Brand guidelines · v1.0 · Concept
PlumbServ NW
brand book.
A new identity for a Bolton plumbing company growing into two specialist teams. Clean, trustworthy and built around the material every plumber knows: copper pipe and clean water.
The idea
One continuous run. Good plumbing is a single, unbroken run of pipe from source to tap, with every joint made properly. The brand works the same way: one clear mark, one accent per team, and nothing that leaks attention.
The logo
We explored three directions. We recommend Direction A: a P drawn as one run of pipe, with copper fittings at the joints and a drop at the outlet. It reads as plumbing at a glance and still works at 16 pixels.
A pipe-drawn P with copper fittings. Ownable, clearly plumbing, scales well.
A water drop with a compass needle pointing north-west. Strong on place, weaker on trade.
A p and s joined by a pipe bend. Friendly, but less distinctive at small sizes.
Lockups
| Always | Never |
|---|---|
| Keep clear space equal to the height of the NW tag | Stretch, rotate or outline the mark |
| Use the tile mark on its own for avatars and favicons | Recolour the fittings anything but copper |
| Minimum size 16px for the mark, 120px for the lockup | Place the light lockup on a busy photo |
Two teams
The installations side launches as a sub-brand, not a separate company. It keeps the trust the PlumbServ name has earned and puts all the search value on one website. Each team has its own accent: aqua for Service, copper for Installations.
| Team | Accent | Covers | Tone |
|---|---|---|---|
| PlumbServ Service | Aqua | Repairs, servicing, emergencies, landlords | Calm, quick, reassuring |
| PlumbServ Installations | Copper | Boilers, bathrooms, heat pumps, heating systems | Planned, precise, premium |
Colour
Teal and ink carry the brand. Aqua and copper only ever mark which team you're dealing with. Use one accent per layout.
| Name | Role | Use | |
|---|---|---|---|
Pipe Teal#0F4C55 | Primary | Logo tile, headings on light, dark sections | |
Deep Ink#0A2A2F | Text & base | Body text, footer, van base | |
Service Aqua#3EC1C9 | Service accent | Service team, water, live status. Use on dark only for text | |
Aqua (text)#0E7C86 | Service on light | Service buttons and links on white | |
Copper#D9844A | Installations accent | Install buttons (with ink text), fittings in the mark | |
Copper (text)#A4531F | Installs on light | Install links and labels on white | |
Mist#EEF4F4 | Surface | Service section backgrounds | |
Paper#F7F3EE | Surface | Installations section backgrounds |
Copper buttons always use Deep Ink text, never white, to stay above 4.5:1 contrast.
Type
One family, Geist, keeps everything clean and modern. Geist Mono is used sparingly for prices, readings and references.
Plumbing & heating, done properly.
Headlines · Geist 600 · tight tracking (−3.5%)
Body copy is Geist 400 at 17px with 1.6 line height. Short sentences. Plain words.
REF PSNW-4821 · 1.5 BAR · £79
Voice
We sound like the best tradesperson you've ever had in your house: calm, direct and honest.
| Say | Don't say |
|---|---|
| “We'll give you the price before we start.” | “Competitive rates available.” |
| “Turn the stopcock clockwise.” | “Isolate the mains supply.” |
| “If it isn't worth fixing, we'll tell you.” | “Let us exceed your expectations.” |
In the wild
White vans with a teal base band and a copper pin-stripe: the same “run” as the logo. Clean, easy to spot on a Bolton street.
Social avatars
Sign-off
- Logo direction chosen (A recommended)
- Installations sub-brand name confirmed
- Phone numbers, email and Gas Safe number supplied
- Prices confirmed
- Real photos and Google reviews added
- Domain plumbservnw.co.uk secured
Version 1.0 · Concept for discussion · PlumbServ NW