Brand Guidelines

These guidelines describe the visual and verbal elements that represent Paulo's corporate identity. This includes our name, logo and other elements such as color, type and graphics.

A consistent and controlled message of who we are is essential to presenting a strong, unified image of our company.

These guidelines reflect Paulo's commitment to quality, consistency and style. The Paulo brand, including the logo, name, colors and identifying elements, are valuable company assets.

Download Complete Brand Assets

Brandmark Anatomy

  1. Full Logo This is the primary way the logo should appear.
  2. Full Tagline This is the statement that Paulo represents and embraces.
  3. Logo Mark The mark can appear in isolation for certain purposes but the Logo text should never appear without the mark.
Primary Logos

The primary logo should be used as often as possible.

Download All Primary Logos
Secondary Logos

The secondary, or horizontal logo, can be used when the space requires the ball to be added.

Download All Secondary Logos
Variations of Logos

The "ball" Mark is an abridged version of the Paulo logo. While it shouldn't be used in place of the full logo, it is best used as a design accent or motif.

Download All Variations

Using The Brandmark with Photography

When placing a logo on top of a photograph or background of any sort, strong contrast must be ensured. For darker images, use the white version of the logo. For lighter images or areas on an image, use either the full color or black version.
Logo Rules

Logo Applications

The following is how the Paulo logo should be used when on a light or dark background.

Logo on Light Background

Logo on Dark Background

Improper Usage

The following are examples of how NOT to use or treat the logo variations that have been provided. These rules are in place to ensure brand consistency and aesthetic strength.

Disproportionate scaling, squishing, or stretching.

Drop shadows

Unauthorized tilting

Unauthorized outlining

Changing the logo colors

Unauthorized removal of tagline

Brand Colors

Primary Color System

These are the approved brand colors

A fail
A fail
A pass
A pass
Name Paulo Black
HEX #000000
RGB 0 / 0 / 0 / 0
CMYK 75 / 68 / 67 / 90
A fail
A pass
A pass
A pass
Name Paulo Red
HEX #d60812
RGB 214 / 8 / 18
PMS 485 C
CMYK 0 / 93 / 95 / 0
A pass
A pass
A fail
A fail
Name Paulo White
HEX #ffffff
RGB 255 / 255 / 255
CMYK 0 / 0 / 0 / 0

Secondary Color System

These are the approved secondary brand colors

A pass
A pass
A fail
A pass
Name Paulo Blue
HEX #0080c5
RGB 0 / 128 / 197
PMS 3005 C
CMYK 100 / 35 / 7 / 0

Helvetica Neue LT Std


The Helvetica Neue LT Std typeface is the primary font family for Paulo.

Contact Us

Can’t find something? Have a question?

Let us know how we can help. Feel free to give our branding expert a call or send them an email anytime. Their information is below. We will get back to you within one business day.

Phil Harris

Marketing Manager