Sample Deliverables
Foundation Package
Brand Identity Guidelines
Summit Climate Control — Version 1.0 · June 2026
01 — Logo System
Primary Logo & Variants
Three logo formats ensure consistent brand presence across every touchpoint — from van wrap to business card to Google Ads.
Primary — Stacked
Horizontal
Reversed (Dark BG)
Clear Space & Sizing
Maintain a minimum clear space equal to the x-height of the wordmark on all sides. Minimum digital width: 120px. Minimum print width: 1.5 inches. Never stretch, rotate, or recolor the mark.
02 — Color Palette
Core Brand Colors
Four-color palette built for trust, professionalism, and HVAC industry relevance. The warm amber accent conveys reliability; the deep charcoal conveys authority.
Charcoal
#1C1C1E
RGB 28, 28, 30
Primary text, logo mark, dark UI elements. Conveys authority and professionalism.
Off-White
#FAF9F7
RGB 250, 249, 247
Page background, card surfaces, reversed logo text on dark backgrounds.
Amber Gold
#E8A427
RGB 232, 164, 39
Primary accent — CTAs, highlights, icon fills. Warmth and approachability. Use on 10% or less of total composition.
Slate
#6E6E73
RGB 110, 110, 115
Secondary text, captions, meta. Use for body copy on light backgrounds or icons on dark surfaces.
03 — Typography
Typeface Pairing
Playfair Display anchors brand authority with editorial weight. DM Sans handles all functional communication — navigation, body copy, UI — with clean legibility at every size.
Display / Headlines
Playfair Display
The quick brown fox
Body / UI
DM Sans — The quick brown fox jumps over the lazy dog.
Light 300 · Captions, secondary
Medium 500 · Nav, labels, CTAs
Do
- Use Playfair Display for headlines above 24px
- Use DM Sans for all UI and body copy
- Maintain 1.4× line-height for body text
- Use italic Playfair for brand voice moments
- Keep body text between 14–18px for legibility
Don't
- Don't use Playfair Display below 16px (illegible)
- Don't mix Playfair with other serif typefaces
- Don't use DM Sans Light for long paragraphs
- Don't set body copy in bold weight — use Medium
- Don't use ALL CAPS for body text — only labels
04 — One-Page Brand Summary