Brand OS · Homeowner Insights, LLC
Brand System v1.0
A ground-up new identity built in Claude Design, July 2026: light-first navy and teal with one orange spark of insight, serif display type, and the house-and-magnifying-glass mark redrawn. Everything on this page traces to the brand sheet in the Brain. Tagline: "Know what's coming."
The Mark
House, Magnifying Glass, Lightbulb
A house with a magnifying glass laid over it and a lightbulb where the glass looks: inspection plus insight in one shape. The glass is cut away from the house by a five unit gap, so the mark works in one ink and in engraving. Every angle is a standard roof pitch: 12:12 for the roof and the handle, 6:12 for everything else. Spark appears nowhere in the logo except the bulb.
Horizontal lockup · headers, documents, signatures
Horizontal on dark grounds
Stacked · covers, social cards
With the tagline · 196px minimum, drop the tagline below that
The mark · light grounds
The mark · dark grounds, Shoal
One color · engraving, stamps, one-ink print
App icon tile · Deepwater tile, Shoal mark
The favicon · mandatory below 22px: house, aperture, bulb, nothing else
The Palette
Colour, Tiered And Measured
Primary is the brand: Deepwater, Harbor, Paper. Secondary is the voice: Spark, Shoal, Midnight. Tertiary is the working set, including the three Gauges that keep chart series apart inside the tools. Every ratio below is measured, from the brand sheet.
| Name | Hex | Use | Measured Contrast | |
|---|---|---|---|---|
| Deepwater | #041E42 | The brand navy. Ink on light, primary dark surface | 16.6:1 on Paper | |
| Harbor | #005F61 | Links, labels, primary buttons in both contexts | 7.6:1 on white | |
| Paper | #F2F6F7 | Light ground, and type on dark | 15.2:1 on Deepwater | |
| Spark | #FA4616 | The insight. Threshold markers, the curve head, the bulb, and eyebrows on dark grounds only. Never any text on a light ground | 4.7:1 on Deepwater · only 3.2:1 on Paper | |
| Shoal | #99D9D9 | Accent on dark only. Links, the tagline, the mark on dark | 10.3:1 on Deepwater | |
| Midnight | #001628 | The deepest ground. Covers, footers, app icons | 18.6:1 on white | |
| Seawall | #355464 | Secondary text on light, mono eyebrows and small caps labels on light, elevated surface on dark | 8.2:1 on white | |
| Silt | #597385 | Muted text and small mono captions | 5.0:1 on white · 4.6:1 on Paper | |
| Channel | #68A2B9 | Graphics and large numerals. Never type on light | 5.9:1 on Deepwater | |
| Flag | #E9072B | Our one alert red. Destructive buttons, error rims, below-floor row washes; as small type it only clears on pure white | 4.6:1 on white · 4.3:1 on Paper | |
| Gauge Sand | #C4873C | Data fills only, never type | n/a (fill only) | |
| Gauge Kelp | #4E7A5C | Data fills only, never type | n/a (fill only) | |
| Gauge Indigo | #4A5BA8 | Data fills only, never type | n/a (fill only) |
Type
Three Families, Three Jobs
700 for the wordmark and H1, 600 for H2 and H3, 400 for report body and pull quotes. Mixed case, never forced uppercase.
700 for buttons and labels, 600 for UI titles and table heads, 500 for taglines and captions, 400 for body.
600 for eyebrows and all caps labels, 500 for dollars, years, and percentages, 400 for IDs and code. Tabular figures everywhere.
How We Sound
The Copy Rules
| Rule | In Practice |
|---|---|
| No Em Or En Dashes | Anywhere in brand copy or collateral. Use commas, colons, or two sentences |
| Title Case | Headers, nav labels, and buttons |
| Capitalized Terms | "Reserve Study", "Reserve Studies", "Structural Integrity Reserve Study" are always capitalized |
| The Name | "Homeowner Insights, LLC" in official references, "Homeowner Insights" everywhere else. The principal is David Whann, Jr., with the comma |
| Citable Claims Only | 500+ Reserve Studies over the past 10 years · 10+ years of experience · CAI National Reserve Study Standards · most studies within four to six weeks of inspection completion · an update with site visit recommended at least once every three years |
| Warm, Plain English | The reader (usually a volunteer board member) is the hero; we are the guide. We explain, we never frighten. Exclamation points only as rare warm emphasis |
Motion
The Funding Curve
The brand owns exactly one piece of decorative motion: a thirty year balance line that draws itself left to right over a five second loop, with a single Spark dot riding its head. Everything else in the system moves only in response to a user.
Where It Goes
Above or below a hero headline, once per page. The marketing header at compact size. The empty state of a study list. Loading screens in place of a spinner. The middle band of the business card and the flyer.
Where It Never Goes
Attached to real client data (it must never look like an actual funding projection). Twice on one screen. Inside tables or lists. Behind body copy.
Reduced Motion
The animation is removed entirely, not slowed. The line holds complete and static at full opacity, and the head dot is not drawn.
Sources
Where This Lives
| Source | Path In The Brain |
|---|---|
| The brand sheet (token and contrast source of truth) | Brand/homeowner-insights/brand-sheet.md |
| The pattern library (component specs) | Brand/homeowner-insights/ui-pattern-library.md |
| The full asset kit | Brand/homeowner-insights/brand-system-v1.0/ |
| The logo working set (synced into this hub on every build) | Brand/homeowner-insights/logo/ |