Brand Guidelines
We’re The Cooling Company — neighbors and craftsmen who make homes feel loved. Our brand stands on T‑C‑C: we explain clearly, care deeply, and do the right thing even when it’s hard.
Use this page as your daily reference. For deeper internal rules, see docs/BRAND-GUIDELINES.md.
Short answer: Our brand standards prioritize clear communication, respectful service, and long-term reliability for Las Vegas homeowners. Every touchpoint should build trust and reduce repeat issues.
Las Vegas brand essentials
- Local trust: emphasize serving Las Vegas since 2011.
- Clarity first: plain-language options with photo-backed findings.
- Respect: clean work areas and on-time communication.
- Consistency: voice, visuals, and promises aligned across pages.
Local challenges and focus areas
- Desert heat and dust demand reliability messaging.
- Peak-season urgency requires concise scheduling expectations.
- HOA and permit compliance should be visible in copy.
Pricing transparency context
- Use line-item estimates language.
- Offer good/better/best choices.
- Avoid vague “starting at” claims without scope.
Decision guidance for customers
- Encourage second opinions on large repairs.
- Explain how to compare warranties and labor coverage.
- Highlight preventive maintenance as a cost saver.
How we prevent repeat breakdowns
- Document diagnostics with photos.
- Verify airflow and commissioning on installs.
- Promote seasonal maintenance and filter schedules.
The TCC Pillars
- Transparency: plain‑English options, honest pricing, written follow‑ups.
- Compassion: treat every home like our own — clean work areas, respectful communication.
- Courage: own issues, fix them fast, improve continuously.
Voice and Tone
- Warm, clear, neighborly.
- Confident but never salesy.
- Explain before you act; keep jargon minimal.
- Emphasize safety, comfort, and long‑term value.
Visual System (Core)
Primary colors
- Navy:
#152A49 - Brand Red:
#BE252A - Accent Blue:
#0E54A0 - White:
#FFFFFF
Neutrals
- Text Dark:
#101828 - Slate:
#2D405B - Gray:
#404040 - Border Light:
#D0D5DD - Surface Light:
#F7F7F7 - Surface Alt:
#F0F0F0
Typography
Typeface: Montserrat
- H1: 48–60 / 1.2–1.3, 800
- H2: 40–50 / 1.2–1.3, 700–800
- H3: 32–40 / 1.3, 700–800
- Body: 16–20 / 1.5–1.7, 400–500
- Small: 14 / 1.6–1.8, 400–700
Layout Standards
Use the air-conditioners page as the gold standard for layout density, spacing, and clarity.
Structure
- Hero with value prop + primary CTA
- Trust band / certifications
- Core sections with clear headings
- FAQs and proof (testimonials, reviews)
- Strong final CTA
Rhythm
- Generous vertical spacing between sections
- Card grids in 2–3 columns (desktop)
- High‑contrast CTAs
Imagery Rules
- Use real TCC teams, real homes, real work.
- Avoid generic stock photos.
- Prefer warm daylight and visible customer interaction.
Accessibility
- Minimum 44px tap targets
- Clear contrast between text and background
- Descriptive alt text on all images
Need Help?
If something feels off, compare against a polished page and align. We aim for crisp, premium, and trustworthy — never crowded or generic.
MDX Building Blocks
Use these shortcodes to keep layouts consistent:
Guarantees and recognition
- BBB A+ rated and Lennox Premier Dealer
- 100% satisfaction guarantee
- Serving Las Vegas since 2011