---
brand: Pascal Home Services
document: Brand guidelines and identity reference
version: 2026-08-21
canonical_page: /brand
asset_manifest: /brand/pascal-home-services-asset-manifest.json
identity_package: /brand/pascal-home-services-brand-identity.zip
presentation_preview: /brand/presentation
presentation_pdf: /brand/pascal-home-services-brand-guidelines-presentation.pdf
presentation_download: /brand/presentation/download
---

# Pascal Home Services brand guidelines

Use this file as the canonical text brief for agents, designers, production partners, and press. Use the supplied artwork; do not reconstruct logos or upscale reference images.

## Brand promise

- Primary tagline: **Your home, on autopilot.**
- Supporting promise: **Fix anything with Pascal.**
- Brand character: calm, exact, warm, capable, preventive.
- Product priority: quality, then convenience, then value.

## Name and lockup

- The name is **Pascal**.
- The core lockup is the three-bar symbol plus the supplied title-case wordmark.
- Keep “Home Services” as nearby contextual copy; never embed it in the logo.
- Never write `PASCAL`, append a comma, add `Inc.`, substitute live type, or add a descriptor to the artwork.
- Never stretch, rotate, outline, round, shadow, or recolor individual logo elements.
- The core logo and wordmark are always Pascal ink (`#171717`) on white. Do not recolor the artwork with orange, green, a gradient, or another palette color.

## Logo dimensions and measurements

Let `x` equal one bar width: `20` units.

| Property | Value |
|---|---|
| Canvas | `5x × 5x` = `100 × 100` units |
| Each bar | `x × 2x` = `20 × 40` units |
| Bar x positions | `0`, `2x`, `4x` = `0`, `40`, `80` |
| Bar top positions | `3x`, `1.5x`, `0` = `60`, `30`, `0` |
| Horizontal gap | `x` = `20` units |
| Vertical rise per step | `1.5x` = `30` units |
| Corner radius | `0` |
| Shadow/elevation | `0` |

The bar and gap widths are equal. Position alone creates the lower-left to upper-right ascent; do not add an arrowhead, tilt, gradient, rounded corner, or depth effect.

## Logo spacing

- Minimum clear space: `x` on every side of the symbol or lockup.
- Wordmark gap: `38` units from the symbol, or `1.9x`.
- Square avatar padding: `20%`.
- Round avatar optical padding: `26%`.
- Use square artwork for app stores and organization profiles.
- Use round artwork only where the host platform forces a circular crop.

## Logo assets

The identity has three supplied forms. Preserve each SVG viewBox and aspect ratio.

| Form | SVG viewBox | Package path | Web path |
|---|---|---|---|
| Logo shape | `0 0 100 100` | `logos/pascal-symbol-ink.svg` | `/brand/logo-kit/pascal-symbol-ink.svg` |
| Logo with text | `0 0 498 100` | `logos/pascal-primary-ink.svg` | `/brand/logo-kit/pascal-primary-ink.svg` |
| Text only | `0 0 360 100` | `logos/pascal-wordmark-ink.svg` | `/brand/logo-kit/pascal-wordmark-ink.svg` |

| Additional use | Package path | Web path |
|---|---|---|
| Primary ink PNG | `logos/pascal-primary-ink.png` | `/brand/logo-kit/pascal-primary-ink.png` |
| Primary reversed SVG | `logos/pascal-primary-reversed.svg` | `/brand/logo-kit/pascal-primary-reversed.svg` |
| Square avatar, white | `logos/pascal-avatar-square-light.png` | `/brand/logo-kit/pascal-avatar-square-light.png` |
| Square avatar, reversed | `logos/pascal-avatar-square-dark.png` | `/brand/logo-kit/pascal-avatar-square-dark.png` |
| Round avatar, white | `logos/pascal-avatar-round-light.png` | `/brand/logo-kit/pascal-avatar-round-light.png` |
| Round avatar, reversed | `logos/pascal-avatar-round-dark.png` | `/brand/logo-kit/pascal-avatar-round-dark.png` |

Use SVG for layout and production. Use PNG for clipboard, social profiles, and tools that do not accept SVG.

## Color

| Token | Hex | Use |
|---|---|---|
| Pascal ink | `#171717` | Identity, display type, primary action |
| White | `#FFFFFF` | Canonical page and artwork ground |
| Quiet gray | `#62615D` | Supporting copy and technical detail |
| Approval green | `#047857` | Correct usage and approved states |
| Approval tint | `#DBF5EC` | Background behind approval icons |
| Service orange | `#F26A2E` | One deliberate attention signal |

White is the standard ground. Ink defines the identity. Use approval green only for correct or approved states: place the dark green icon on the light green tint and keep adjacent text in regular ink. Orange appears once, where attention genuinely matters.

## Typography

Poppins and Barlow are the primary Pascal marketing pair. Poppins creates the recognizable display voice; Barlow carries the content. Geist and Geist Mono are secondary system alternatives, not substitute marketing fonts.

### Primary marketing pair

| Face | Role | Why | Use | Setting |
|---|---|---|---|---|
| Poppins | Display voice | Bold geometric forms make short promises recognizable at large scale. | Headlines, large statements, and campaign promises | `600–700` weight; `-0.04em` tracking |
| Barlow | Content voice | Compact proportions carry more information without making the page feel dense. | Leads, body copy, labels, navigation, and calls to action | `400–600` weight; `0` tracking |

### Marketing hierarchy

Use both faces in one hierarchy. Poppins creates one expressive focal point. Barlow handles every supporting layer without competing with it.

| Role | Setting |
|---|---|
| Headline | Poppins; `48–72 px`; `700` weight; `1.05` line height; `-0.04em` tracking |
| Lead | Barlow; `18–22 px`; `500` weight; `1.5` line height; `-0.01em` tracking |
| Body | Barlow; `16–18 px`; `400` weight; `1.6` line height; `0` tracking |
| Label | Barlow; `12–14 px`; `600` weight; `1.4` line height; `0.02em` tracking |

### Secondary system alternative

Use Geist only when the content behaves like software. Geist handles controls and product screens. Geist Mono appears only where precision matters. Do not substitute either face for Poppins or Barlow in marketing work.

| Role | Face | Setting |
|---|---|---|
| Interface | Geist | `14–32 px`; `400–600` weight; `1.15–1.5` line height; `0` to `-0.03em` tracking |
| Technical | Geist Mono | `12–14 px`; `400–600` weight; `1.4` line height; `0` tracking; tabular |

### Line breaks and numbers

- Set the text width before forcing a line break.
- If a break is required, place it between complete ideas. Set “Your home, / on autopilot.” — never “Your home, on / autopilot.”
- Use tabular numerals in the surrounding face for prices, times, and comparison columns.
- Use Geist Mono only when the value is also technical: IDs, code, system labels, and readouts.
- Keep reading copy constrained; do not use mono for paragraphs.
- Keep short prepositions with the phrase they introduce. For the primary tagline, prefer `Your home,` / `on autopilot.`; never strand `on` at the end of the first line.
- Bundled product fonts: `fonts/geist-variable.ttf` and `fonts/geist-mono-variable.ttf`.
- Poppins and Barlow are not bundled in the package; obtain them through the approved font source and license.

## Iconography

Pascal App V2 icons are isolated product objects presented in one consistent white studio.

- Ground: preserve transparent source files, then present them against pure `#FFFFFF`.
- Subject: one complete object with `12–16%` breathing room.
- Material: white polymer, graphite functional parts, restrained satin metal.
- Camera: near-front; restrained three-quarter only when recognition improves.
- Light: soft diffused studio light, controlled ambient occlusion, subtle contact shadow.
- Accent: one subtle Pascal-orange right-edge light.
- Exclude text, logos, rooms, borders, cards, floor horizons, crops, and toy-like clay finishes.
- Keep a `1024 × 1024` or larger master. Never enlarge a thumbnail.

Approved examples are under `icons/` in the identity package. The old property icon was a `40 × 40` extraction and is intentionally excluded.

## Imagery

Use these supplied images directly when producing Pascal content.

| Asset | Package path | Native size |
|---|---|---|
| Welcome house | `imagery/welcome-house.png` | `1572 × 1152` |
| Field technician | `imagery/field-technician-reference.png` | `250 × 250` |
| Field service vehicle | `imagery/field-service-vehicle.png` | `1672 × 941` |
| Home interior | `imagery/home-editorial.png` | `853 × 1844` |

Preserve each file’s native aspect ratio. Do not enlarge the `250 × 250` technician reference.

## Social previews

The canonical Open Graph image for the brand guidelines page is
`/brand/pascal-home-services-open-graph.png`.

- Canvas: `1200 × 630` (`1.91:1`).
- Keep the primary message inside the left half and a faded construction study of the Pascal symbol on the right.
- Render the three bars in Pascal ink and keep the grid quiet.
- Give each bar restrained vector depth using thick visible edges only; omit hidden edges, measurements, markers, and solid color fills.
- The construction study must preserve the symbol’s exact bar, gap, and step proportions.
- Present the grid as a shallow spatial plane with two line weights and a soft outward fade, following the Pascal Editor canvas language.
- Use the supplied Pascal lockup, Poppins headline, Barlow supporting copy, and white ground.
- Preserve generous safe space around every edge.
- Do not add gradients, badges, decorative signals, or card chrome.

## Agent execution rules

1. Read this file and `asset-manifest.json` before generating brand-facing work.
2. Select an existing supplied asset before creating a substitute.
3. Preserve native aspect ratio, clear space, crop, and source resolution.
4. Keep actions and supporting links visually subordinate to the identity.
5. Use white as the canonical ground; avoid gray card grids, unnecessary frames, and decorative separators.
6. Use one primary action per view and sentence case for every label.
7. If an asset or rule is missing, mark it `UNVERIFIED` instead of inventing one.

## Package structure

```text
BRAND-GUIDELINES.md
PRESENTATION.pdf
asset-manifest.json
logos/
imagery/
icons/
fonts/
```

For the rendered reference, open `/brand`. The presentation is the PDF at `/brand/pascal-home-services-brand-guidelines-presentation.pdf`; download it from `/brand/presentation/download` or use `PRESENTATION.pdf` in the identity package. `/brand/presentation` is the print-source preview. For production collateral, use the Applications section on the brand page.
