TFPBrandGuide by leviathandesign

BRAND GUIDELINES PROTECTING LIFE & PROPERTY SINCE 1991

INTRODUCTION

Protecting Life and Property since 1991

ABOUT GUIDE LIN E S Total Fire Protection has worked tirelessly to grow and maintain its position as a trusted leader in ﬁre protection and life safety solutions. Our success is built on the strength of our brand and the commitment to delivering excellence in every customer interaction. Our brand identity goes beyond a logo or color scheme—it reﬂects the trust we build, the values we uphold, and the ways we stand out in a competitive industry. It’s about creating exceptional experiences and delivering solutions that customers can rely on. Our Brand Guide represents who we are and what we stand for. It serves as a foundation to inspire decisions that empower our mission while safeguarding the integrity and reputation of the Total Fire Protection name.

01. BRAND LOGO

02. TYPOGRAPHY

03. COLORS

04. APPAREL

05. RESOURCES

Protecting Life and Property since 1991

00. ABOUT OUR BRAND

CONTENTS

Protecting Life and Property since 1991

ABOUT OUR BRAND OUR HISTORY

OUR MISSION

OUR VISION

OUR PHILOSOPHY

Founded in 1991 by Harry

Our mission is to safeguard

We envision a world where ﬁre

The Goossens believe the

Goossens, with sons Ryan

lives, property, and

safety is universally prioritized,

company’s greatest strength is

joining in 1995 and Jon in 2001,

communities by delivering

and innovation leads the way

its people. According to

Total Fire Protection is a

exceptional ﬁre protection

in protecting lives and

President Ryan Goossens, “Our

family-owned and operated

solutions through innovation,

property. By cultivating a

people are very

full-service ﬁre and life safety

education, and collaboration.

workplace where employees

knowledgeable about ﬁre

provider. All of TFP’s systems

We are committed to

thrive, technologies advance,

protection. They keep up with

are installed according to

empowering our employees

and communities are

the latest information in our

required speciﬁcations, codes,

with continuous development

educated, we aim to be the

industry and work diligently to

and insurance requirements.

opportunities, fostering a

trusted leader in ﬁre

design and install the best

culture of safety and

protection solutions and a

systems available for our

teamwork, and driving

driving force for positive

customers’ investments.

meaningful impact through

change in society.

Everyone on the team is

community engagement and ﬁre safety awareness.

experienced and dedicated.”

Protecting Life and Property since 1991

TRUST EXCELLENCE ACCOUNTABILITY COLLABORATION SERVICE INNOVATION GRATITUDE

LOG O I N T R OD U CT I ON

LOG O C L E A R SPAC E LOG O VA R I AT I ON S

BRAND LOGO

Protecting Life and Property since 1991

LOG O L I M I TAT I ON S

INTRODUCTION

FULL LOGO

LOGO SYMBOL

Protecting Life and Property since 1991

LOGO INTRODUCTION Our logo is more than just a symbol—it’s our signature, representing who we are and what we stand for. Designed to be strong, clear, and easily recognizable, it combines our distinctive "ﬂame" icon with a custom wordmark to reﬂect the values and identity of our brand. As one of the most consistent visual elements across all our communications, our logo plays a key role in making a lasting impression. To ensure it remains impactful and effective, it’s essential to follow the guidelines for its use carefully. Please adhere to these standards to maintain the integrity and consistency of our visual identity.

Recommended Formats: eps | ai | pdf | png | jpeg

LOGO CLEARSPACE EXPLANATION 100px

100px

Our logo requires ample breathing room to maintain its clarity and impact. To ensure its effectiveness and visibility, it’s important to provide sufﬁcient clear space around the logo when placing it in a

Protecting Life and Property since 1991

layout.

Protecting Life and Property since 1991

LOGO VARIATIONS EXPLANATION Our logo is designed with ﬂexibility in mind to adapt to various applications while maintaining brand integrity. Standard, square, and horizontal versions are available to ensure optimal visibility and consistency across

STANDARD SQUARE

different formats and sizes. Use the appropriate variation based on the speciﬁc medium, adhering to guidelines for color, size, and clear space to maintain a cohesive brand identity.

HORIZONTAL

LOGO VARIATIONS STANDARD

EXPLANATION The Total Fire Protection logo is a core element of our visual identity and must always be used consistently to maintain brand recognition and integrity. This section outlines approved logo varia-

Protecting Life and Property since 1991

tions and how to apply them across different mediums.

SQUARE

HORIZONTAL

Protecting Life and Property since 1991

LOGO VARIATIONS EXPLANATION Please use all-white in black only or one-color

DARK AND LIGHT LOGO VERSION

applications. An alternate all-black logo may be used if the background is white or a light scale that would otherwise make our logo

Protecting Life and Property since 1991

difﬁcult to see.

Dark Version

Light Version

To ensure consistency and maintain brand integrity, our logo should always be used as designed. Avoid any modiﬁcations or alterations that compromise its visibility, clarity, or intent.

TOTAL

Protecting Life and Property since 1991

LOGO LIMITATIONS

Fire Protection Do not alter, add to, or re-create the logo

Do not use unapproved brand colors

Do not change the order and proportions

Do not change the font

Do not change the opacity of logo

Do not squish or distort the logo

13 Do not place on a cluttered background

PR I M A RY FON T

S ECON D E RY FON T

TYPOGRAPHY

Protecting Life and Property since 1991

FO N TS H I E R A R CYE S

BOLD

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

BOLD ITALIC

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

SEMIBOL D

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

SEMIBOL D ITAL IC

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

REGUL A R

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

REGUL A R ITA LIC

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

LIGHT

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

LIGHT ITALIC

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

Protecting Life and Property since 1991

PRIMARY FONT MONTSERRAT

Protecting Life and Property since 1991

SECONDARY FONT OPEN SANS

BOLD

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

BOLD ITA LIC

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

S EMIBOLD

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

S EMIBOLD ITALIC

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

RE G U LAR

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

REGULAR ITALIC

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

L IGHT

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

LI G HT I TALI C

A B C D E F G H I J K L M N O P Q Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q q r s t u v w x y z

FONTS HIERARCY A clear font hierarchy ensures

HEADLINES AND TYPO BREAKS

Headlines And Title

consistency and readability across all

HEADLINE

Protecting Life and Property since 1991

FONTS HIERARCIES

Montserrat Black - Capital Letters 44 pt Type / 20 pt Leading

brand communications. Primary fonts are used for headlines and key

Sub Head Lines

messaging to capture attention, while secondary fonts support body text and additional details for a clean,

SUB-HEAD Montserrat Bold - Capital Letters 30 pt Type / 10 pt Leading

professional look. Proper use of font weights, sizes, and spacing helps guide the audience through the content and reinforces the brand’s identity. Always follow these guidelines to maintain a cohesive and polished appearance.

CONTEXT TEXT AND INNER HEADLINE

Sublines Sections

Headlines Copy Text

Company Typo Captions Montserrat SemiBold 16 pt Type / 10 pt Leading

Company Typo Captions Montserrat Regular 10 pt Type / 10 pt Leading

PR I M A RY COLOR SYST E M

S ECON D E RY COLOR SYST E M

COLORS

Protecting Life and Property since 1991

COLOR T I N T

Protecting Life and Property since 1991

PRIMARY COLOR SYSTEM PRIMARY COLOR SYSTEM Total Fire Protection materials should prioritize the three primary brand colors in our palette. When creating brand communications, consider the color hierarchy, the context of the message, and the media channel. Adjusting the percentages of our primary colors can create visual separation and

BLUE

RED

GRAY

enhance the versatility of the

Color Code: 006495

Color Code: 8B0038

Color Code: BBBABA

palette, ensuring a cohesive and

CMYK HSL HSV RGB Web

impactful presentation.

: 100, 62, 24, 0 : 200, 100%, 29% : 200, 100%, 58% : 0, 100, 149 : #006699

: 0, 100, 38, 50 : 336, 100%, 27% : 336, 100%, 55% : 139, 0, 56 : #990033

: 0, 1, 1, 27 : 0, 0.7%, 73.1% : 0, 0.5%, 73.3% : 73.3, 72.9, 72.9 : #cccccc

SECONDERY COLOR SYSTEM SECONDERY COLOR SYSTEM Our secondary colors complement the primary palette and add ﬂexibility to our designs. They should be used

Protecting Life and Property since 1991

sparingly to highlight speciﬁc elements, create visual interest, or support the overall composition without overpowering the primary brand colors. Always ensure

TEAL

PURPLE

NAVY

secondary colors enhance,

Color Code: 098C7F

Color Code: 693868

Color Code: 0C435E

rather than detract from, the

CMYK HSL HSV RGB Web

brand’s cohesive look and feel.

: 84, 24, 56, 5 : 174.1, 74.5%, 29.2% : 174.1, 85.4%, 51% : 19, 130, 119 : #009966

: 64, 88, 32, 17 : 301.2, 30.4%, 31.6% : 301.2, 46.7%, 41.2% : 105, 56, 104 : #663366

: 96, 69, 42, 30 : 199.8, 77.4%, 20.8% : 199.8, 87.2%, 36.9% : 12, 67, 94 : #003366

COLOR TINT

80%

60%

40%

20%

80%

60%

40%

20%

80%

60%

40%

20%

80%

60%

40%

20%

80%

60%

40%

20%

80%

60%

40%

20%

Protecting Life and Property since 1991

COLOR TINT Tints are lighter variations of our core brand colors, created by adding white to reduce their intensity. These tints provide ﬂexibility in design, offering subtle tones that complement our primary palette. Use them to add depth, contrast, or visual hierarchy while maintaining a cohesive brand identity.

A PPA R E L

PU R C H A S E J O B SI T E A PPA R E L G U I D E L I N ES U N I FOR M - TOTA L F I R E PR OTECTION

APPAREL

Protecting Life and Property since 1991

U N I FOR M - TOTA L F I R E & SECU R ITY

EXPLANATION

JOB SITE APPAREL GUIDELINES

At Total Fire Protection, our team’s professionalism

The following branded items are not approved as uniform pieces and may not be worn on any job site.

is evident in how we present ourselves to our customers. Maintaining the strength of our brand means demonstrating excellence in every customer interaction—starting with how we look and the impression we leave. By following our uniform guidelines, we uphold the values and

1. 2. 3. 4. 5.

Protecting Life and Property since 1991

APPAREL

Tennis shoes Shorts Cutoffs Tank tops Blue jeans with holes or tears

integrity of Total Fire Protection. Additional TFP logo apparel is available for purchase through TFP online store at http://totalﬁre.epromo.com/

PURCHASE totalﬁre.epromo.com Scan to visit catalog

UNIFORM TOTAL FIRE PROTECTION EXPLANATION

back

front

back

front

est. 1991

for all ﬁeld personnel. Hard hats do

est.

fi r e s p r i n k l e r s s a v e l i v e s

required when working on a jobsite

fi r e s p r i n k l e r s s a v e l i v e s

Total Fire Protection logo attire is

1991

not count as TFP logo attire. TFP logo shirts are provided to new apparel is available for purchase

back

front

through TFP online store at http://totalﬁre.epromo.com/

est. 1991

fi r e s p r i n k l e r s s a v e l i v e s fi r e s p r i n k l e r s s a v e l i v e s

Protecting Life and Property since 1991

employees. Additional TFP logo

est.

1991

fi r e s p r i n k l e r s s a v e l i v e s

est.

1991

Protecting Life and Property since 1991

UNIFORM TOTAL FIRE & SECURITY EXPLANATION

back

front

S e c u r i n g

Total Fire & Security logo attire is

S e c u r i n g

y o u r

back

front

y o u r

S e c u r i n g

f u t u r e

S e c u r i n g

f u t u r e

y o u r

f u t u r e

required when working on a jobsite for all ﬁeld personnel. Hard hats do not count as TFS logo attire. TFS logo shirts are provided to new employees. Additional TFS logo apparel is available for purchase

back

front

through TFP online store at http://totalﬁre.epromo.com/

S e c u r i n g

y o u r

f u t u r e

RESOURCES

Protecting Life and Property since 1991

26 RE SOU R C E S

Protecting Life and Property since 1991

RESOURCES RESOURCES To maintain consistency and uphold our brand standards, employees have access to a centralized hub for all branding resources. This includes approved logos, templates, QR codes, and more. These tools are designed to ensure your materials align with our brand identity. Always refer to the resource hub for the latest updates and assets to support your projects and communications.

totalﬁre.biz/brand-guidelines Scan to visit resource collection

TFP HQ 5385 PATTERSON AVE SE, SUITE C GRAND RAPIDS, MI 49512 616.735.2300 / 800.513.7804

TFP ROCKY MOUNTAIN 182 DURSTON RD STE D BOZEMAN, MT 59718 406.296.8525

TFP SUN COAST 410 INTERSTATE CT SARASOTA, FL 34240 941.233.9833

TFP NORTH 4576 US-31 TRAVERSE CITY, MI 49685 231.778.0497

TFP SOUTHWEST FL 5610 ZIP DR FORT MYERS, FL 33905 239.309.8424

TFP NORTHWEST FL 1904 CAULEY AVE PANAMA CITY BEACH, FL 32407 850.403.6234

TFP WEST 80 GATEWAY CIR BERTHOUD, CO 80513 970.613.1370

TFP GULF COAST 6260 TECHNOLOGY DR, UNIT A PENSACOLA, FL 32505 850.517.4470

VICTORY FIRE PROTECTION 225 W HOWRD STREET POTTSTOWN, PA 19464 610.327.0322