Brand guidelines
The Argus design system.
The single source of truth for the Argus Tracking brand. If you're creating anything that carries our name — ad creative, brochures, imagery, social posts, landing pages — everything you need is on this page.
Direction
Dark, confident, and proof-forward.
Argus is premium B2B telematics with a dark editorial look: a warm near-black canvas, oversized statement headlines, extreme negative space, and a single red accent. Restrained and expensive-feeling — never flashy, never cyberpunk.
Tagline: “Who. What. Where. Know your fleet!”
Colour
Greyscale, plus one red.
Argus Red is the only accent colour in the brand. Everything else is greyscale — hierarchy comes from contrast, weight, and space, never from a second hue. For print, convert from the RGB values and proof against the digital colour.
The accent — Argus Red
Argus Red --accent
RGB 220, 26, 50
Solid fills only — buttons, badges, dots — always with white text on top.
Red hover --accent-hover
RGB 176, 20, 42
Hover state for red fills.
Red on dark --accent-on-dark
RGB 242, 61, 84
Red text, icons, links, and thin lines on dark backgrounds (passes WCAG AA).
Dark canvas
Canvas --bg
RGB 10, 10, 11
Page and layout background — deep warm-black.
Surface --bg-elev
RGB 20, 20, 22
Cards, panels, and elevated surfaces.
Text --text
RGB 244, 244, 245
Headlines and primary text on dark.
Text muted --text-muted
RGB 161, 161, 170
Body copy and secondary text on dark.
Border --border
RGB 39, 39, 42
Hairline borders and dividers — 1px only, never heavy rules.
Light backgrounds — print & contrast sections
Light canvas --bg-light
RGB 245, 243, 239
Light contrast sections and print-friendly layouts.
Text on light --text-dark
RGB 28, 25, 23
Headlines and primary text on light backgrounds.
Muted on light --text-dark-muted
RGB 87, 83, 78
Secondary text on light backgrounds.
Border on light --border-light
RGB 231, 229, 228
Hairline borders on light backgrounds.
Typography
Two typefaces, both free.
Space Grotesk for headlines, Plus Jakarta Sans for everything else. Both are open-source Google Fonts, so every agency and freelancer can use the exact same type at no cost — no substitutes, please.
Display — Space Grotesk · weights 500–700 · letter-spacing -0.03em · line-height 1.0–1.05 · Get it on Google Fonts
Body — Plus Jakarta Sans · weights 300–600 · line-height 1.5–1.7 · 65–75 characters per line · Get it on Google Fonts
Eyebrow labels — Plus Jakarta Sans 600 · uppercase · wide tracking · Red on dark #F23D54
Components
The shapes we build with.
For web and digital work: 12px corner radius, 1px hairline borders, and colour-only hover states (nothing moves or grows). These live examples are the reference — hover them.
Buttons — solid red primary / hairline ghost secondary · min 44px touch target · radius 12px
The primary call to action is always Book a Demo; the secondary is Get a Quote.
Feature cards — transparent with hairline border · hover fills the surface and turns the border red
Live GPS tracking
Second-by-second location for every vehicle and asset.
RUC automation
Automatic road user charge claims — no missed kilometres.
Driver safety
Behaviour scoring that coaches drivers, not punishes them.
Voice
Plain English. NZ spelling. Proof over hype.
We write like a knowledgeable local, not a global SaaS brand. Short sentences, concrete claims, and numbers presented as our own figures — never dressed up as audited industry stats.
Always
- NZ spelling everywhere: optimise, behaviour, kilometres, centre.
- Lead with proof — real stats, real customers, real savings.
- “Book a Demo” as the primary action, “Get a Quote” as the secondary.
- Speak to the operator: fleet managers, owners, and drivers.
- Keep it confident and direct — no jargon, no hard sell.
Never
- No public pricing in any material — the only exception is Vision AI, labelled “from $62 NZD/mo”.
- No emoji as icons — use Lucide SVG icons only.
- No second accent colour, gradients, or neon effects.
- No stock-photo cliché (handshakes, pointing at laptops).
- No unverifiable superlatives — “NZ's #1” needs a source.
In the wild
Ads, brochures, and social.
The same system, translated to other media. When in doubt: dark ground, big Space Grotesk headline, lots of air, one red element.
Ad creative & social
Dark canvas (#0A0A0B), one oversized headline in Space Grotesk, one red element (a CTA button, a stat, or a map pin). White logo. If the platform forces a light ground, use the light palette and the dark logo.
Brochures & print
Prefer the light palette (#F5F3EF ground, #1C1917 text) for readability in print, with red reserved for headings, rules, and calls to action. Convert colours from RGB and proof against screen.
Imagery
Real fleets, real NZ roads and worksites. Photography runs monochrome or desaturated so the red accent stays the only colour moment. Line illustrations are monochrome with red highlights.
Working on something for Argus?
If a format isn't covered here or you need source assets, ask before improvising — we'd rather answer a quick email than un-ship an off-brand campaign.