01 · The mark Built on a grid 02 · The rollout On everything 03 · Before and after The same flyer, fixed 04 · The kit The brand guide
01 / 06 · The brief
Start with three words. Not a mood board. What the business is, who it serves, and the three things customers should feel. Everything else follows from that.
Brand brief 02 / 06 · The grid
Every mark starts on a grid. A 50 unit grid, every curve on a circle, every edge on a line. That is what separates a logo from a drawing.
Construction grid 03 / 06 · The symbol
The mark, piece by piece. Flat shapes in a fixed order, so it stitches on a cap, etches on glass and reads from a passing truck.
The mark 04 / 06 · Type
A wordmark that holds its own. Drawn as paths, not typed, so it never depends on a font being installed. The trade line sits where the eye lands next.
Type system 05 / 06 · Color
Colors with jobs. Each color has one role and one code, so the sign shop, the embroiderer and the web designer all get the same thing.
Color system 06 / 06 · Lockups
Three lockups, clear space, files. Full lockup, symbol alone and wordmark alone. Minimum sizes and clear space set, SVG, PNG and PDF delivered. Yours.
Delivered 01 / 06 · The truck
The biggest sign you own. The mark, the trade and one phone number, sized to read from across the street. Parked in front of every job.
Vehicle graphics 02 / 06 · The card
The one they keep in a drawer. The lockup on the front. Name, direct line, hours and service area on the back. Handed over at the end of every estimate.
Business cards 03 / 06 · The job site
A sign on every job. A framed banner on the lawn while the crew works, so the neighbors who watched all day know who to call.
Job-site banners 04 / 06 · The crew
Shirts and caps that match the truck. Full color on the left chest of the polo. A one-color white version stitched on the front of the cap.
Uniforms 05 / 06 · The office
The front door, done right. Logo and hours on the door glass, services and the offer on the windows. Measured to the glass before it goes to the sign shop.
Storefront vinyl 06 / 06
Recognized the second time. Five surfaces, one system. The truck they saw last week is the card in their hand.
Rollout 01 / 06 · Before
The flyer everyone has. Clip-art roof, five fonts, exclamation points and a phone number you have to hunt for. Black, gray and copier white.
Before 02 / 06 · Mark
Swap the clip art. The grid-built mark goes in. Same spot, same size. Already looks like a different company.
Logo 03 / 06 · Layout
A layout with a job. One headline, one offer, one phone number. Two fonts from a fixed scale and a grid that tells the eye where to go next.
Type and layout 04 / 06 · Color
Navy, blue, gold. Nothing else. The same colors as the truck and the card. Gold only where the eye should land: the offer and the phone number.
Color 05 / 06 · Photos
Your roofs, your crew. Real jobs replace the stock photo: a finished roof, a solar install, a repair. Shot once, used everywhere.
Photography 06 / 06 · After
Same flyer. Different company. Same offer, same phone number. A system applied to a piece of paper.
After 01 / 06 · The guide
Twelve pages anyone can follow. So the next printer, the next web person, the next hire gets it right without calling us.
Brand guide 02 / 06 · Logo rules
Clear space, minimum size, the don’ts. No stretching, no drop shadows, no putting it on a busy photo. Shown, not described.
Logo usage 03 / 06 · Color
Which color, and how much. Hex, RGB and CMYK for every color, and a 60 / 30 / 10 split so pieces look related without looking identical.
Color codes 04 / 06 · Type
A scale, not a guess. Headline, subhead, body, caption. Four sizes, fixed. Fonts licensed in your name.
Type scale 05 / 06 · Voice
How you sound in writing. Three words and a handful of examples. Plain, warm, certain. No exclamation points.
Voice 06 / 06 · Handover
Every file, yours. Source files, exports, templates you can edit yourself. No subscription to keep paying us for your own logo.
Files delivered
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Premier Jordan Rivera Matcha & Boba Dublin Smile Riverside
Brand brief
Premier Roofing & Solar East Bay · residential roofing and solar · family owned
Solid Bright Local
Today: a clip-art house from a logo maker, four fonts, no files anyone can find.
Navy #14263D Blue #0054A0 Gold #F4B212 White #FFFFFF
Full lockup
Symbol · min 32 px
Wordmark
premier-lockup.svg premier-symbol.svg premier-wordmark.svg premier-png-kit.zip brand-guide.pdf
Brand brief
Jordan Rivera Law Firm Oakland · family and estate law · two partners
Steady Clear Established
Today: initials in a default serif on a business card from an online printer.
Navy #00224C Slate #6B6B6B White #FFFFFF
Full lockup
Symbol · min 40 px
Wordmark
jordan-rivera-lockup.svg jordan-rivera-monogram.svg jordan-rivera-wordmark.svg jordan-rivera-png-kit.zip brand-guide.pdf
Brand brief
Matcha & Boba Cafe Fremont · matcha, tea and boba · counter and patio
Fresh Calm Friendly
Today: a free logo-maker cup, five greens, and a menu board nobody can read from the line.
Matcha #264422 Leaf #7E9856 Cream #F2E6D6 Brown sugar #A27848
Full lockup
Symbol · min 40 px
Wordmark
matcha-boba-lockup.svg matcha-boba-mark.svg matcha-boba-wordmark.svg matcha-boba-png-kit.zip brand-guide.pdf
Brand brief
Dublin Smile Dental Dublin · family and cosmetic dentistry · new patients welcome
Gentle Modern Local
Today: a tooth from a clip-art site, a gradient from 2009, and a sign the landlord picked.
Sky #28A0CE Deep #1A5C82 Aqua #5AC4D4 Ink #2C3642
Full lockup
Symbol · min 36 px
Wordmark
dublin-smile-lockup.svg dublin-smile-mark.svg dublin-smile-wordmark.svg dublin-smile-png-kit.zip brand-guide.pdf
Brand brief
Riverside Plumbing & HVAC Tri-Valley · plumbing, heating and cooling · six trucks
Fast Honest Everywhere
Today: a wrench and a flame from a template, three blues that don’t match, and a truck wrap the installer improvised.
Navy #0E2842 Water #0A7CC4 Flame #E8521A White #FFFFFF
Full lockup
Symbol · min 40 px
Wordmark
riverside-lockup.svg riverside-mark.svg riverside-wordmark.svg riverside-png-kit.zip brand-guide.pdf
Illustration · fictional business
Premier Jordan Rivera Matcha & Boba Dublin Smile Riverside
FREE ROOF & SOLAR ESTIMATES Family owned · East Bay (925) 555-0142 ROOFING · SOLAR · REPAIRS Family owned in the East Bay since 2009 FREE ROOF & SOLAR ESTIMATES Marco Delgado OWNER · PROJECT LEAD MOBILE (925) 555-0142 OFFICE (925) 555-0187 HOURS Mon to Sat, 7 AM to 6 PM Serving Fremont, Dublin, Pleasanton & the Tri-Valley Licensed & insured · Roofing & solar install ANOTHER ROOF BY PREMIER NEW ROOF IN PROGRESS FREE ROOF & SOLAR ESTIMATES (925) 555-0142 Licensed & insured · Family owned ROOF REPLACEMENT · REPAIRS · SOLAR INSTALL · GUTTERS POLO · LEFT CHEST · 3.5 IN CAP · FRONT CENTER · STITCHED PREMIER ROOFING & SOLAR OFFICE HOURS Mon to Fri · 8 AM to 5 PM Sat · By appointment (925) 555-0187 PUSH ROOF REPLACEMENT ROOF REPAIR SOLAR INSTALL GUTTERS FREE ROOF & SOLAR ESTIMATES (925) 555-0142 LICENSED & INSURED Family owned in the East Bay One file. Every surface.
(925) 555-0163 PLUMBING · HEATING · COOLING DRAINS WATER HEATERS AC & FURNACES REPIPES LICENSED PLUMBING & HVAC Serving the Tri-Valley PLUMBING · HEATING · COOLING DAY OR NIGHT WE ANSWER Dana Whitfield LEAD TECHNICIAN · HVAC DIRECT (925) 555-0163 DISPATCH (925) 555-0170 HOURS Mon to Sat, 7 AM to 7 PM Pleasanton, Dublin, Livermore & San Ramon Licensed plumbing & HVAC · Six trucks on the road WE WERE ON YOUR STREET TODAY Your neighbor’s water heater is fixed. Is yours next? FREE WATER HEATER SAFETY CHECK This week only (925) 555-0163 Drains · Water heaters · AC · Furnaces LICENSED · TRI-VALLEY POLO · LEFT CHEST · WHITE CAP · FRONT CENTER · FULL COLOR LEAK? NO HEAT? NO AC? (925) 555-0163 Day or night, a real person answers. One file. Every surface.
MATCHA & BOBA CAFÉ MATCHA BOBA · TEA Whisked to order Daily 10 AM to 9 PM NEW HOJICHA LATTE OPEN 16 OZ ICED · 12 OZ HOT · SLEEVE IN MATCHA NEW THIS WEEK HOJICHA LATTE Roasted, toasty, less sweet than you’d think. Oat milk is always free Open daily 10 AM to 9 PM TEE · LEFT CHEST · MARK APRON · CENTER · ONE-COLOR CREAM ORDER HERE MATCHA Matcha latte Strawberry matcha Hojicha latte Matcha lemonade BOBA Brown sugar boba Classic milk tea Taro milk tea Thai tea EXTRAS Oat milk · always free Less sweet Extra boba Cheese foam Pick up at the end of the counter · Oat milk always free One file. Every surface.
SUITE 100 NEW PATIENTS WELCOME · (925) 555-0191
Family and cosmetic dentistry · Dublin YOUR NEXT VISIT PATIENT Sam Ortega DATE Tue, Nov 18 TIME 9:30 AM WITH Dr. Elena Park, DDS Need to reschedule? Call 24 hours ahead. (925) 555-0191 Family and cosmetic dentistry HOURS Mon to Thu · 8 AM to 6 PM Fri · 8 AM to 2 PM Two evenings a week (925) 555-0191 NEW PATIENTS WELCOME Walk in and say hi PLEASE CHECK IN AT THE FRONT DESK
Dr. Elena Park SCRUBS · LEFT CHEST · WHITE LAB COAT · LEFT CHEST · FULL COLOR NEW TO DUBLIN? Meet your new dentist. Gentle, unhurried care for the whole family, two blocks from the library. Free whitening kit at your first visit (925) 555-0191 Evenings and Saturdays available
One file. Every surface.
Family and Estate Law JORDAN RIVERA, ESQ. · ALEX RIVERA, ESQ. Consultations by appointment (510) 555-0156 SUITE 210
FAMILY · ESTATE · PROBATE Jordan Rivera PARTNER · ATTORNEY AT LAW DIRECT (510) 555-0156 OFFICE (510) 555-0150 OFFICE 1420 Harrison St, Suite 210, Oakland Consultations by appointment October 28, 2026 Dear Ms. Alvarez, Jordan Rivera Jordan Rivera, Esq. 1420 Harrison St, Suite 210, Oakland · (510) 555-0156 Jordan Rivera Law Firm 1420 Harrison St, Suite 210 Oakland, CA Ms. Dana Alvarez Your estate plan Will · Trust · Powers of attorney · Health care directive Keep this folder somewhere your family can find it. The Oakland Weekly COMMUNITY · OCTOBER 28 Library hosts free workshops Questions about a will or trust? Free estate planning workshop at the Rockridge Library SATURDAY, NOV 15 10 AM · One hour · Free Plain English. No sales pitch. Reserve a seat (510) 555-0156
One file. Every surface.
Illustration · Premier Roofing & Solar (fictional)
Premier Jordan Rivera Matcha & Boba Dublin Smile Riverside
Version A Version B
PREMIER ROOFING AND SOLAR CO. "Your #1 Roofer in the Bay Area!!!" ROOFS * SOLAR * REPAIRS!!! (stock photo) ✔ New Roofs ✔ Re-Roofs ✔ Solar Panels ✔ Gutters ✔ Leak Repair ✔ AND MORE!! $$ FREE ESTIMATES $$ CALL NOW!!! 925-555-0142 Licensed - Bonded - Insured - Senior Discounts - Free Estimates - Call Today EAST BAY · FAMILY OWNED TRUSTED ROOFING & SOLAR PROS New roofs, repairs and solar installs, done by one crew from start to finish. CALL FOR A FREE ESTIMATE (925) 555-0142 OUR SERVICES Roof replacement Roof repair Solar install Gutters Inspections Storm tarping Roof replacement Solar install Repairs Serving Fremont, Dublin, Pleasanton & the Tri-Valley Licensed & insured PROTECT & POWER YOUR HOME A roof built to last, with solar that pays you back. One crew, start to finish. CALL FOR A FREE ESTIMATE (925) 555-0142 Fremont · Dublin · Pleasanton · Tri-Valley FREE ROOF & SOLAR CHECK No obligation LICENSED & INSURED · FAMILY OWNED · EAST BAY RIVERSIDE PLUMBING HEATING & AIR "No job too big or too small!!" PLUMBING!! HEATING!! A/C!! (stock photo) ★ Clogged Drains ★ Water Heaters ★ Furnace Repair ★ A/C Service ★ Leaks ★ WE DO IT ALL!! ** ASK ABOUT OUR SPECIALS ** 24 HRS!!! CALL 925-555-0163 Licensed - Bonded - Insured - Senior Discounts - Free Estimates - Call Today Water heaters AC and furnaces Drains and leaks FIX IT FAST Plumbing & HVAC, done right. From a dripping faucet to a dead furnace, a licensed tech calls when they are twenty minutes out and quotes first. Drains and leaks Water heaters AC and furnaces Repipes Book a visit, day or night (925) 555-0163 Pleasanton · Dublin Livermore · San Ramon LICENSED · SIX TRUCKS STAY COOL ALL SUMMER AC TUNE-UP · BOOK NOW AC tune-ups · Repairs · New systems · Furnaces CALL OR TEXT (925) 555-0163 A real person answers, day or night Matcha & Boba Cafe *~* GRAND OPENING *~* BUBBLE TEA! BOBA! SMOOTHIES! (stock photo) ♥ Milk Tea ♥ Matcha!! ♥ Fruit Tea ♥ Slushies ♥ Snacks ♥ TOPPINGS!! COME TRY US!!! YOU WILL LOVE IT!!! Call 510-555-0128 * Open Every Day Follow us! Like us! Tell your friends! Tag us in your pics! Matcha & Boba Fremont Grand Opening Come in, say hi, and try the menu all weekend Brown sugar boba Matcha latte Hojicha latte Opening Saturday 10 AM First 50 drinks are on us Fremont · Daily 10 AM to 9 PM · (510) 555-0128 Matcha & Boba Grand Opening Free matcha for the first 50 guests and treats on the counter all weekend. Saturday · 10 AM Fremont (510) 555-0128 Daily 10 AM to 9 PM · Oat milk always free DUBLIN SMILE Dental Office "Where Smiles Come True!" NOW ACCEPTING NEW PATIENTS!! (stock photo) ✔ Cleanings ✔ Fillings ✔ Crowns ✔ Whitening ✔ Root Canals ✔ EMERGENCIES!! $$ STATE-OF-THE-ART SMILE SOLUTIONS $$ CALL TODAY!!! 925-555-0191 Most Insurance Accepted - Financing Available - Se Habla Espanol - Free Consult NEW PATIENTS WELCOME A dentist you won’t dread. Gentle, unhurried care for the whole family in Dublin. Cleanings and exams Whitening Invisalign Kids welcome (925) 555-0191 Evenings and Saturdays Your smile, our care. FREE WHITENING KIT at your first visit Family and cosmetic dentistry Two blocks from the Dublin library BOOK TODAY (925) 555-0191 LAW OFFICES OF JORDAN RIVERA Attorney at Law AGGRESSIVE REPRESENTATION!!! (stock photo) § Divorce § Custody § Wills & Trusts § Probate § DUI § Personal Injury WE FIGHT FOR YOU!!! NO FEE UNLESS WE WIN* CALL NOW 510-555-0156 *Restrictions apply. Se Habla Espanol. Free Consultation. Evening Appointments. Call 24/7. A FREE COMMUNITY WORKSHOP Wills, trusts and what happens next. An hour of plain-English answers about protecting your family. Bring your questions. No sales pitch. WHEN Sat, Nov 15 · 10 AM WHERE Rockridge Library COST Free, seats limited Reserve a seat (510) 555-0156 Estate planning, explained. A one-page guide for Oakland families. 01 Will Who gets what, and who raises the kids. 02 Trust Keeps your home out of probate court. 03 Power of attorney Who decides if you can’t. 04 Health care directive Your wishes, in writing. Free 30-minute consultation (510) 555-0156 Before Illustration · Premier Roofing & Solar (fictional)
Premier Jordan Rivera Matcha & Boba Dublin Smile Riverside
Premier Roofing & Solar Brand guide · v1.0 · 12 pages Mark · Color · Type · Voice · Templates
01 Logo usage Symbol minimum 32 px
Don’t stretch
No shadows or busy photos
03 Color Navy #14263D · 20 38 61 · C67 M38 Y0 K76 Blue #0054A0 · 0 84 160 · C100 M48 Y0 K37 Gold #F4B212 · 244 178 18 · C0 M27 Y93 K4 White #FFFFFF · 255 255 255 · C0 M0 Y0 K0
60 white · 30 navy · 10 gold 05 Type PREMIER Headline · Montserrat · 40 / 44
Roofs that last. Subhead · Montserrat · 24 / 30
We show up when we say we will, and we leave the yard cleaner than we found it. Body · Montserrat · 16 / 24
Licensed & insured · East Bay Caption · Montserrat · 11 / 16 · tracked
07 Voice Solid Bright Local
We say “We’ll be on your roof Tuesday at 8 and done by Friday.”
We don’t say “BEST ROOFS IN THE BAY!!! CALL NOW!!!”
We say “Your roof has five good years left. Don’t replace it yet.”
09 Delivered premier-lockup.svg vector, color and one-color premier-symbol.svg symbol alone premier-wordmark.svg wordmark alone premier-png-kit.zip web and print sizes brand-guide.pdf 12 pages wrap-template.ai to the installer’s spec cards-print-ready.pdf bleed and crop marks flyer-templates editable, 2 versions fonts licensed to Premier Roofing & Solar 12 Jordan Rivera Law Firm Brand guide · v1.0 · 12 pages Mark · Color · Type · Voice · Templates
01 Logo usage Symbol minimum 40 px
Don’t stretch
No shadows or busy photos
03 Color Navy #00224C · 0 34 76 · C100 M55 Y0 K70 Slate #6B6B6B · 107 107 107 · C0 M0 Y0 K58 White #FFFFFF · 255 255 255 · C0 M0 Y0 K0
60 white · 30 navy · 10 slate 05 Type Jordan Rivera Headline · Cormorant Garamond · 40 / 44
Clear answers. Subhead · Cormorant Garamond · 24 / 30
We explain your options in plain English before you sign anything. Body · Source Sans 3 · 16 / 24
Family and estate law · Oakland Caption · Source Sans 3 · 11 / 16 · tracked
07 Voice Steady Clear Established
We say “Here are your options, in plain English, before you sign anything.”
We don’t say “Aggressive representation you can TRUST!!!”
We say “Most estates don’t need probate. Here’s how to tell.”
09 Delivered jordan-rivera-lockup.svg vector, color and one-color jordan-rivera-monogram.svg symbol alone jordan-rivera-wordmark.svg wordmark alone jordan-rivera-png-kit.zip web and print sizes brand-guide.pdf 12 pages letterhead.docx editable in Word cards-print-ready.pdf bleed and crop marks door-vinyl.pdf measured to the glass fonts licensed to Jordan Rivera Law Firm 12 Matcha & Boba Cafe Brand guide · v1.0 · 12 pages Mark · Color · Type · Voice · Templates
01 Logo usage Symbol minimum 40 px
Don’t stretch
No shadows or busy photos
03 Color Matcha #264422 · 38 68 34 · C44 M0 Y50 K73 Leaf #7E9856 · 126 152 86 · C17 M0 Y43 K40 Cream #F2E6D6 · 242 230 214 · C0 M5 Y12 K5 Brown sugar #A27848 · 162 120 72 · C0 M26 Y56 K36
60 cream · 30 matcha · 10 brown sugar 05 Type MATCHA Headline · Josefin Sans · 40 / 44
Fresh, calm, friendly. Subhead · Josefin Sans · 24 / 30
Ceremonial-grade matcha, whisked to order, with boba made fresh every morning. Body · Nunito · 16 / 24
Counter and patio · Fremont Caption · Nunito · 11 / 16 · tracked
07 Voice Fresh Calm Friendly
We say “New this week: hojicha latte. Less sweet than you’d think.”
We don’t say “OMG the BEST boba in town!!!”
We say “Oat milk is always free.”
09 Delivered matcha-boba-lockup.svg vector, color and one-color matcha-boba-mark.svg symbol alone matcha-boba-wordmark.svg wordmark alone matcha-boba-png-kit.zip web and print sizes brand-guide.pdf 12 pages cup-sleeve.ai 16 and 24 oz menu-board.pdf readable from the line social-templates editable, 8 layouts fonts licensed to Matcha & Boba Cafe 12 Dublin Smile Dental Brand guide · v1.0 · 12 pages Mark · Color · Type · Voice · Templates
01 Logo usage Symbol minimum 36 px
Don’t stretch
No shadows or busy photos
03 Color Sky #28A0CE · 40 160 206 · C81 M22 Y0 K19 Deep #1A5C82 · 26 92 130 · C80 M29 Y0 K49 Aqua #5AC4D4 · 90 196 212 · C58 M8 Y0 K17 Ink #2C3642 · 44 54 66 · C33 M18 Y0 K74
60 white · 30 sky · 10 aqua 05 Type Dublin Smile Headline · Poppins · 40 / 44
Gentle, modern care. Subhead · Poppins · 24 / 30
Tell us if you are nervous. We will go slower, and we will explain each step. Body · Poppins · 16 / 24
New patients welcome · Dublin Caption · Poppins · 11 / 16 · tracked
07 Voice Gentle Modern Local
We say “Nervous about the dentist? Tell us. We’ll go slower.”
We don’t say “State-of-the-art smile solutions for the whole family!!!”
We say “Your cleaning takes about 45 minutes.”
09 Delivered dublin-smile-lockup.svg vector, color and one-color dublin-smile-mark.svg symbol alone dublin-smile-wordmark.svg wordmark alone dublin-smile-png-kit.zip web and print sizes brand-guide.pdf 12 pages appointment-cards.pdf print-ready door-vinyl.pdf measured to the glass new-patient-mailer.indd editable fonts licensed to Dublin Smile Dental 12 Riverside Plumbing & HVAC Brand guide · v1.0 · 12 pages Mark · Color · Type · Voice · Templates
01 Logo usage Symbol minimum 40 px
Don’t stretch
No shadows or busy photos
03 Color Navy #0E2842 · 14 40 66 · C79 M39 Y0 K74 Water #0A7CC4 · 10 124 196 · C95 M37 Y0 K23 Flame #E8521A · 232 82 26 · C0 M65 Y89 K9 White #FFFFFF · 255 255 255 · C0 M0 Y0 K0
60 white · 30 navy · 10 flame 05 Type RIVERSIDE Headline · Archivo Black · 40 / 44
Fast. Honest. Everywhere. Subhead · Archivo Black · 24 / 30
A licensed tech calls when they are twenty minutes out, and quotes before any work starts. Body · Archivo · 16 / 24
Plumbing · Heating · Cooling Caption · Archivo · 11 / 16 · tracked
07 Voice Fast Honest Everywhere
We say “Your tech will call when they’re 20 minutes out.”
We don’t say “Plumbing PROS!!! No job too big!!!”
We say “Your water heater is 14 years old. Here’s what that means.”
09 Delivered riverside-lockup.svg vector, color and one-color riverside-mark.svg symbol alone riverside-wordmark.svg wordmark alone riverside-png-kit.zip web and print sizes brand-guide.pdf 12 pages van-wrap-template.ai all six trucks door-hanger.pdf print-ready fridge-magnet.pdf 3.5 x 2 in fonts licensed to Riverside Plumbing & HVAC 12 Illustration · Premier Roofing & Solar (fictional)
