We Built
The Floor.
Steelhaus is a Calgary-born completions and manufacturing institution. From a 10-person shop to 1,000 people across 20 locations, we forge the iron, write the engineering, and run the field. The master brand carries that authority. Everything in this guide protects it.
One Mark.
One Voice.
The master brand uses a single, untouched lockup: the Steelhaus crest (red and blue swirl in a steel ring) paired with the STEELHAUS wordmark. No descriptor underneath. No sub-text. No slogans crowded against it. This is the corporate signature.
- Use the master mark on calm, controlled backgrounds: solid ink, charcoal, or paper.
- Reverse to all-white when placed on photography, video, or color fields.
- Lead with the color crest in print and presentation; reverse to white-on-black for cinematic / Iron-campaign contexts.
- Use the crest-only mark for app icons, social avatars, vehicle door decals, and embroidered apparel.
- Don't stretch, rotate, or recolor the crest. Red and cyan stay red and cyan.
- Don't add taglines, drop-shadows, or outlines to the master mark.
- Don't place the mark on busy or low-contrast imagery without a dark scrim.
- Don't combine the master mark with a division wordmark in a single lockup.
- For brand marks, use the logo file. Don't recreate STEELHAUS in CSS or split its color. Inline mentions of Steelhaus in body copy or naming conventions are fine.
Red. Cyan.
Iron. Fire.
The palette is built on duality: Ignition Red and Precision Blue live inside the crest. They sit on a foundation of matte midnight charcoal and raw iron greys. Forge Orange is the campaign accent. The spark, the heat, the proof. Click any swatch to copy its hex.
Usage Ratio · 60 / 25 / 10 / 5
Heavy on Top.
Honest Below.
Barlow Condensed is the master brand's title font. Nine weights, condensed industrial character, open-source license (SIL OFL) with no caps and no tiers. Use it for every headline, section title, and tactical lockup. Univers Next Pro Condensed carries everything else: body, specs, captions. The brand uses only the condensed family (Light, Regular, Bold). Univers Next Pro upright is not part of the master brand system. Magistral Black is reserved exclusively for the STEELHAUS logotype. It lives inside the logo and nowhere else. When Univers is not installed, the ladder is fixed: Aptos Narrow in Word and PowerPoint, Barlow Semi Condensed on the web, Arial Narrow as the floor. The licensed face is the standard; the ladder defines what happens without it. Balboa is the campaign display face, by design: it appears only in flattened campaign artwork produced by the creative team via Adobe Fonts, never in live documents. Scarcity makes campaign pieces feel like events.
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Hierarchy & Specimens
Confident.
Specific. Real.
We speak like the company that sets the standard, because we do. Confidence is proof, not posture: every claim of strength lands on the customer's certainty, never on our rank over the field. No begging. No buzzwords. No em dashes. Every sentence pulls weight.
| USE · Heavyweight | AVOID · Mid-weight · Chest-beating |
|---|---|
| Standard · Earned authority · Proof | Rank · Apex · Dominate |
| Fortress · Platform · Infrastructure | Facilities · Shop · Operation |
| Insurance · Certainty · Anchor | Solutions · Services · Offerings |
| Forged · Mastered · Built from the floor | Created · Developed · Provided |
| The Iron Standard | Quality products |
| Holds the field | Command the field · Field support |
| Engineered for the extremes | Designed to perform well |
Respect isn't given. It's forged.
In the lateral, our size is your insurance.
Physics doesn't negotiate. We engineer for that.
We didn't build a company. We built a fortress for your supply chain.
Built in Canada. Proven everywhere.
Our tools don't come from a catalog. They come off our floor.
Same visual system, same proof numbers. The difference is where the strength lands. The January copy claimed rank over the field; the June revisions land on the customer's certainty. The campaign has run its course; these pairs stay in the guide as the reference standard for all future creative.
One House.
Many Specialists.
The Steelhaus crest is the constant. Divisions extend the master mark by adding their wordmark beneath. Never beside, never in place of. The crest is shared property. Division typography and accent treatments belong to the division. The corporate voice belongs to Steelhaus Technologies Inc.
- Master mark = crest + "STEELHAUS" only. No descriptor. Used for corporate, capability, investor, and Authority-of-Iron contexts.
- Division marks = crest + "STEELHAUS" + division wordmark beneath, separated by the wordmark baseline. Treat the division wordmark like a chapter title, not a tagline.
- Never combine two division marks in a single lockup. If a piece spans divisions, default to the master mark and reference the divisions in body copy.
- Division accents (Thermal haze, Energetics spark, Tryton maple) belong only to division creative. Master-brand pieces use the core palette only.
- Co-branded partner pieces follow a 1:1 height parity rule with a 2× crest-height clear-space rule between marks.
In Ads.
On Trucks.
On Hard Hats.
Three reference applications of the master brand. Two are tactical ads from the 2026 Authority of Iron campaign, paired with a current Steelhaus business card to show the corporate identity at print scale. Each shows the master brand operating with discipline: matte-black canvas, condensed headline, master mark anchored without taglines or sub-text. These ads are shown for their visual system; their copy predates the June 2026 voice recalibration. New campaign creative follows the rev 2 language directive: strength lands on the customer's certainty.
Asset Index
& Contacts.
This guide is the source of truth. Production files live alongside it under \CoWork\Projects\Steelhaus Brand (drive letter varies by machine). Below is the where-to-find-it index and the people who hold the keys.
File Map
- Root
- \CoWork\Projects\Steelhaus Brand\ — all paths below start here. Drive letter varies by machine.
- Master Crest
- Logos\Steelhaus Technologies Inc\Crest outlines.ai (vector source)
- Master Lockup
- Logos/Master Brand/Steelhaus Primary Brand Logo.ai · .png (color, for light backgrounds)
- Reversed White
- Logos/Master Brand/Steelhaus Primary Brand Logo White.ai · .png (for dark backgrounds and photography)
- Division Marks
- Logos/Steelhaus Thermal · Logos/Steelhaus Energetics · Logos/Steelhaus Tryton
- Iron Campaign
- Campaigns/2026 The Authority of Iron/ (full asset set + master campaign brief)
- Business Cards
- Business Cards/{Division}/ (production PDFs + InDesign templates per division)
- Sales Collateral
- Sales Collateral/ (tech sheets and brochures for sales use)
- Fonts
- Install from Fonts\ at the root. Barlow Condensed (primary headline / title), SIL OFL, self-hosted woff2 in Brand Guide\assets\fonts\barlow\ · Univers Next Pro Condensed (body), Light Cond + Cond + BoldCond in Brand Guide\assets\fonts\ · Magistral Black (LOGOTYPE ONLY, do not typeset), TTF kept for logo reconstruction
- Background Plates
- Logos/{Division}/Background (letterhead + tech-sheet backgrounds, per division)
Contacts
- President & CEO
- Mike George · mgeorge@steelhausinc.com · strategic positioning sign-off, master brand authority.
- Creative Director
- Paul Smith · PSmith@steelhausinc.com · brand custodian, final approval on all master-brand work.
- Marketing Coordinator
- Hannah Walter · hwalter@steelhausinc.com · asset requests, production traffic.
- Social Media Coordinator
- Gabriel Jukes · gjukes@steelhausinc.com · LinkedIn, social channels, content scheduling.
- External Web
- Brian Murchison · brian@studiodigital.ca · Studio Digital, web implementation partner.
Version
- Document
- SH-BRAND-MASTER-2026 · v2.0 · 2026-06-10
- Released
- 2026-06-02 · Master Brand initiative
- Next Review
- 2027-01 · Annual brand audit