Brand Guidelines
The visual and written standards that make Redcap Roofing look and sound like Redcap Roofing, on the website, on a truck, on a business card, on an invoice.
Palette
Four colors. Red and black carry the brand; cream and off-white reduce the contrast of long-form content. Safety yellow is used sparingly for emphasis only, never as a decoration.
Typography
Oswald sets the voice of the brand, condensed, confident, rooted in the trades. IBM Plex Sans handles the reading copy. IBM Plex Mono appears only in technical callouts.
Components
The small set of reusable building blocks that compose every page. If a new pattern is needed, it's added here first.
Buttons
Primary button for the main call to action per section. Outline for the secondary action. Dark reserved for the "learn more" equivalent on light sections.
Section label
Used immediately above the section heading. Orients the reader before the headline lands.
Voice
How Redcap sounds. If a line of copy would feel out of place coming from a fifteen-year foreman, it doesn't belong on the site.
- Plain language, blue-collar direct. We talk like people who've been on roofs for twenty years, not like a marketing agency.
- Specifics over adjectives. Not "the best roofers in town", "$2M liability, license CO-RF-18432, 17 full-time W-2 employees."
- Own the tradeoffs. We're not the cheapest and we say so. Trust is earned by being honest about what we aren't.
- No exclamation marks. A calm voice during a storm is part of the product.
- No jargon without translation. If we say "ice-and-water shield," we explain what it does the first time.
- Phone number always clickable, always prominent. Calls close work, not forms.
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