Brand guidelines

Welcome!

These identity guidelines show you the visual and verbal elements of our brand. But it's just a guide. Use your best judgment and reference this document as a starting point.

Why Stars & Stripes Plumbing? For Snohomish County homeowners willing to invest in healthy choices, we are the only licensed plumbers forged by military grit, discipline and unapologetic patriotism.

About us. Clean water means better health. And honoring our nation’s heroes helps keep our country strong. We combine top-tier residential plumbing expertise with a mission to support and celebrate veterans and first responders. We provide a way to give back with every service call. Our team, largely composed of veterans and former first responders, brings military precision and emergency response expertise to every job.

Customers not only receive unparalleled plumbing services but also contribute to ongoing programs that provide free or discounted services to active-duty military, veterans, and first responders.

This is how we bring honor home. Together, we can build a stronger community and country one plumbing job at a time.


Our logo is the primary identifier for our brand. It captures our name, mission, and legacy. Options are provided in horizontal and vertical layouts.

Logo on color

When combining the logo with our colors, ensure ample contrast in color pairings. The following examples are approved combinations.

Scaling & small logo

The logo has been carefully crafted to read well. There is no limit at large scale. But in small sizes, use the “small logo”. Its font has more weight. If legibility is an issue, it’s too small.

Small_logo

Clear space

Don’t crowd the logo. When placing other elements nearby, ensure minimum clear space for brand consistency. A distance of two “S” letters is a good minimum.

Graphics

The flag and the star are custom graphics used as a tertiary design element to direct the eye to an action or offer. See application examples.

Typography

Primary typeface

Montserrat is a contemporary font that reinforces our commitment to forward-thinking and clear communciation.

Weights

Use as few font weights as possible, and select them for high contrast. See application examples.

Regular

Captain Plunger, a retired Navy SEAL, heroically unclogged a toilet at 0600 hours using nothing but grit, duct tape, and freedom.

Semi-bold

Captain Plunger, a retired Navy SEAL, heroically unclogged a toilet at 0600 hours using nothing but grit, duct tape, and freedom.

Extra bold

Captain Plunger, a retired Navy SEAL, heroically unclogged a toilet at 0600 hours using nothing but grit, duct tape, and freedom.

Color

Primary palette

White, blue and red express our commitment to awesome plumbing, liberty and the American way. And differentiate our brand from the competition.

White
RGB 255 255 255
HEX FFFFF
CMYK 0 0 0 0

Primary blue
RGB 15 32 108
HEX 0F206C
Pantone 2756 C
CMYK 100 96 27 19

Primary red
RGB 219 0 50
HEX DB0032|
Pantone 199 C
CMYK 8 100 86 1

Secondary palette

Use these in moderation. They should add meaningful contrast or strategically direct the eye.

Dark gray
RGB 29 37 44
HEX 1D252C
Pantone 433 C
CMYK 80 68 58 67

Medium gray
RGB 91 102 112
HEX 5B6670
Pantone 431 C
CMYK 67 52 44 17

Light gray
RGB 207 210 211
HEX CFD2D3
Pantone 427 C
CMYK 18 12 13 0

Medium blue
RGB 59 130 188
HEX 3B82BC
CMYK 77 42 4 0

Light blue
RGB 210 220 229
HEX D2DCE5
Pantone 642 C
CMYK 16 8 5 0

Dark red
RGB 150 5 50
HEX 960532
CMYK 27 100 75 24

Light red
RGB 237 198 205
HEX EDC6CD
Pantone 196 C
CMYK 4 24 9 0

Proportion

Across our marketing collateral, color usage should reflect the following proportions.

30%

15%

15%

10%

10%

5%

5%

4%

3%

3%

Images

Hero images

Always make our customer the hero. Or focus on the key benefit to the customer. Support those images with examples of our solutions.

Icons

Always make our customer the hero. Or focus on the key benefit to the customer. Support those images with examples of our solutions.

64 bath faucet
64 bath faucet
64 bath faucet
64 bath faucet
64 bath faucet
64 bath faucet

Applications

Uniforms

Business card

Marketing

Website