SECTION 01
LOGOS
One mark, three backgrounds. Never recolor, stretch, outline or add effects to it.
Primary · on light#FFFFFF / #F6F6F6
Reversed · on dark#16161A / #2A2A2A
On Tail Light orange#FF6822
PRODUCT WORDMARKS
Typeset in Sharp Grotesk Bold. The product name always sits inside parentheses, lowercase. The dot is the product's color.
MOTO(convert)Trade-in
MOTO(retain)Re-engage
MOTO(drive)Service drive
MOTO(social)
Sales reps
Know Your Buying PowerPayments
CLEAR SPACE & SIZE
xKeep clear space equal to the height of the logo's M on every side. Minimum size: 24px tall on screen, 0.4in in print.
DON'T
( ) Recolor it orange, green or any accent( ) Stretch, rotate or crop it( ) Put it on photos without a solid panel( ) Rebuild it in another typeface
SECTION 02
COLORS
Every color is named after a car part. Mostly ink and white, with Tail Light orange doing the talking. Click any swatch to copy it.
NEUTRALS · 80% OF EVERY LAYOUT
ACCENTS · USE ONE PER MOMENT
THE RATIO
WHITE 60OFF-WHITE 20INK 12ORANGE 8
SAFE TEXT PAIRS
AaAaAaAa
Body text on orange stays ink. White on orange is for 40px+ headlines only.
SECTION 03
TYPE
Three families, three jobs. Big and tight for headlines, easy for reading, mono for numbers and labels.
DISPLAYHEADLINES · WORDMARKS
Aa
Sharp Grotesk Bold 15
Also Book 19 and Thin 23 for editorial moments
TEXTBODY · UI · BUTTONS
Aa
Source Sans 3
400 body · 600 buttons & eyebrows · 700 card titles
DATANUMBERS · LABELS
Aa
Red Hat Mono
Stats, disclaimers, dept. stamps, table heads
SECTION 04
VOICE
GET MORE (leads)
sell MORE (cars)
retain MORE (customers)
sell MORE (cars)
retain MORE (customers)
Short and direct
Headlines stand alone. Every word earns its spot. No filler adjectives.
Verbs first
GET, SELL, RETAIN, BUY, TRACK, CONVERT. Lead with the action.
Parentheses
Wrap the payoff word: (leads) (cars) (customers). Products are always MOTO(name).
Talk to dealers
Owners and GMs. Professional, not corporate. Real numbers over claims.
SAY
"8 leads a month. Then 80."
DON'T SAY
"Unlock powerful, next-level lead generation synergies."
CASING
ALL CAPS for big moments and eyebrows. Sentence case for everything you read. No emoji, ever.
SECTION 05
GRAPHICS & ICONS
We don't use an icon library. Our "icons" are type and a few simple marks, so everything stays in the same voice.
( )
Parentheses
Bullet, list marker, motif
↗
Arrow button
Open a story or card
→
Arrow
Inline "go" in links
Product dots
Menus and legends
Play
Video and FAQ answers
+
Plus
Open / close (rotates 45°)
Grid texture
Hero backgrounds, 56px
Starburst
Texture accent, low opacity
HIGHLIGHT BLOCK
SET PAYMENT BEFORE THEY WALK IN.
Ink block, orange type, 14px radius. One per headline.
OFFER TAG
FREE
with any MOTO(acquire) product
Punched ticket, tilted −7°. Only for "free" or included offers.
DEPT. STAMP
ACQUISITIONS & TRADES DEPT.
2026 · CHI. IL
2026 · CHI. IL
Red Hat Mono, wide tracking. Corners of heroes, decks and print.
SECTION 06
WEBSITE COMPONENTS
The pieces every page on motoacquire.com is built from.
BUTTONS · 999px RADIUS · SOURCE SANS 600
Book a demoCheck availability →Go backSmallVIEW ALL →
On dark
TAGS & PILLS
MOTO(convert)MOTO(drive)MOTO(retain)GET STARTED
STEP ONENo.01Stays on your siteLiveALLFILTER
STAT CARD
TOTAL LEADS
1,405
STEP CARD
STEP ONEThey enter a comfortable payment
Orange border and glow mark a process step.
FAQ ROW
01
How long does it take to get live?+
02Is my customer data safe?+
SHAPE & DEPTH
6 · TAG
16 · CARD
24 · BAND
999 · BUTTON
CARD SHADOW
FLOATING (NAV, MENUS)
SECTION 07
IMAGERY
Real dealerships, shot in black and white. Color comes from our accents on top, never from the photo.
GRAYSCALE
+ INK FADE FOR TEXT
TEAM CHARACTERS
Illustrated versions of the team, used on the Team page and anywhere a photo would feel too formal.
NEED SOMETHING ELSE?
VECTOR FILES, PRESS KITS & CO-MARKETING
Agencies and partners: ask and we'll send the source files.
GET MORE (leads) · sell MORE (cars) · retain MORE (customers)
GET STARTED
© 2026 Moto Acquire LLC · 222 S. Riverside Plaza, Office 15-167, Chicago, IL 60606PRIVACYTERMSDEALER TERMSYOUR PRIVACY CHOICESACCESSIBILITYCOOKIE SETTINGS