Brand Guidelines

Balcony Boss Pressure Washing · Calgary, AB · v1.0 · April 2026

This document keeps the brand consistent across every touchpoint — truck decals, invoices, business cards, social posts, the website, and anything a customer sees before, during, or after a job. If you're about to put the logo somewhere new, skim this first. When in doubt, err on the side of simpler, cleaner, and more space around the mark.

Clean surfaces. Honest work.

Calgary, AB · Owner-operated

1. The Marks

The brand has three approved marks. Pick based on available space and background contrast.

A · Horizontal lockup (navy)
Balcony icon + "Balcony Boss" wordmark + "Pressure Washing" subtitle in navy. Use on invoices, letterhead, light web backgrounds, and wide horizontal spaces.

B · Horizontal lockup (reversed)
Same lockup in white for dark backgrounds. Use on navy panels, photography, branded merchandise, and social headers.

C · Icon mark
White balcony silhouette on a navy square. Use for favicons, social avatars, app icons, mobile navigation, and anywhere space is too tight for the full lockup.

Clear space & minimum size

Rule	Value
Clear space around the mark	Minimum = height of the "B" in "Boss" on all four sides
Minimum print size (full lockup)	1 inch / 25mm wide
Minimum digital size (full lockup)	120px wide
Minimum size (icon mark)	16px / 4mm

Do & don't

Do

Use the provided SVGs — they scale without loss
Keep generous whitespace around the mark
Use reversed (white) lockup on photos and dark panels
Align the mark to a grid, not free-floating

Don't

Stretch, skew, or re-colour the mark
Add drop shadows, outlines, or gradients
Place the navy-badge lockup on navy backgrounds (use the white-on-transparent vertical lockup instead)
Recreate the logo from scratch — always use the file

2. Colour System

The palette is deliberately tight: one brand navy, one cyan accent for CTAs, and neutral greys. Keep it that way — a narrow palette photographs and prints better and reads as more professional than a wide one.

Brand Navy

#1A293E
RGB 26 / 41 / 62
CMYK 86 / 69 / 43 / 36
Pantone 540 C

Action Cyan

#0EA5E9
RGB 14 / 165 / 233
CTA buttons, link underlines
Use sparingly

Paper White

#FFFFFF
Primary background
Body text never sits on pure white — use #1A293E for headings, #374151 for body.

Body Grey

#374151
RGB 55 / 65 / 81
Body copy, secondary UI

Section Mist

#F8F9FA
Section backgrounds, alternating rows

Review Gold

#F59E0B
Reserved exclusively for review stars. Do not use as a general accent.

3. Typography

Two typefaces, both free on Google Fonts, both bundled on the website.

Poppins — headings

Clean surfaces. Honest work.

Weights: 600 (section labels), 700 (h2/h3), 800 (h1). Never below 18px. Never italic.

Inter — body

Your balcony is an extension of your living space. Exposure to Calgary's freeze–thaw cycle, wind-blown dust, and organic growth leaves concrete and composite surfaces looking tired long before they need replacing.

Weights: 400 (body), 500 (emphasis), 600 (nav links). Line-height 1.6 minimum.

Print fallback

If Poppins or Inter aren't available on a print vendor, substitute Montserrat (headings) and Source Sans 3 (body). Do not substitute with Arial, Helvetica, or Times as a first choice.

4. Voice & Tone

Shane's voice on the page should match Shane's voice in person: plain-spoken, specific, and unafraid to say "no" or "that won't work" when it's true. We don't talk about "revolutionary cleaning experiences" — we talk about oil stains, composite decking, soft-wash pressure, and 10-year-old concrete.

We are

Plain and specific
Calgary-grounded (weather, neighbourhoods, freeze–thaw)
Comfortable showing our work
Honest about what we can't do
Friendly — not bro-y, not corporate

We are not

Hype-y ("revolutionary," "game-changing")
Vague ("we clean everything, call for details!")
Over-promising ("guaranteed 100% stain removal")
Jargon-heavy without explanation
Padded with filler ("At Balcony Boss, we strive to…")

Words we use

Soft-wash · Pre-treat · Surface-appropriate pressure · COI (certificate of insurance) · Reclaim (water reclamation) · Cure time · Freeze–thaw · Efflorescence

Words we avoid

Blast · Nuke · Power-wash (we say pressure-wash) · "Like new!" (we say "meaningfully better") · "Professional" as a crutch (show it, don't say it)

5. Photography & Imagery

Before/after pairs are the most valuable asset. Shoot from the same angle, same framing, same time of day.
Prefer natural light, early morning or late afternoon. No flash.
Show the work in progress: wand, foot, water pattern. Customers want to see technique, not a stock wash-gun photo.
Avoid heavy filters. The brand is "clean and honest" — over-saturated, grainy, or HDR images fight that.
Get customer permission before posting identifiable properties.

6. Contact Block (Consistent Wording)

Use this exact block on invoices, business cards, email signatures, and truck decals:

Balcony Boss Pressure Washing
Calgary, AB · Owner-operated
(587) 887-2865
balconybosspressurewashing.ca

7. File Manifest

Asset	File	Use
Horizontal lockup — navy	`/images/logo-horizontal-navy.svg`	Invoices, letterhead, wide web headers, light backgrounds
Horizontal lockup — white (reversed)	`/images/logo-horizontal-white.svg`	Navy or dark photography backgrounds, merch, site footers, hero
Lockup mark — navy square	`/images/logo-lockup-navy.svg`	Alternate stacked lockup on light backgrounds where vertical space is available
Icon mark — white on navy	`/images/icon-white-on-navy.svg`	Favicon, apple-touch-icon, social avatar, mobile nav, small UI
Icon mark — black on transparent	`/images/icon-balcony-black.svg`	Single-colour print, embroidery, and stamp applications

Questions about applying the brand? Contact Ali at Agape LAC before deviating. Consistency is cheap; re-doing things is expensive.