Brand Guide
01 · Identity
Logos & Marks
The Kind Home Painting mark pairs a hand-built home icon with the wordmark. Always use one of the locked variants below. Never recreate, recolor outside the palette, or stretch.
Primary Lockup
Icon (Home Mark)
Wordmark (Type-Only)
Use the icon for favicons, app tiles, social avatars, watermarks, and anywhere the full lockup is too wide to read. Use the full lockup everywhere else — site headers, decks, business cards, signatures, proposals. Reach for the centered variants when the mark sits on a tall surface (square ad, profile cover, vertical print piece). Never recolor outside the locked palette, stretch the proportions, or place the primary lockup on a busy photo background — use the White knockout instead.
02 · Color
Color Palette
Three official brand colors. KHP Teal is the only accent — use it intentionally for CTAs and emphasis, not as wallpaper. Ink Navy does the typographic heavy lifting. Stone is the calm surface that lets the other two breathe.
Official Brand Colors
Primary Accent
Click to copy
KHP Teal
#1CB8A7
RGB 28 · 184 · 167
CTAs, highlights, italic accents, the icon roof. Use sparingly for maximum impact — never as wallpaper.
Primary Dark
Click to copy
Ink Navy
#0B217A
RGB 11 · 33 · 122
All body text, headlines, dark backgrounds. Trust-forward. Warmer and more human than black.
Surface
Click to copy
Stone
#E4E6ED
RGB 228 · 230 · 237
Section backgrounds, cards, callouts, hover states. Quiet, cool, and trust-aligned with Navy.
Support Colors
Lighter Surface
Click to copy
Mist
#F1F4F8
RGB 241 · 244 · 248
Lighter cousin of Stone for callouts, table headers, secondary cards. Use when Stone is too heavy.
Base / Background
Click to copy
Snow
#FBFAF8
RGB 251 · 250 · 248
Default page background. Off-white with a warm undertone — never use pure #FFFFFF.
Pure Dark
Click to copy
Onyx
#0F0F0F
RGB 15 · 15 · 15
Logo black, hard edges, technical contexts only. Use Ink Navy for text instead.
The 70/20/10 rule: 70% Snow + Stone + Mist (surfaces), 20% Ink Navy (text + structure), 10% KHP Teal (accent). If Teal is doing more than 10% of the work on a page, pull it back. The brand's calm comes from restraint — the trust signals shouldn't have to compete with the color for attention.
03 · Typography
Type System
Three families, three jobs. Never substitute. Intro is locked to the logo only — never use it for body or headlines.
Kindness, Love, and Respect — for your home, your time, and your trust.
Display 56
H2 — 40
H3 — 28
Light — Captions and fine print
Regular — Body copy default
Medium — Subheads and labels
Semibold — Buttons and emphasis
Bold — Stat callouts
You won't pay a dime until your painting project is completed, a final inspection is done, and you are 100% satisfied. Body copy in DM Sans Regular at 15–16px sets the default voice — warm, plain-spoken, no hard-sell language.
Pairing rule: Fraunces headline + DM Sans body. Italic Fraunces inside a headline replaces the role of color emphasis — don't combine both at once or it competes. KHP Teal accent + italic = brand signature, not a default. Generous line-height (1.6 body, 1.05–1.1 display) is part of the brand — the page should breathe.
04 · Iconography
Icon System
Phosphor Icons is the locked icon library — never emojis, never mixed sets. Use the Thin weight by default to match the editorial feel of Fraunces. KHP Teal for active states, CTAs, and trust signals. Ink Navy for navigation, UI chrome, and supporting metadata.
KHP Teal — Action & Trust
House Line
Paint Roller
Paint Brush
Shield Check
Check Circle
Star
Heart
Handshake
Medal
Seal Check
Arrow Right
Leaf
Ink Navy — UI & Navigation
Calendar
Users
Map Pin
Phone
Email
Photo
Chat
Question
Info
Search
Clock
List
In Context — The Pledge
Kindness
Every interaction — the estimate, the crew, the cleanup, the call-back — feels human and unhurried.
Love
We treat your home like the asset it is — careful prep, premium paint, and craftsmanship that holds for years.
Respect
You set the bar. You don't pay a dime until your project is complete and you're 100% satisfied.
Rules: Always Phosphor — never emojis, never Material/Lucide/Heroicons. Use Thin weight by default (
ph-light) to match the editorial register. Step up to Regular only when icons get small (under 16px) and Thin reads too delicate. KHP Teal signals action or trust — if Teal appears, the user can or should do something, or the element is a proof point. Ink Navy is the workhorse for everything else. Browse the full set at phosphoricons.com.
05 · Voice & Messaging
How We Sound
Warm and human. Confident, never boastful. Customer-centric, mission-driven. Kindness is literally in the name — it shows up in the copy.
The Brand Story in One Sentence
A Denver painting company that built itself on premium paint, an industry-leading no-exclusion warranty, and a community-reinvestment mission — and that wants every customer interaction to feel kind, transparent, and respectful.
The story every page should support
The Promise (Locked)
Kindness, Love, and Respect. For your home, your time, and your trust.
The Kindness Pledge · Do not paraphrase
The Guarantee (Verbatim)
You won't pay a dime until your painting project is completed, a final inspection is done, and you are 100% satisfied.
Use verbatim across hero, warranty, and pricing pages
Voice Principles
01
Warm and human.
Kindness is in the brand name — it shows up in the copy. Write the way Michael talks to a homeowner on his front porch, not the way a contractor talks to a lead.
02
Confident, not boastful.
"Most Trusted," "Best," and "Award-Winning" only appear when paired with a concrete proof point (review count, warranty term, partnership). Superlatives without proof get cut.
03
Customer-centric, not product-first.
Lead with what it means for the homeowner. "Your home is your biggest asset." "You won't pay a dime until…" The paint goes after the promise — never before.
04
Specific over vague.
"1,400+ reviews · 4.9 ★" beats "highly rated." "$1,000 in hail damage covered" beats "great warranty." Numbers earn trust. Adjectives don't.
05
Trust signals integrated, not decorated.
Reviews, warranty, and guarantees belong inside the page narrative — not bolted on as banner-style overlays. Three placed badges outperform twelve scattered.
06
Mission as default, not bolt-on.
Paint with Purpose and $250K reinvested in the community belong in the regular flow of pages — they're who Kind Home is, not a CSR sidebar.
Vocabulary — Retire & Replace
| Retire This | Use This Instead |
|---|---|
| We love what we do! | A specific reason a recent customer loved working with us |
| Passion for paint | Premium Sherwin-Williams & Benjamin Moore — used the right way |
| Best price guaranteed | No payment until you're 100% satisfied |
| BEST. AWARD-WINNING. TOP-RATED. | 1,400+ reviews · 4.9 ★ · BBB A+ since 2018 |
| Limited time offer! | (Cut. We don't sell on urgency.) |
| Industry-leading service | Our crews answer to a no-exclusion warranty — most painters won't write one |
| Painting professionals you can trust | Kind Home is BBB-accredited since 2018 with a perfect 5.0 rating |
| Get a free quote! | See your home in your new color in 48 hours — free estimate, no pressure |
Words and Phrases to Use
The Kindness Pledge
The brand-name promise. Capitalize as a proper noun.
Paint with Purpose
The community-giving framing. Capitalize.
Kind Communities Outreach Program
The formal program name. Use on About / Mission pages.
Painting with Kindness Program
The customer-side nomination program for families in need.
Industry-Leading, No-Exclusion Warranty
The exact phrasing for the warranty. Don't shorten.
Your home is your biggest asset
The opening framing for cost-related copy.
What We Are · What We Are Not
We Are
- A Denver-rooted painting company — local crews, local PMs, local accountability
- A team that stands behind every job with a no-exclusion warranty and a no-payment-until-satisfied guarantee
- A community-reinvesting business — $250K in free home services to families in need
- A premium-paint company — Sherwin-Williams Emerald, Benjamin Moore Aura, Centurion 1K, used right
We Are Not
- A discount painter. (We compete on trust and quality, not price.)
- A high-pressure sales operation. (No countdown timers, no "limited time" nonsense.)
- A general contractor. (Painting, cabinets, and bundled trim/gutter work. Stay in the lane.)
- A franchise. (Independently owned in Denver since 2017 by Michael Sutton.)
The contrast line: Most painters compete on price. Kind Home competes on trust — kindness in the interaction, premium paint in the can, and a warranty so wide most painters won't write one.
06 · Messaging Pillars
Six Promises
These six pillars show up across every conversion page. Anchor any new copy to one of them — if a section doesn't ladder to one, it probably doesn't belong on the page.
01 · The Kindness Pledge
Treats customers and homes with Kindness, Love, and Respect. The brand-name promise. The whole company runs on it — from estimate to walkthrough to final cleanup.
02 · No-Pay-Until-Complete Guarantee
"You won't pay a dime until your painting project is completed, a final inspection is done, and you are 100% satisfied." Verbatim. Use on hero, pricing, warranty, and any objection-handling block.
03 · Industry-Leading No-Exclusion Warranty
Covers "everything from paint fading to damage from kids, cars, dogs, and BBQs," plus up to $1,000 in hail damage on exteriors. Most painters won't write a warranty this wide — that's the moat.
04 · Premium Paint Partnerships
Sherwin-Williams (Emerald, Rain Refresh, Cashmere, Duration, Gallery Series). Benjamin Moore (Aura Exterior). Centurion 1K Acrylic for cabinets. Used as a quality proof point, never a brand drop.
05 · Paint with Purpose · Kind Communities Outreach
$250K+ in home services to families in need, funded from company profits — not from a customer surcharge. Partners: Hope House, A Precious Child, Wish For Wheels, Habitat For Humanity, Metro Caring, and others.
06 · Certified Color Consultants + Digital Mockups
Certified color designers and digital previews of your home in the new color. Most competitors don't offer this in-house — it's a real differentiator, not a checkbox.
07 · Trust & Proof
The Numbers That Earn Trust
Every number below is auditable. Lead with the proof that matches the page's job — never stack all four on the same hero. Don't mix framings on the same page. Pick one and stay consistent.
Hero Stat — Lead With This Most Often
1,400+
Verified reviews aggregated via Birdeye — Google, HomeAdvisor, Angi, Yelp, Houzz, BBB.
4.9 ★
Average across every platform. Reviews are coming in roughly daily — the operating signal is strong.
8 yrs
BBB A+ accredited since May 2018. Perfect 5.0 ★ on BBB — the only platform where it's 100%.
Three Review Framings — Pick One Per Page
Framing 01 · Conservative
800+ Google reviews
Narrowest, instantly verifiable on the Painting GBP. Use for ad headlines, short-form, or skeptical audiences where the medium can't carry a citation.
Framing 02 · Default
1,400+ verified reviews · 4.9 ★
Birdeye-auditable. Use as the homepage and trust-architecture default. Strongest balance of credibility and reach.
Framing 03 · Maximum
1,700+ reviews across 6 platforms
True total including the Solutions GBP. Use only when the supporting breakdown can sit nearby — warranty page, About page, founder letter.
The Six Trust Pillars (Place at Doubt-Moments, Not All at Once)
No-Exclusion Warranty
Exterior: chipping, cracking, fading, peeling, caulk failures + up to $1,000 hail. Interior & cabinet: damage from kids, cars, dogs, and BBQs.
No Pay Until Satisfied
Verbatim guarantee. The single strongest objection-handler we have. Use it next to pricing every time.
BBB A+ · Perfect 5.0
Accredited since 2018-05-30. 2023 BBB Torch Award for Ethics winner. The only platform where Kind Home is at a perfect 5.0.
$2M General Liability
$2,000,000 in general liability insurance + workers' comp. Rarely surfaced today; should be on the warranty page.
10,000+ Customers
"Over 10,000 Happy Paint Customers Since 2017." Use as the tenure signal — eight years, the volume to prove it.
$250K Reinvested
Paint with Purpose — services donated to families in need, funded from company profits, not a customer surcharge.
Honesty rule: Every number above is sourced and auditable. Never round up. Never combine framings on the same page. If a stat doesn't have a citation in this guide or in the reference library, it doesn't go on the site. Trust is currency — once you spend it on a bad number, it's hard to earn back.
08 · Services Architecture
What We Sell
Eight service lines live under kindhomepainting.com. Three are the conversion-focused workhorses (Exterior, Interior, Cabinet). The rest are bundles, entry points, or seasonal/secondary work. Warranty terms are part of the proof, not the fine print.
| Service | Positioning & Warranty | Length / Notes |
|---|---|---|
| Exterior Painting /services/exterior-painting/ |
"Denver's Most Recommended Exterior Pro Painters." 10-yr SW Emerald · 11-yr Rain Refresh · 12-yr BM Aura. All include up to $1,000 hail damage. | 1–3 consecutive days |
| Interior Painting /services/interior-painting/ |
"Award-Winning Interior Pro Painters of Denver." 1-yr Cashmere · 2-yr Duration · 3-yr Emerald (recommended; antimicrobial). | 2–5 days · "Painter for a Day" for small jobs |
| Cabinet Painting /services/cabinet-painting/ |
"Denver's Most Trusted Cabinet Painters." 1-yr Urethane Enamel · 3-yr Gallery Series · 5-yr Centurion 1K (recommended). Save Money / Save Time / Save Waste vs. replacement. | 3–5 days · Doors painted off-site in under a week |
| Color Consultations /services/color-consultations/ |
Certified color designers · digital mockups included. Most competitors don't offer this in-house — it's a real differentiator. | Bundled into estimates |
| Carpentry Services /services/carpentry-services/ |
Wood replacement, trim work, prep carpentry. Bundled with painting projects. | Project-dependent |
| Gutter Replacement /services/gutter-replacement/ |
Bundled with exterior projects. Quality varies — vet before featuring prominently. | 1–2 days · Bundle only |
| Painter for a Day /services/painter-for-a-day/ |
Single-day, small-scope projects. Lower-friction entry point — a great first job to earn a repeat-customer relationship. | 1 day |
| Staining Projects /services/staining-projects/ |
Fence and exterior wood staining. Multiple city-specific pages on the legacy domain. Quality varies — vet before featuring prominently. | 1–3 days |
Page-priority rule: Exterior, Interior, and Cabinet are the three conversion workhorses. They get the highest-quality copy, the strongest hero photography, and the dedicated landing-page treatments. The other five live on the site for SEO and bundle-attach value — they shouldn't compete with the Big Three for navigation real estate. Bundle-quality caveat: Gutters and staining have a couple of inconsistent reviews on file — vet specific examples before featuring them in feature treatments.