Brand guide · v1
Pine State Exteriors
Old-school care. A better way to get it done.
Based on Brand Concept 01. Logo artwork is built as vector outlines from open-licensed typefaces (see the asset manifest).
Identity
Do
- Keep clear space equal to the height of the “P” on every side.
- Use the primary lockup at 120px wide or larger on screen; below that, use the wordmark or monogram.
- Keep the rules beside EXTERIORS in tobacco (or the single print color).
- Embroider the wordmark alone on hats; use the full lockup on shirts at 3.5″ or wider.
Don’t
- Retype the wordmark in a font—always use the supplied artwork.
- Stretch, outline, add shadows, or place it over busy photography.
- Set the wordmark in marigold or on a marigold ground.
- Add roofs, hammers, or extra badges to the lockup.
Downloads
Color
#183F35Primary. Wordmark, headings, vehicles, uniforms.
#F5F0E5Primary ground. Pages, signs, van body accents.
#80563DRules beside EXTERIORS, pinstripes, small accents.
#E7AD43Sparing highlight: the primary button, small details.
#202923Body text and one-color printing.
Verified contrast (WCAG 2.2)
| Sample | Use | Ratio | Result |
|---|---|---|---|
| Aa ink on ivory | Body text | 13.17:1 | AAA |
| Aa inkMuted on ivory | Secondary text | 6.74:1 | AA |
| Aa pine on ivory | Headings, links, buttons | 10.26:1 | AAA |
| Aa tobacco on ivory | Eyebrows, small accents | 5.57:1 | AA |
| Aa ivory on pine | Reverse text, buttons | 10.26:1 | AAA |
| Aa marigold300 on pine | Accents on pine | 7.42:1 | AAA |
| Aa ivory on tobacco | Section buttons | 5.57:1 | AA |
| Aa ink on marigold | Rare accent label | 7.45:1 | AAA |
| Aa error on ivory | Error messages | 6.22:1 | AA |
| Aa pine700 on paper | Links on paper | 7.93:1 | AAA |
| marigold on ivory | Decorative only — never text | 1.77:1 | Decorative only |
Typography
Fraunces (heavy) — the wordmark only, as supplied artwork. Never typed in a browser.
Libre Caslon Display — headlines. Classic and calm, as on the concept’s yard sign.
Libre Caslon Text — subheads, quotes, and the brand line.
Public Sans — everything people need to read and use: body copy, forms, prices. Wide-tracked capitals, led by a tobacco rule, for labels—the same treatment as EXTERIORS.
All three are licensed under the SIL Open Font License and self-hosted.
Good neighbors. Great exteriors.
EXTERIORS · RALEIGH, NORTH CAROLINA
Clear scopes, fewer appointments, and a well-cared-for home. Body copy is set in Public Sans at 16–17px with generous line height.
Old-school care. A better way to get it done.
Voice
We sound like a capable neighbor: plain-spoken, warm, specific, and honest about what we don’t know yet.
- Lead with the homeowner’s outcome. “Water goes away from your house,” not “Comprehensive drainage solutions.”
- Be specific. Name the task, the surface, the next step.
- Be honest. Say when a person needs to review something. Never invent proof.
- Keep technology in the background. “Add a few photos,” not “AI-powered visual analysis.”
“A person on our team will review this and follow up.”
“Our proprietary algorithm is calculating your bespoke quote!”
“From the team behind The Plant Firm.”
“Raleigh’s most trusted exterior company since 2022.”
Imagery
- Real work first. Use owner-supplied photos of actual Pine State crews and projects once they exist—warm natural light, real Raleigh homes, tidy results.
- Label everything else. Illustrations and concept renders are marked “Illustration” or “Concept” and never presented as completed jobs, real employees, or before-and-after results.
- No competitor or stock trade clichés. No hard hats on laptops, no generic roof-and-hammer art.
- Illustration style: flat shapes in the brand palette, crisp edges, no distressed textures.
Concept applications
Out in the neighborhood
Vector concepts for planning vinyl, embroidery, and signage. Not photographs of real vehicles or uniforms.