Brand
Guidelines

SetSale helps HVAC contractors and distributors quote, present, and close system replacements faster. This guide defines how our logo, colors, and typography come together to express that promise consistently.

Brand essence

Clear quotes. Confident homeowners. Faster yeses.

LogoSetSale brand guide01

Primary logo

Placeholder: The SetSale wordmark combines a Keel base with the signature Mainsail accent. Use the full-color version on light backgrounds whenever possible and keep generous clear space around it.

Logo · dual-tone (SVG)Icon · light (SVG)

Logo color useSetSale brand guide02

Mono color logo

Placeholder: When full color isn't possible, use the single-color logo in white or navy. Pick the version that gives the strongest contrast against its background. Accent colors are reserved for supporting elements, not for recoloring the logo.

ColorsSetSale brand guide03

Color palette

Placeholder: SetSale's nautical palette anchors every layout in Keel and Mainsail, lifted by Topsail and Waterline accents. Freeboard and Canvas provide calm, airy backgrounds — use them generously.

Keel

HEX: #17264F
RGB: 23 38 79

Mainsail

HEX: #2E6FD8
RGB: 46 111 216

Topsail

HEX: #7BAEF5
RGB: 123 174 245

Waterline

HEX: #9FC8D5
RGB: 159 200 213

Freeboard

HEX: #F5FAFB
RGB: 245 250 251

Canvas

HEX: #F8FAFC
RGB: 248 250 252

Color meaningSetSale brand guide04

Color meaning

Placeholder: Every color in our system carries intent. Use this as a reference when deciding which color should lead a layout.

Keel

Placeholder: Grounded and dependable — the base for text and dark surfaces.

Mainsail

Placeholder: Confident and driven — our primary action color.

Topsail

Placeholder: Light and optimistic — highlights and supporting accents.

Waterline

Placeholder: Calm and balanced — soft fills and secondary surfaces.

TypographySetSale brand guide05

Typography

Placeholder: SetSale pairs Red Hat Display for headings with Plus Jakarta Sans for body text. Red Hat Display gives headlines a confident, compact voice, while Plus Jakarta Sans keeps longer copy friendly and legible across interfaces and print.

Red Hat Display

Headings

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!?@#$%^&*

Light: Quote, present, and close with confidence.
Regular: Quote, present, and close with confidence.
Medium: Quote, present, and close with confidence.
SemiBold: Quote, present, and close with confidence.
Bold: Quote, present, and close with confidence.
ExtraBold: Quote, present, and close with confidence.
Black: Quote, present, and close with confidence.

Plus Jakarta Sans

Body text