Brand Identity System · 2026

trim + respond

The controls & trades ops platform that trims the back office and keeps clients in the loop.

Built by someone who's wired a VAV box. Estimating, project management, material tracking, QuickBooks sync, and a client portal — one platform, no enterprise pricing.

01 — Logo System

trim+respond

Primary — Dark background

trim+respond

Secondary — Steel background

trim+respond

Light — Warm white background

trim+respond

Accent — Deep green background

Icon mark — App icon / favicon

trim+respond

02 — Color Palette

Deep Green
#0A6B4A
Primary accent · Both modes
Field Green
#3DB882
Dark mode mid-tone · Labels
Ink
#0D0D0D
Dark mode background
Warm White
#F0EBE1
Light mode background
Steel
#1C2B3A
Cards · Surfaces
Slate
#C8D4DA
Secondary text

Note: #00E5A0 "Electric" is retired. Deep green is grounded, industrial, and ownable in the trades space.

03 — Typography

Display — Syne 800

Built for the
job site.

Heading — Syne 700

Estimate. Track. Close.

Body — DM Sans 400

trim+respond gives controls and trades contractors a single platform to run estimates, track materials, manage projects, and keep clients informed — without the enterprise price tag.

Mono — DM Mono 400 (data / system use only, not brand separator)

job_id: TR-2847 · phase: rough-in · qb_sync: complete ✓

04 — Taglines

Trim the chaos. Respond faster.
Primary tagline — all channels
Primary
Built for the trades. Priced for reality.
Competitive positioning — vs ServiceTitan, Buildertrend
Alt
From estimate to invoice, without the mess.
Feature-focused — ads and landing pages
Alt
The ops platform controls contractors actually use.
Category claim — website hero, sales decks
Alt
Less admin. More jobs closed.
Outcome-focused — email, short-form
Alt

05 — Brand Voice

Personality

  • Confident without being corporate
  • Speaks like a controls contractor, not a consultant
  • Direct — no fluff, no buzzwords
  • Capable and no-nonsense
  • Approachable, never condescending

Tone in practice

  • Short sentences. Active voice.
  • Lead with the outcome, not the feature
  • "You're on the job site, not at a desk"
  • Humor is dry, never forced
  • Numbers and specifics over vague claims

We say

  • "Track your materials in real time"
  • "Your client can see the project status"
  • "Syncs with QuickBooks automatically"
  • "Built for controls and HVAC contractors"

We don't say

  • "Leverage our synergistic platform"
  • "End-to-end solutions ecosystem"
  • "Disrupt the construction vertical"
  • "Enterprise-grade for SMBs"

06 — Logo Usage

Do

  • Always write as lowercase: trim+respond
  • Use Deep Green (#0A6B4A) for the + in both modes
  • Use the T/R icon mark at small sizes and app icons
  • Maintain clear space equal to the height of "t"
  • Keep the + as brand mark only — use words as data separators in UI

Don't

  • Don't capitalize: not Trim+Respond
  • Don't replace + with "and" or "&"
  • Don't use a bare + as the app icon — use the T/R mark
  • Don't place on busy photographic backgrounds
  • Don't use the neon Electric green (#00E5A0) — retired