensed widths for headlines and relaxed for reading. JetBrains Mono for anything that’s a measurement.
Lift it
right.
Body copy is set in Archivo at normal width, 16–18 px, 1.6 line height. Plain, readable, no nonsense.
3,200 KG
17.0 M
770 MM
Specs, labels, eyebrows, dimension callouts and anything a site manager might copy onto a lift plan.
Graphic language
We draw like we plan: on a grid, with dimensions, callouts and the odd hazard stripe.
Voice
Confident, practical, a bit dry. We sound like the best operator you’ve worked with.
Photography
Show the machine working in real, tight places. Orange against dark architecture or big sky. Low angles that make a small crane look heroic. Real sites, never stock.
