Living Brand Guide · v1.0Fred Neely's
Fred Neely's
Commercial Equipment
Rentals.
Powering Nassau's Progress.
From Coast to Construction Site.
The Bahamas' trusted partner for heavy commercial equipment. Built on reliability, local know-how, and the kind of flexibility your project actually needs. Reserve by the half-day or the full-day. We deliver, you build.
20+
Years on island
24/7
Site dispatch
242
Nassau, Bahamas
01 · Color
A palette built for the coast and the site.
Four colors hold the brand together: coastal turquoise for identity, safety orange for action, deep charcoal for strength, and warm sand as the ground beneath it all.
Bahamian Turquoise
Coastal energy & local identity
Industrial Safety Orange
Action, high-visibility, machinery
Deep Charcoal
Strength, asphalt, raw power
Warm Sand
Soft neutral, premium ground
02 · Typography
Bold display. Quiet body.
Oswald carries the weight up top. Uppercase, condensed, confident. Inter handles everything that needs to be read clearly: specs, prices, paragraphs, UI.
Type Pairing
Aa
Oswald
Headings · Display
Aa
Inter
Body · UI
H1
Oswald · 60px · 700
Powering Nassau
H2
Oswald · 36px · 700
Heavy Equipment, Local Hands
H3
Oswald · 24px · 600
Reserve By The Half-Day
H4
Oswald · 18px · 600
Specifications
Body
Inter · 16px · 400
Built for the Bahamas. Our fleet is maintained on-island and delivered on time, every time.
Caption
Inter · 12px · 400 · 0.2em
Updated weekly · Nassau, BS
03 · Logo
The FN shield: a complete logo system.
An industrial FN badge with a bucket-tooth top edge, a Bahamian turquoise wave, and a safety-orange hazard slash. Seven variants engineered for every surface, from a 32-pixel favicon to a 40-foot trailer wrap.
Logo Variants
Seven marks, one system.
Built for every surface, from a 32px favicon to a 40-ft trailer wrap.
01 · Primary Horizontal
FN-primary-horizontal-full-color.svg
02 · Stacked
FN-stacked-full-color.svg
03 · Badge Only
FN-badge-full-color.svg
04 · Small-Use Simplified
FN-badge-small-use.svg
05 · One-Color Charcoal
FN-primary-horizontal-one-color-charcoal.svg
06 · Reversed on Charcoal
FN-primary-horizontal-reversed.svg
07 · Favicon & App Icon
FN-favicon-512.png
Construction
Built from equipment geometry
- Bucket-tooth top edge: reads as a blade cutting line, not a castle crest.
- Octagonal plate: riveted side notches reference stamped steel signage.
- FN knockout: Oswald-weight letterforms cut from a cream interior.
- Angular wave: crisp turquoise base, no soft curls or beach styling.
- Hazard slash: orange diagonal, max 15% of badge interior.
Clear Space
1× the F-stem, minimum
1×
Use the height of the F-stem inside the badge as your unit. Preferred clear space is 1.5×.
Minimum Sizes
Don't go smaller than this
For sizes under 64px, switch to the simplified badge.
Horizontal
Digital min: 280px
Print min: 2.25in
Stacked
Digital min: 180px
Print min: 1.5in
Badge
Digital min: 32px
Print min: 0.5in
In the Wild
Where the FN mark actually shows up.
Industry-specific placements: trucks, hardhats, vests, invoices, marketplace photos.
Hi-Vis Safety Vest
Full color
Full color badge applied to the chest of a crew safety vest. Worn daily on Nassau job sites.
Min: 3 in (7.6 cm)
Hardhat Decal
Full color
Badge applied to a yard hardhat. Holds up under sun, dust, and salt air.
Min: 1.5 in (3.8 cm)
Invoice Letterhead
Full color
Full horizontal lockup anchoring the top of every invoice, quote, and rental agreement.
Min: 2.25 in (5.7 cm)
Truck Door Decal
Reversed cream
Circular badge wrap on a service truck door. Visible across the yard and on the road.
Min: 6 in (15 cm)
Yard Gate Signage
Reversed cream
Reversed horizontal lockup at the Nassau yard entrance. The first thing crews and clients see.
Min: 24 in (61 cm)
Branded Crew Polo
Full color
Full color badge embroidered on the chest of a crew polo. Worn by office staff and on client visits.
Min: 2.5 in (6.4 cm)
Do
- Use the horizontal lockup on cream, white, or light neutrals.
- Reverse to cream on charcoal or dark equipment surfaces.
- Use the badge-only mark for favicons, hard hats, decals, and uniforms.
- Keep clear space ≥ 1× the height of the F-stem inside the badge.
Don't
- Don't stretch, rotate, skew, or distort the lockup.
- Don't enlarge the orange slash into a background field.
- Don't place orange behind the N or recolor the FN knockout.
- Don't add palm trees, shells, gradients, shadows, bevels, or 3D.
04 · Photography
Equipment photography standards.
Every machine shot follows the same playbook: low angle, clean background, soft light, branded overlay. Listings should look like one fleet, not twelve.
Angle
3/4 front view, slightly low camera angle.
Shoot from roughly knee-height to make the machine read powerful and imposing, never flat or tilted.
Background
Open sky, gravel yard, or neutral concrete.
Keep it clean. Never photograph in front of competing signage, cluttered fences, or trash.
Lighting
Golden hour or overcast. Never harsh midday.
Even, soft light reveals detail on tracks, hydraulics, and cab. Hard shadows hide the machine.
Social Overlay
Watermark bottom-right, turquoise banner bottom.
Logo at 15% opacity, then a full-bleed turquoise strip with equipment name and rental hook.
FN
Bobcat S650 Skid-Steer
Half-Day & Full-Day Rentals Available
Branded Social Overlay
One template. Every listing.
- Watermark: FN badge, bottom-right, 15% opacity.
- Banner strip: full-bleed turquoise, 12% of frame height.
- Headline: Oswald uppercase, equipment name only.
- Subline: "Half-Day & Full-Day Rentals Available."
- Format: 1:1 square for Facebook + Instagram feed.
Do
Clean, low-angle, even light
Machine fills the frame, neutral ground, soft overcast lighting reveals every detail.
Don't
Dim, cluttered, off-angle
Harsh shadows, competing background, machine cropped or shot from above. Looks tired and amateur.
05 · Components
A system that ships.
The same brand applied to the things people actually click. Buttons, rental cards with a half-day toggle, and an inquiry form built to capture serious leads fast.
Buttons
Primary action shifts from coastal to high-vis on hover.
Available Today
Bobcat S650 Skid-Steer
Compact loader · 74 HP · Nassau yard
$480
/ Full Day
Weight Class
8,150 lb
Lift Capacity
2,690 lb
Operator
Optional
06 · Voice
Plain talk, heavy duty.
Four pillars shape how we sound, what we say instead of corporate filler, and how a Marketplace listing should actually read.
Rugged
Plain-spoken. Built for the job site, not the boardroom.
Reliable
We say what we'll do, then we show up and do it.
Professional
Specs are exact. Quotes are honest. Paperwork is clean.
Bahamian-First
We're on the island, by the island, for the island.
How we talk about rentals
Ease, flexibility, and local support. In plain words.
We say
We don't
"Reserve by the half-day"
Limited time offer
"We deliver to your site"
Pickup available
"Built for Bahamian conditions"
Industry-leading solution
"Talk to Fred's team"
Submit a ticket
Field Copy
How we write for Facebook Marketplace
Formula: Equipment Name + Key Capability + Half-Day/Full-Day Hook + Nassau Relevance + Clear CTA.
Too Corporate
Stiff. Jargon-heavy.
Premium-grade Bobcat S650 skid-steer loader available for short-term commercial leasing arrangements. Operator certification mandatory. Contact representative for SLA documentation and onboarding procedures.
Too Casual
Slang. Unprofessional.
yo got a bobcat for rent lol. moves a TON of dirt, like crazy strong. hmu if u want it for the weekend, cash only fam 🚜🔥
Just Right
Professional. Local. Action-oriented.
Bobcat S650 Skid-Steer: 2,690 lb lift capacity, ideal for site prep, demo, and lot clearing. Available half-day or full-day rentals across Nassau and New Providence. We deliver. Call or message Fred's team to book this week.
EquipmentCapabilityHalf/Full DayNassauCTA