Welcome Our Brand Branding Standards Logo Signature & Seal Brand Colors Typography Employee Information Typography Our brand includes 2 different fonts - He's Dead Jim and Ash. Primary Font He's Dead Jim is the primary font used on all companies of the Performance Equipment Brand. It will always be used under the words Performance Equipment. Secondary Font Ash is the secondary font used on all companies of the Performance Equipment Brand. It encompasses the type or subset the company is - Like Rentals or Sales & Services.