ARCH Exteriors
Brand Kit

The single source of truth for how ARCH Exteriors looks, sounds, and shows up — story, voice, logo, color, type, and ready-to-use assets. If it goes in front of a homeowner, it starts here.

Section 01Verbal Identity

ARCH Exteriors sounds like a carpenter who became a business owner: straight talk, no price positioning, and a conviction that the work should speak for itself. This section is the reference for anyone writing or speaking on behalf of ARCH, so the brand says the same things, the same way, everywhere.

Sub-Section 01.1

Brand Story & Values

Jake and Sam Wadding framing window openings on an early job — Jake and Sam Wadding in the early years, on a job site.

"We're everyday people, and we're proud to work for everyday people. Same crew, same process, same result, no matter who we're doing it for."

Our Founders' Story

ARCH started in 2009 with two brothers, Jake and Sam Wadding, running a full-service remodeling company around Frederick, Maryland. Both came up the same way: summers on a carpentry crew through high school, then carpentry full time. That hands-on foundation is what ARCH is built on. Back then they did it all, interior and exterior, framing to finish, for homeowners and for other contractors who needed the work done right.

Today the split is simple. Jake's focus is giving people an easy solution to their exterior problems and doing the work right the first time; Sam leads the customer side, guiding homeowners from the first conversation to the finished job, listening first and giving honest recommendations. Over time it became clear the exterior side was where they were best and where homeowners needed them most: windows, doors, siding, roofing.

In 2016 they made it official, dropped the interior work, and became ARCH Exteriors. From there the focus was on building a company that runs on solid process, not guesswork. ARCH carries products at every level, from dependable and affordable to fully high-end, and installs every one of them the right way. Same crew, same process, same result, no matter who they're working for.

Since then it's been steady growth: expansion into Northern Virginia, long-term trade partner relationships, and real systems behind every job so nothing falls through the cracks. Today ARCH serves homeowners across central Maryland and Northern Virginia, and treats every home like it belongs to a neighbor, because in Frederick County, it usually does. Same two brothers, same standards, just a lot more refined.

Credentials

ARCH would rather earn trust through consistent work and real reviews than chase plaques. Present these as backup, not as the headline.

Credential	Detail
Founded	2009 (full-service remodeling); became ARCH Exteriors in 2016
Owens Corning Preferred Contractor	Roofing; unlocks full-system warranties
TimberTech Pro	Decking; longer manufacturer warranties
Authorized ProVia Retailer	Windows and doors; manufacturer-backed coverage
BBB Accredited	4.9 stars on Google across 385 reviews
Licensed	Maryland MHIC #129117; Virginia #2705166660A
EPA Lead-Safe Certified	Required for pre-1978 homes, common in downtown Frederick
Memberships	Frederick County Chamber of Commerce; North American Deck and Railing Association (NADRA)

Core Values

Straight Talk

Honest recommendations, no games. If you don't need it, we'll tell you.

Do the Right Thing

Integrity on every job, whether anyone's watching or not.

Built to Last

We install every product the right way, so the work holds up.

Discipline

The same proven process on every job, so quality stays consistent.

Accountability

If something's off after we're done, we're the first ones back.

Sub-Section 01.2

Target Audience

ARCH serves homeowners across central Maryland and Northern Virginia who research before they call, have been burned or heard the horror stories, and want one question answered: can I trust these people to do what they said, for what they said, and stand behind it? ARCH does not segment by budget. The modest-budget homeowner and the top-of-the-line homeowner get the same crew, same process, same standard.

Customer Personas

Primary: The cautious researcher

A homeowner facing a four- or five-figure exterior project who has done their homework, has two or three quotes, and is wary of being oversold, pressured, or ghosted after signing. They want straight answers during the visit, not a callback that may never come.

Secondary: The aging-house owner

Owners of 90s and early-2000s builds (Mount Airy, Walkersville, New Market) whose roofing and siding are reaching end of life, plus owners of rural and older homes (Middletown, Jefferson, Brunswick) dealing with weather-worn trim and full exterior projects.

Growth: The deck buyer

Higher-end Urbana homeowners whose first-wave construction is aging and who want higher-end windows and a deck built to outlast wood. Decks are ARCH's stated growth target and the highest average ticket at $42,000.

Attributes & Motivations

Attribute	Description
Location	Frederick County home base; Montgomery, Carroll, Howard, and Washington counties in Maryland; Loudoun and Fairfax counties in Virginia
Target cities	Frederick, Urbana, Mount Airy, Walkersville, Middletown, New Market, Brunswick, Jefferson, Thurmont
Home type	Owner-occupied residential across the range: historic downtown Frederick homes, 90s-2000s suburban builds, newer Urbana development, rural and older homes toward the mountains
Project size	Doors ~$10K, windows ~$14K, windows + doors ~$18K, roofing ~$16K, siding ~$30K, decks ~$42K
Decision driver	Trust and follow-through over the lowest bid; they want to know the price won't balloon and the crew will finish
Top objections	Price comparison first ("another quote was lower," "any wiggle room"), then "I need to think about it," then financing and monthly payment
Pain points	Overpromise and sloppy work; being oversold things they don't need; hidden costs mid-project; a company that goes dark after the contract; warranties that mean nothing when needed
What they value	Fair, upfront pricing with no games; communication from first visit through install; crews that show up on time, work clean, and respect the property; feeling listened to instead of pushed
Weather context	Mid-Atlantic: hot humid summers, freeze-thaw winters, periodic wind and hail; storm and age wear, energy efficiency, and low-maintenance materials are the recurring concerns

"Most Frederick County homeowners aren't looking for the cheapest bid or the flashiest pitch. They want a crew that gives it to them straight, shows up when they said they would, and is still around if something's off a year later."

Questions Homeowners Ask After an Appointment

Use these to shape FAQ, service pages, and follow-up sequences.

What's the total cost, and what exactly is included?
Do you offer financing, and what would my monthly payment be?
What's the difference between the material options, and which is right for my home?
How long will it take from start to finish, and when can you start?
Do I need a permit, and do you handle that?
What warranties cover the product and the labor, and what happens if something goes wrong later?
What happens if you find unexpected damage once you start, like rot under the siding?
How much is the deposit, and when is the balance due?
How disruptive will this be to my daily routine?

Sub-Section 01.3

Services & Systems

ARCH is a true full-service exterior company: decks, doors, gutters, windows, roofing, siding, and storm damage under one roof, so a homeowner doesn't juggle five contractors for one house. Every service carries every major manufacturer, and every install is backed twice, once by the manufacturer and once by ARCH.

Core Services

Listed in order of focus.

Service	What ARCH does	Manufacturers	Install time	Lead time
Windows & Doors	Replacement windows and entry doors, custom-built to order	ProVia (Authorized Retailer), Home Guard Industries; Andersen, Pella, or any brand on request	1 to 2 days	4 to 6 weeks manufacturing
Siding	Fiber cement, engineered wood, vinyl, and composite siding replacement	CertainTeed, James Hardie, LP SmartSide, Mastic, Ascend	3 days to 1 week	Depends on material availability; in-stock moves fast
Decks	Composite and PVC decks with upgraded framing systems	TimberTech (Pro), Trex, Wolf; railing by TimberTech, RDI, KeyLink; framing by Owens Corning composite, Fortress steel, pressure-treated LVL	1 to 2 weeks	About a week for permitting
Roofing	Architectural asphalt shingle, standing-seam and metal, flat-roof systems (modified bitumen, EPDM)	Owens Corning (Preferred Contractor), Coastal Metals, Englert	1 to 2 days	Depends on material availability
Gutters	Seamless gutters with hidden fasteners, plus gutter and leaf guards	TBD	TBD	TBD
Storm Damage	Storm-damage replacement, with guidance on legitimate insurance claims	Same lines as the affected service	TBD	TBD

What ARCH Doesn't Do

State these plainly on the site so the right homeowners call.

No standalone repair work as a rule. Focus is full replacement and remodeling. The exception is ARCH's own work, which they come back and make right.
No emergency or 24/7 service. Scheduled replacement and remodeling only.
No maintenance program.

Warranties

A warranty is only as good as the installation behind it. ARCH installs to spec, which is what keeps the manufacturer coverage valid.

Manufacturer warranty

Product coverage up to lifetime limited depending on the line. Owens Corning Preferred status unlocks full roof-system warranties; TimberTech Pro and ProVia Authorized status unlock stronger manufacturer coverage than a non-certified installer can offer.

ARCH workmanship warranty

Standard 2-year workmanship warranty on labor for every install, with the option to upgrade to a higher tier.

Communication Standard

ARCH wants the site to say how they communicate, not just claim they're responsive. Fold these into The ARCH Approach and service pages.

A clear scope before work starts.
Updates as the project moves.
A heads-up on anything that affects timing: manufacturing lead times, permitting, weather.
A realistic timeline upfront, and the loop kept closed through completion. No chasing, no wondering what's next.

Sub-Section 01.4

Voice & Tone

ARCH Exteriors sounds like a knowledgeable neighbor who happens to be really good at this. Not a salesperson. Not a corporate contractor. A carpenter who wipes his feet, looks you in the eye, and opens with "Tell me what's going on with the house and what you're hoping to get done." He listens first, gives it to you straight, and never pitches out of the gate.

Three words: Honest. Dependable. Straightforward.

Calibration: about 70 percent casual, 30 percent polished. Relaxed and human, but competent enough to be trusted with a $30,000 siding job.

How We Sound

We are	We are not
Plain-spoken and conversational	Stiff, corporate, or generic filler
Confident and direct	Pushy, high-pressure, or urgent
Honest, even when the answer is "you don't need it"	Overhyped or overpromising
Specific about process and what's underneath	Jargon-heavy or talking over a homeowner's head
Quality-focused	Price-positioned in either direction
Proud of the trade, with some edge and humor	Careless, sloppy, or gimmicky

Words That Sound Like Us

Use	Avoid at all costs
straight talk, no games, no gimmicks	premium, luxury, high-end (as positioning)
done right, done right the first time	affordable, cheap, best value, discount, savings
treat your home like our own	free inspection (say "no-cost inspection")
no-cost inspection; consultation (when they want a look at a specific project)	act now, limited time, any urgency tactic
neighbor, everyday people, real work for real people	storm-chaser and insurance-heavy language
honest, dependable, quality	corporate speak, "solutions," "tailored to your unique needs"
talk is cheap, watch the work	ALL CAPS for emphasis (except the ARCH name)

Name Usage

Primary name in all content: ARCH Exteriors. "ARCH" is always all caps.
Full legal name ARCH Exteriors LLC only where legally required: contracts, licensing, footers, legal pages.
Never: Arch Exteriors, ARCH Exterior, ARCH Exteriors, L.L.C., or the abbreviation AE.
Don't fold descriptors into the name. It's ARCH Exteriors, not ARCH Exteriors Remodeling.

Writing Mechanics

Plain, everyday language. Short and clear over long and formal. Contractions are good.
Exclamation points sparingly, so they mean something.
No emojis in website copy. Fine on social.
Clean, scannable structure with an obvious next step on every page.
Content mix: educational earns the trust, entertaining keeps them reading, persuasive gets them to act. Every piece ends with a clear reason to reach out.

Calls to Action

Strong but not pushy. The strength comes from being clear and easy to say yes to, not from pressure.

Get your no-cost inspection

Book your consultation

Apply for financing

Come Home to Custom

Writing Examples

Instead of

"We provide comprehensive exterior solutions tailored to your unique needs."

Say this

"We'll walk your home with you, tell you what it actually needs, and give you a real number before we leave."

Instead of

"Our team of certified professionals delivers premium craftsmanship."

Say this

"Two brothers who came up as carpenters, and crews who install every product the right way. Talk is cheap. Watch the work."

Instead of

"Act now to lock in our limited-time financing offer!"

Say this

"Flexible financing is available, including 12-month no-interest options. Ask us what fits your budget."

Instead of

"Free inspection! Call today!"

Say this

"Schedule a no-cost inspection. We're usually out within 24 to 48 hours."

Instead of

"We handle all your storm damage and insurance claim needs."

Say this

"If a storm did real damage and you have a legitimate claim, we'll walk you through it and do the work right."

Sub-Section 01.5

Brand Essence & Positioning

ARCH Exteriors occupies a deliberate spot in the Frederick County market: the honest, full-service exterior crew that refuses to position on price. Not the luxury brand, not the cheap option, not the one-brand dealer, not the private-equity sales machine. The company that fits the product to the home and lets the work speak.

Positioning Statement

For Maryland and Northern Virginia homeowners who've been burned, oversold, or ghosted by contractors, ARCH Exteriors is the brother-owned exterior company that gives it to you straight, carries every major brand so you get what your home actually needs, and installs it right the first time, because the two carpenters who built the company still run it.

Brand Tagline

"Come Home to Custom."

The line comes from the ARCH name, which originally stood for Architectural Renovations and Custom Homes, and from the brothers' belief that any home can feel custom-made. It sells the moment a homeowner pulls into the driveway and sees a home that feels made for them. Tying "custom" to everyday life makes it feel within reach rather than expensive, and it covers every service ARCH offers. Use it on signage, in CTA headers, on social, and anywhere the brand needs a short, emotional sign-off.

Brand Essence

Straight Talk

Honest recommendations with no pressure and no upsell games. If you don't need it, we'll tell you. The person advising you came up through the trades, not a sales script.

The Work Speaks

Talk is cheap. Real skill in the trade is disappearing as volume outfits and private equity turn exterior work into a sales transaction. ARCH is the opposite: proper prep, correct installation, and pride in a craft.

Same Standard for Everyone

Everyday people and top-of-the-line projects get the same crew, the same process, and the same result. Products at every level, every one installed right.

Built Here, Stays Here

Frederick County is home. Two brothers, trade partners, a crew from the community, and a company that's still around when something needs attention a year later.

Industry Myths ARCH Pushes Back On

These are ARCH's strongest opinions and belong in content, FAQ, and sales conversations.

Myth	ARCH's answer
The cheapest bid is the best deal	A low price almost always means cut corners. What's underneath (prep, flashing, wrap, decking) matters more than the number, and that's exactly where cheap guys cut.
If the roof isn't leaking, it's fine	Serious damage builds long before a drip shows up inside. Waiting for a leak means a bigger, more expensive problem.
A warranty automatically protects you	A warranty is only as good as the installation behind it. Installed wrong, or by a company that disappears, the paper means nothing.
Any problem means a full replacement (or you can patch forever)	The honest answer depends on the actual condition. A straight contractor tells you which one you really need.
Modern materials are all the same	Product lines vary a lot. The right material depends on the home, budget, and goals, not on whichever brand a company is trying to move.

Sub-Section 01.6

Core Messaging

Four messaging ideas carry the ARCH message across every channel: website, social, ads, proposals, and the first conversation on a homeowner's porch.

Brand Messaging Pillars

Come Home to Custom.

Rooted in the ARCH name (Architectural Renovations and Custom Homes), the line sells the moment you pull into the driveway and see a home that feels made for you. Tying "custom" to everyday life makes it feel within reach, and it covers every service ARCH offers.

The ARCH Approach.

The ARCH name doubles as a roadmap for every project: Assess, Recommend, Craft, Handshake. Each step reflects how ARCH works with homeowners, and every touchpoint should reinforce it.

We Keep It Upfront.

Being upfront defines how ARCH does business, and this line captures their no-nonsense approach in four simple words. It speaks to the biggest worries homeowners have with contractors: surprise costs, vague timelines, problems that get covered up, and mistakes nobody owns. Phrased as "we keep it upfront," it reads as a personal promise rather than a slogan.

Real People, Honest Work, Done Right.

Built on ARCH's own words, "Real work for real people, done right," and turned into three clear beats. "Real People" covers the brothers and crew who came up through the trades and the everyday homeowners they serve. "Honest Work" brings their straight-talk approach into the promise. "Done Right" closes on the phrase they use most to describe their standard.

The ARCH Approach

Assess

We walk your home with you, usually within 24 to 48 hours, and give you a real estimate before we leave.

Recommend

Because we carry every major brand, we recommend what fits your home and budget, not what we're stuck selling.

Craft

Our crews replace rotted wood on the spot, document it, and keep you updated as the job moves.

Handshake

We walk the finished job with you, answer every question, and close it out with a handshake. Our workmanship warranty backs the work long after we leave.

Key Differentiators

Short-form callouts for hero highlights, service pages, and proposals.

Every Brand Under One ARCHEvery major manufacturer, matched to your home and budget, not a sales quota.

Real Estimates on the SpotGet answers during the visit, not a callback days later that might never come.

No-Chase CommunicationYou'll never have to chase us down. Expect a clear scope before we start, updates as the job moves, and a heads-up on anything that affects your timeline.

Backed Twice on Every JobThe manufacturer's warranty on the product, plus our own workmanship warranty on the install.

Trade Roots, Owner-RunTwo brothers who came up as carpenters and still run the company. The person advising you knows the work.

Proof Points

Numbers and facts to drop into copy where they fit.

4.9 stars on Google across 385 reviews
Founded 2009; exteriors-only since 2016
Inspections within 24 to 48 hours; same day often possible
2-year standard workmanship warranty, upgradable
Licensed in Maryland (MHIC #129117) and Virginia (#2705166660A)

Section 02Visual Identity

Sub-Section 02.1

Logo

The ARCH Exteriors logo sets the ARCH name inside an arched doorway, with the A doubling as the arch's frame. The mark is built from the same stroke weight as the wordmark, so icon and type read as one piece. The red A is the only accent color used in the primary logo; everything else is Dark or UI Accent.

Approved Lockups

Primary — HorizontalIcon + wordmark, full color

IconStandalone arch mark

Color Variations

Full color — On White#FFFFFF · arch-logo-full-color-dark.svg

Full color light — On Dark#272829 · arch-logo-full-color-light.svg

One color light — On Primary#A40B2B · arch-logo-light.svg

Icon Variations

Full colorOn White

Full color lightOn Dark

One color darkOn UI Accent

One color lightOn Dark

Sub-Section 02.2

Color Palette

The ARCH palette is four colors plus pure black and white. Red carries the mark and the moments that need attention; Burgundy gives it depth; Dark and UI Accent do the structural work on every surface. The palette stays quiet so the work in the photography does the talking.

Primary Colors

Primary

ARCH Red

Hex #A40B2B

RGB 164, 11, 43

Brand color. The A in the logo, buttons, rules, and key highlights. Never used as text on light backgrounds.

Secondary

Burgundy

Hex #5D1020

RGB 93, 16, 32

Depth behind the red. Hover states, microtitles (the only burgundy type on light backgrounds), and dark accent panels.

Secondary Colors

Dark

Charcoal

Hex #272829

RGB 39, 40, 41

Headings, subheadings, sub-section titles, the sidebar, and dark section backgrounds.

UI Accent

Stone

Hex #F2EFED

RGB 242, 239, 237

Primary page background and the light fill in the knockout logo. Warm, not clinical.

Neutrals

Black

Hex #000000

RGB 0, 0, 0

All body text on light backgrounds, plus one-color print, embroidery, and the pure black logo files.

White

Hex #FFFFFF

RGB 255, 255, 255

Card surfaces on Accent, form fields, and the pure white logo files.

Color Usage Hierarchy

Color	Primary use	Secondary use	Avoid
Primary (ARCH Red)	Logo A, buttons, rules, underlines	Key highlights, focus rings, icons	Text on light backgrounds, large fills, body text
Secondary (Burgundy)	Hover states, microtitles	Dark accent panels	Headings or body text on light; pairing with Red as text or fill
Dark (Charcoal)	Headings, subheadings, sub-section titles, sidebar	Dark section backgrounds, hero	Text on Burgundy
UI Accent (Stone)	Page backgrounds	Knockout logo fill, text on dark	Text on white or light backgrounds
Black	All body text on light backgrounds	One-color print, embroidery, pure black logo files	Web backgrounds (use Dark instead)
White	Card surfaces, form fields	Pure white logo files	Full-page backgrounds (use Accent instead)

Approved Pairings

Dark on UI Accent

UI Accent on Dark

UI Accent on Primary

UI Accent on Secondary

Secondary on UI Accent (microtitles only)

Dark on White

White on Primary

UI Accent on Black

Avoid These Pairings

Primary text on UI Accent

Primary text on Dark

Secondary on Primary

Dark on Secondary

Sub-Section 02.3

Typography

ARCH uses two typefaces. Archivo carries the headlines with the same squared-off confidence as the logo; Barlow does the everyday work of body copy and interface text. Both are open-source (SIL Open Font License), so they can be used on any surface without a licence fee.

Display / Headlines

Archivo

Page titles, section headers, hero text, signage, truck wraps, yard signs, CTAs, card headings.

WeightsArchivo Medium (500)
Archivo SemiBold (600)
Archivo Bold (700)

Font stack'Archivo', 'Helvetica Neue', Arial, sans-serif

Come Home to Custom.

Real People, Honest Work, Done Right.

We Keep It Upfront.

Frederick, MD · Urbana · Mount Airy · Loudoun County

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789

Body / UI

Barlow

Body copy, navigation, buttons, captions, forms, email, proposals, team communications. Medium or SemiBold for H5–H6 and labels.

WeightsBarlow Regular (400)
Barlow Medium (500)
Barlow SemiBold (600)

Font stack'Barlow', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif

Barlow RegularTalk is cheap. Watch the work. Every product installed the right way, backed twice.

Barlow MediumTalk is cheap. Watch the work. Every product installed the right way, backed twice.

Barlow SemiBoldTalk is cheap. Watch the work. Every product installed the right way, backed twice.

GlyphsABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Type Scale

H1 — Hero

Page Hero

Archivo Bold · 48–64pt · page hero, cover titles

H2 — Section

Section Header

Archivo Bold · 28–36pt

H3 — Subsection

Subsection Title

Archivo SemiBold · 20–24pt

H4 — Card

Card & component headings

Archivo Medium · 16–18pt

Body Large

Lead paragraphs and callouts set a calm, plain-spoken pace.

Barlow Regular · 16–18pt

Body

Standard body copy used for paragraphs and UI text.

Barlow Regular · 14–16pt

Caption / Label

Image captions, labels, tags

Barlow SemiBold · 10–12pt

Fine Print

Disclaimers, footnotes, licence numbers

Barlow Regular · 10–11pt

Section 03Usage Guidelines & Directions

Sub-Section 03.1

Logo Usage

Use the full-color logo (dark text, red A) on UI Accent, white, or light neutral backgrounds.

Use the light versions on Dark, Primary, or dark photography. Use the full-color light version when the red A still reads clearly; otherwise use one-color light.

Maintain clear space around the logo equal to the height of the arch icon.

Use the icon on its own for favicons, social avatars, and small embroidery where the wordmark would be illegible.

Don't

Stretch, distort, rotate, or re-space the letters of the logo.

Don't

Recolor the logo outside the palette, or put the red A on a red or burgundy background.

Don't

Add drop shadows, outlines, gradients, or effects to the logo.

Don't

Place the logo on busy photography without a solid or darkened area behind it.

Sub-Section 03.2

Do's & Don'ts

These rules apply across all brand touchpoints: website, social media, ads, proposals, email, signage, yard signs, and in-person conversations.

Do: Sound like a carpenter who became a business owner.

Don't: Use corporate speak, "solutions," or "tailored to your unique needs."

Do: Lead with process, communication, and what's underneath.

Don't: Lead with price, discounts, or "best value."

Do: Say "no-cost inspection."

Don't: Say "free inspection."

Do: Give homeowners a real number during the visit.

Don't: Use urgency tactics — "act now," "limited time."

Do: Write "ARCH Exteriors," with ARCH in all caps.

Don't: Write Arch Exteriors, ARCH Exterior, or abbreviate to AE.

Do: Reference The ARCH Approach by name — Assess, Recommend, Craft, Handshake.

Don't: Describe the process generically.

Do: Use Red sparingly — the logo A, buttons, rules, and key highlights.

Don't: Set text in Red on light backgrounds or use Red as a large fill.

Do: Keep layouts clean and scannable with an obvious next step.

Don't: Crowd pages with text, effects, or stacked calls to action.

Do: Talk about Mid-Atlantic weather — freeze-thaw, humidity, wind, hail.

Don't: Use storm-chaser or insurance-heavy language.

Do: Reinforce two brothers, trade roots, owner-run.

Don't: Sound like a franchise, a one-brand dealer, or a sales machine.

Section 04Resources

Only logged in users can access resources.

Tokens, downloads, and the email signature generator are available to ARCH Exteriors team members.

Sub-Section 04.1

Tokens & Code

Copy-paste ready. Three formats. Use whichever fits the project.

Semantic Token Map

app/globals.css

:root {
  /* Official brand colors — ARCH Exteriors */
  /* Primary */
  --arch-primary:   #A40B2B;   /* ARCH Red */
  --arch-secondary: #5D1020;   /* Burgundy */
  /* Secondary */
  --arch-dark:      #272829;   /* Charcoal */
  --arch-accent:    #F2EFED;   /* Stone */
  /* Neutrals */
  --arch-black:     #000000;
  --arch-white:     #FFFFFF;

  /* Derived (not in the guide) — for UI semantics */
  --stone-deep:  #E6E1DE;   /* inset panels, table header tint */
  --ink-muted:   #6B6664;   /* muted text on stone */
  --charcoal-2:  #333436;   /* raised surface on dark */

  /* Semantic */
  --background: var(--arch-accent);
  --foreground: var(--arch-dark);
  --card: var(--arch-white);
  --card-foreground: var(--arch-dark);
  --primary: var(--arch-primary);
  --primary-foreground: var(--arch-accent);
  --secondary: var(--arch-secondary);
  --secondary-foreground: var(--arch-accent);
  --muted: var(--stone-deep);
  --muted-foreground: var(--arch-black);   /* body text is Black */
  --border: #DBD5D2;
  --input: #DBD5D2;
  --ring: var(--arch-primary);
  --destructive: var(--arch-primary);

  --sidebar: var(--charcoal-2);
  --sidebar-foreground: var(--arch-accent);
  --sidebar-primary: var(--arch-primary);

  --radius: 6px;

  /* Type */
  --font-display: 'Archivo', 'Helvetica Neue', Arial, sans-serif;
  --font-body: 'Barlow', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif;
}

/* Dark surface (charcoal sections, hero) */
.dark, [data-surface="dark"] {
  --background: var(--arch-dark);
  --foreground: var(--arch-accent);
  --card: #333436;
  --card-foreground: var(--arch-accent);
  --muted: #3F4042;
  --muted-foreground: #B5B1AE;
  --border: #3F4042;
}

app/globals.css · Tailwind v4

@import "tailwindcss";

@theme {
  --color-arch-primary:   #A40B2B;
  --color-arch-secondary: #5D1020;
  --color-arch-dark:      #272829;
  --color-arch-accent:    #F2EFED;
  --color-arch-black:     #000000;
  --color-arch-white:     #FFFFFF;

  --color-stone-deep: #E6E1DE;
  --color-ink-muted:  #6B6664;
  --color-charcoal-2: #333436;

  --color-background: var(--color-arch-accent);
  --color-foreground: var(--color-arch-dark);
  --color-primary: var(--color-arch-primary);
  --color-primary-foreground: var(--color-arch-accent);
  --color-secondary: var(--color-arch-secondary);
  --color-secondary-foreground: var(--color-arch-accent);
  --color-muted: var(--color-stone-deep);
  --color-muted-foreground: var(--color-arch-black);
  --color-border: #DBD5D2;
  --color-ring: var(--color-arch-primary);
  --color-destructive: var(--color-arch-primary);

  --font-display: 'Archivo', 'Helvetica Neue', Arial, sans-serif;
  --font-sans: 'Barlow', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif;

  --radius-md: 6px;
}

/* Usage: bg-arch-accent text-arch-dark font-display · bg-arch-dark text-arch-accent · bg-arch-primary text-arch-accent */

arch-exteriors.tokens.json

{
  "brand": "ARCH Exteriors",
  "tagline": "Come Home to Custom.",
  "colors": {
    "primary": {
      "primary":   { "name": "ARCH Red", "hex": "#A40B2B", "rgb": [164, 11, 43], "role": "Logo A, buttons, rules, highlights. Never text on light." },
      "secondary": { "name": "Burgundy", "hex": "#5D1020", "rgb": [93, 16, 32],  "role": "Hover states and microtitles on light. Not for headings or body text." }
    },
    "secondary": {
      "dark":   { "name": "Charcoal", "hex": "#272829", "rgb": [39, 40, 41],    "role": "Headings, subheadings, sub-section titles, sidebar, dark backgrounds." },
      "accent": { "name": "Stone",    "hex": "#F2EFED", "rgb": [242, 239, 237], "role": "Primary background, knockout logo fill." }
    },
    "neutral": {
      "black": { "hex": "#000000", "rgb": [0, 0, 0],       "role": "All body text on light backgrounds; one-color print, pure black logo files." },
      "white": { "hex": "#FFFFFF", "rgb": [255, 255, 255], "role": "Card surfaces, form fields, pure white logo files." }
    }
  },
  "derived": {
    "stoneDeep": "#E6E1DE", "inkMuted": "#6B6664", "charcoal2": "#333436", "border": "#DBD5D2"
  },
  "pairings": {
    "approved": ["dark/accent", "accent/dark", "accent/primary", "accent/secondary", "secondary/accent", "dark/white", "white/primary", "accent/black"],
    "avoid": ["primary text on accent", "primary text on dark", "secondary/primary", "dark/secondary", "primary as large fill"]
  },
  "typography": {
    "display": { "family": "Archivo", "weights": [500, 600, 700], "stack": "'Archivo', 'Helvetica Neue', Arial, sans-serif", "usage": "H1–H4, hero, signage, truck wraps, CTAs" },
    "body":    { "family": "Barlow",  "weights": [400, 500, 600], "stack": "'Barlow', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif", "usage": "Body, UI, labels, email, proposals" },
    "scale": {
      "h1": "48–64pt Archivo Bold", "h2": "28–36pt Archivo Bold", "h3": "20–24pt Archivo SemiBold", "h4": "16–18pt Archivo Medium",
      "bodyLarge": "16–18pt", "body": "14–16pt", "caption": "10–12pt Barlow SemiBold", "finePrint": "10–11pt"
    }
  },
  "radius": 6
}

Sub-Section 04.2

Downloads

Brand Identity

Logo Files

Horizontal lockup and icon in full color, one-color dark, one-color light, pure black, and pure white, as clean SVGs with PNG copies.

ZIP · 12 SVG + 10 PNGDownload

AaBb

Typography · Open Font License

Fonts

Archivo (variable: Medium, SemiBold, Bold) and Barlow (Regular, Medium, SemiBold, with italics) as WOFF2, plus the OFL licence files.

ZIP · WOFF2Download

# ARCH Exteriors Brand Context
## Colors
- Primary #A40B2B
- Dark #272829
## Voice
- Honest. Dependable. Straightforward.

AI Context · Markdown

Context File

Every brand rule, color token, type spec, message pillar, and voice guideline in one markdown file. Paste into Claude or any AI assistant to brief it in one shot.

Founders, crew, and finished-project photography approved for use. Opens the shared folder.

Link · pendingComing soon

Awaiting link

Video

Video Assets

B-roll, brand video, and social cuts. Opens the shared folder.

Link · pendingComing soon

Sub-Section 04.3

Email Signature Generator

Coming soon

ARCH email signatures are in design.

Once the signature layout is approved, this section will let every team member build a branded signature with their name, title, headshot, and contact details, then copy it straight into Gmail or Outlook.