Lead Laundry — Brand Guidelines 2026

01Logo lockups

The suffix names the background the lockup was drawn for, not the colour of the mark. Never recolour a lockup by hand: pick the variant built for the ground it sits on. Below about 120px wide the wordmark is illegible, use the icon.

Base — ink + blueon white / paper

Light — ink + off-whiteon brand blue

Dark — blue + off-whiteon ink

Alt — ink + bluealternate lockup, white / paper

Alt lighton brand blue

Alt darkon ink

Icon

For favicons, avatars and anything under 120px. Transparent knockouts, no vector master, use the PNGs.

02Colour

Two colours do the work. Ink is the text, borders and buttons. Blue is the accent. Everything else is a supporting tint.

Ink#333F48 · Pantone 432 C · text, borders, buttons

Blue#69B3E7 · Pantone 292 C · the accent

Paper#F6F4EF · the ground

Ink soft#4A5A66 · secondary text

Blue dark#4A9AD8 · hovers, gradients

Blue deep#2B6CA3 · ONLY small text on light (AA 5.56:1)

Blue light#8FC8EF · large fills

Blue soft#E1F0FB · chips, notes

Ink dark#27313A · dark chrome edges

Print: match Pantone 432 C and 292 C where the press allows, otherwise convert those Pantone references through the printer's profile rather than converting the hex.

03Typography

Bricolage Grotesque

Everything: display, headings, body, buttons. Weights 400 / 600 / 700 / 800. Display sits tight (-0.03em) with sentence-per-line headings, no orphan words.

Google Fonts — "Bricolage Grotesque"

the tagline face

Amatry. Taglines, the lowercase wordmark voice, big friendly numbers. Never body copy. Licensed face, font files live in the brand kit.

brand-kit — Amatry woff2

04Buttons & surfaces

Brutal and friendly: 2px ink borders, hard ink shadows, big radii, no soft grey UI.

Primary — ink Secondary — blue Ghost — white

05Voice

No em-dashes, no jargon. None of the elevate / transform / unlock family.
A number on every claim, and only real, published numbers. Prices are public: $800 landing pages, $2,500 B2B builds, $5,000 eCommerce, $990 audit (credited), $4,000 CRM setup.
The hook is the milestone: "10 years in, since 2016" (bump to 11 in June 2027; "since 2016" never goes stale).
We-voice, lowercase display headings, dry humour welcome, cliches are not.
AI imagery is for ad creatives only. The site and brand surfaces stay code-drawn or real.

06Where everything lives

Asset	Location
Vector lockups (6 SVG + AI)	`lead-laundry/brand-kit/logos-svg` and `public/new-logos` on the site
Icon PNGs (3 colourways)	`brand-kit/logos-png`
Doodle sticker set (3 colourways)	`leadlaundry-astro/public/stickers`
Social + cover templates	`brand-kit/social`, `brand-kit/covers`
Ad creatives portal	ll-ad-creatives.pages.dev (Cloudflare Access)
Copy blocks, bios, one-liners	`brand-kit/COPY.md`