Driven & Kept brand book

01 / POSITION & NAME

A name with a job to do.

Driven describes a car that is used and enjoyed. Kept describes thoughtful ownership: looking after the materials, choosing useful equipment and building a routine that lasts.

Registered domain: drivenandkept.com

Purchased by the owner on 8 September 2026. Registration does not establish trademark clearance. Checked September 8, 2026.

02 / IDENTITY

The marks

• Use the supplied outlined SVG at its original aspect ratio.
• Keep clear space equal to the height of the D in the wordmark.
• Use the compact mark where the full name would become too small.
• Do not stretch, add shadows, recolour individual letters or add a stock icon.

03 / COLOUR & TYPE

A coherent working palette.

04 / THE VOICE

Useful words. Clear boundaries.

• Lead with the material, method and measurable quantity.
• Write “one part product to ten parts water,” not an ambiguous 1:10.
• Keep buying guidance grounded in the exact vehicle and product. Separate general care from specialist servicing and performance modifications.
• Avoid invented certifications, test wins and promised coating lifetimes.

05 / THE INTERFACE

A system with its own character.

The numbered workbench, square controls and high-contrast result panels form a technical reference. Use steps and material files rather than travel-style folios.

• One clear H1 and a short explanatory introduction.
• Persistent labels, visible keyboard focus and explicit units on every calculator.
• Results explain the method, invalid states and practical limits.
• Articles link to their parent hub, a related guide and an appropriate tool.
• Use reduced-motion preferences and never hide information behind motion.

06 / PHOTOGRAPHY & EVIDENCE

Atmosphere with honesty.

A tidy working garage, dark blue unbranded car, grazing light and clean cloths. Keep the scene credible, restrained and useful.

AI-generated scenes are editorial illustrations, not evidence of a named product test. Product specifications need a traceable source. Use real contributor profiles only when their role and work can be verified.

07 / THE EDITORIAL EDITION

A publication people can use.

Every guide leads with a direct answer, then gives the decision criteria, a worked example, a practical checklist and its original sources. Each article has distinct photography or a measured diagram, with captions that explain what the image represents.

Three organizational editorial desks divide responsibility for the library. Topic hubs link to focused guides; collections bring the relevant reading, tools and product suitability checks together.