Brand guidelines
The Total Hygiene brand
Logo, colours, type, buttons and tone of voice for the website, vans, uniforms and paperwork. Use this page when you make anything that carries the Total Hygiene name.
Logo
A water drop with the river running through it
The drop stands for hygiene; the aqua and coral waves are the Thames our routes follow. Keep clear space around the logo equal to the height of the drop's highlight, and never stretch, recolour or outline it.
On light backgrounds
On plum and dark photos
Colour
Plum and coral, with aqua for calm
Plum carries the brand. Coral is for the one thing we want people to do on a page, usually the quote button. Aqua is for highlights and backgrounds. Deep coral is for links and small text, because it passes contrast checks on white.
Typography
Bricolage Grotesque and Figtree
Headings use Bricolage Grotesque, bold, set slightly tight. Everything else uses Figtree. Both are free Google fonts and are hosted on our own server.
Eyebrow label
Heading one
Heading two
Heading three
Lead paragraph: one or two sentences that say what the section is about.
Body text is Figtree at a comfortable size, with generous line spacing so long pages stay easy to read on a phone.
Buttons and components
One main action per screen
Coral buttons are for the main action. Outline buttons are for the second choice. Aqua buttons only appear on plum backgrounds.
Card
White, softly rounded, with a thin border. It lifts slightly on hover when it links somewhere.
Icon badge
A round aqua badge holds an icon. Icons come from Font Awesome solid.
Photography
Real, bright, British settings. Staff in plum polos. No visible text or logos in photos.
Tone of voice
Write like a local team that knows its job
Plain, warm and specific. Say what actually happens on a visit rather than how good we are. Talk to the reader as you, and to ourselves as we.
British English, sentence-case headings
Specific beats general: towns, days, units
No claims we cannot prove, and no knocking competitors
Never publish a Total Hygiene email address on the website
Say this
Every visit is logged with the time and a photo of each unit, so you can check it happened.
Not this
We deliver a seamless, best-in-class hygiene experience tailored to your needs.