DMM Orange
Primary accent and action
#FA6D42
RGB 250, 109, 66
HSL 14, 95%, 62%
DMM brand standards
Brand & style guide
The visual source of truth
Make every DMM document feel like it belongs to the same company.
Precise, direct, performance-led, and built for HVAC operators. The brand is faceless by design. Results, systems, and clarity carry the authority.
Position
Enterprise paid-media operator
Audience
HVAC owners and operators
Promise
Clear systems and measurable work
Personality
Confident, disciplined, direct
01 / Logo
Lead with the DMM mark
Use the white logo on dark fields. Give it room, keep its proportions, and never treat it as decoration.
Clear space
Keep empty space around the logo equal to at least the height of the small “D” in the mark.
Minimum size
Use at least 1.5 inches wide in print or 140 pixels wide on screen.
Do
Use a clean dark field and preserve the original aspect ratio.
Do not
Stretch, rotate, recolor, outline, add shadows, or place over a busy image.
02 / Color
Orange signals action. Grey carries authority.
Documents should feel dark, restrained, and high contrast. Use orange selectively for emphasis, numbers, rules, and primary actions.
Ink
Primary background
#161618
RGB 22, 22, 24
HSL 220, 6%, 9%
Deep Grey
Section band
#1D1E20
RGB 29, 30, 32
HSL 225, 6%, 12%
Surface Grey
Cards and panels
#222326
RGB 34, 35, 38
HSL 225, 6%, 14%
Mid Grey
Rules and secondary surfaces
#434346
RGB 67, 67, 70
HSL 240, 2%, 27%
Muted Grey
Secondary copy
#888891
RGB 136, 136, 145
HSL 240, 4%, 55%
Soft Grey
Supporting copy
#BFBFBF
RGB 191, 191, 191
HSL 0, 0%, 75%
Warm White
Headlines and light artwork
#E3DBD9
RGB 227, 219, 217
HSL 16, 16%, 87%
Recommended document balance: 70% ink and deep grey, 20% warm white and soft grey, 10% DMM orange.
03 / Typography
One voice, two typefaces
Inter Tight carries the message. Manrope is reserved for important numbers and performance metrics.
Document title
Inter Tight Medium
Paid media built for booked work.
Section heading
Inter Tight Medium
Campaign performance
Body copy
Inter Tight Regular
Write short, useful paragraphs. Make the business outcome clear before explaining the advertising work.
Performance metric
Manrope Semibold
7.2x
Document sizes
Title 36–52 pt · Section 24–32 pt · Subhead 16–20 pt · Body 10–12 pt · Label 8–9 pt · Metric 36–64 pt
Type rules
Use sentence case. Keep body copy left aligned. Use uppercase only for short labels. Never stretch type or use decorative fonts.
04 / Documents
A disciplined page system
Build documents from clear bands, strong type hierarchy, thin rules, and compact data blocks. Avoid ornamental layouts.
US Letter or A4. Use 0.65–0.85 inch margins.
Use 2 or 3 columns with consistent gutters. Align every element.
Use an 8-point rhythm: 8, 16, 24, 32, 48, and 64.
Use 8 px maximum. Never use pill-shaped content cards.
Use 1 px low-contrast rules. Avoid heavy outlines and shadows.
Use real work, dashboards, or HVAC context. Avoid generic stock portraits.
05 / Voice
Clear, specific, and accountable
Write like an experienced operator. Lead with the business problem, explain the system plainly, and support claims with evidence.
Write this way
- Use “qualified calls,” “booked jobs,” and “closed revenue.”
- Separate the management fee, launch fee, and ad budget.
- State the source and period beside every result.
- Use “results vary” with performance claims.
- Say what DMM controls and what the client controls.
Never write this way
- No guaranteed leads, revenue, rankings, or return.
- No invented testimonials, urgency, results, or client names.
- No unapproved territory-exclusivity claims.
- No retired or unapproved performance claims.
- No em dashes. Use a period, colon, comma, or parentheses.
Approved proof note
Results shown are from specific campaigns. Results vary by market, offer, budget, sales process, and operating capacity.
06 / Examples
Ready-to-copy document patterns
Use these compositions as the starting point for proposals, reports, case studies, and internal presentations.
HVAC paid advertising
Monthly performance report
Prepared for Client Company · September 2026
From advertising spend to booked work
Spend
$2,349
Revenue
$16,968
Return
7.2x
Leads
34
Protect the budget. Track the calls. Optimize toward booked work.
| Channel | Spend | Qualified leads | Cost per lead | Status |
|---|---|---|---|---|
| Google Ads | $3,200 | 41 | $78.05 | Optimizing |
Digital Marketing Masters · Confidentialsupport@dmmadvertising.com · Page 01
07 / Assets
Approved logo files
Download these source assets for documents. Use the white logo for dark pages and the black seal only where a light background requires it.
The separate DMM text artwork is available for legacy layouts only. Use the complete white logo above for new documents.
Download legacy text artwork