A brand system that keeps the engineering meaning intact — on every carrier.
Not a decorative PDF about a logo. A working system you can build a catalogue section, a datasheet, a packaging label, a dealer sheet and a product page from — without losing technical accuracy.
This document is the first pass of a living brand system — one strong artefact that proves the system on real data, not the full 19-chapter brandbook. Toggle language (EN / 中文) and light/dark at the top-right.
Brand platform
Positioning, promise, reasons to believe, and who-reads-what. The industrial B2B register: engineered, calm, provable.
A dependable partner you select by operation, material and condition.
Spec2Market supplies solid-carbide metalworking tools — drilling, milling, turning, threading, grooving — with selection logic an engineer can verify, not advertising noise.
FOR A BETTER US
Predictable tool life, repeatable surface finish, fewer in-process corrections. The promise always travels with its conditions and units.
DIN-standard geometry
Built to DIN 6537K/L and DIN 6535 shanks — interchangeable, sourceable, checkable.
ISO material mapping
Every family carries its ISO P/M/K/N/S/H range — selection is not guesswork.
Coolant + coating fit
Internal coolant and material-matched coatings (H-nano / nano-a) for stable series production.
| Audience | What they decide on | Lead evidence |
|---|---|---|
| Process engineer | Operation, ISO group, geometry, cutting data | Selection table + cutting-data block |
| Buyer | Article, size, availability, interchange | Designation key + availability markers |
| Production manager | Process stability, cost per part | Provable life / finish claim |
| Dealer | Reusable, on-brand material | Dealer kit + co-brand zone |
Logo system
Primary, mono, reverse and on-blue. Clear space, minimum size, misuse. The industrial “2” mark — spec-lines resolving to an orange output tip — is the indivisible core.
Master · full colour
1-colour black
Reverse · on dark
Reverse · on ink
Minimum width: 22 mm print / 96 px screen. Below that, use the bare mark.
Recolour
Skew / distort
Stretch
Low-contrast bg
Colour system
Colour is split by role: brand, neutral, ISO/material coding, status. The governing rule resolves the blue/red role clash — see below.
BrandGoverning rule · role separation
The single orange accent (#d9531e) reads in the warm-red family near ISO-K red (#C8102E); ink structure can approach ISO-P blue in small marks. To keep coding unambiguous: ISO colours appear only as lettered square material chips (P/M/K/N/S/H always inside), fixed size, only in a material context. Brand blue/red never take a bare square-chip form. Same hue, meaning disambiguated by shape + a permanent letter.
Status: never colour alone
In stock Low — status always ships with an icon + word, so it survives colour-blindness, greyscale print and warehouse distance. Warning is amber #b8770a + ⚠, kept distinct from ISO-K red.
Typography
Three roles, each with a job: IBM Plex Sans for text & headings, IBM Plex Mono for codes & accent numerals, IBM Plex Mono for article numbers & metadata — so long articles stay aligned and legible in tables.
Table figures use tabular numerals, right-aligned; article numbers left-aligned mono; units in a lighter weight, never competing with the value.
Icon & pictogram system
Technical icons carry engineering meaning: ISO group, coating, geometry, coolant, shank, substrate, standard. Every one is engineering-reviewed — not decoration.
Material chips (the only ISO-colour use)P M K N S H Fixed 22 px square, letter always inside.
Process pictogramsDesignation key · official ND coding system
This is Spec2Market's own published ordering code from spec2market.com — richer than the old internal catalogue numbers. The brand system adopts it as the single customer-facing code and improves on it: a live 7-segment builder below.
Aligned with the official site — no conflict
Segment order, values, 0.10 mm increment, default-2-flute / 3T-three-flute rule — all preserved from spec2market.com. We only add: ISO material chips, bilingual labels, live building and copy.
* Default 2 flutes carries no suffix; 3 flutes add 3T. * Other sizes on request. Our proof family maps cleanly: 6511 → ND·21·03·C·HA (internal catalogue no. 6511xxxx kept as a traceability reference).
Catalogue page · product family
The catalogue is the core sales/engineering asset: it helps select, not just display. Family logic, spec strip, ISO map and a real size table (14 real SKUs, Ø3–20 mm).
Solid-carbide internal-coolant drill · 3×D
General-purpose internal-coolant drill for ISO P/K under stable conditions: predictable life, clean bore wall, fewer in-process corrections.
| Order code (ND) | Cat. ref | d₁ mm | d₂ h6 mm | l₁ mm | l₂ mm | l₃ mm | Avail. |
|---|
⚠ Cutting data are starting values for stable conditions; adjust on-site for machine rigidity, clamping and coolant pressure.
Datasheet / one-pager
A short sales/technical one-pager for a single family: hero, provable benefits, a cutting-data starting point, download entry.
Solid-carbide internal-coolant drill
H-nano coating + internal coolant → low life scatter in ISO P/K under stable conditions.
140° point and polished flutes reduce burr and secondary operations.
DIN 6537K shank, 0.01 mm diameter steps, unambiguous 8-digit article.
Packaging label
Packaging is logistics and warehouse identification, not merch. The label grid is fixed: article, series, size, grade, coating, quantity, barcode/QR, origin, warnings and a dealer co-brand zone — readable at shelf/warehouse distance.
DIN 6537K · 3×D
- Article legible in mono at 40 mm label width
- Series not confusable with siblings (6611 / 6527)
- ISO chip reads as material, not brand red/blue
- Barcode/QR have quiet zone, resolve to CAD/data
- Origin + warning bilingual
- Co-brand zone never covers technical fields
Website product card + filters
The e-commerce card keeps the catalogue's product logic: filter by ISO group and diameter, mono article, CAD/download entry, mobile tables scroll. The filters actually work.
Cards are generated from real family data: 6511/6611 → P,K; 6527/6529 → M,S. Filtering by ISO group changes what is visible.
Dealer slide + co-branding
Dealers can build material without breaking the brand or the technical claim. Claims travel with conditions; the co-brand zone is bounded.
Dealer may edit
Contact, local availability, price, co-brand logo (bounded zone).
Dealer may not edit
Technical claims, ISO coding, article, units, warning text.
Register
Engineered, provable. Any claim must pass technical-editor review.
Exhibition stand
The stand design (dark premium): brand legible at 10–20 m, real product on show, one hero claim, lead capture. Same logo, palette and product logic as everything else.
Small · 9 m²
3 × 3 m · counter + sample rail + 1 screen. Corner position.
Medium · 18 m² (base)
6 × 3 m · full demo zone + seated meeting + video wall.
Large · 36 m²
6 × 6 m · two demo tables + larger storage + two meeting points. Island.
- Back wall — illuminated logo (legible 10–20 m) + hero drill
- Reception — QR + card + demo booking
- Demo zone — real samples + test parts, not images
- Video wall — technical content; meeting — bar table
- Materials — matte graphite panels, brushed metal, blue LED band, red keyline
Real samples on show · one hero claim · QR lead capture · official reverse logo · focused spots.
Advertising noise · altered/distorted logo · lifestyle clutter · colour gels · pictures with no real product.
Stationery, collateral & merchandise
These don't replace catalogue/datasheet/packaging, but they must belong to one reusable system. In engineering B2B, restrained placement beats lifestyle merch. Every item uses the same official logo and one colour/type rule set.
spec2market.com
+86 ···· ····
spec2market.com
ID 2026·0148
spec2market.com
Slides follow the Spec2Market deck: dark, colour logo top-right, red/blue corner brackets, blue/red tick bullets, real tool images on the right, footer + page number.
- Official logo + ND order code
- Real tool photo + dimensional drawing
- 7-row real size table (ND + cat. ref)
- Cutting-data structure — technical-editor to confirm
- Warning · QR · dealer co-brand zone
Prints correctly to A4 (@media print).
- Mug — logo on one side
- Cap — front, ≤ 50 mm
- T-shirt / polo — left chest, 60 mm
- Notebook — logo centred on cover
- Lanyard — small repeat; badge — centred
- Pen — small mark on the barrel
Engineering B2B, not lifestyle
Small, embroidery-safe, 1-colour or full-colour official logo; no all-over prints, no streetwear. Workwear keeps it to chest / sleeve.
Rules: logo legible and embroidery-safe; apparel uses small chest/sleeve marks, no all-over print; folders, envelopes and letterhead prize tidiness, legibility and trust; merch never turns an engineering brand into streetwear. Every item shares data:image/svg+xml;base64,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 and one colour/type system.
Voice, sign-off & governance
Voice: engineered, calm, provable. Every claim carries units, conditions and limits, so a translator or dealer can't turn it into an unprovable promise.
“The best tool for any machining job.”
“Internal-coolant drilling solution for ISO P/K under stable conditions: predictable tool life, clean bore wall, fewer in-process corrections.”
| Carrier | Order code (ND) | Material | Claim format |
|---|---|---|---|
| Catalogue | ND2103CHA1070 | P K | Table + condition note |
| Datasheet | ND2103CHA1070 | P K | Benefits + conditions |
| Packaging | ND2103CHA1070 | P K | Warning block |
| Product card | ND2103CHA1070 | P K | Filter + spec |
| Dealer slide | ND·21·03·C·HA | P K | Claim + validation note |
| Exhibition | ND·21·03·C·HA | P K | Hero + samples |
| Stationery | — | n/a | Logo system only |
Brand owner
Single named owner + technical-editor claim review + version numbers.
Asset library
Logo pack, colour tokens, icon library, templates; versioned.
Next passes
Milling-family templates, full datasheet grid, real EAN, multilingual glossary, DAM structure.