Color palette
Exact values only — sample from these hexes, never from a screenshot or print proof. Primary and Accent come from the partner config; the rest are derived by the kit generator.
Tint / backgrounds
{{PRIMARY_TINT}}
Text on primary
{{ON_PRIMARY}}
Logo system
One mark, one construction: the hex emblem. Light-background lockup, dark-background lockup, and the standalone mark. Minimum sizes: mark 24 px, full lockup 140 px wide. Clear space on all sides = height of the monogram letters.
| File | What it is | Use it for |
|---|
logo.svg | Full lockup, light backgrounds | Website header, documents, print on white |
logo-dark.svg | Full lockup, dark backgrounds | Dark sections, video end cards, dark-mode UI |
logo-mark.svg / logo-mark-dark.svg | Standalone hex mark | Small spaces, watermarks, app-style icons |
favicon.svg | Browser-tab mark | Site favicon (link it in the site <head>) |
Typography
Display — serif
Structure you can actually keep.
Georgia, 'Times New Roman', serif — headlines and pull-quotes, sentence case, weight 700.
UI & body — sans
LABELS IN CAPS, TRACKED WIDEBody copy in regular weight, 1.4–1.5 line height. Phone numbers always bold.
-apple-system, 'Helvetica Neue', Arial, sans-serif — everything that is not a headline.
Rules
Do
- Use Primary as the dominant color; Accent for rules, chips, and one emphasis per layout.
- Use the dark-background lockup on photos and dark surfaces — never the light one.
- Keep the phone number bold and large on every outward-facing asset.
- Regenerate assets from the config with
make_brand_kit.py when anything changes.
Don't
- Don't stretch, rotate, recolor, outline, or add shadows/gradients to the mark.
- Don't rebuild the mark in another tool or approximate the hexes from memory.
- Don't place the light lockup on busy or dark imagery, or the dark one on white.
- Don't hand-edit exported PNGs — edit the config or template, then re-export.
Where each asset goes
| Asset | Size | Destination |
|---|
social/avatar-1080.png | 1080×1080 | Google Business Profile logo/avatar · Facebook & Instagram profile photo |
social/header-1500x500.png | 1500×500 | X/Twitter header · crop center-safe for Facebook cover |
social/post-template-1.png | 1080×1080 | Launch/announcement post (FB, IG, GBP update) |
social/post-template-2.png | 1080×1080 | Recurring educational-tip post |
social/post-template-3.png | 1080×1080 | Booking-CTA post — pair with {{BOOKING_NOTE}} |
og-image.png | 1200×630 | Site social card — wire as <meta property="og:image"> on every page of site/ |
favicon.svg | scalable | Site <link rel="icon"> |