Profitmaster Displays · Brand StandardsExpressionSheet 12 / 34Rev A · 2026-09-25

12 · Expression

Our drawings, quietly.

Our designers engineer what they design. Real linework from our own CAD drawings sits behind some pieces as a faint texture. White space leads; the drawing is a nod, never the subject.

Isometric CAD drawing of a four-shelf rack with numbered balloon callouts — **Source linework**Four-shelf rack, isometric viewTitle block and parts list removed

12.1

Where it comes from.

Only from real Profitmaster SolidWorks drawings: isometric views, dimension lines, balloon callouts, section cuts, zone ticks.

Strip everything readable. Customer names, part lists, revision notes, file names, initials and dates are removed before a drawing becomes texture. The texture shows how we work, never who we work for.

Never stock "blueprint" art, and never a generated drawing. If it is not our drawing, it is not our texture.

12.2

How it looks on a page.

2026 · Coca-Cola system

Catalog

profitmasterdisplays.com2026

YesCatalog cover · 7% · bleeds off two edges

Holiday program 2026

Concept review · Rev A

YesDeck title slide · white at 9% on black

12.3

The treatment.

Content: Linework only. No readable text of any kind
On white: Black at 6–10% · print K6–K10
On black: White at 6–10%
Line weight: Hairline to 0.25 pt at final size. Never thickened
Crop: A fragment, large, bleeding off one or two edges. Never the whole drawing, never centred
Colour: Greyscale only
Frequency: At most one surface in three. One texture per surface

Proposed opacity. 6–10% is set for screen. Confirm on a coated and an uncoated proof before the first print run.

12.4

Where it goes, and where it never goes.

Sparingly, yes

Catalog covers and section dividers
Deck title and closing slides
This site's opening band and a few section breaks
The back of letterhead or a folder
A trade-show backdrop

Never

Behind body text, prices or form fields
On forms, price lists and packing slips
On real CAD sheets, which need no costume
Inside the logo's clear space
In email signatures, or on the front of a business card

DoFaint, cropped, off the edge, with open white space.

Don'tToo dark, too whole, under the logo. It becomes the subject.

Why it belongs to us Principle 05

Competitors show renders. Nobody shows their drawings. The texture makes a real fact visible without a word: at Profitmaster the designers also do the engineering. It stays inside the greyscale palette, so the customer's colour is still the only colour on the page. See Principles.

Drawing nameSchematic texture

SectionExpression

Sheet12 / 34

RevA

Date2026-09-25

Drawn by · PMD Graphics