Brand Kit
Simple rules to keep MW+ looking sharp and consistent everywhere — the website, invoices, social posts, and truck signage.
Logo
The wordmark pairs “MW” in Instrument Serif with a brand-orange “+”. Keep them on one line. Don't recolor the wordmark, don't outline the “+”, and give it at least the height of the “M” as clear space on every side.
Color palette
A small, warm, editorial palette. Use Brand Orange sparingly — it earns its attention by being rare.
Brand Orange
#D2691E--brandPrimary accent: the “+”, links, focus rings, CTAs.
Ink
#1C1B19--inkBody copy, headlines, primary buttons.
Ink Muted
#6B6760--ink-mutedSecondary text, captions, metadata.
Canvas
#FAFAF7--canvasPage background. Warm off-white, never pure white.
Hairline
#E6E3DC--hairlineDividers, card borders, subtle separators.
Typography
Display & headings
Instrument Serif
Use for H1–H3, hero numerals, and editorial pull quotes. Tight tracking. Never bold — the weight is in the shape.
Body & UI
Inter Variable
Use for body copy, buttons, labels, and navigation. Regular (400) for paragraphs, medium (500) for buttons and labels.
Eyebrow style
All-caps, 0.18em tracking, brand orange. Reserved for section labels above a serif headline.
Voice & usage
Do
- Lead with the customer's problem, then the fix.
- Short sentences. Plain words. No jargon.
- Always show the phone number near a primary CTA.
- Use Brand Orange for one element per section, max.
Don't
- Don't use pure white backgrounds — use Canvas.
- Don't add drop shadows or gradients to the wordmark.
- Don't mix in other typefaces.
- Don't use exclamation marks in headlines.