Living Brand Guide 2026
A warm, generous food truck brand built around real barbecue and the people who line up for it. Food that hits your soul.
01 Foundation
Soul Good BBQ is a barbecue food truck run by Tauanna Glover and Eric Johnson, serving food made with care and handed out the window with warmth. The brand should feel like the food: rich, generous and unpretentious, with a little fire. The badge, the ember orange and the tan carry that feeling everywhere the truck goes.
Food made with care, and a brand that feels personal. Let the warmth behind the cooking come through in every message.
Big flavor and a big welcome. Keep messages inviting and easy to act on: what’s cooking, where the truck will be and when.
A little heat and a lot of pride. Be confident without bragging, and let the food and the people do the talking.
Food that hits your soul.
Soul Good BBQ Est. 2025
03 Logo
The Soul Good BBQ badge brings together the grill, the flames and the tools of the trade. It comes in three versions, all with transparent backgrounds: full color for black backgrounds, all white for dark or colored backgrounds, and all black for light ones. Always use the approved files.
All three versions in PNG, SVG, EPS, PDF and JPG. Choose PNG for everyday digital use, or send a vector file (SVG, EPS or PDF) to your print, apparel or signage vendor.
PNGs have transparent backgrounds. JPG previews sit on a contrasting background. Embroidery and screen-print vendors may need to digitize or separate the artwork.
Full color goes on black only. Use all white on dark or colored backgrounds and all black on light ones. Never place the full-color badge on white or another color.
Leave clear space on every side equal to at least the height of the letters in “SOUL GOOD BBQ.” Keep the badge at least 1.25 inches (120 pixels) wide so “Food that hits your soul” stays readable.
Use the supplied artwork. Don’t stretch, crop, rotate, recolor, outline or add shadows, separate the pieces, or retype the lettering.
04 Color
Black is the foundation, the backdrop the badge was designed on. Ember orange brings the heat and tan brings the warmth. Hickory and Sauce Red widen the range for menus, shirts, social posts and specials, and cream and white keep larger layouts open and easy to read. Inside the logo, use only the three approved versions.
Foundation
#000000
Supporting · Dark
#3B2416
Supporting · Accent
#9E2F1F
Logo · Accent
#D86C2A
Logo · Warmth
#E9B96C
Supporting
#F6EEE0
Supporting
#FFFFFF
| Color | HEX | RGB | CMYK approximation (%) |
|---|---|---|---|
| Black | #000000 | 0, 0, 0 | 0, 0, 0, 100 |
| Hickory | #3B2416 | 59, 36, 22 | 0, 39, 63, 77 |
| Sauce Red | #9E2F1F | 158, 47, 31 | 0, 70, 80, 38 |
| Ember Orange | #D86C2A | 216, 108, 42 | 0, 50, 81, 15 |
| Tan | #E9B96C | 233, 185, 108 | 0, 21, 54, 9 |
| Cream | #F6EEE0 | 246, 238, 224 | 0, 3, 9, 4 |
| White | #FFFFFF | 255, 255, 255 | 0, 0, 0, 0 |
CMYK values are mathematical approximations, not printer-specific formulas. For large black areas, ask your printer about rich black. Printing on dark shirts or materials may require white ink or a white underbase. Approve a physical proof for color-critical work. No Pantone colors have been formally assigned.
05 Typography
The lettering inside the badge is custom artwork, so it’s never retyped. For everything around it, Martel brings sturdy, old-style warmth to headlines, and Fira Sans Condensed keeps menus, prices and details clean and compact. Both are free Google Fonts, ready for print and the web.
Display Martel ExtraBold
Short headlines menu sections and key messages never as a stand-in for the logo
Supporting text Fira Sans Condensed
Food that hits your soul. Smoked low and slow, served with all the fixings and a warm welcome.
Medium for body copy SemiBold for labels and prices 16px minimum on the web
| Role | Example | Typeface + style | Guidance |
|---|---|---|---|
| Page title | SLOW SMOKED | Martel ExtraBold | Keep it short and give it room. |
| Section heading | From the pit | Martel Bold | Keep to one or two lines. |
| Menu item | Pulled pork plate | Fira Sans Condensed SemiBold | Clear, descriptive names. |
| Body copy | Served with two sides and cornbread. | Fira Sans Condensed Regular or Medium | Sentence case, comfortable spacing, at least 16px on the web. |
| Label or button | ORDER NOW | Fira Sans Condensed SemiBold | Spaced capitals for short labels only. |
Use the approved logo files rather than retyping the logo. Martel and Fira Sans Condensed are free under the SIL Open Font License at fonts.google.com, so they can be installed for print work and used on websites without a separate license.
06 Voice
Sound like the person at the truck window: warm, proud of the food and glad you came. Keep it conversational, make people hungry, and always make the next step clear: where the truck will be, when, and how to order.
Say this
The truck’s parked and the smoker’s going. Come hungry, and bring somebody you love. Food that hits your soul.
Avoid this
THE BEST BBQ IN THE WORLD!!! You won’t find better anywhere, guaranteed!
07 Brand Assets
Use approved files whenever Soul Good BBQ appears on the truck, shirts, menus, packaging, signage or anything online.
Download the complete logo packageBlack backgrounds only.
Dark and colored backgrounds.
White, cream and other light backgrounds.
Scalable vector artwork for websites and vendors that accept SVG. Included in the ZIP package.
Transparent artwork for social graphics, presentations, email and everyday digital use. Exported at 3,000 pixels wide.
Vector artwork for professional printing, apparel, signage and vehicle graphics. Ask your vendor which format they prefer.
Quick previews on a contrasting background. Use PNG when you need transparency and vector files when the logo will be enlarged.
SVG, EPS and PDF files contain vector artwork with outlined lettering, so vendors don’t need any fonts. Embroidery requires a digitized stitch file prepared by the embroidery vendor. The ZIP includes all three logo versions in all five formats.