The SSD®·2027 brand mark is the visual cornerstone of the Supply, Security & Defence Expo. The signature red dot is the brand’s most recognisable element — it is always red, never removed.
Trademark: ® sits right after “SSD” → SSD®·2027
SSD®2027
Supply · Security · Defence Expo
Animated “Pulse” logo — the red dot glows and emits a pulsing ring. Use for splash screens, video stings, and social intros.
Logo Variants
Six Lockups, Every Format
Six locked marks cover every placement. Each ships in SVG + PNG (250 / 500 / 1000 / full width), in black & white, plus on-dark and on-white JPGs — 66 files in all. The Riga lockup variant is included with Logo 3.
1 — Primary HorizontalDefault · Use this by default
2 — Stacked EmblemAvatars · Badges
3 — Lockup + DescriptorFormal · Partner materials
4 — Badge / BoxedStickers · Signage · Badges
5 — Monogram / AvatarFavicons · App icons
Colour Palette
The Palette & the 85/15 Ratio
Charcoal surfaces, white text, SSD red as a sharp accent. Red is the punch — the dot, one CTA, one word — never the wallpaper.
Charcoal
#18191A
Surface RGB 24, 25, 26
Panel
#212223
Cards RGB 33, 34, 35
SSD Red
#CC1F1F
Accent RGB 204, 31, 31
White
#FFFFFF
Headlines RGB 255, 255, 255
Muted
#B6B6B8
Labels RGB 182, 182, 184
85%
15%
Roughly 85% dark + white, 15% red. Red stays an accent — the dot, one button, one word. If a layout looks pink, pull the red back.
Support Tints
Card 2
#1C1D1E
Alternate panels
Line
#34353A
Borders · dividers
Dim
#7E7F81
Secondary text
Accent
#CD0001
Goals
Black
#0B0B0C
Bleed
Typography
Barlow Family
Two weights of one family. Condensed for impact, regular for reading. Both free on Google Fonts.
Display · Headlines · Logo
Barlow Condensed
Tight industrial grotesque. Usually uppercase, tight leading. Headlines, section titles, buttons, navigation, and logo typography.
Semibold 600Bold 700ExtraBold 800Black 900
Body · UI · Captions
Barlow — neutral, legible, calm.
Sentence case, generous line height. Body text, descriptions, captions, metadata, and all running copy across web and print.
Light 300Regular 400Medium 500
Usage Guidelines
Do’s & Don’ts
Consistent use of the brand mark protects the integrity of the SSD®·2027 identity. Please follow these rules when reproducing the logo.
Keep the red dot
The red dot is the brand signature. It must always remain #CC1F1F and never be removed, recoloured, or replaced.
Give the mark clear space
Keep clear space of at least the height of the red dot on every side. Minimum width: 22 mm in print, 120 px on screen.
Hold full contrast
Never place the logo on red or on a busy area without full contrast. The mark needs clear visual separation from its background at all times.
Match logo to background
White logo on dark backgrounds, black logo on light backgrounds. Never place the white logo on white, or the black logo on black.
Don’t stretch, rotate or condense
Never scale the logo disproportionately, rotate it, or alter its proportions. Always maintain the original aspect ratio.
Don’t recolour, gradient or outline
Do not recolour, apply gradients, add outlines, drop shadows, or any effects to the logo. Only use the provided colour variants.
Don’t place on red or busy areas
Never set the logo on a red background or a busy image area without full contrast. The mark must always read clearly.
Don’t rebuild in another typeface
Always use the official logo files. Never try to retype or reconstruct the wordmark from other fonts.
Favicon & Icons
App Marks & Icon Language
For tabs, apps, and small placements the mark becomes a compact SSD monogram tile. The red tile is primary — it stands out in a browser tab; the charcoal tile with the red dot is the dark-UI alternative.
SSD®
Red Tile — Primary
Tabs · App Icon
SSD•
Charcoal + Dot
Dark UI Alternative
SSD•27
Compact Mark
Watermarks · Stamps
UI Icon Language
Interface icons are a single thin-line family (1.5 px stroke, square corners). Default state is muted grey; the active state is SSD red. One red accent at a time — never a rainbow — paired with Barlow Condensed labels.
Default
Active
Leads
Web
Flag
Grid
Voice & Messaging
Authoritative. Direct. Confident.
Security-sector serious. Short declaratives. Confidence, not noise. Defence first, with the resilience sectors around it.
Taglines
Securing the Baltic Sea Region
Primary Positioning Line
NATO’s Eastern Flank, Under One Roof
The Defence Marketplace · Baltic Defence Expo
Where Defence Meets Commerce
Value Line
Where the Future Takes Off
Aspirational · The Jet-Suit Hero
Do
Lead with defence and the buyer
State proof plainly — sold-out, 2,000+
Short, confident sentences
Don’t
Hype, exclamation marks or jargon
Repeat the same stat everywhere
Quote prices before they’re public
Banner Kit
Best of Best
Marketing-ready creative, defence-led, on a sold-out, proven event. Pull these for LinkedIn, Google Ads, email, and partner decks. Full sets live in the kit.
Where the Future Takes OffThe Jet-Suit Hero · 1200×628
Built for Buyers, Sellers & Decision-MakersAudience · 1200×628
Using the Kit
Keep one headline and one CTA per banner. Don’t crowd a small ad with a partner-logo wall. Use red as the punch, not the wallpaper. Swap copy and CTA per channel; never restretch or recolour the artwork.
1080×10801200×628300×250300×600970×250160×600
Proof & Reach
Backed by Numbers
The brand is backed by a sold-out edition and a year-round audience. Use these figures consistently; never inflate them.
Sold-out
Floor · SSD2026
2,000+
Attendees on the Floor
150+
Exhibitors
3,354
Total Registered
167
Countries Reached Online
91,148
Web Users · 12 Months
200+
Exhibitors · 2027 Goal
3,000+
Attendees · 2027 Goal
25,980
Targeted D&S Subscribers
Brand Assets
The Complete Kit
67 brand & logo assets — this brand book plus 66 logo files. Each logo concept ships in SVG + PNG (250 / 500 / 1000 / full width), in black & white, plus on-dark / on-white JPGs.
