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Style Guide

LogosColorsFontsPhotography

Logos

Full LOGO Color
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MAIN LOGO Color
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LOGO Mark Blue
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Full LOGO WHITE
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MAIN LOGO WHITE
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LOGO Mark White
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Colors

White 0
#ffffff
Purple 50
#F7F3FD
Purple 100
#E0D1F5
Purple 200
#C1A3EB
Purple 300
#A374E2
Purple 400
#8446D8
Purple 500
#6518CE
Purple 600
#5113A5
Purple 700
#3D0E7C
Purple 800
#280A52
Purple 900
#140529
Blue 50
#F6F7FE
Blue 100
#DBE0FC
Blue 200
#B6C2FA
Blue 300
#92A3F7
Blue 400
#6D85F5
Blue 500
#4966F2
Blue 600
#3A52C2
Blue 700
#2C3D91
Blue 800
#1D2961
Blue 900
#0F1430
Green 50
#E9F8E7
Green 100
#D2F1CF
Green 200
#A5E3A0
Green 300
#79D670
Green 400
#4CC841
Green 500
#1FBA11
Green 600
#19950E
Green 700
#13700A
Green 800
#0C4A07
Green 900
#062503
RED 50
#FFF2F2
RED 100
#FDE2E2
RED 200
#FCC6C6
RED 300
#FAA9A9
RED 400
#F98D8D
RED 500
#F77070
RED 600
#C65A5A
RED 700
#944343
RED 800
#632D2D
RED 900
#311616
STEEL 50
#F5F6F8
STEEL 100
#D9DBE3
STEEL 200
#B4B8C6
STEEL 300
#8E94AA
STEEL 400
#69718D
STEEL 500
#434D71
STEEL 600
#363E5A
STEEL 700
#282E44
STEEL 800
#1B1F2D
STEEL 900
#0D0F17
GREY 50
#F8F8F8
GREY 100
#E3E3E3
GREY 200
#C7C7C7
GREY 300
#AAAAAA
GREY 400
#8E8E8E
GREY 500
#727272
GREY 600
#5B5B5B
GREY 700
#444444
GREY 800
#2E2E2E
GREY 900
#171717
Black 1000
#000000

Fonts

Aa

Roboto
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Roboto Thin (title)
Roboto Light (default)
Roboto Normal
Roboto Medium (header)
Roboto Bold
Roboto Black

Photography

The style of imagery we’re looking for exudes a clean-cut (pun intended) professionalism without losing the authenticity of real people doing real things in real places.

Our subjects shouldn’t seem overly posed to the point of cheesy or stiff. Our environments shouldn’t be so meticulously refined that it seems unnatural for someone to live or work in that space. Our lighting shouldn’t be so dramatic that it jolts the viewer out of the scene.

Young couple gardening in back yard.
Do

Do use photography from approved sources that abide by our photography style guide.

Stock photo of man riding a lawn mower.
Do Not

Do not use clip art or cheesy stock photography. Ever.

Family sitting around a fire pit.
Do

Do use natural lighting. If you must use artificial lighting to balance a scene, use motivated lighting that looks natural.

Lawn maintenance man trimming bushes.
Do Not

Do not use lighting that is obviously artificial due to it not being motivated, too hot or too harsh.

Man running a west-coast trail.
Do

Do minimize the impact of shadows on your subject and scene. Try to keep them soft and out of the way.

Woman fixing lawn mower in yard.
Do Not

Do not include shadows that are harsh or dappled shadows from trees that create a distracting pattern.

Young woman sitting on porch with phone.
Do

Do shoot portraits where the environment isn't overpowering the subject, but is still intact.

Older man posed on a lawn mower.
Do Not

Do not shoot portraits where the environment is over exposed, under exposed or blurred out.

Smiling woman drinking a smoothie.
Do

Do create bright vibrant color pallets in post-production in a way that appears natural.

Overly-saturated image of flower bed.
Do Not

Do not alter, boost, add or remove colors in a way that would make the image look unnatural.

Older woman pruning her plants.
Do

Do use subjects who are real people from all races, genders, economic statuses and body types.

Good looking man flexing muscles.
Do Not

Do not use stupid hott models. Nobody wants to see that.

Young woman sitting on porch with phone.
Do

Do capture people doing real things.

Older man posed on a lawn mower.
Do Not

Do not overly posed your subjects.