Foundation
Logo
Colors
Typography
Voice & Messaging
Icons
Applications
Brand Guide · Version 1.0Brand & Identity Guide
Standards, voice, and visual identity for the LogicalNet brand. A reference for everyone creating communications on behalf of LogicalNet.
Consistency builds trust. Trust builds the business.
This brand guide is the definitive reference for LogicalNet’s identity — how we look, how we sound, and how we show up across every touchpoint. It exists so that anyone creating communications on behalf of LogicalNet can do so with confidence and consistency, whether that is a website section, a sales deck, a business card, or a social post.
These standards are not suggestions. They are the result of 30 years of work building a brand that Upstate New York businesses trust, and they should be applied carefully. When in doubt, follow the rules. When a situation is not covered, reach out to the marketing team.
Ten sections covering the full identity system
Mission, Purpose & Values
The core of who we are — our mission statement, what we stand for, and the principles that guide every decision.
02 · Brand Story30 Years of Upstate New York
From founding in 1994 as one of Upstate NY’s first ISPs to today’s nationally recognized MSP and MSSP.
03 · Logo SystemLogomark, Wordmark & Shield
The three logo variants, clear space rules, minimum sizes, and approved usage patterns.
04 · Color PalettePrimary, Secondary & Usage
The full brand palette with hex, RGB, CMYK, and Pantone values plus application rules.
05 · TypographyTypefaces, Scale & Hierarchy
Sora for headings, DM Sans for body, Outfit for the wordmark — plus the complete type scale.
06 · Voice & MessagingHow We Sound & What We Say
Brand voice characteristics, tone by context, writing examples, core positioning, messaging pillars, and the audience we serve.
07 · Icon SystemCustom Brand-Aligned Icons
42 custom SVG icons that replace generic emojis with a consistent visual language.
08 · ApplicationsReal-World Usage
Digital, print, and physical applications — websites, email, business cards, presentations, merchandise.
09 · What To AvoidCommon Misuse Patterns
The things we never do — logo distortion, unapproved colors, corporate jargon, and more.
09 · PhotographyPhoto Library
50 custom brand photographs — bright operational realism across the full client journey, with visual standards and downloadable assets.
Document Version Control
Version: 1.0 · Date: April 2026 · Status: Approved for Internal & Partner Use
Maintained by the LogicalNet Marketing Team — marketing@logicalnet.com
Questions about brand usage?
Contact the marketing team for brand approvals, source files, or guidance applying the brand in specific situations.