DESIGN-Full-Workflow-Integration-end-to-end-

Brand kit — the one place the look lives

Every surface (website, forms, emails, the phone greeting) points back to this file. Nobody hard-codes a color or re-uploads the logo somewhere else. Change the brand here, re-export from Figma, done. Anything marked CHANGE_ME is a decision we haven’t locked yet — see CLAUDE.md § 1.

For what to say (the words, the pitch, the price talk), go to the-pitch.md. This file is the look.

Where the files live (binaries aren’t in git)

Asset	Format	Link
Figma master	Figma	`CHANGE_ME` (project URL — the source everything exports from)
Logo (primary)	SVG	`CHANGE_ME`
Logo (one-color / reversed for dark backgrounds)	SVG	`CHANGE_ME`
Favicon / app icon	PNG 512²	`CHANGE_ME`
Intro video	MP4	`CHANGE_ME` (≤60s; brief in `slogans-and-jingles.md`)
Jingle	MP3/WAV	`CHANGE_ME`
Press kit (zip of the above)	—	`CHANGE_ME`

Color

Where it’s used	Name	Hex	Notes
Logo, buttons, links	`--brand`	`CHANGE_ME`	the one brand color
Body text	`--ink`	`#1a1a1a`
Backgrounds	`--paper`	`#ffffff`
“All clear / good”	`--good`	`CHANGE_ME` (green)	the calm green the statement uses for good news
“Worth a look”	`--watch`	`CHANGE_ME` (amber)	attention — never alarm-red unless something’s actually wrong

Color carries meaning, not decoration: green = good, amber = keep an eye on it, red = a real problem (rare). Keep these in step with the live statement’s palette so the postcard and the statement feel like the same family.

Type

Gill Sans MT everywhere — house style (see CLAUDE.md). Web/CSS stack: 'Gill Sans MT', 'Gill Sans', Calibri, 'Trebuchet MS', sans-serif.

Where	Family	Notes
Headlines	Gill Sans MT	a warm, human sans — calm, not techy
Body	Gill Sans MT	easy to read small (statements get printed and mailed)
Numbers / IDs	Gill Sans MT	tabular figures (`font-feature-settings: "tnum"`) for figures and account numbers

Logo do’s and don’ts

Give it room: clear space all around equal to the height of the logo mark.
Don’t go smaller than 24px tall on screen / 0.4in in print.
Don’t recolor it outside the palette, add shadows, stretch it, or drop it on a busy photo.

Voice & tone

Four rules. They’re the whole brand.

Pest control, not lawn care. We sell the quiet — the absence of trouble — not fear. Calm and reassuring beats dramatic every time. Fear converts once and churns; calm keeps people for years.
Your home, by name. “Your living-room TV.” “Your appliance was patched while you slept — Jose.” Never “the endpoint,” never “the device fleet.”
Honest. We never print a number we can’t stand behind. If we didn’t measure it, it doesn’t go on the statement. (More in CLAUDE.md § 1.)
Plain. A grandparent should understand every customer-facing sentence. The plain-English swap table is in the-pitch.md — use it everywhere.

The canonical voice sample is the “Handled For You” log on the live Statement (localDNS/docs/statements/). Read one before you write anything customer-facing.

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