Brand Guidelines

A reference for how West Branch Builders presents itself — our wordmark, colors, typography, and voice.

Wordmark

Our identity is typographic. The wordmark is set in Outfit, bold weight, uppercase. It appears on dark backgrounds by default, with a light-background variant for print and partner materials.

west branch
west branch
Clear space Maintain at least 1x the height of the “w” around all sides of the wordmark.
Minimum size Never render the wordmark smaller than 120px wide on screen or 1.5″ in print.
No alterations Do not stretch, rotate, add effects, or change the letter-spacing of the wordmark.
Color Use white on dark backgrounds or Royal 950 on light backgrounds. Never use other colors.

Color Palette

Royal blue is our signature — used for dark hero sections, interactive elements, and the overall identity. Amber serves as a warm accent for decorative details. Cream provides soft, neutral backgrounds.

Royal Blue

Royal 50

#eff3ff

Royal 100

#dbe4fe

Royal 200

#bfcdfe

Royal 300

#93aafc

Royal 400

#6080f8

Royal 500 — Primary

#3b5bf2

Royal 700

#1e3a8a

Royal 900

#0f204d

Royal 950

#0a1533

Pacific Northwest Amber

Amber 400

#d4a574

Amber 500 — Accent

#c2956b

Amber 600

#a87d55

Cream

Cream 50 — Background

#faf9f6

Cream 100

#f5f3ee

Cream 200

#ebe8e0

Cream 300

#ddd8cc

Neutral Gray

Gray 100

#f3f4f6

Gray 300

#d1d5db

Gray 500

#6b7280

Gray 700

#374151

Gray 900

#111827

Gray 950

#030712

Typography

Two typefaces keep our visual language consistent: Outfit for headlines and display text, DM Sans for body copy and interface text.

DisplayOutfitWeight 800

The next generation of builders in the Willamette Valley

H1Headlines
H2Section Titles
H3Subsection Titles
BodyDM SansWeight 400 / 600

Every project, no matter the size, deserves attention to detail, clear communication, and a team that genuinely cares about the outcome. We pair hands-on construction expertise with thoughtful design and modern project management.

Voice & Tone

We sound like builders who care — direct, knowledgeable, and genuinely invested in our clients' outcomes. Never corporate, never casual.

Confident, not boastful

We let our work speak. State capabilities plainly without superlatives or hype.

Warm, not informal

Approachable and human, but always professional. We address clients as partners, not buddies.

Clear, not oversimplified

Explain construction concepts in accessible language. Respect the reader's intelligence without assuming expertise.

Detail-oriented, not verbose

Precision matters. Say what needs saying, then stop. Every word should earn its place.

Do

  • Use active voice and direct language
  • Lead with the client's benefit
  • Reference specific materials, methods, or outcomes
  • Keep sentences short and paragraphs focused

Don't

  • Use industry jargon without context
  • Make vague claims like “best in class”
  • Use exclamation points or all-caps for emphasis
  • Sound like a template or a chatbot

Photography & Texture

Our visual aesthetic is moody and intentional. Dark hero sections with subtle grain texture create depth. Color gradients bridge royal blue and amber warmth.

Grain Overlay

Noise texture

A subtle SVG noise pattern at low opacity adds tactile depth to dark sections. Applied to hero banners and full-bleed backgrounds.

Brand Gradient

Color transitions

Gradients move from deep royal blue into amber. Use sparingly for accent elements and decorative backgrounds — never for text or primary UI.