Reframe Homes – Brand guidelines

Positioning

Reframe Homes is a property investment and refurbishment company with its own build team. The brand should feel like a premium developer – considered, confident, well-made – never like a “we buy any house” cash buyer. Three words to check every piece of work against:

Considered

Generous white space, one idea per screen, nothing shouting.

Solid

Deep forest green, heavy type, square geometry. We own the work.

Warm

Sand and brass soften the green. We're buying people's homes and difficult situations.

Logo

The mark is a frame within a frame: an outlined house with a solid block set into its corner – the finished home we put back inside the shell we bought. Brass square = the door, the one warm point. The wordmark pairs Manrope ExtraBold “Reframe” with Medium “Homes”.

Clear space: Equal to the height of the mark on all sides.
Minimum size: Lock-up 120 px / 30 mm wide; mark alone 20 px / 6 mm.
Colourways: Forest on white or sand; reversed Bone on Forest; never on photography without a solid panel.
Don't: Stretch, rotate, outline, add shadows or gradients, change the brass square, or set the wordmark in another typeface.
Files: /logo.svg (lock-up), /favicon.svg (icon). Export PNG at 2× for social, email and print.

Colour

Forest carries the brand and is the only colour for large areas. Sand and Bone are the page. Brass is a highlight, used small – one touch per screen. No other accent colours.

Forest#0F3D2E · RGB 15 61 46 · Pantone 3435 C

Forest Deep#0A2A20 · footers, pressed states

Moss#1C5A44 · hover, gradients

Brass#C8A24A · RGB 200 162 74 · Pantone 7555 C

Sand#E9DFCB · panels, badges

Sand Light#F5F0E6 · section backgrounds

Bone#FBF9F4 · page background

Ink#121412 · body text · Stone #6B7370 muted

Contrast (WCAG): Forest on Bone 11.9:1 · Bone on Forest 11.9:1 · Ink on Bone 17:1 · Brass on Forest 5.2:1 (AA) · Brass on white 2.4:1 – never use Brass for text on light backgrounds.

Typography

One family – Manrope – at five weights. Headlines ExtraBold 800 with tight tracking (−3%); body Medium 500; labels Bold 700, uppercase, +16% tracking. Fallback: Segoe UI / Helvetica / Arial.

Display & headlines

We buy houses that need work. We make them homes again.

H1 48–80 px · H2 32–50 px · H3 20–30 px · line-height 1.05

Body, labels & numerals

Reframe Homes Ltd acquires unmodernised, probate, auction and damaged properties, refurbishes them with our own in-house build team, and sells or lets them.
Section label
20+

Body 16–19 px / 1.6 · Big numerals 800 with brass suffix

<link href="https://fonts.googleapis.com/css2?family=Manrope:wght@400;500;600;700;800&display=swap" rel="stylesheet">
font-family: Manrope, "Segoe UI", Helvetica, Arial, sans-serif;

Components & layout

Buttons

12 px radius, Bold 700, 15–16 px. Primary Forest; Outline for secondary; Sand on dark backgrounds. Arrow icon only on the main call to action.

Sell us your property How we work On dark

Cards, radius, lines

16 px radius. 1 px Forest line at 12% – no heavy borders. Shadows only on hover or on the enquiry panel (0 30 60 / 8%). Icons: 2 px line icons in Forest on a Sand Light tile, 52 px.

Grid: 1200 px max, 24 px gutters, 12 columns. Sections 64–120 px vertical. Numbered sections (01, 02, 03) in Brass.

Tone of voice

“We buy houses that need work.”
Say what happens next and when.
Use “we” and “you”. Name the trade, not the department.
Give the number: “20 years”, “3–6 weeks”, “no fees”.
Full stops. Short sentences. Calm.

Don't

“Unlock the potential of your real-estate asset!”
Exclamation marks, ALL CAPS urgency, countdown timers.
“Bespoke”, “luxury”, “stunning”, “investor-friendly”.
Promise a price or a date before we've seen the house.

Applications

Email signature: Name · Role · Reframe Homes Ltd · phone · reframehomes.co.uk. Mark at 32 px, Forest text, Brass rule.
Business card: Forest front with reversed lock-up; Bone back with details in Manrope Medium 8.5 pt.
Site boards & vans: Forest panel, reversed lock-up, one line: “Refurbishment by Reframe Homes” + website. Brass only for the door square and the URL.
Letterhead / offers: Logo top-left, footer: Reframe Homes Ltd · Registered in England & Wales No. [00000000] · Registered office [address].
Social: Forest square posts with one headline in Bone; property photos get a 24 px Forest frame and the mark bottom-right.