Brand Guidelines

Ron DeGroodt Paving Inc. — Visual Identity & Brand Standards

Logo

Logo on dark background
Logo on light background

Minimum size: 120px wide for digital, 1.5 inches for print

Clear space: Maintain padding equal to the height of the “R” in “Ron” on all sides

Do not: Stretch, rotate, recolor, add effects, or place on busy backgrounds without sufficient contrast

Brand Colors

DeGroodt Red

HEX: #E31937
RGB: 227, 25, 55
CMYK: 0, 89, 76, 11

Primary brand color. CTAs, buttons, highlights, accents.

Asphalt Black

HEX: #1A1A1A
RGB: 26, 26, 26
CMYK: 0, 0, 0, 90

Primary dark. Headers, text, navigation, backgrounds.

Deep Red

HEX: #B8132C
RGB: 184, 19, 44
CMYK: 0, 90, 76, 28

Hover states, active elements, secondary emphasis.

Clean Gray

HEX: #F5F5F5
RGB: 245, 245, 245
CMYK: 0, 0, 0, 4

Backgrounds, cards, alternating sections.

Supporting Colors

White

#FFFFFF

Accent Gray

#333333

Text Gray

#666666

Border Gray

#E0E0E0

Success

#16A34A

Warning

#F59E0B

Typography

Headings

Georgia / Times New Roman

Used for all headings (H1–H6). Serif typeface conveys trust, tradition, and professionalism. Weight: 700 (Bold). Letter spacing: -0.02em.

Body Text

Inter / System Sans-Serif

Used for body copy, labels, buttons, and UI text. Clean, modern, highly legible at all sizes. Line height: 1.6–1.7.

Navigation & CTAs

UPPERCASE SEMIBOLD TRACKING-WIDER

Navigation links and call-to-action buttons use uppercase, semibold weight, and wider letter spacing for emphasis and clarity.

Type Scale

H1clamp(2.5rem, 5vw, 4rem)— Hero Headlines
H2clamp(2rem, 4vw, 3rem)— Section Titles
H3clamp(1.5rem, 3vw, 2rem)— Subsections
Body1rem (16px)— Standard body text for readability
Small0.875rem (14px)— Captions, labels, meta text

Voice & Tone

We Are

  • Professional — We know our craft and speak with authority
  • Trustworthy — 55+ years of combined family reputation backs every word
  • Approachable — Friendly and down-to-earth, never corporate
  • Direct — Clear, honest communication without jargon
  • Proud — We take pride in our work and our community

We Are Not

  • Pushy — No high-pressure sales tactics
  • Technical — Avoid industry jargon with customers
  • Generic — We reference local landmarks, Hudson Valley community
  • Impersonal — Every interaction feels human, not automated
  • Boastful — Let the work speak for itself

Photography Style

Subject matter: Real job sites, actual crew at work, before/after transformations, finished projects, equipment in action. No stock photos.

Lighting: Natural daylight preferred. Golden hour for hero shots. Avoid harsh midday shadows.

Composition: Wide shots for scope, detail shots for quality. Include human scale where possible. Show the transformation.

Treatment: Minimal editing. Slight warmth and contrast enhancement is acceptable. No heavy filters or artificial color grading.

Before/After: Same angle, same framing. Clearly labeled. These are the most impactful images for conversions.

Brand Usage Rules

Do

  • Use DeGroodt Red (#E31937) as the primary accent color
  • Maintain clear space around the logo
  • Use high-quality, real project photography
  • Write in a warm, professional tone
  • Include the phone number (845) 778-PAVE in all materials
  • Reference “55+ years of combined experience” and “family-owned since 1980”

Don't

  • Alter the logo colors or proportions
  • Use stock photos of generic paving work
  • Use all-caps for body text (headings and nav only)
  • Combine DeGroodt Red with other bright colors
  • Use casual or slang language in professional materials
  • Make price guarantees or claims in marketing materials