Clear space
Keep x clear on every side.
Nothing enters the zone defined by one bar width—not type, image edges, rules, or another logo.
Pascal Home Services · Brand guidelines
Your home, on autopilot.
A calm, exact identity for the team that keeps a home working—before small problems become expensive ones.
01
Logo
The identity is one supplied wordmark and one three-bar symbol. The system gets its character from proportion and restraint, not decoration.
Logo shapeSVG · 100 × 100
Use when Pascal is already clear from the surrounding context.
Logo with textSVG · 498 × 100
The default signature when introducing or identifying Pascal.
Text onlySVG · 360 × 100
Use only where the symbol already appears nearby or space is constrained.
Profile artwork
Give the mark room to remain a mark.
Use square artwork for profiles and app stores. Use round artwork only for a circular crop. Square: 20%. Round: 26%.
Square on white20% padding
Square reversed20% padding
Round on white26% optical padding
Round reversed26% optical padding
Construction
Logo dimensions and measurements.
The symbol is fixed to a 100 × 100 unit canvas. Every bar is 20 × 40 units; every gap is 20 units; every step rises by 30 units.
- Canvas
- 100 × 100
- Each bar
- 20 × 40
- X positions
- 0 · 40 · 80
- Top positions
- 60 · 30 · 0
- Each gap
- 20
- Each rise
- 30
- Radius
- 0
- Elevation
- 0
Lockup spacing
Keep the supplied 38-unit gap.
The 1.9x gap is part of the artwork. Always use the supplied lockup rather than rebuilding it with live type.
The name is Pascal.
The logo is the symbol plus the supplied title-case wordmark. Never write PASCAL, never add a comma, and never embed “Home Services” inside the artwork. The business descriptor belongs in nearby copy.
Do
Use the supplied vector lockup with its original proportions.
Don’t
PASCAL
Do not type, uppercase, or substitute the wordmark.
Don’t
,Do not append punctuation, suffixes, or a descriptor.
Don’t
Do not stretch, rotate, outline, round, or shadow the logo.
Don’t
Do not recolor the logo—even with a Pascal brand color. Use Pascal ink on white.
02
Typography
Poppins and Barlow define the marketing voice. Geist and Geist Mono are secondary system faces for product interfaces and technical values.
Primary marketing pair
Poppins leads. Barlow carries the message.
Use Poppins to create one memorable focal point. Use Barlow for every supporting layer that needs to stay compact, clear, and easy to scan.
01
PoppinsPrimary display face
Your home, on autopilot.
- Use for
- Headlines, large statements, and campaign promises.
- Why
- Bold geometric forms make short promises recognizable at large scale.
- Set at
- 600–700 weight · −0.04em tracking
02
BarlowPrimary content face
One trusted team for every major system in your home.
- Use for
- Leads, body copy, labels, navigation, and calls to action.
- Why
- Compact proportions carry more information without making the page feel dense.
- Set at
- 400–600 weight · 0 tracking
Combination
Use contrast, not more fonts.
Poppins creates the expressive layer. Barlow handles the label, lead, body, and action copy without competing with it.
Home health membership
Your home, on autopilot.
One trusted team for every major system in your home.
Preventive visits, priority support, and a clear record of what your home needs next.
- Headline
- FontPoppinsSize48–72 pxWeight700Line height1.05Tracking−0.04em
- Lead
- FontBarlowSize18–22 pxWeight500Line height1.5Tracking−0.01em
- Body
- FontBarlowSize16–18 pxWeight400Line height1.6Tracking0
- Label
- FontBarlowSize12–14 pxWeight600Line height1.4Tracking0.02em
Secondary system alternative
Use Geist when the content becomes interface.
Geist and Geist Mono are not alternate marketing fonts. Reserve Geist for controls and product screens; reserve Geist Mono for IDs, times, and technical readouts.
Next home health visitThursday, September 24
Your technician will review the HVAC system, plumbing, and roof.
8:30 AM
VISIT_024- Interface
- FontGeistSize14–32 pxWeight400–600Line height1.15–1.5Tracking0 to −0.03em
- Technical
- FontGeist MonoSize12–14 pxWeight400Line height1.4Tracking0
Line breaks
Keep phrases together.
Adjust the text width first. If a break is required, place it between complete ideas—not inside one.
Balanced
Your home,on autopilot.
Keep “on autopilot” together as one complete idea.Unbalanced
Your home, onautopilot.
Never leave a preposition stranded at the end of a line.Numbers
Align values without changing the voice.
Use tabular numerals in the surrounding face for prices, times, and comparison columns. Reserve Geist Mono for identifiers or technical readouts.
08:30$89.0002 visits11:45$1,240.0012 visits16:10$87.43108 visits
03
Color
White space carries the system. Ink defines it. Orange appears once, where attention genuinely matters.
Pascal ink
#171717Identity, display type, primary action
White
#FFFFFFCanonical page and artwork ground
Quiet gray
#62615DSupporting copy and technical detail
Approval green
#047857Correct usage and approved states
Approval tint
#DBF5ECBackground behind approval icons
Service orange
#F26A2EOne deliberate signal
04
Iconography
Pascal icons are isolated product objects photographed in one consistent studio—not stickers, scenes, or miniature rooms.
Keep the source transparent, then present it on a pure white ground with a soft contact shadow.
Show the complete object with 12–16% breathing room and no environmental scene.
White polymer, graphite functional parts, and restrained satin metal.
Near-front by default; restrained three-quarter only when it improves recognition.
One subtle right-edge light. Never distribute orange decoratively.
Keep a 1024 px or larger master. Never enlarge a thumbnail into brand artwork.
Home visits1254 × 1254 master
Digital vault1024 × 1024 master
HVAC1024 × 1024 master
Plumbing1377 × 1142 master
Roofing1254 × 1254 master
Storm support1024 × 1024 master
05
Imagery
Reusable image masters for Pascal content.
Welcome housePNG · 1572 × 1152
Field technicianPNG · 250 × 250
Field service vehiclePNG · 1672 × 941
Home interiorPNG · 853 × 1844
06
Applications
Use the live references to understand composition. Use the production files for handoff.
Social sharing
Open Graph.
Use one clear message and a quiet construction study of the Pascal mark. This is the canonical 1200 × 630 preview for the brand guidelines page.
- Format
- PNG · 1200 × 630
- Ratio
- 1.91:1
- Route
- /brand
Membership brochure
Two-page US Letter overview and plan comparison.
Sales flyer
Editable half-letter leave-behinds with contact fields.
Rectangle flag
Double-sided vendor artwork with bleed and safety geometry.