Brand Guide May 2026 Lawn & Land Only

BUILT FOR THE GREEN INDUSTRY

The official Lawn & Land Marketing brand guide — built around our colors, our voice, our typography, and the premium dark UI language that already feels like us.

Section01

Overview

Specialist over generalist. Clear over clever. Premium over flashy.

Lawn & Land Marketing is built specifically for lawn care and landscaping companies. The brand should always feel confident, direct, growth-focused, and industry-native — not like a generic agency wearing green for decoration.

This guide defines the Lawn & Land visual system: Midnight as the anchor, Limeade and Gator as the growth colors, Rethink Sans for momentum, Outfit for practical readability, and Twilight as the controlled digital accent.

52+

Active Clients

97%+

Client Retention

$3M+

Managed Ad Spend

Team Members

$1M+

Annual Run Rate

Core Positioning

Partner, not vendor. We do not hide behind process theatre or generic marketing language. We lead with outcomes, proof, and category depth.

Messaging Spine

Digital marketing built for the green industry. Every page, deck, portal, report, and creative asset should feel specialized the second it loads.

Design Goal

Make the system feel premium, clean, and unmistakably Lawn & Land — dark enough to feel sharp, green enough to feel alive, disciplined enough to scale.

Primary Identity Forms

Use the right logo shape for the placement, not whatever file is nearest.

Badge

Best for avatars, favicons, social icons, and small footprint placements where recognition has to happen fast.

Vertical

Best for centered placements, presentations, and sections that need the emblem to carry more presence.

Horizontal

Best for navigation bars, website headers, email signatures, and almost every wide-format layout.

Section02

Core Palette

Four colors define the system. Each one has a clear job and should stay consistent everywhere.

Midnight

Hex #191919

RGB 25, 25, 25

Role Canvas · text · authority

Limeade

Hex #ACE71D

RGB 172, 231, 29

Role Attention · CTAs · active states

Gator

Hex #5DCA49

RGB 93, 202, 73

Role Support · gradients · growth cues

Twilight

Hex #6837EF

RGB 104, 55, 239

Role Digital accent · light-mode driver

Semantic Token Mapping Dark

dark mode is lime-led · light mode is violet-led

Section03

Secondary Palette

Derived support tones for decks, docs, cards, and quieter moments. Use them to organize — not to compete.

Cloud

Hex #F5F7F2

Use Light canvases · cards · document surfaces

Field Mist

Hex #E5EEDC

Use Quiet backgrounds · soft fills · hover states

Slate

Hex #7B827D

Use Secondary copy · dividers · table meta

Night Pine

Hex #293526

Use Dark layered surfaces under Midnight

Section04

Color Pairings

Greens should feel intentional, not sprayed everywhere. Contrast first. Brand second. Both, ideally.

Approved · Core

Limeade on Midnight

Midnight on Limeade

White on Gator

White on Twilight

Approved · Supporting

Midnight on Cloud

Midnight on Field Mist

White on Midnight

Twilight on Cloud

Avoid · Low Contrast / Off-Brand

Limeade on Cloud

Gator on Limeade

Slate on Midnight

Limeade on Gator

Section05

Color Ratio

Derived system guidance. Neutrals carry the page. Greens carry the energy. Twilight punctuates, it doesn't dominate.

A good Lawn & Land composition usually lands around 70 / 20 / 10: base neutrals first, green system second, violet accent last. That keeps the work feeling premium instead of loud.

Midnight 45%

Cloud 25%

Limeade 12%

Gator 8%

Twilight 10%

70%

Foundational neutrals · Midnight + Cloud

20%

Growth system · Limeade + Gator

10%

Digital emphasis · Twilight

Section06

Opacity

Opacity is for surfaces, glows, overlays, and UI layers — not for core body copy.

On-brand depth comes from restrained layering. Use opacity to create motion and hierarchy, but keep core type solid. If the copy gets hazy, the brand gets soft.

Midnight

100

Limeade

100

Gator

100

Twilight

100

Section07

Gradients

Use gradients for energy, not as a crutch. They should support focal moments, never replace hierarchy.

Our gradient system stays inside the brand family. The greens handle most of the heavy lifting. Twilight appears when a digital surface needs a sharper, more modern edge.

Limeade → Gator

Primary brand gradient

Midnight → Gator

Dark hero / app surfaces

Twilight → Limeade

Controlled digital contrast

Twilight → Soft Twilight

Light-mode action states

Cloud → Limeade

Subtle highlight bar

Midnight → Twilight

Tech-forward editorial moments

Section08

Textures

The L&L system is strongest when the background feels alive without trying to steal the scene.

Instead of loud decorative assets, Lawn & Land works best with ambient texture: green glow, controlled grid rhythm, soft grain, and restrained diagonal motion. It should feel cinematic, not cluttered.

Gator Glow

Hero sections · social graphics · premium dark surfaces

Dot Grid

Dashboards · admin panels · structure without noise

Fine Grain

Deck backgrounds · print-ish digital moments · subtle texture

Diagonal Motion

Editorial separators · campaign visuals · directional energy

Use glow for depth

Great for dark hero moments, app canvases, thumbnails, and premium callouts. Keep it soft and wide.

Use grid for structure

Great when a surface needs rhythm or a technical edge. The grid should whisper, not shout.

Use grain for polish

Great when flat backgrounds feel sterile. Stay under roughly 3% visual intensity or it turns muddy fast.

Section09

Typography

Rethink Sans carries momentum. Outfit carries readability. Inter keeps the UI crisp.

The type system should feel fast and decisive. Headlines push forward. Body copy stays clean. Utility labels get out of the way.

Display · Brand

Rethink Sans

Primary display face for headlines, section titles, and punchy campaign statements.

Use
800 italic
900 italic for rare special cases

Best forHero headlines · H1/H2 · bold campaign callouts

Display Rule

Use heavy italic weights for momentum. Headlines should feel like forward motion, not static labels.

Case

All caps works when the layout is sharp. Title case works when the message needs more warmth. Both are on-brand.

Don't Overdo It

If every line is huge and italic, none of it feels special. Use hierarchy, not volume, to create punch.

Body · Support

Outfit

Primary practical face for paragraphs, cards, guides, and interface copy that needs to be read quickly.

Use
400 regular
500 medium
600 semi-bold

We build websites, run ads, manage SEO, and create systems that help lawn and landscaping companies grow like they mean it.

Best forBody copy · UI descriptions · landing page support text

Utility · UI

Inter

Labels, small meta text, buttons, tables, and data UI where crispness matters more than personality.

Use
500 medium
600 semi-bold

WEBSITES · GOOGLE ADS · META ADS · SEO

Best forButtons · nav labels · badges · captions · tables

Section10

Don'ts

Most bad brand work is not from lack of effort. It's from lack of discipline.

Limeade on Cloud

Gradient inside type

Gator on Limeade

Muted copy on dark hero text

Off-brand random neon

Opacity on critical type

Section11

In Context

This is where the system proves it isn't just pretty swatches and good intentions.

Buttons

Inputs & Badges

Active Draft 97% Retention Needs Review Brand Token Off-Brand

Exclusive to lawn + landscape

WE BUILD GROWTH SYSTEMS

Dark canvas. Sharp type. Limeade + Gator energy. Twilight only where the digital product wants a smarter edge.

WebsitesAdsSEO

Leads

314

↑ 12.4% MoM

Close Rate

18%

↑ 2.1 pts

Retention

97%

Stable

Weekly momentum

Section12

Tokens & Code

Copy-paste ready for product, prototype, and front-end work.

app/globals.css

@layer base {
  :root {
    --background: #FBFCF8;
    --foreground: #191919;
    --card: #FFFFFF;
    --card-foreground: #191919;
    --popover: #FFFFFF;
    --popover-foreground: #191919;
    --primary: #6837EF;
    --primary-foreground: #FFFFFF;
    --secondary: #EAF4E1;
    --secondary-foreground: #191919;
    --muted: #EEF4E7;
    --muted-foreground: #6F756F;
    --accent: #DDEBCC;
    --accent-foreground: #191919;
    --destructive: #E11D48;
    --border: #DDE6D3;
    --input: #DDE6D3;
    --ring: #6837EF;
  }

  .dark {
    --background: #191919;
    --foreground: #F4F7EF;
    --card: #222521;
    --card-foreground: #F4F7EF;
    --popover: #222521;
    --popover-foreground: #F4F7EF;
    --primary: #ACE71D;
    --primary-foreground: #191919;
    --secondary: #262B24;
    --secondary-foreground: #F4F7EF;
    --muted: #2B3029;
    --muted-foreground: #A0A8A0;
    --accent: #31372E;
    --accent-foreground: #F4F7EF;
    --destructive: #F43F5E;
    --border: #30352D;
    --input: #30352D;
    --ring: #ACE71D;
  }
}

app.css / theme.css

@theme {
  --color-ll-midnight: #191919;
  --color-ll-limeade: #ACE71D;
  --color-gator: #5DCA49;
  --color-ll-twilight: #6837EF;
  --color-ll-cloud: #F5F7F2;
  --color-ll-mist: #E5EEDC;
  --color-ll-slate: #7B827D;
}

ll-brand-tokens.json

{
  "meta": {
    "name": "Lawn & Land Marketing \u00b7 Brand Guide",
    "version": "0.1",
    "notes": "Official Lawn & Land core palette and theme tokens."
  },
  "core": {
    "shadow": "#191919",
    "limeade": "#ACE71D",
    "gator": "#5DCA49",
    "twilight": "#6837EF"
  },
  "secondary": {
    "cloud": "#F5F7F2",
    "fieldMist": "#E5EEDC",
    "slate": "#7B827D"
  },
  "themes": {
    "light": {
      "background": "#FBFCF8",
      "foreground": "#191919",
      "card": "#FFFFFF",
      "primary": "#6837EF",
      "secondary": "#EAF4E1",
      "ring": "#6837EF"
    },
    "dark": {
      "background": "#191919",
      "foreground": "#F4F7EF",
      "card": "#222521",
      "primary": "#ACE71D",
      "secondary": "#262B24",
      "ring": "#ACE71D"
    }
  }
}

Resources↓

Downloads

Enough to brief a designer, a developer, or an AI without making them dig.

Official logo assets live in the public brand-assets repo. This page also packages a working starter kit for implementation: token files, AI-ready context, and a mirrored logo zip for quick use.

LOGOS

Brand Identity

Logo Pack

Badge, vertical, horizontal, bordered variants, plus the current thumbnail example. Mirrored from the official public asset repo.

Light and dark theme variables for quick implementation in plain CSS, shadcn-style globals, or component libraries.

CSS · theme variables

Download