BRAND GUIDELINES
Making defense systems affordable.
The visual and verbal system for ADG Defense — an American counter-UAS integrator and reseller bringing low-cost radar and AI-driven command & control to the operators legacy vendors leave exposed.
01 — LOGO
The mark & wordmark
The ADG mark is a radar sweep — concentric range rings with an active return at center. It always pairs with the ADG wordmark set in Schibsted Grotesk. The mark may stand alone only at small sizes (favicons, app icons).
CLEARSPACE & MINIMUM SIZE
Keep clear space equal to the diameter of the mark on all sides. Minimum wordmark width: 96px on screen / 0.9in in print. Never place the logo on a busy image without a scrim.
MISUSE
- Don't recolor the mark outside the palette
- Don't stretch, rotate, or add effects
- Don't set the wordmark in another typeface
02 — COLOR
Palette
Deep navy ink carries the brand; signal amber is used sparingly for emphasis, active states, and the radar return. On light backgrounds use Amber Deep for legible accents; on dark, use Signal Amber.
03 — TYPOGRAPHY
Type system
Schibsted Grotesk is the voice — geometric, confident, engineered. JetBrains Mono carries labels, specs, and data. Two families, nothing else.
SCHIBSTED GROTESK
JETBRAINS MONO
DETECTION · 5 km CLASS
360° COVERAGE
AI/ML CLASSIFICATION
STATUS · TRACK ACTIVE
Uppercase, letter-spaced .10–.24em. Use for kickers, spec chips, data readouts, and system status — never for long-form reading.
04 — VOICE & TONE
Technical. Precise. Credible.
We speak like engineers briefing operators — specific, measured, and confident. We lead with capability and cost, never hype. Claims are backed by specs.
We do
Lead with the mission and the price. Quantify. Name real capabilities and partners.
We don't
Fear-monger, over-promise, or bury specs in adjectives. No buzzword salad.
Tagline
“Making defense systems affordable.”
05 — MOTIF & IMAGERY
Radar language & imagery
Concentric range rings, sweep gradients, and diagonal sensor-grid hatching are the connective tissue. Photography is high-contrast: sensor hardware, airspace, operators, and C2 screens — never stock clichés.
06 — COMPLIANCE LOCKUPS
Credibility markers
Displayed as a monospace row in footers and hero strips. Use only the markers that legally apply at time of publication.
Note: verify current registration and certification status before publishing. Markers are placeholders reflecting intended positioning, not legal assertions.