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Brand Overview

Storage Valet โ€” Premium pickup, storage, and delivery for the New Jersey Gold Coast

Brand Personality

Brand Spelling

Storage Valet (two words, space between) โ€” use consistently everywhere.

Color Palette (v2.2 โ€” January 2026)

Primary Colors

sv-deep-teal
#213C47 ยท RGB 33, 60, 71
Headers, hero panels, headlines
ANCHOR
sv-gunmetal
#343A40 ยท RGB 52, 58, 64
Primary body text
sv-slate
#6A7F83 ยท RGB 106, 127, 131
Secondary text, descriptions
sv-steel
#88989A ยท RGB 136, 152, 154
Muted text, placeholders

Accent & Action

sv-brown
#6B4E3D ยท RGB 107, 78, 61
PRIMARY CTA buttons ONLY
CTA
sv-brown-hover
#5A4133 ยท RGB 90, 65, 51
CTA hover states
sv-accent
#0E6F6A ยท RGB 14, 111, 106
Links, labels, focus rings
ACCENT

Backgrounds

sv-parchment
#EEEBE5 ยท RGB 238, 235, 229
Warm page backgrounds
sv-alabaster
#E0E1DD ยท RGB 224, 225, 221
Cool/alternating sections
sv-white
#FFFFFF ยท RGB 255, 255, 255
Cards, modals, inputs

Quick Reference Card

ANCHOR:       sv-deep-teal   #213C47   Headers, hero panels, headlines
TEXT:         sv-gunmetal    #343A40   Body text
SECONDARY:    sv-slate       #6A7F83   Secondary text, descriptions
MUTED:        sv-steel       #88989A   Placeholders, disabled states

CTA:          sv-brown       #6B4E3D   Primary action buttons ONLY
CTA-HOVER:    sv-brown-hover #5A4133   Button hover states
ACCENT:       sv-accent      #0E6F6A   Links, labels, focus rings

BG-WARM:      sv-parchment   #EEEBE5   Page backgrounds
BG-COOL:      sv-alabaster   #E0E1DD   Alternating sections
BG-ELEVATED:  sv-white       #FFFFFF   Cards, modals, inputs

Typography

Font Families

UsageFontNotes
Logo wordmarkMontserrat"Storage Valet" only
Logo taglinePoppins"pickup | storage | delivery" only
All UIInterNav, headings, body, forms, buttons

Type Scale (Desktop)

StyleFontWeightSizeLine Height
H1Inter60048px120%
H2Inter60036px120%
H3Inter60024px130%
LeadInter40018px160%
BodyInter40016px150%
SmallInter40014px150%
ButtonInter60015px100%

UI Components

Buttons

TypeBackgroundTextBorder
Primarysv-brownwhiteโ€”
Secondarysv-deep-tealwhiteโ€”
Outlinetransparentsv-deep-tealsv-deep-teal
Ghosttransparentsv-deep-tealโ€”

Button Examples

Cards

.card {
  @apply bg-sv-white rounded-xl shadow-sm border border-sv-deep-teal/10 p-6;
}

Inputs

.input {
  @apply w-full px-4 py-3 border border-sv-deep-teal/12 rounded-lg;
  @apply bg-sv-white text-sv-gunmetal;
  @apply focus:ring-2 focus:ring-sv-accent focus:ring-opacity-30;
  @apply placeholder:text-sv-steel;
}

CSS Variables

:root {
  /* Primary: Anchor & Text */
  --color-sv-deep-teal: 33 60 71;
  --color-sv-gunmetal: 52 58 64;
  --color-sv-slate: 106 127 131;
  --color-sv-steel: 136 152 154;

  /* Accent & Action */
  --color-sv-brown: 107 78 61;
  --color-sv-brown-hover: 90 65 51;
  --color-sv-accent: 14 111 106;

  /* Backgrounds */
  --color-sv-parchment: 238 235 229;
  --color-sv-alabaster: 224 225 221;
  --color-sv-white: 255 255 255;
}

Important

CSS variables must use space-separated RGB values: 33 60 71 NOT 33, 60, 71

Do's and Don'ts

โœ“ Do

  • Use sv-brown for PRIMARY CTAs only (one per screen)
  • Use sv-deep-teal for headlines and headers
  • Use sv-accent for links and focus rings
  • Maintain consistent opacity modifiers
  • Use semantic colors for states

โœ— Don't

  • Use bg-white or text-gray-* directly
  • Overuse sv-brown โ€” it should stand out
  • Mix deprecated tokens with new tokens
  • Use Montserrat or Poppins outside the logo
  • Introduce new colors without approval

Deprecated Tokens

Old TokenNew TokenHex
sv-midnightsv-deep-teal#213C47
sv-terracottasv-brown#6B4E3D
sv-embersv-brown-hover#5A4133
sv-navysv-accent#0E6F6A
sv-bonesv-parchment#EEEBE5
sv-ivorysv-alabaster#E0E1DD
sv-viridiansv-deep-teal#213C47