McCracken Land Services

The brand

Grounded, exact, and easy to trust.

McCracken Land Services is an independent Oklahoma landman practice. The brand should feel like the work itself, careful and plainspoken, the kind you can count on. Deep navy carries the weight and steadiness of the field, and gold accents mark the details that matter. Nothing flashy, nothing that gets in the way of the information.

Story

Where the practice comes from.

McCracken Land Services was built on a simple idea: that careful, personal land work is worth more than a fast answer. Michael McCracken has spent his career in the field and in the courthouse, running title, tracing ownership, and putting deals on solid legal footing. The brand carries that history. It is not a large firm dressed up to look bigger than it is, and it does not try to be. It is one experienced landman doing the work himself, and standing behind every decimal.

Everything the brand touches should reinforce that promise. The look is plain and steady, and the details are exact, the same care that goes into the work itself.

Personality

How the brand carries itself.

Four traits shape every choice, from a headline to a color. When something feels off, it usually means it has drifted from one of these.

Logo

The mark

The primary logo is the wordmark with the emblem, in white and gold. It is built for dark backgrounds and is the default across the site, documents, and headers. Where color cannot be used, a single-color black or white version is fine.

Primary, white and gold on navy

One-color black, for light backgrounds and single-color printing, stamps, or faxes

• Place the full-color logo on navy or another dark background.
• On light backgrounds, or where only one ink is available, use the solid black version.
• Black and white is fine, the mark is designed to hold up in a single color.
• Keep clear space around it equal to about three-quarters of the emblem height.
• Scale it proportionally, never stretch or squeeze.
• Do not recolor the mark into anything outside navy, gold, black, or white.
• Do not add shadows, outlines, or effects.
• Do not place it on a busy photo without a dark overlay.

Clear space

Give the mark room

Keep a margin around the logo of about three-quarters of the emblem height. Nothing else, no text, rule, or edge, sits inside that space.

Minimum size

Keep it legible

Web • 180px wide minimum

Print • 1.25 in wide minimum

Do not run the wordmark below these sizes, the lettering starts to fill in. When space is tighter than that, use the mark on its own instead.

The mark, colorways

On navy, the default.

One color, for light backgrounds.

On gold, for accents.

Monogram, no symbol, for very small sizes.

Color

Palette

Navy is the foundation, used for backgrounds, headers, and text. Gold is the one accent, used sparingly for buttons, rules, and highlights. Sand and ink tones fill in the rest for a warm, readable page.

Core

Navy range

Neutrals

Typography

Type

Two typefaces do all the work. A serif for headings gives the brand its steady, established feel; a clean sans for everything else keeps the reading easy. Both are free for commercial use under the SIL Open Font License, so they can be embedded on the site and in documents.

Iconography

Icons and linework

Icons are drawn in one consistent style so they read as a set: a single line weight, rounded ends and corners, and no fills. They echo the linework in the emblem, the same maps-and-measurements language the brand is built on.

Imagery

Photography

Photography is real and from the field: rigs, pumpjacks, section lines, and the country the work happens in, shot at golden hour or dusk for warm, low light. Over a photo, lay a navy gradient so white text stays readable and the image never competes with the message. Keep it honest. No stock handshakes, no glossy corporate staging.

Do

With the brand overlay

Know your land.

Don't

No overlay

Text fights the photo.

Elements

Buttons and tags

Buttons are pill-shaped. The primary button is gold; a quieter outline button is the secondary. Small tags use gold or navy for status and labels.

Messaging

Tagline and messaging

A short, consistent set of lines does the heavy lifting. Lead with the tagline, support it with the positioning line, and keep the boilerplate identical everywhere it appears.

Voice

How it sounds

The writing should sound like a landman who knows the work, talking plainly to a client or a broker. Confident, specific, and free of filler.

In use

The brand in use

The test of an identity is whether it holds together across everything it touches. The same navy, gold, type, and mark carry from the website to a reference guide to a business card, so each piece is recognizable as the same company.

Reference guide header

Overriding Royalty Interests

RESERVATION STRUCTURES AND BURDEN TRACKING

Business card

Michael McCracken

Landman

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mccrackenlandservices.com
Oklahoma

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