Brand
Guidelines
Edition 01 — {{EDITION_DATE}}
01 — Logo
Logo Usage
Primary Lockup & Clearspace
Keep clear space equal to the height of the mark on every side of the lockup. Never let text, edges, or other elements enter this zone.
Minimum Size
01 — Logo
Approved Variants
Full Color
Default use on white or light neutral backgrounds.
Monochrome
Single-color print, engraving, or low-cost reproduction.
Reversed
Dark or photographic backgrounds only.
Icon Mark
Small formats: favicon, avatar, embroidery.
01 — Logo
Common Misuses
Don't stretch or distort
Don't recolor outside the palette
Don't place on low-contrast backgrounds
Don't add shadows or effects
02 — Color
Color Palette
Neutrals
Usage Ratio
Primary should dominate every composition. Accent is used sparingly, for text and secondary emphasis. Neutrals carry backgrounds and body copy. Alert is reserved strictly for warning markers — never a brand color.
03 — Type
Typography
Heading — {{FONT_HEADING_NAME}}
Body — {{FONT_BODY_NAME}}
Pairing rule: {{FONT_HEADING_NAME}} for headlines, {{FONT_BODY_NAME}} for body copy — a clear, structured display face paired with an open, legible workhorse keeps every touchpoint consistent.
04 — Voice
Voice & Tone
{{CLIENT_NAME}} speaks the way the team works: professional, reassuring, and straightforward. Write in plain language, state exactly what will happen, and never hide behind jargon or hype.
| Say | Avoid |
|---|---|
| "We show up on time, every time." | "We leverage best-in-class scheduling synergies." |
| "Here's exactly what's included — and what isn't." | "Best-in-class, industry-leading results, guaranteed!!" |
| "Tell us what's not working — we'll fix it." | "Please submit a formal service ticket for review." |
| "A straightforward quote, no surprises." | "Revolutionary, disruptive value proposition." |