Logo & Lockup
Your existing AK mark, cleaned up into crisp vector — and a new tire mark for the moments the wordmark is too much. Both ride the system colors so everything in the stack feels like one brand.
The AK mark — refreshed
CLEAN VECTOR · ORBIT TIGHTENEDNew — the AK tire mark
ICON · AVATAR · APPColor
Hazard orange is the brand and the action — reserve it for what you want tapped. Asphalt and steel carry the weight and the gravity. Signal amber and green are functional accents only.
Hazard Orange — Primary
500 = brand / CTAAsphalt & Steel — Neutrals
900 = surfaces · 500 = textSignal — Functional Accents
Typography
Two families, three jobs. Geist shouts the headline and carries the reading. Geist Mono handles the technical readout — phone numbers, ETAs, labels — like a dispatch console.
One call gets you a real dispatcher, a real ETA, and a driver heading your way. Fast response across thirteen cities in King and Snohomish County — same price at 2am as at 2pm, no after-hours fees, ever.
Space, Radius & Elevation
Spacing scale
4px base · 4 8 12 16 24 32 48 64 96
Corner radius
Tight & tooled · 6 / 10 / 14 / pill
Elevation
Iconography
Line icons, 2px stroke, square caps — drawn like equipment schematics. One per service, always paired with a label.
Components
Every surface drives to one action: the call. The phone number is the loudest object on the page.
"Blew a tire on I-5 at midnight. Real person answered, gave me an ETA, and the driver beat it. Same price they quoted — no 2am markup."
Voice & Principles
Direct, never slick
A real ETA. A real price. Short sentences. We say what we'll do and then do it. No upsell theater.
Calm under pressure
The customer is stressed; the brand is not. Reassuring, specific, in control — the steady voice on the other end of the call.
Always one tap to help
The phone number is never more than a thumb away. Every layout resolves to the call.