EquipmentShare Brand Identity

A complete profile of EquipmentShare's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #F16622
• secondary: #FCE0D3
• accent: #F16622
• background: #FFFFFF
• textPrimary: #24242D
• link: #FD6600

Typography

• primary: Trade Gothic Next — Trade Gothic Next
• heading: Trade Gothic Next — Trade Gothic Next

Visual Assets

• Logo:
• Favicon:
• Social card (og:image):

UI Components

• input: background=transparent, textColor=#24242D, borderColor=null, borderRadius=0px, shadow=none
• buttonPrimary: background=#F16622, textColor=#FFFFFF, borderRadius=5px, shadow=none
• buttonSecondary: background=transparent, textColor=#24242D, borderColor=#F16622, borderRadius=5px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: construction industry professionals

EquipmentShare Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

• Sany Oil Filter 60276787 | Sany Parts Catalog – EquipmentShare Parts Store

  Source: Sany Oil Filter

• Articles and Resources | EquipmentShare

  Source: Articles

• EquipmentShare Debuts on Nasdaq as “EQPT”, Advancing the Digital Transformation of Construction
  .JPG)
  Source: Nasdaq Debut

• Access Work Order and Asset from Time Card in Link Mobile App | EquipmentShare and T3 Release Notes

  Source: Access Work Order

Working with these fonts

Not found on Google Fonts? Instructions that you can follow if you have permission to use the fonts:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font".
3. Hard-reload the page and click around.
4. For each captured font URL, right-click → Save As to download the file locally.

Machine-Readable Profile

{
  "colorScheme": "light",
  "fonts": [
    {
      "family": "Trade Gothic Next",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#F16622",
    "secondary": "#FCE0D3",
    "accent": "#F16622",
    "background": "#FFFFFF",
    "textPrimary": "#24242D",
    "link": "#FD6600"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Trade Gothic Next",
      "heading": "Trade Gothic Next"
    },
    "fontStacks": {
      "heading": [
        "trade-gothic-next",
        "sans-serif"
      ],
      "body": [
        "trade-gothic-next",
        "sans-serif"
      ],
      "paragraph": [
        "trade-gothic-next-condensed",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "64px",
      "h2": "64px",
      "body": "12px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "5px"
  },
  "components": {
    "input": {
      "background": "transparent",
      "textColor": "#24242D",
      "borderColor": null,
      "borderRadius": "0px",
      "shadow": "none"
    },
    "buttonPrimary": {
      "background": "#F16622",
      "textColor": "#FFFFFF",
      "borderRadius": "5px",
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#24242D",
      "borderColor": "#F16622",
      "borderRadius": "5px",
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/6904da9e57a68f97541e5b62_ES%20Logo.svg",
    "favicon": "https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/615b728bc86ddc3555605abc_EquipmentShare-Favicon.png",
    "ogImage": "https://cdn.prod.website-files.com/60cb2013a506c737cfeddf74/620bbc52f1de86cc1ff1e219_Company%20Page-100.jpg"
  },
  "personality": {
    "tone": "professional",
    "energy": "medium",
    "targetAudience": "construction industry professionals"
  }
}