A new way
to build.
THE SELECTED IDENTITY, WITH A SYSTEM AROUND IT.
A guide to the name, mark, colors, typography and behavior that make Deck Logic recognizable.
Open the guideDECK LOGIC / BRAND STANDARDS
Selected directionThe brand in one view
A construction technology brand with a clear first focus: decks.
NAME
Deck Logic
Write as two words, with capitals D and L in prose. The website address is decklogic.ai.
TAGLINE
A new way to build.
A brand line, not a replacement for a clear description of the product.
PUBLIC POSITION
Your deck. Figured out.
Help homeowners see the deck, understand the choices and price, and move toward getting it built.
PROFESSIONAL POSITION
From site visit to proposal.
Help deck contractors connect the scan, design, review, quantities and their own pricing.
THE IDEA THAT HOLDS IT TOGETHER
Turn the uncertainty between an idea and a built deck into a clear, connected project.
Computer vision and AI are the method. A better path through design, decisions and construction is the reason people should care. Public marketing stays focused on new decks and resurfacing; the company’s purpose can support a wider future.
DECK LOGIC / BRAND STANDARDS
Proposed languagePurpose & principles
A proposed foundation drawn from the founder’s cost-and-complexity mission and the project conversations.
Lower the cost and complexity of construction so more people can improve the places they call home.
A world where improving a home is within reach, with a clear path from what you imagine to what gets built.
See the possibilities. Understand the choices. Move forward with confidence.
These statements are proposed language, not quotations from Aaron or approved company policy. They translate the original concern for construction cost into a human outcome. Lower costs must be demonstrated before becoming a quantified marketing claim.
Cut waste.
Keep the standard.
Remove repeated measuring, disconnected design and duplicated estimating. Protect the work, materials and judgment a sound result needs.
In practice: one shared project model; visible assumptions; clear scope changes.Build for the way
people work.
Start with the site visit, the homeowner’s words and the contractor’s real rates. Make the next step practical on a phone, tablet or desktop.
In practice: conversational changes; rate-book flexibility; useful field workflows.Keep people
in control.
Make the design, price and unresolved questions understandable. Let homeowners choose and contractors exercise their expertise.
In practice: clear choices; review before signing or ordering; source-visible checks.Prove it in
the real world.
Earn confidence through measurements, site confirmation and results. Distinguish a useful model from a verified condition.
In practice: field validation; current pricing checks; honest product demonstrations.Deck Logic / Brand standards / Version 1.0
DECK LOGIC / BRAND STANDARDS
Selected artworkThe identity
The D carries the deck. The name carries the brand.
One D. Two uses.
In the full wordmark, the orange D is the first letter of Deck. The rest of the name is warm ivory, including a normal serif k.
When space calls for an icon, use the D alone. Do not add another D beside the full wordmark.
The serif silhouette and deck-step negative space belong together. Preserve both.
Download D iconUse the wordmark to introduce the brand.
Website mastheads, proposal covers, presentations, partner materials and first-contact communications.
Use the D when the name is already understood.
App icon, avatar, compact navigation and small repeated brand placements. Keep it upright.
Place the supplied master.
Do not recreate the wordmark by typing “Deck Logic” in a similar font. Do not redraw the deck detail or change the k.
Current master status
The selected PNGs preserve the approved visual direction and include a dark background. Final outlined vector masters, transparent exports, monochrome/reversed versions and tightly cropped small-size assets remain production work. The artwork filenames and kit identify these as raster concept masters.
DECK LOGIC / BRAND STANDARDS
Space, scale & placement
A logo needs room to be recognized.
x = ¼ OF THE CAPITAL D HEIGHTClear space
Keep at least x around the outermost visible artwork, including the g descender. Measure from the letterforms, not the PNG canvas. More space is welcome on covers and presentation pages.
The diagram illustrates the spacing rule. Production vector bounds will establish exact measurements.
Starting size floors
Begin at 200 px artwork width for the full wordmark and 32 px artwork height for the D. For print, begin at 45 mm and 10 mm respectively.
These are proposed starting floors, not validated production limits. Test a tightly cropped master at the final device, print and reproduction size.
Keep the proportions.Scale uniformly. Leave the D, lettering and spacing intact.
Keep the wordmark level.Do not rotate, skew, outline, bevel, glow or add shadows.
Use a quiet field.Place current artwork on Graphite. Avoid busy imagery behind the lettering.
Protect the color relationship.Copper D; warm ivory remainder. Do not color random letters or restore the orange k graphic.
Let the name breathe.Set the tagline separately, with space. It is not part of the wordmark artwork.
DECK LOGIC / BRAND STANDARDS
Selected paletteGraphite & Copper
Four core colors, with distinct roles.
The foundation
Main canvas, navigation and grounded brand surfaces.
The supporting color
Secondary panels, diagrams and quiet structure.
The signature accent
The D, primary actions and selective emphasis.
The light neutral
Type on dark surfaces, space and document paper.
GRAPHITE / FOUNDATIONMINERAL / SUPPORTIVORY / TYPE & SPACECOPPER / SIGNAL
Dark stays dominant.
Graphite grounds the brand. Mineral creates useful separation and depth. Warm ivory keeps information readable. Copper makes the D and the next action easy to find.
Color should do a job.
Use Copper for primary actions and selective emphasis, rather than every border and label. Status always needs a word, symbol or shape as well as color.
| Pairing | Contrast | Use | Text guidance |
|---|---|---|---|
| AaWarm ivory on Graphite | 15.10:1 | Body copy and interface text | Use |
| AaCopper on Graphite | 7.22:1 | Accents and short labels | Use |
| AaWarm ivory on Mineral | 6.49:1 | Supporting panels | Use |
| AaGraphite on Copper | 7.22:1 | Primary button labels | Use |
| AaWarm ivory on Copper | 2.09:1 | Avoid for ordinary text | Avoid |
Deck Logic / Brand standards / Version 1.0
Hex values are the digital source. Convert for the selected print process and substrate with a physical proof; no universal CMYK or Pantone match is specified.
DECK LOGIC / BRAND STANDARDS
Typography
Expressive identity. Clear supporting type.
SUPPORTING TYPE FAMILY / GEISTGood decisions
Good decisions
need clear words.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 £ $ % + →
abcdefghijklmnopqrstuvwxyz
0123456789 £ $ % + →
The wordmark is its own drawing.
Its custom serif forms distinguish the brand. Keep marketing and product typography calm so the identity has room to lead.
One supporting family.
Use Geist for headings, body copy, interface controls, tables and labels. The bundled variable font and license are included in the asset kit.
DISPLAY / 600Your deck. Figured out.48–80 px desktop · 36–48 px phone · 1.0–1.1 line height
SECTION / 550–600The next step, in view.28–44 px · 1.1–1.2 line height
BODY / 400–450
Explore the deck, understand the choices and see what changes the price.
16–18 px marketing · 14–16 px product · 1.5–1.7 line heightLABEL / 500–600PROJECT / DESIGN REVIEW / REVISION 0211–12 px · restrained tracking · short labels only
These are supporting design specifications. Use optical judgment, readable contrast and responsive type; do not compress critical information to fit a layout.
DECK LOGIC / BRAND STANDARDS
Voice & tone
Capable, clear, human and accountable.
Respect the work.
Use the right construction terms when they help. Explain the requirement and the next step without talking down to a builder.
Make it understandable.
Use direct verbs and concrete outcomes. Say deck, boards, steps and price before model, workflow and automation.
Start with life at home.
Room for dinner. Safer steps. A worn deck made useful again. Connect the product to what people want to do.
Say what is known.
Distinguish an estimate from an agreed price, a model check from a site inspection, and a planned integration from an active connection.
Your deck.
Figured out.
Scan your space. Describe the deck you have in mind. Explore the design, choices and proposed price.
Emphasis: ease, scope, confidence and choice of builder.Walk the site.
Leave with a proposal.
Keep the deck design, review, takeoff and your own rates connected while you work through the project.
Emphasis: field usefulness, expertise and business control.Your products.
In the deck plan.
Connect product specifications and local availability with the contractors planning the work.
Emphasis: useful data, coverage and a reviewed handoff.| Context | Write | Avoid |
|---|---|---|
| Design change | Make the steps wider. See the design and sample price update. | Revolutionary AI unlocks limitless possibilities. |
| Site uncertainty | A contractor needs to confirm the existing frame before resurfacing. | The scan guarantees the structure is safe. |
| Model check | See the rule source and the inputs behind the check. | Automatically code-approved everywhere. |
| Pricing | Review the proposed price and confirm the project scope. | A guaranteed final quote from any photo. |
| Supplier connection | Live catalog and ordering connections are in development. | Partnered with a retailer before an agreement exists. |
Change the tone with the moment: inviting in marketing, direct during capture, precise during review, and calm and actionable when something cannot be confirmed. Keep humor out of safety, pricing and error explanations.
DECK LOGIC / BRAND STANDARDS
The brand in use
A practical system for a software platform that works around a real home.
MAPLE BACKYARD / SAMPLE PROJECTOne design.
One design.
A clear next step.
Deck designRevision 02
Site reviewNeeds confirmation
Customer proposal$18,750 · sample
Review the proposalPROJECT PROPOSALMaple backyard
Deck design · Defined scope · Proposed price
PROJECT DOCUMENTSS101 / Deck framing
Keep drawing sheets light, dimensioned and legible.
Homeowners get the clear picture.
Lead with design, material choices, proposed price, builder and next step. Technical checks, quantities, margin and procurement belong in the contractor workspace.
Show homes people recognize.
Use real material character, house connections, deck edges and stairs. Include new builds and existing decks. Label generated concepts; do not imply they are completed customer work.
Let plans behave like plans.
Light paper, disciplined line weights, dimensions, sheet IDs, schedules and a title block. Distinguish review sets from documents approved for construction.
Make the product understandable.
Use paced device films, a purposeful cursor and visible changes to the deck and price. Public marketing demonstrations are watch-only, with playback controls and reduced-motion support.
Borrow from the D’s construction.
Use controlled planes, step changes and measured rules as quiet supporting elements. Keep them away from critical content and the logo’s clear space.
Be clear about the relationship.
Separate Deck Logic from contractor and supplier identities. Use third-party logos only when the relationship and permission are established.
DECK LOGIC / BRAND STANDARDS
Assets & handoff
A usable reference now, with production work clearly identified.
SELECTED BRAND ASSET KIT
Download brand kit ZIPThe source of truth.
Selected wordmark and D icon PNGs, digital color tokens, supporting typeface and license, and concise usage notes.
Selected
Deck Logic name; D-led wordmark with a normal ivory k; standalone deck-detail D; Graphite & Copper; “A new way to build.”
Proposed for review
Purpose, mission, vision, four values, brand promise, voice rules, supporting type specifications and application standards.
Production next
Final vector drawing and spacing; transparent and monochrome exports; tightly cropped app and favicon assets; small-size and print proofs.
Deck Logic / Brand standards / Version 1.0