Brand Guide v1.0
farinella
Prepared for Bigham Taylor Roofing Corp. · 2026
Prepared for Bigham Taylor Roofing Corp. · 2026
Bigham Taylor Roofing Corp.
The brand is BT.
One monogram carries the company; the marketing carries the explanation. This guide defines the compressed identity — the marks, the palette, the type, and the rules — so everything BT puts its name on reads as one confident company, from truck wrap to warranty document.
PRIMARY · SAY THIS
BT
CONTEXTUAL
BT ROOF
FORMAL · LEGAL
Bigham Taylor Roofing Corp.
Delivering a new standard since 1977. Fifty years in, the name no longer needs to explain the trade — the reputation does that. The system below moves that equity forward instead of abandoning it.
Section 01
Logos
Four marks, one family. Full color is the default on white; mono handles one-color print and embroidery; reverse white lives only on Blueprint or Ink fields. Nothing gets recolored, rotated, stretched, outlined, or shadowed.
Primary
Full color · default
Mono ink · one-color
Reverse · on Blueprint / Ink
Contextual
Full color · default
Mono ink · one-color
Reverse · on Blueprint / Ink
Formal
Full color · default
Mono ink · one-color
Reverse · on Blueprint / Ink
Use BT ROOF for cold audiences and first-touch media — paid ads, directories, yard signs — anywhere “roof” buys instant comprehension. Everywhere else, the primary lockup leads.
BT Protect — service programs
Color
Blueprint field
Torch field
Mono
BT 50 — milestone badge
Color
Blueprint
Torch
Mono
Milestone badges are time-boxed: they run for the campaign year, then retire. Badges may carry the full Bigham Taylor name as a heritage flourish — the one place it appears decoratively.
Clear space = cap height of the T
An empty margin on all four sides. Nothing enters it — no taglines, phone numbers, or license lines.
Minimum size 24px / 0.5in
Below this, switch to the mono version. The orange roof plane must always survive as a distinct shape.
Section 02
Color
Four primaries do the heavy lifting; everything else is support crew. Names come from the trade so the palette teaches itself.
Primary
Blueprint
#093479
Structure and trust. Headlines on light, primary buttons, the B.
Structure and trust. Headlines on light, primary buttons, the B.
Torch
#FF5821
The roof plane. Accents and CTAs — never more than ~10% of a layout.
The roof plane. Accents and CTAs — never more than ~10% of a layout.
Ink
#000000
Body text, one-color marks, chrome. Full black, not soft charcoal.
Body text, one-color marks, chrome. Full black, not soft charcoal.
White
#FFFFFF
The default canvas. BT is a light-first brand.
The default canvas. BT is a light-first brand.
Structural neutrals
Shingle
#494646
Secondary text, the T, captions.
Secondary text, the T, captions.
Galvanized
#BFBEBE
Borders, dividers, keylines, disabled states.
Borders, dividers, keylines, disabled states.
Fog
#EDEBEB
Alternate backgrounds and card fills.
Alternate backgrounds and card fills.
Support tints & deep accent
Daylight
#75ABF9
Chart series two, links on dark, info states.
Chart series two, links on dark, info states.
Sky
#C3DCFC
Soft fills, highlighted rows, diagram planes.
Soft fills, highlighted rows, diagram planes.
Dawn
#FFCAC0
Warm highlights and callout fills.
Warm highlights and callout fills.
Clay
#963814
Torch at reduced lightness. Hovers, eyebrows, depth on orange.
Torch at reduced lightness. Hovers, eyebrows, depth on orange.
Proportion
WHITE 60
BLUEPRINT 20
INK 10
TORCH 10
Torch is scarce on purpose — scarcity keeps the orange feeling like heat instead of noise. Neutrals and tints live inside the white share.
Section 03
Typography
Two faces, strict jobs. The slab talks like the logo; the grotesk does the paperwork. Hierarchy comes from role, size, and weight — never from a third typeface.
Aa Bb 50
Lubalin Graph Std — Display
Headlines, section titles, pull stats, the wordmark family. Bold and Demi only, set tight (−1 to −2% tracking). Web substitute when Lubalin is unavailable: Zilla Slab (rendering this page).
Aa Bb 50
Hanken Grotesk — Text
Body copy, UI, forms, captions, data, eyebrows. Regular for reading; Medium/SemiBold for emphasis and labels; Bold reserved for eyebrows and buttons. Never used above 20px — that’s the slab’s territory.
Display
Lubalin Bold · 48–96px · lh 1.0 · track −2%
Fifty years on the roof.
H1
Lubalin Bold · 32–40px · lh 1.1
Commercial re-roofing, done once.
H2
Lubalin Demi · 22–26px · lh 1.2
Inspection findings and what they mean
Eyebrow
Hanken Bold · 12–13px · caps · track +18% · Clay
BT Protect · Maintenance Program
Body
Hanken Regular · 16–17px · lh 1.65
Your membrane has roughly six seasons left. Here’s the plan for each of them, what it costs, and what it saves against a premature tear-off.
Caption / Data
Hanken SemiBold · 12–13px · lh 1.5 · Shingle
Fig. 4 — Core sample, NW quadrant. Moisture reading 12%, within tolerance.
Lubalin Graph Std is licensed via Adobe Fonts. For web builds, load it through a Typekit kit; where unavailable, Zilla Slab is the approved substitute and every spec above holds unchanged.
Section 04
Systems
The rules that make the brand behave the same in every hand — the naming ladder, the extension recipe, and the guardrails for the hurried moments where brands usually break.
The naming ladder
Primary · say this
BT
Leads every touchpoint: trucks, signage, social, merch, proposals. The monogram no longer describes the business — surrounding copy and imagery do the describing. That trade is deliberate.
Contextual
BT ROOF
The working lockup for cold audiences and first-touch media — anywhere “roof” buys instant comprehension.
Formal · legal
Bigham Taylor Roofing Corp.
Contracts, warranties, licensing, permits, heritage moments. Never retired — the proof of lineage that makes two-letter confidence credible.
Programs
Extensions
BT Protect, BT 50, and future programs extend the parent mark instead of inventing new ones.
The extension recipe
Inherit, don't invent
BT monogram or wordmark + one word or numeral in the same slab, locked at consistent spacing. No new symbols, no new colors, no new type. Every future program looks like BT on day one, at zero design cost.
Descriptors stay outside
Supporting lines like “Inspect · Repair · Prevent” live outside the lockup as marketing copy — never welded to the logo. Copy explains; the mark identifies.
Rules of the roof
Do
- Lead with the BT monogram; let headlines and imagery explain the trade
- Use BT ROOF lockups for cold audiences and first-touch media
- Keep Torch scarce — one plane, one CTA, one accent per layout
- Set every headline in the slab, every paragraph in the grotesk
- Reserve the full corporate name for legal, warranty, and heritage contexts
- Default to white backgrounds; use Ink and Blueprint fields deliberately
Don't
- Recolor the roof plane or rotate the cube
- Stretch, outline, shadow, or bevel any mark
- Place reverse-white marks on light backgrounds
- Attach taglines, phone numbers, or license lines inside clear space
- Introduce new typefaces, gradients, or off-palette colors “just this once”
- Create new sub-brand symbols — extensions inherit, they don't invent