Brand | Emmassa

The Emmassa mark exists in two configurations: horizontal (wordmark alongside symbol) and stacked (symbol above wordmark). Use whichever configuration fits the available space. Do not create new arrangements.

Horizontal — Light background

Stacked — Light background

Horizontal — Dark background

Stacked — Dark background

Download Web Pack SVG files for screen and digital use Download Print Pack EPS and PDF files for print, embroidery, and signage

Clear Space

Maintain clear space equal to the cap height of the wordmark on all sides. Nothing sits inside that boundary: no other type, no other marks, no borders, no decorative elements.

Minimum Size

The horizontal mark should not appear smaller than 120px wide on screen or 32mm wide in print. Below that threshold, legibility breaks down.

Correct use

Navy mark on warm white, light gray, or stone backgrounds
White mark on navy, dark, or sufficiently dark photographic backgrounds
Original file proportions, unmodified
Clear space observed on all sides

Never do this

White rectangle placed behind the mark to force legibility
Colour alterations of any kind, including tinting
Stretching or distortion in any direction
Drop shadows, outlines, or effects applied to the mark
Placing the mark on a background with insufficient contrast
Typesetting "Emmassa" in any other typeface as a substitute

Midnight Navy

#102031

Primary brand colour. Page headers, section backgrounds, body headings, the mark on light surfaces. The dominant register of the brand.

Warm Clay

#BC4019

Accent and action colour. Buttons, active states, eyebrows, ruled lines, and detail elements. Used to direct attention without competing with navy.

Mark Dark

#04132D

Roofline chevron colour within the mark only. Not a standalone brand colour and not available for use in any other design context.

Warm Stone

#C9C3B6

Mid-tone surface colour. Panel backgrounds, photographic backdrops, secondary surfaces. Keeps the palette grounded in material texture.

Light Gray

#E6E7E8

Dividers, borders, and rule lines on light surfaces. A neutral separator that does not draw attention.

Warm White

#FAFAF8

Page background and primary light surface. Slightly warm rather than pure white, keeping the palette cohesive.

Correct Combinations

Navy on warm white or warm stone. White on navy or any sufficiently dark surface. Clay as an accent on either navy or warm white backgrounds. Warm stone as a panel surface, not a text colour.

What to Avoid

No colours from outside this set. Clay and clay dark should never appear as body text colours. No gradients or colour blends. The palette holds its weight through restraint.

Cormorant Garamond — Display

Small jobs.
Real stakes.

Weights in use

400 Regular

Page section headings

500 Medium

Display headlines, hero type

600 Semibold

Emphasis within display copy

DM Sans — Body and Interface

A leaking shower seal is not a cosmetic problem. Water that gets behind tile works slowly and stays hidden. By the time the damage is visible, the repair scope has changed.

Weights in use

300 Light

Body copy

400 Regular

Navigation, captions

500 Medium

Labels, buttons, eyebrows

How They Work Together

Cormorant Garamond carries the headline register: page titles, section headings, large pull quotes. DM Sans handles everything that requires sustained reading or interface legibility. The contrast between a serif display face and a geometric sans-serif body creates a clear visual hierarchy without needing size alone to do that work.

Eyebrows and labels use DM Sans at small sizes, uppercase, with generous letter-spacing. They function as wayfinding, not content. Keep them short.

Emmassa communicates the way a knowledgeable tradesperson would speak with a homeowner they respect. Specific. Calm. Direct. There is no performance of confidence here because confidence does not need to perform.

The audience is dealing with something that has already gone wrong, or is trying to stop it from going wrong. Write from that reality. Acknowledge the situation before describing what Emmassa does about it.

What Emmassa sounds like

Specific facts over general claims. Name the material, the timeframe, the outcome.
Short sentences. One idea per sentence.
Active voice. The subject acts.
Plain language. If a simpler word exists, use it.
Prices and timelines stated specifically when relevant.
Acknowledges the homeowner's situation before describing the service.

What Emmassa never says

Honest, reliable, trusted, quality workmanship, done right
Transform, revolutionize, exceed expectations, go above and beyond
Solutions, leverage, comprehensive, industry-leading, committed to
Call today, don't wait, act now, limited time
Exclamation marks in body copy
Claims about other contractors or competitors

The full identity foundation, including the Lived Values and Customer Priorities that shape every communication decision, lives in the Culture section.

Every image on the Emmassa site is either a real job photo or a realistic stand-in that could be a real job photo. The brand does not use stock photography presented as Emmassa work.

Use

Finished work in ordinary residential bathrooms

Actual job conditions, natural or existing light

Before and after pairings showing real change

Avoid

Workers posing with tools, staged setups

Stock imagery of renovated or aspirational spaces

Dramatic lighting, wide-angle distortion, high contrast edits

Practical Brief

Shoot in the actual space where the work happened. Natural light where available. Steady framing, not handheld telephoto. Focus on the finished condition: the silicone line, the newly mounted fan, the ceiling after. The home can be any type, any age, any finish level. The work is the subject.

No workers appearing in the frame unless specifically requested for a particular use. No logos, branded equipment, or vehicle shots as primary images. Close details are welcome where they show the quality of the finish.

Editing

Light colour correction and exposure adjustment are fine. Heavy filters, vignettes, and heavy saturation shifts are not. The image should look like what the homeowner saw when the job was done.

Small Jobs.
Real Stakes.

Proactive Property Care

Tagline

Small Jobs. Real Stakes.

Role and Use

The positioning statement. Used in the hero section, on marketing materials, and wherever a single line needs to establish what Emmassa is about. The period after "Small Jobs" is intentional. Both sentences are complete. Do not run them together. Do not rephrase.

Placement

Hero section, print materials, profile headers. Set in Cormorant Garamond when design permits.

Brand Statement

We don’t just fix problems. We help prevent them.

Role and Use

The brand promise in two sentences. States the service distinction without making it a sales claim. Used in the site footer CTA, in introductory materials, and anywhere the brand needs to explain its orientation rather than just its services.

Placement

Footer CTA, email signatures, and introductory brand materials. Always used as a pair; the two sentences depend on each other.

Descriptor

Proactive Property Care

Role and Use

The category descriptor. Appears below the brand statement in the footer, in profile bios, and wherever a one-line description of what Emmassa does is needed. Set in small caps or uppercase DM Sans at low opacity. It is not a tagline; it describes the positioning, not the personality.

Placement

Profile bios, footer CTA, business card reverse, and printed job summaries.

These directions have been considered and rejected. They are not a starting point for negotiation. If a future vendor, partner, or collaborator proposes any of them, refer back to this page.

Visual

Colours outside the defined palette
Gradient fills or colour blends
Decorative fonts or display faces other than Cormorant Garamond
The mark on a white rectangle to force legibility against a background
Busy or pattern-heavy backgrounds behind the mark
Aspirational renovation photography that does not reflect actual Emmassa work

Language

Defensive claims: honest, reliable, trusted, done right, quality workmanship
Transformation language: transform, revolutionize, exceed expectations
Corporate boilerplate: solutions, leverage, comprehensive, industry-leading
Urgency or pressure language: call today, act now, limited time, don't wait
Exclamation marks in body copy
Positioning against other contractors or tradespeople

Positioning

Scope creep into renovation, contracting, or full-bathroom remodels
Personal spotlighting of Danilo over the Emmassa brand
Claims about certification or licensing not verified against current standing
Group offers, deals, or discount framing of any kind

Tone

Narrating the homeowner's emotional state on their behalf
Overexplaining or hedging where plain language would serve
Informality that undercuts the professionalism the brand is built on
Enthusiasm or excitement as a substitute for specificity

Brand Standards