Brand System · Bob's Metals, Inc.

Portland Grit.
Industrial Precision.

Founded in 1983 in Portland, Oregon, Bob's Metals is a family-built scrap metal recycler serving both non-ferrous and ferrous markets. The identity is unapologetically industrial, deeply local, and trusted by generation-long relationships.

Identity

Company: Bob's Metals, Inc.

Founded: 1983, Portland OR

Industry: Scrap metal recycling — non-ferrous & ferrous

Personality: Industrial strength, family trust, Pacific Northwest grit. Not corporate. Not generic. Portland-authentic.

Tagline Options

1) Built in Portland. Trusted by Industry.
2) Heavy Metal, Honest Business.
3) Where Hard Work Meets Honest Weight. Selected

Color System (Primary Palette)

Primary Blue
#005EB8
Gold / Accent
#F2A900
Dark BG
#0f1117
Card BG
#1a1d27
Border
#2a2d3e
Text Primary
#e2e8f0
Text Muted
#94a3b8

Typography

Google Font Pairing: Bebas Neue (industrial display, compressed impact) + Manrope (modern, readable body/UI).

Type Scale

  • H1: 72/64/52 px (desktop/tablet/mobile), Bebas Neue, 400, uppercase
  • H2: 48/40/34 px, Bebas Neue, 400
  • H3: 32/28/24 px, Bebas Neue, 400
  • Body L: 18 px, Manrope 500
  • Body M: 16 px, Manrope 500
  • UI/Label: 12–14 px, Manrope 700–800, uppercase with letter spacing
SCRAP RECYCLING DONE RIGHT
Bob's Metals delivers responsive service, fair weights, and transparent settlement in every load. From one pallet to fleet-scale pickups, we move with urgency.

Logo Usage Rules

Clear Space & Minimum Size

  • Clear space: minimum equals height of the “B” in Bob's around all sides.
  • Minimum width (full logo): 120 px digital, 1.25" print.
  • Icon-only mark: minimum 28 px digital, 0.35" print.

Variants

  • Dark backgrounds: Use white logo with gold accent.
  • Light backgrounds: Use primary-blue logo with dark text.
  • Icon-only: Favicons, social avatars, and safety stickers where full lockup is illegible.

Do / Don't

  • Do maintain high contrast and consistent spacing.
  • Do use approved blue/gold brand colors only.
  • Don't stretch, skew, or add gradients to the logo itself.
  • Don't place over busy photos without a dark overlay panel.
  • Don't mix with unapproved colors or novelty fonts.

Voice & Tone

Three voice adjectives: Direct, Dependable, Hardworking

Sounds like: Plainspoken confidence, specific details, no fluff, no corporate jargon.

Doesn't sound like: Hypey startup copy, buzzword salad, vague claims with no proof.

Headline Styles

  • “Where Hard Work Meets Honest Weight.”
  • “Portland's Industrial Recycler Since 1983.”
  • “Fast Pickups. Fair Settlements. No Guesswork.”
  • “Built for Manufacturers. Trusted by Dealers.”
  • “Your Scrap Program Should Return More.”

Email Tone Guide

  • Lead with action: what changed, what's needed, and by when.
  • Use concrete language and numbers (grades, weights, timelines).
  • Friendly and respectful, but never vague.
  • Close with a clear next step and direct phone/email contact.
Sample Email Opener
“Morning team — copper moved up today. Updated buying range is attached. If you're shipping by noon, call dispatch so we can lock pickup windows.”

Marketing Asset Templates (HTML Mockups)

Social Post · Price Update

Today's Copper Snapshot

#1 Copper: $4.10/lb
Bare Bright: $4.25/lb

Call before delivery for load-specific pricing: 503.295.3636

Social Post · Hiring

We're Hiring: CDL Driver / Yard Operator

Full-time • Portland • Family-owned team since 1983

Apply: careers@bobsmetals.com

Email Header Template

BOB'S METALS UPDATE

Portland, OR · Est. 1983

Email Signature

Mike Weinstein
President, Bob's Metals, Inc.

9000 N. Interstate Ave, Portland OR 97217
503.295.3636 · mike@bobsmetals.com

BOB'S METALS, INC.
Where Hard Work Meets Honest Weight.
Front: logo + tagline + strong blue/gold stripe
Back: name, title, direct line, email, facility address

Photography Style Guide

Use This

  • Real yard operations, heavy equipment, sorted metal stock, team at work.
  • Pacific Northwest atmosphere: overcast skies, wet steel, texture-rich scenes.
  • Honest moments over staged stock imagery.

Avoid This

  • Over-polished corporate stock with fake smiles and cleanroom vibes.
  • Washed-out, low-contrast images with no industrial detail.
  • Busy compositions that hide the material and machinery.

Direction Examples

1) Dawn Yard Wide: 24mm wide shot of loaders and steel piles in early morning mist with blue-gold color grade.

2) Human + Machinery: Mid shot of operator in hi-vis guiding a grapple with sparks/metal texture in frame.

3) Material Macro: Tight detail of sorted copper/aluminum grades with shallow depth and hard side lighting.