Bearings Direct Brand guide

Bearings Direct

Precision
Parts Counter

Find the right part. Verify the fit. Keep moving.

Brand guide / 2026

Bearings and a caliper on a machine-shop workbench

Identity + Voice

Specialist parts, clearly specified.

PreciseLead with the exact part, dimension, or next step.
CapableShow the proof: fit, stock, dispatch, and price.
StraightforwardUse plain language. Skip hype and filler.

Typography

Avenir Next

Aa Bb Cc
0123456789

Avenir Next, Segoe UI, Helvetica, Arial, sans-serif

Weights
Regular 400 / Medium 500 / Bold 700
Case
Sentence case. Uppercase only for short labels.
Line length
45-75 characters for body copy.
Display / 56-72px / bold / 0.95

Find the right fit.

Heading / 32-48px / bold / 1.05

Facts first. Confidence follows.

Body / 16px / regular / 1.5

Make dimensions, stock, and price easy to scan.

Part data / 14px / mono

6203-2RSID 17 mmOD 40 mm

Color Palette

Bearing Navy#19276f
Deep Navy#101b52
Seal Red#b72738
Precision Ink#101a2c
Steel Gray#526079
Hardware Gray#8491a6
Line Gray#d7dce7
Mist Gray#edf0f5
Cool Surface#f7f8fb

Navy anchors the experience. Red marks action. The gray scale separates text, controls, dividers, and surfaces.

UI Essentials

Search

Actions

Verb first. One clear primary action.

Product card

6303-2RS sealed ball bearing
6303-2RS

Sealed ball bearing

17 mm bore / 47 mm OD / 14 mm width

$8.40

Imagery

Bearings arranged on a machine-shop bench
Show the part. Show the job.
UseReal bearings, tools, calipers, drawings, and clean workbench context.
AvoidGeneric lifestyle scenes, neon grading, sparks, and decorative industry imagery.