Brand OS · Homeowner Insights, LLC

Dark Waters Ledger

The approved v3 identity, directed by David on 2026-07-17: the Ledger's editorial calm, recolored for Florida water at night. Pitch-dark blue, aqua, and an orange spark of insight. Everything on this page traces to the brand kit in the Brain.

Color

The Palette

Pitch#0B1F2A
Text and dark surfaces. 15.9:1 on Foam

Foam#F5F9FA
Page backgrounds

White#FFFFFF
Cards and surfaces

Slate#48606B
Secondary text (AA)

Aqua Deep-Text#00727C
Readable accent: links, buttons, small text (AA)

Team Aqua#008E97
Graphics and large numerals ONLY

Harbor#00525A
Hover states; white on it passes AAA

Team Orange#FC4C02
The spark: bulb, markers, highlights. Never body text on light

Aqua Light#7FD3DA
Accents on dark surfaces. 9.8:1 on Pitch

Aqua Wash#E6F3F4
Tint panels and notes

Mist#EDF3F5
Soft tint backgrounds

The reading rule: Pitch on Foam or White for body text; use Aqua Deep-Text for any aqua that must be read; the official Team Aqua and Team Orange live in graphics, big numbers, markers, and the mark itself. Orange is the spark, used sparingly.

Typography & Casing

How We Set Type

Display

Source Serif 4, Weight 650

Headlines and display numbers. Confident, editorial, warm.

Body

The system sans-serif, tabular figures for numbers.

Fast, native, readable everywhere.

Casing rules (per David): Title Case for headers, nav labels, and buttons. "Reserve Study," "Reserve Studies," "Structural Integrity Reserve Study," and "Structural Integrity Reserve Studies" are always capitalized. Exclamation points are welcome as warm emphasis, never sprinkled mechanically. No em or en dashes in anything client-facing.

The Mark

House Insight

David's concept, modernized: a pitch house silhouette with a magnifying glass revealing an orange lightbulb. Inspection plus insight in one shape.

Horizontal · headers, documents, signatures

Horizontal on dark surfaces

Stacked · covers, social cards

Stacked on dark

Icon · avatars, favicons, watermarks

One-color · engraving, stamps, fax-grade

Master files live in Brand/homeowner-insights/logo/ with per-variant usage notes. Never rebuild the mark by hand; use these files.

Voice & Numbers

How We Sound

State Served. Florida is the entire focus, and we say so with pride.

Credentialed Reserve Specialist (#369). You work directly with the founder.

10+

Years of experience behind every report.

500+

Reserve Studies completed, including SIRS. The one citable stat.

Warm, plain English, the reader is the hero. We explain, we never frighten: no collapse imagery, no Surfside references, no ticking time bombs. Claims and stats come only from the Facts folder.

Never on Homeowner Insights, LLC materials: the sibling brand's name in any form, a bare "HI", a comma-less "Homeowner Insights LLC", invented prices or study counts, or fear-selling of any kind.

Sources

Where This Lives

Source	File
The brand kit (canonical)	Brand/homeowner-insights/brand-kit.md
Logo suite + usage	Brand/homeowner-insights/logo/
David's voice profile	Rules/writing-tones/david-voice-hi.md
The decision record behind v3	Facts/decisions/2026-07-17-david-website-review.md

Looking for the sibling brand? Prime Reserve Planning's brand page is kept fully separate.