Living Brand Guide 2026
A trusted, capable brand built for homeowners who need practical help—and want the job handled with care.
01 Foundation
First Response Home Services brings roofing and exterior home care together under one dependable name. The brand should feel experienced without becoming corporate, approachable without becoming casual, and ready to act without relying on urgency or fear.
Clear expectations, responsive communication, and work that follows through.
Practical expertise across the exterior systems that protect and maintain a home.
Local service that respects the homeowner, the property, and the community.
Home services handled with care, clarity, and a readiness to respond.
First Response Home Services
03 Logo
The First Response logo combines the shape of a home with the tools of the trade. Use only the approved artwork and choose the version that creates the clearest contrast with its background.
Preferred version
Use the full-color logo whenever possible. It should appear on white, off-white, or another sufficiently light, uncluttered background.
PNG Download the full-color First Response Home Services logo
Dark backgrounds
The preferred alternate for slate blue and other dark brand backgrounds.
PNG Download the green and white First Response Home Services logo
One-color alternate
Use on navy, photography, and other dark backgrounds when a one-color mark is needed.
PNG Download the all-white First Response Home Services logo
One-color alternate
Use for one-color printing and applications where color reproduction is unavailable.
PNG Download the all-black First Response Home Services logoKeep surrounding text, images, and page edges away from the logo. Use the height of the word “FIRST” as the minimum clear space on every side.
Do not place the logo over busy imagery or backgrounds that make any part of the mark difficult to distinguish.
Do not stretch, crop, rotate, recolor, rearrange, outline, or recreate any part of the approved logo.
04 Color
The original slate navy and soft sage remain the heart of the identity. A deeper green, pale sage, charcoal, and quiet neutrals make the palette more flexible and accessible across digital and print applications.
#4C5776
#91BF89
#1F2937
#2F5638
#DDEBDA
#F5F7F4
#FFFFFF
| Color | HEX | RGB | CMYK approximation |
|---|---|---|---|
| Slate Navy | #4C5776 | 76, 87, 118 | 36, 26, 0, 54 |
| Soft Sage | #91BF89 | 145, 191, 137 | 24, 0, 28, 25 |
| Charcoal | #1F2937 | 31, 41, 55 | 44, 25, 0, 78 |
| Deep Sage | #2F5638 | 47, 86, 56 | 45, 0, 35, 66 |
| Pale Sage | #DDEBDA | 221, 235, 218 | 6, 0, 7, 8 |
| Cloud | #F5F7F4 | 245, 247, 244 | 1, 0, 1, 3 |
CMYK values are starting points and may vary by printer, paper, and press profile. Approve a physical proof for color-critical production. No Pantone colors have been formally assigned.
05 Typography
The typography system is direct and highly legible. League Spartan gives headlines structure and confidence. Open Sans keeps longer information comfortable to read across devices and printed materials.
Headlines League Spartan
Medium and semibold concise headlines sentence case preferred
Body Open Sans
Your home deserves clear answers and careful work. We explain what we find, recommend what the property actually needs, and keep you informed from the first inspection through the final walkthrough.
Regular and semibold 16px minimum for website body copy
| Role | Example | Typeface + weight | Guidance |
|---|---|---|---|
| Page title | Ready to respond. | League Spartan Medium | Short, sentence case, tight spacing |
| Section heading | Home exterior services | League Spartan Medium | Keep to one or two lines |
| Card heading | Roof inspections | League Spartan Semibold | Direct and descriptive |
| Body copy | Clear answers. Careful work. | Open Sans Regular | 16 px minimum for digital body text |
| Label or button | Schedule inspection | League Spartan Semibold | Use sparingly; never for long text |
06 Voice
Customers are often contacting First Response because something feels uncertain. The brand voice should lower the temperature: explain the problem plainly, make the next step easy to understand, and never manufacture pressure.
Say this
We’ll inspect the roof, explain what we find, and help you choose the right next step.
Not this
Your roof could fail at any moment. Call immediately before it’s too late!
07 Imagery
Photography should document real homes, real inspections, and the people doing the work. Images should help a homeowner understand the service and feel comfortable inviting the team onto their property.
Show technicians communicating, inspecting, and working safely—not only finished roofs.
Include enough of the home and property to help viewers understand what is happening.
Use natural light and realistic color. Avoid dramatic filters, staged damage, and fear-based imagery.
08 Brand Assets
Use approved files whenever First Response appears in print or digital materials.
For white and light neutral backgrounds.
For navy and other dark brand-color backgrounds.
For navy, photography, and other dark backgrounds.
For one-color printing and light backgrounds.
Best for websites, signs, apparel, vehicles, and anything that may be enlarged.
Best for social media, presentations, email, and everyday digital use. Supports transparency.
Preferred by many professional printers once true vector artwork is available.
Avoid for logos when possible. It does not support transparency and can create blurry edges.
Production note: the current SVG contains raster artwork rather than fully scalable vector paths. Create a true vector master before large-format signs, vehicle graphics, embroidery, or other precision production.
