Brand

Brand guidelines

Import Hong Kong Cars is My Car Import's site for cars coming from Hong Kong. It should feel like part of the family: same globe, same car, same calm way of explaining things.

The logo

by My Car Import

The mark is My Car Import's globe with the car riding its orbit, turned round to show the trip we make: a dotted route from the UK to a yellow dot on Hong Kong.

The wordmark is set in Plus Jakarta Sans, the face on mycarimport.co.uk, and runs as one word the way MyCarImport does. My Car Import picks out "Car"; we pick out "HongKong" in red. "By My Car Import" sits underneath wherever there's room.

Using the logo

by My Car Import

On paper or white

by My Car Import

On ink: lighter red, cream type

The mark alone. Under 40px, drop the route and windows.

Space and size

Keep clear space of half the globe's width all round. Nothing else goes in it.
The full logo is never narrower than 160px on screen or 40mm in print.
Below that, use the mark on its own, with the name set in type beside it.

Please don't

Recolour it, outline it, or add shadows or gradients.
Stretch it, tilt it, or move the car to another spot on the orbit.
Put it straight on a busy photo. Use a paper or ink panel.
Add flags or number plates to it. The plate belongs to the button.
Write the name as one word in running text. In a sentence it's "Import Hong Kong Cars".

Colour

Mostly paper and ink, so the photographs do the work. Red and yellow are for small things that matter.

#16181D Ink --ink Text, the footer and the closing call to action band.
#F7F6F3 Paper --paper The page. Warm off-white, easier on the eye than pure white.
#B3122F Hong Kong red --accent The globe, "HongKong" in the wordmark, links and small markers. Passes AA as text on paper.
#F6C400 Plate yellow --plate-yellow The colour of a UK rear plate. Used for the Get a quote button and the Hong Kong dot, nothing else.

Supporting

#3D4048 Ink 2 --ink-2
#5A5D65 Ink 3 --ink-3
#E0DDD6 Line --line
#EEECE7 Paper 2 --paper-2
#2F6B4F Data green --data-green
#2B5C8A Data blue --data-blue

In dark mode and on ink the red lightens to #FF7A8C for text and #D42A45 for the globe, so both stay readable. The tokens handle this; use the token, not the hex.

Type

Your car's moving too.

Schibsted Grotesk: headings and body. Bold for headings, regular for reading. Sentence case always.

Hong Kong to the UK · 01332 810442

JetBrains Mono: small labels, phone numbers, figures and the plate button. Labels are capitals with wide spacing.

香港 Hong Kong

Noto Sans TC: Chinese place names only, always next to the English.

Plus Jakarta Sans: the logo only. It's My Car Import's face, which is what ties the two logos together. It isn't used for anything else.

Photography

An Alphard between the lifts in My Car Import's workshop, with test lanes in the foreground

Rows of imported cars parked across My Car Import's yard

Real photos from My Car Import's site in Castle Donington. No stock, no illustrations standing in for the real thing.
Natural light, nothing staged, cars and people doing the actual work.
A caption says what is in the frame and no more. These are cars on our site, so a caption never claims a car came from Hong Kong unless it did.
Every photo gets alt text that describes it. A purely decorative one gets an empty alt.

Buttons

Get a quote How it works

The main button looks like a UK rear plate: yellow, black edge, mono capitals. Hong Kong and UK plates share the same colours, which is why it's there.
It always says exactly "Get a quote" and always goes to the quote form. One per screen is plenty.
Everything else is a quiet outline button or a plain link.

Voice

We write the way Jamie talks a customer through the workshop: calm, specific and in no hurry. We say what we do and what it means for you, and let that do the persuading.

Facts we have checked, with the source noted. If we can't stand behind it, it doesn't go in.
British spelling, plain words, short paragraphs.
No long dashes. Use a comma, a full stop or brackets.
One exclamation mark per page at most, and usually none.

Like this

We clear your car through UK customs ourselves. We're authorised HMRC CDS agents with our own customs staff, so the entry is done in-house.

Not this

Unlock a seamless, hassle-free import journey with our cutting-edge customs solutions!

Downloads

Full logo for light backgrounds SVG of the full logo for light backgrounds PNG of the full logo for light backgrounds
Full logo for dark backgrounds SVG of the full logo for dark backgrounds PNG of the full logo for dark backgrounds
The mark on its own SVG of the the mark on its own PNG of the the mark on its own

Need something else, or using the logo somewhere new? Email [email protected]. For My Car Import's own brand, see mycarimport.co.uk.

Import Hong Kong Cars by My Car Import · 01332 810442 · [email protected] · importhongkongcars.com