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This guide is for anyone putting Tow and Mow on something: a local ad, a field day banner, a social post, a flyer, a stand. You do not need to be a designer to follow it.

If you are building a website or an app, you want the design system instead. It has the exact values and the specifications. This page has the short version.

What it should feel like

Tow and Mow is the straightforward answer to grass that needs cutting on a farm or a lifestyle block. Simple, reliable, affordable. It tows behind what the customer already owns.

So it should look plain and confident. Red, black, white, a photograph of the machine actually working. No ceremony, and no dressing it up as something more expensive than it is.

The competition is a second-hand ride-on or paying a contractor. Copy and pictures that make that comparison easy are doing their job.

The seven rules

1. Use the supplied logo. Never rebuild it. Take it from the asset library. Do not retype the name, do not stretch it, do not recolour it, and do not split the icon off from the words. If it will not fit on one line at a readable size, use the red icon on its own instead.

2. Red is the brand, but only one red button. Red bands, red strips and the red top bar are all fine and you can use as many as the layout wants. What you cannot have is two red buttons competing on one screen. If two things both feel like the main action, one of them is not.

3. Red type does not work on a dark background. Our red on black or near-black is too dim to read. If you need red text on something dark, use the lighter red #FF625B. This is the mistake the websites currently make in the top bar and the footer.

4. Title Case for headings and buttons. Shop Now. Add To Cart. Mowing Made Simple. Not sentence case, and not all caps except for a small label above a heading.

5. Rounded corners mean two different things. Buttons are fully rounded, like a pill. Everything else, cards, panels, boxes, photos, gets a small 5px corner. A pill means you can click it.

6. Real photographs only. Real machines, real blocks, real people who have agreed to it. The machine is always hitched behind a vehicle the customer would own. Never stock photography, and never an AI generated scene.

7. Never say what a product does inside an animal. You can say what the machine does to the grass. You cannot say what that does for the stock. That is a regulated claim and we are not allowed to make it.

Two more, and they are absolute

No exclamation marks. Not one, anywhere. Value copy reaches for them and it must not.

No em dashes. Use a comma, a full stop, a colon, or the word "and".

Where things live

Logos, photographs and brochures are in the asset library. Always take artwork from there rather than pulling it off a website or out of an old email. Old files go out of date, and the older logo files have the wrong red in them.

When you are not sure

Ask before it goes out. A question costs nothing. A claim in a printed brochure or a boosted post is a lot harder to walk back.