Primary use
Navy backgrounds, white content areas, green primary actions, blue support links, slate body copy.
Brand Kit
The Raptor brand should feel capable, clean, and direct.
Every page, video, post, ad, and design handoff should feel like the same company: a local team that shows up prepared, explains the options clearly, and protects the homeowner from confusion.
Color system
Use bright color as a signal, not a flood.
Raptor's recognizable blue and green should stay sharp. The premium version uses deep navy for authority, white for clarity, blue for guidance, green for decisive action, slate for readable text, and orange only for urgent storm or warning moments.
Raptor Navy
#071224Service Blue
#14345FAction Blue
#0EA5FFRaptor Green
#39FF14Sky Wash
#EFF8FFClean White
#FFFFFFSteel Slate
#64748BStorm Signal
#FF8A00Accent discipline
Green should mark the next step. If everything is green, nothing feels important.
Contrast rule
Text must stay readable on mobile, in sunlight, and in screenshot reviews. Avoid low-contrast gray on pale blue.
Typography
Strong headings, readable guidance, no gimmicks.
The current site already uses a strong pairing. Keep Space Grotesk for high-confidence headings and Manrope for body, navigation, buttons, forms, and practical guidance.
Headings: Space Grotesk
AaBbCc
123
123
- Use for H1, H2, major section titles, stat values, and template names.
- Use weight 600 or 700. Avoid thin display headings on service pages.
- Keep line-height tight for hero headings and relaxed for section headings.
Body: Manrope
Raptor copy should feel like a capable project lead walking a homeowner through the next decision. It should be easy to scan, calm under storm pressure, and specific enough to be trusted.
- Use for paragraph text, FAQs, cards, labels, buttons, and form instructions.
- Body copy should usually sit between 16px and 19px with generous line height.
- Button text should be bold and concise, never tiny or decorative.
Logo and mark
The logo should anchor the brand, not compete with every section.
Use the full Raptor Roofing logo in headers, footers, proposals, and branded guide pages. Use the icon mark for favicon, social avatar, small review states, and compact internal Raptor Brand Kit labels.
- Keep clear space around the logo equal to the height of the R mark.
- Use the navy logo on light backgrounds and the full-color mark on dark backgrounds when contrast is strong.
- Do not stretch, recolor, add effects, place on busy images, or rebuild the mark from text.
- Pair the logo with the service line only when the layout has enough room: Roofing, Siding, Gutters.
Full logo
Use when the viewer needs immediate brand recognition.
Icon mark
Use for compact states, review chips, favicons, and system markers.
Voice
Sound like the team a homeowner wants on the roof.
Raptor should never sound like a generic contractor directory or a pressure-heavy storm chaser. The voice is practical, local, reassuring, and specific.
Clear
Say what the homeowner should do next, what Raptor will inspect, and what happens after the appointment.
Capable
Use confident language backed by process, documentation, crew experience, and project examples.
Local
Reference Central Indiana weather, neighborhoods, roof types, drainage, and homeowner concerns naturally.
Human
Let the team feel present. Use people, roles, jobsite details, and real service behaviors.
Use language like this
- Book a free inspection and get a clear answer before you spend money.
- We document what we see, explain the practical options, and help you choose the right next step.
- If a repair still makes sense, we will say so.
- Storm damage gets calmer when the documentation is organized.
Avoid language like this
- Best roofing company ever.
- Unbeatable prices and guaranteed results.
- Act now before it is too late.
- Generic copy that could belong to any contractor in any city.
Imagery
Use real Raptor context as the premium visual asset.
The best imagery shows organized crews, branded trucks, completed homes, material details, roof systems, team culture, and local context. Stock-style images should be rare and must never replace available Raptor proof.
Branded Presence
Local Team
Finished Homes
Commercial Capability
Hero images
Should show real homes, trucks, crews, or finished projects. Avoid dark overlays that hide the project.
Detail images
Use material closeups, installation details, gutter profiles, siding textures, and roof system layers to support deeper education.
Team images
Show faces, roles, events, crew culture, and the people a homeowner may actually talk to.
Links and actions
Every link should tell the homeowner what happens next.
Raptor Brand Kit reviews CTAs for clarity. If a button is vague, the page is not finished. Primary actions lead to inspection, call, quote, review, or service exploration.
Primary inspection CTA
Book A Free Inspection
raptorroofing.com/contact#lead-form
Phone CTA
Call (317) 886-0696
tel:+13178860696
Service exploration
Explore Roofing Services
raptorroofing.com/services
Team trust
Meet The Raptor Team
raptorroofing.com/our-team
Reviews
Read Recent Reviews
Google review profile
Social proof
Follow Raptor Roofing
Facebook
Theme rules
The brand can flex by page type without losing itself.
Raptor can feel storm-ready, premium, commercial, educational, or team-focused while still using the same brand spine.
Trust theme
Use for Home, Contact, Team, and Service Areas. Lead with clarity, process, reviews, and local presence.
Premium theme
Use for metal roofing, stone-coated steel, Hardie siding, windows, and exterior upgrades. Lead with fit, durability, and design value.
Storm theme
Use for active leak, hail, wind, and emergency content. Keep the tone calm and practical. Orange can support urgency.
Commercial theme
Use for low-slope, retail, office, church, and property-owner content. Lead with reporting, risk, access, and continuity.