Brand Guidelines
Clear Intentions Window Washing — Sierra Vista, AZ
Version 1.0 · 2025
01 — Brand Overview
The core identity and positioning of Clear Intentions Window Washing.
Brand Name
Clear Intentions Window Washing
Tagline
"Sierra Vista's Clearest Window Washing"
Business Type
Locally owned service-area business. Residential & commercial window washing. Based in Sierra Vista, AZ.
Brand Personality
Target Audience
Sierra Vista homeowners, property managers, and local business owners who value professionalism, reliability, and supporting a local business.
02 — Logo
The Clear Intentions logo combines window-pane imagery with a gold star-tipped checkmark symbolizing quality assurance and clarity.
Primary — Light Background
Primary — Dark/Blue Background
Logo Usage Rules
✅ Do
- Use the full logo (icon + text) whenever space allows
- Maintain original proportions — never stretch or skew
- Use on white, light blue, or dark navy backgrounds
- Maintain minimum clear space equal to the logo height on all sides
- Minimum size: 120px wide for digital, 1 inch for print
- Use the drop shadow version on photographic backgrounds
❌ Don't
- Don't recolor any element of the logo
- Don't place on busy, patterned, or clashing backgrounds
- Don't add effects like gradients, outlines, or shadows not in original
- Don't display below minimum size
- Don't recreate or substitute any element
- Don't crop, rotate, or flip the logo
03 — Color Palette
The brand uses a professional blue scale — representing trust, water, and clarity — paired with gold accents symbolizing quality and excellence. All colors are accessible and meet WCAG AA contrast standards.
Approved Color Combinations
04 — Typography
The brand uses two typefaces: Montserrat for bold headings and Inter for readable body text. Both are Google Fonts loaded via CDN.
Type Scale
| Level | Size (desktop) | Weight | Font | Use |
|---|---|---|---|---|
| H1 | clamp(2.2rem–3.8rem) | 900 | Montserrat | Hero headlines |
| H2 | clamp(1.8rem–2.8rem) | 800 | Montserrat | Section headings |
| H3 | clamp(1.3rem–1.8rem) | 700 | Montserrat | Card titles, subheadings |
| Body | 1.05rem | 400 | Inter | Paragraphs, descriptions |
| Small | 0.85–0.9rem | 400–600 | Inter | Captions, tags, labels |
| Tag/Badge | 0.78rem | 700 | Inter | Section tags, labels |
05 — Buttons & CTAs
Consistent CTA styling across all touchpoints. Gold is for primary actions; Blue is for secondary. Outline for tertiary.
✅ CTA Best Practices
- Use gold for the primary / most important action per section
- Use blue for secondary actions
- Include emoji/icon prefix on hero and major CTAs for visual punch
- Keep CTA text action-oriented: "Get a Quote," "Call Now," "View Services"
- Never have more than 2 CTAs competing in one visual area
- Always include a phone CTA near the top of every page
❌ CTA Mistakes to Avoid
- Don't use vague text like "Click Here" or "Submit"
- Don't stack more than 3 CTAs in one section
- Don't use red or green buttons (not on-brand)
- Don't remove the hover animation from buttons
- Don't make CTAs smaller than 44px touch target on mobile
06 — Voice & Tone
Clear Intentions communicates like a trusted local expert — professional and confident, but friendly and approachable. Never corporate, never cold.
Brand Voice Attributes
We Are / We Are Not
| We Are | We Are Not |
|---|---|
| Professional | Corporate / stiff |
| Friendly | Overly casual / slang |
| Confident | Arrogant |
| Local & specific | Generic / national chain |
| Clear & simple | Jargon-heavy |
Voice Examples
"Sierra Vista's desert dust and hard water are tough on windows — but we're tougher. Call today for a free quote and see the Huachucas clearly again."
"Our comprehensive window cleaning solutions leverage industry-leading methodologies to deliver optimal visual clarity outcomes across all residential and commercial properties."
"We live here too. When you hire Clear Intentions, you're hiring a neighbor who takes personal pride in every window we clean in Sierra Vista."
"Our team of trained professionals is committed to exceeding customer expectations through the delivery of world-class window washing services."
07 — Photography & Imagery
Imagery should reinforce professionalism, cleanliness, and Sierra Vista's unique desert-mountain environment.
✅ Use Images That Show
- Clean, gleaming windows before/after
- Professional window washers at work
- Sierra Vista / Huachuca Mountain landscapes
- Desert homes with sparkling windows
- Storefronts with clean, professional glass
- Close-up detail of streak-free glass
- Eco-friendly cleaning supplies
❌ Avoid Images That Show
- Dirty, streaky, or damaged windows
- Amateur or unbranded equipment
- Generic stock photos with no local relevance
- Images with competing brand watermarks
- Overly staged or unrealistic scenarios
- Dark, cluttered, or low-quality photos
Image Style: Bright, clean, high-contrast. Warm natural light preferred. Blue tones should feel refreshing and water-associated, not cold. Images of the Huachuca Mountains or Sonoran Desert landscape reinforce local identity and should be used wherever context allows.
08 — Icons & Symbols
The brand uses a combination of emoji-style icons for digital warmth and SVG line icons for professional UI elements.
Approved Brand Icons
09 — Contact Information Standards
Always display contact information consistently across all materials.
Standard Contact Block
Location Naming Rules
- Always use "Sierra Vista, AZ" — never abbreviate to just "SV"
- Include "AZ" or "Arizona" with every location mention for SEO
- Use zip code 85635 when full address context is needed
- Reference "Cochise County" for broader regional context
- Use "Fort Huachuca" and "Huachuca Mountains" as local landmarks
- Never claim a physical storefront address — SAB only
10 — Digital & Web Standards
Guidelines for maintaining brand consistency across all digital platforms.
Website
- Hosted on Hostinger
- Pure HTML/CSS/JS + PHP
- Mobile-first responsive
- All pages SEO/AEO/GEO
- Schema markup on all pages
- sitemap.xml submitted
- robots.txt allows AI bots
- Profile photo: Logo on white
- Cover: Service action shot
- Post tone: Friendly + local
- Use gold CTAs in graphics
- Hashtags: #SierraVista #AZ
- Respond to reviews quickly
Print / Vehicle
- Use brand blue + gold only
- Logo always full color
- Minimum logo: 1 inch wide
- Phone number prominent
- Always include: "Sierra Vista, AZ"
- Use Montserrat for headlines
Clear Intentions Window Washing Brand Guidelines — Version 1.0 — 2025
Sierra Vista, AZ · (928) 846-6699 · kitnamy@gmail.com
This document is for internal and vendor use only. Do not distribute publicly.