Brand Guidelines
This guide defines how Crystal Electronics presents itself across all channels — from our logo and colours to our tone of voice and photography. Consistency builds trust. Follow these standards to ensure every customer interaction reflects our values.
Our Brand Story
Since 1985, Crystal Electronics has delivered compliant, reliable electrical services to housing associations, councils, NHS estates, and commercial clients across the UK. We've grown from a regional contractor into a national force — 150+ qualified engineers, four offices, and 40 years of expertise.
Brand Values
Reliability
- 1-hour emergency response
- 87% repeat business rate
- 10-year average contract length
- Dedicated project management
Compliance
- NICEIC accredited
- SMAS, Constructionline Gold
- Safe Contractor approved
- Go Ultra Low Company status
Scale & Speed
- National coverage (4 offices)
- Rapid multi-site delivery
- In-house quality supervisors
- Flexible for small & major projects
Community
- Employee Ownership Trust (EOT)
- Charity partnerships
- Social value initiatives
- EV education & knowledge sharing
Logo & Brand Mark
Crystal has two logos: the Crystal wordmark (primary) for all general brand use, and the Crystal EV Charging logo (secondary) for EV-specific communications. Always use approved logo files — never recreate, retype, or alter either mark.
Primary Logo — Crystal Wordmark
The Crystal wordmark is the default logo for all brand applications: letterheads, email signatures, presentations, uniforms, vehicles, and general marketing. Two approved placements are defined below — always follow these rules exactly.
On White / Light — default
On Lime — red logo, no changes
Secondary Logo — Crystal EV Charging
The Crystal EV Charging logo is used exclusively for EV charging-related communications, proposals, marketing materials, and the Crystal EV Charging brand channel. It must not replace the primary Crystal wordmark in general company communications.
On White / Light — default
White Logo Variant
The white (outline) Crystal wordmark is a restricted variant. It may only be used when a client specifically requests a white logo — for example, when the Crystal wordmark must appear on a dark or photographic background supplied by the client where the standard red logo cannot be used.
On Dark — approved use
On Navy — approved use
Clear Space
The logo must always be surrounded by a minimum clear space equal to the height of the "C" in "Crystal". This space must be free of text, images, and other graphic elements.
Logo Misuse
The logo must never be distorted, recoloured, or obscured. The examples below show common errors to avoid.
Logo Downloads
Use the links below to download the official logo files. Right-click and choose Save link as… if the file opens in your browser instead of downloading.
If a download button opens the image in a new tab, right-click the image and choose Save image as… to save it to your device. Always use the provided files — never screenshot or re-export the logo from this document.
Colour Palette
Our colours are bold, purposeful, and built for a professional B2B audience. Lime Green communicates innovation and energy. Crystal Red signals urgency and confidence. Navy grounds everything in reliability and authority.
Primary Palette
These are the core brand colours. Use them consistently across all materials.
Additional Brand Colours
This supporting colour is used alongside the primary brand palette across Crystal materials.
Approved Colour Pairs
These combinations meet WCAG 2.1 AA contrast requirements and are approved for use in all Crystal communications.
Colour Misuse
Do
- Use Lime as the primary brand accent
- Use black or white text on Lime (both approved)
- Use Navy for professional backgrounds
- Use Red for alerts, urgency, or accents
- Use Light Grey for content backgrounds
Don't
- Use Lime as a background for body text
- Place red and lime together (clashing)
- Use off-brand colours (e.g. blues, purples)
- Use low-contrast combinations
- Overuse Red — reserve it for urgency only
Typography
Crystal's brand typeface is Futura — a geometric sans-serif that communicates confidence, precision, and modernity. Where Futura is unavailable (web, Google Workspace), use Nunito Sans as the approved substitute.
Primary Typeface — Futura
Use Futura across all print, presentation, and design materials. It is a licensed font — ensure all team members and agencies have a valid copy before use.
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Web & Digital Substitute — Nunito Sans
Nunito Sans is the approved web and digital substitute for Futura. Use it for websites, email signatures, Google Workspace docs, and any context where Futura cannot be embedded. It shares Futura's geometric, friendly character.
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Type Hierarchy
Consistent type sizing creates visual rhythm and communicates structure clearly. Follow this scale across all materials.
Typography Misuse
Do
- Use Futura for all print and design materials
- Use Nunito Sans for web, email and Google Workspace
- Maintain consistent size hierarchy
- Use uppercase sparingly — labels only
- Left-align body copy for readability
Don't
- Use system fonts (Arial, Times New Roman)
- Mix more than two typefaces
- Set body copy in all-caps
- Use font sizes below 12px in print
- Stretch or condense letterforms
Photography
Crystal's photography should communicate professionalism, expertise, and real-world project delivery. Images should feel authentic — real engineers, real sites, real results. Avoid overly staged stock photography.
Photography Principles
Natural Lighting
Prefer natural daylight or well-lit indoor environments. Avoid dark, shadowy images that undermine the sense of quality and professionalism.
Authentic Action Shots
Capture engineers at work — installing EV chargers, conducting EICR inspections, or managing sites. Mid-action shots feel credible and energetic.
Branded Uniforms
Always feature engineers in Crystal-branded workwear. Consistent uniform presence reinforces brand recognition and professionalism in all imagery.
Compliance & Quality
Show safety equipment, protective clothing, and organised worksites. This visually signals our commitment to compliance and high standards.
Client Moments
Document handover moments, project completions, and team-client interactions. These build trust and authenticity far more effectively than stock imagery.
Product Clarity
EV charger and product shots should be clean, well-framed, and show brand markings clearly. Daylight or clean studio lighting works best.
Photography Do & Don't
Do
- Use real Crystal engineers and sites
- Shoot in natural or clean artificial light
- Show branded uniforms and safety gear
- Capture before and after project images
- Include client testimonial photos where possible
- Show wide-angle shots of multi-charger deployments
- Feature regional sites to demonstrate national reach
Don't
- Use generic electrical stock photography
- Use dark, grainy or low-resolution images
- Show unsafe working practices
- Crop or filter images to the point of losing authenticity
- Use heavily branded competitor equipment in shots
- Post unbranded or civilian workwear images
- Use heavily filtered or stylised lifestyle photography
Tone of Voice
Crystal's voice is confident, clear, and trustworthy — never corporate for the sake of it. We speak like the experienced professionals we are: direct, warm, and focused on what matters to our clients.
Brand Personality
Expert, not arrogant
- Lead with knowledge and data
- Back claims with facts and accreditations
- Explain technical topics in plain English
Confident, not cold
- Warm, professional tone always
- Acknowledge client concerns directly
- Recognise team achievements publicly
Urgent when needed
- Compliance messaging is direct and clear
- Emergency service language is fast-paced
- Regulatory updates are stated plainly
Community-minded
- Celebrate team and client milestones
- Promote sustainability and social value
- Engage, don't broadcast
Writing Guidelines
Do
- Write in active voice: "We deliver fast" not "Fast delivery is provided"
- Lead with the most important information
- Use bullet points to break up complex content
- Quote Trustpilot reviews and client feedback
- Reference specific accreditations by name
- Use numbers and stats: "87% repeat business", "150+ engineers"
- Keep social posts to 4–8 sentences with clear CTAs
Don't
- Use jargon without explanation
- Be vague: "We do great work" — be specific
- Overuse exclamation marks in formal comms
- Write in passive voice for key messages
- Make claims without evidence or accreditation
- Use corporate buzzwords like "synergy" or "leverage"
- Post without a clear call to action
Tone Examples
With over 40 years of experience and a team of 150+ qualified engineers, Crystal Electronics delivers rapid, compliant electrical installations tailored to your project needs. Whether you're managing a single housing association block or a national portfolio — we've got the scale, the accreditations, and the track record to deliver. Contact us for a free consultation.
⚡ WARNING: Awaab's Law is now in force — and compliance deadlines are strict. If your housing stock includes damp or mould risks, our environmental sensor installations can protect you. NICEIC accredited. Fast deployment. 150+ engineers nationwide. 📞 Get your free assessment today!
#AwabsLaw #HousingCompliance #CrystalElectronics
Thank you for the opportunity to tender for this project. Crystal Electronics has delivered EICR inspections and remedial works for over 50 housing associations nationwide. Enclosed is our full compliance documentation, including our current NICEIC certification, Safe Contractor approval, and Constructionline Gold accreditation. We look forward to discussing how we can support your programme.
Digital Usage
Consistent digital presence reinforces brand trust. Whether on LinkedIn, Facebook, or via email — Crystal's visual identity and voice must be instantly recognisable.
Social Media Specs
Emoji Usage
Emojis are permitted on Facebook and LinkedIn personal profile posts. Use them to punctuate key points — not to replace words. Avoid overuse in formal or client-facing communications.
⚡ Energy/EV — 🔧 Engineering — ✅ Compliance/done — 📞 Contact us — ⭐ Quality/reviews — 🏆 Awards — 🌱 Sustainability — 👷 Team/engineers — 📋 Reports/docs — 🔌 Charging/electrical
Hashtag Strategy
#CrystalEVCharging
#CrystalEngineering
#ElectricalSafety #NICEIC
#HousingAssociation #AwabsLaw
#SocialHousing #Compliance
#Sustainability #UKElectrical
Brand & Marketing Queries
For questions about brand usage, logo files, or marketing approvals, contact the Crystal marketing team. All external uses of the Crystal brand must be approved before publication.