# Brand Guide — HireLocksmiths

For press, partner, and editorial use.

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## Wordmark

`HIRE` in slate (`#0f172a`) followed by `LOCKSMITHS` in brand blue (`#2563eb`), set in a heavy sans (system-ui, 900 weight, -1 letter spacing). Always lockup as one word — never `HireLocksmiths.com` or `Hire-Locksmiths`. The lockup pairs with the icon mark to its left at a 16-px gap.

## Icon mark

Square, blue (`#2563eb`), 14-px corner radius. Contains a white padlock with a slate keyhole over a faint white shield outline at 18% opacity. Files in `press-kit/`:

- `hirelocksmiths-logo.svg` — full lockup, color
- `hirelocksmiths-logo-white.svg` — full lockup, white-on-dark variant
- `hirelocksmiths-mark.svg` — icon-only mark

PNG / additional formats available on request — email **press@hirelocksmiths.com**.

## Color palette

| Token              | Hex       | Use                                       |
|--------------------|-----------|-------------------------------------------|
| Brand Blue 700     | `#1d4ed8` | Primary accent, CTAs, links               |
| Brand Blue 600     | `#2563eb` | Secondary accent, hover                   |
| Brand Blue 500     | `#3b82f6` | Highlight, hero gradients                 |
| Slate 900          | `#0f172a` | Body copy, headings                       |
| Slate 600          | `#475569` | Secondary text                            |
| Slate 50           | `#f8fafc` | Surfaces, backgrounds                     |
| Red 600            | `#dc2626` | Warnings, scam-flag accents               |

## Typography

- **Family:** `system-ui, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, sans-serif`
- **Weights:** 400 (body), 700 (UI), 900 (headlines)
- **Spacing:** -0.025em on h1/h2; +0.18em (uppercase) on eyebrow chips

## Voice

Plain-spoken, anti-jargon. We never call locksmiths "smiths" or use industry slang. Written for the person standing on a porch at 2 AM with a phone in one hand.

## Don'ts

- Don't recolor the mark outside the brand palette.
- Don't add a drop shadow.
- Don't break "HIRELOCKSMITHS" across two lines.
- Don't use the white variant on a light background — it disappears.

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For approvals or atypical use cases (broadcast lower-thirds, partnership lockups, etc.), email **press@hirelocksmiths.com**.