Brand Guide.
Berg Enterprises, Inc. · v6.0 · April 2026
The Logo.
Logo on Black
Logo on White
The BEI mark pairs the BERG ENTERPRISES wordmark with two opposing arrows representing heat in motion. There is no cold — only heat and less of it. When cooling, HVAC systems move heat out of the building, leaving cool air behind. When heating, they operate in reverse, moving heat in. This is the simple premise that BEI was built upon in 1974. This is the only approved design. Do not alter it.
Our Tagline.
Keeping our friends comfortable since 1974…
Typography.
Display — Barlow
Federal MEP.
Design-Build.
Design-Build.
Body — Proxima Nova
Berg Enterprises, Inc. or “BEI” is a specialty contractor that provides expeditionary mechanical & plumbing services in hard-to-reach federal and commercial markets across the SW and other areas of interest for Uncle Sam.
Type Scale
Hero
Barlow 900 · 56–80px
Statement of Qualifications.
Section
Barlow 800–900 · 36–56px
Our Firm.
Project Title
Barlow 900 · 48–64px
Tinker
AFB
AFB
Subhead
Proxima Nova 700 · 18–22px
LINES OF OPERATION
Body
Proxima Nova 400 · 14–16px
Body text for proposals, descriptions, and supporting copy.
Caption
Proxima Nova 600 · 11–12px
Photo captions, project metadata, and footnotes.
Section title pattern. BEI section titles follow a distinctive two-word, two-color formula: a leading word in white (or black on light backgrounds), a trailing word in an accent color, and a period. Our Firm. · Lines of Operation. · Select Projects. The period is non-negotiable.
Color Palette.
Primary
#1C00FF · BEI Blue
#FF0000 · BEI Red
#000000 · Black
#FFFFFF · White
Black carries the brand. Blue and red are the accents that bring it to life. White provides contrast and breathing room. The palette reads American without being heavy-handed.
Application Tints
Blue
Primary accent — section title accents, project city names, active UI, dividers
50
100
300
600
800
900
Red
Secondary accent — section title accents, location pins, social icons, emphasis
50
100
300
600
800
900
Neutral
Body text, backgrounds, secondary content, structural elements
50
100
400
600
800
900
Application Rules.
Do
Black backgrounds + Barlow display type for primary sections and covers
Two-word section titles: white leading word + accent trailing word + period
Photo on top half, black on bottom half — the SoQ section divider format
Blue and red can both appear in a layout — they reinforce each other
Barlow for display, Proxima Nova for body — never the reverse
Use tints (50–100) for soft fills; full saturation (600) for type and accents
Do Not
No earth tones, pastels, or corporate beige — BEI is bold
No gradients in formal documents or proposals
Never use Barlow below 12px or Proxima Nova for headlines
Never separate the triangles from the BERG wordmark
No additional colors without explicit approval
No drop shadows, bevels, glows, or decorative effects
In Context.
Section Divider — Dark
2026
Statement of
Qualifications.
Project Title Treatment
Tinker
AFB
AFB
Building 1055
Mechanical Renovation
2023
#HVAC#mechanical#cleanroom#7-12's
Section Title Pattern
Our
Firm.
Firm.
Select
Projects.
Projects.
Voice & Tone.
We serve the warfighter and other essential missions in our federal government. The stakes matter in the work we do. We are precise. We are direct. We say what we mean, and we mean what we say. Every word should earn its place.
We Are
+ Precise. Details matter, and we focus on them relentlessly.
+ Direct. Lead with the point. BLUF in internal comms.
+ Mission-oriented. The warfighter, not the buyer.
+ Confident. We back what we say with what we build.
We Are Not
+ Marketers. No buzzwords, no hype, no fluff.
+ Hedgers. No "may," "could," "potentially" when we mean "will."
+ Salespeople. We're not pitching a product, we're designing a solution.
+ Amateurs. Our work has our name on it. So does our paperwork.
Brand as a Standard.
Most mechanical contractors don't have a brand guide. Adherence to ours is the visual equivalent of a clean duct or pipe installation — a consistent brand image demonstrates our attention to detail. Every client-facing document is a preview of the quality clients can expect from our work.
In the Office
Google Workspace is the platform for internal collaboration. Proposals, decks, and reports use BEI templates with the correct typography, color, and logo treatment. How we present internally shapes how we present externally — they are the same standard.
In the Field
Everything we bring to a jobsite — crews, trucks, tooling, PPE — maintains a clean and consistent look. The standard is enforced. How we present on site reflects the precision we deliver in our work, and it instills confidence in our clients and theirs.
Our Mascot.
The Freedom Eagle is BEI's mascot — the personality side of our brand. He represents who we are when we're not at the table — a crew of patriots, tradesmen, and veterans who take pride in serving the mission. He's not subtle. He's not for every audience. That's the point.
BERG ENTERPRISES, INC.
PHX · SV · HTX · www.bergenterprises.com
© 2026 Berg Enterprises, Inc.