Brand Guidelines.

The visual and written standards behind Alpine, on the website, in the report, on the truck, in the email signature. Editorial-first, technical-second, decorative never.

§ 01 · Palette

Six colors. Forest carries the brand.

Forest and slate are the structural pair. Cream and bone soften long-form reading. Taupe is reserved for borders and field-note metadata. Saturation is intentionally low; nothing here should feel decorative.

Forest

#0F3E2E

Logo, primary actions, dark sections

Slate

#334155

Headings, secondary structure

Cream

#FAF7F0

Page background, long-form reading

Ink

#16140F

Body text on cream

Taupe

#6B5C49

Field-note metadata, borders, captions

Taupe Light

#D6CBB4

Soft dividers, table stripes

§ 02 · Typography

Source Serif 4 for the voice. Inter for the read. JetBrains Mono for the field.

A serif headline + sans body is the editorial pairing. Mono is reserved for license numbers, addresses, and any data that wants to read like a typed report.

A two-person firm. 3,200 inspections.

Source Serif 4 600 · clamp(2.5rem, 5vw, 4rem) · line-height 1.05

A section heading sits with editorial weight

Source Serif 4 600 · clamp(1.65rem, 3vw, 2.4rem) · line-height 1.15

Lead paragraph. Sets the frame for the section. Slightly larger than body so the eye lands on it after the headline.

Inter 400 · 1.15rem · line-height 1.6

Default body. The workhorse of the report. 60-character line length keeps long-form reading comfortable. No blockquotes, no pull-quotes, no decorative drop-caps.

Inter 400 · 1rem · line-height 1.65 · max-width 60ch

License CO-HI-08214 · HAAG #18432 · InterNACHI member 2012–present

JetBrains Mono 400 · 0.92rem · reserved for credentials, license numbers, dates

§ 03 · Components

A small set of building blocks.

Buttons

Schedule an inspection Read a sample report

Primary action: forest fill, cream label. Secondary: ink outline. Never more than two buttons in a row; the report is the product, not the CTA.

Section sentinel

§ 02 + section title below

The section symbol (§) plus a numbered counter sits above every major heading. Reads like a report sub-clause, sets a serious editorial tone.

Field-note callout

Roof: 12-yr asphalt, GAF Timberline. Granular wear consistent with age. No active leaks at penetrations. Recommend re-flash chimney saddle within 24 months.

Mono callout for any text that should read like a direct quote from the report. Forest left-rule, no other decoration.

§ 04 · Voice

Read like the report.

If the website's voice would feel out of place in the body of a 38-page property report, it doesn't belong on the website either.

Specifics over adjectives. "InterNACHI + HAAG, 16 years, 3,200 homes," not "trusted local inspectors."
Numbered sentinels for any list of substance. Reports use numbered sections; the website does too.
No exclamation marks. A report doesn't shout; neither does the site.
Translate every term the first time it appears. "Ice-and-water shield (the rubberized membrane along the eaves)."
The agent is a peer, not a customer. Half our readers are real-estate professionals. Speak as a colleague would.

§ 05

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