Brand Reference
Hammer Fab Brand Guide
A living reference for the look, sound, and feel of Hammer Fab online. Exact values will be locked in as the identity develops.
Identity
Colors
Exact HEX values will be added later. These names are the working palette.
Matte Charcoal
Primary dark ground. Backgrounds, heavy contrast.
Gunmetal
Secondary surfaces, cards, subtle separation.
Brushed Aluminum
Mid-tone borders, mechanical trim, hardware.
Raw Steel
Cool neutral for structural detail and dividers.
Warm White
Primary light type. Softer than clinical white.
Steel Blue
Primary accent. Restrained, engineered, quiet.
Muted Lime
Interactive highlight only. Focus, hover, active states.
Type
Typography
Primary Headline
Heavy industrial sans-serif
Big, condensed, confident.
Body
Clean modern sans-serif
Readable, neutral, no flourishes.
Accent
Very limited
Use sparingly for labels, serial numbers, and calls-to-action.
Imagery
Photography Rules
Only use real Hammer Fab projects.
High-resolution photography.
No stock images.
Dust, sparks and metal are acceptable.
No fake AI hot rods.
No cartoon effects.
Voice
How We Sound
Hammer Fab is
- Professional
- Honest
- Highly skilled
- Educational
- Approachable
- Engineering focused
Hammer Fab is not
- Loud
- Flashy
- Salesy
- Overly aggressive
Living Document
This guide will be updated with exact color values, type specimens, and logo lockups as they are finalized.