Sperry Tree Care
Brand Style Guide
Design standards for all client-facing materials, digital ads, landing pages, and marketing deliverables.
v1.0 · April 2026 · BOSSTORQUEDesign standards for all client-facing materials, digital ads, landing pages, and marketing deliverables.
v1.0 · April 2026 · BOSSTORQUESperry Tree Care has been protecting and enhancing the natural beauty of Pacific Northwest properties since 1990. The brand represents deep expertise, reliability, and a genuine respect for the land — qualities that resonate with both residential homeowners and commercial property managers in the Greater Eugene/Springfield area.
The visual identity leans into the heritage of the craft: earthy greens drawn from the forest canopy, classic serif typography that conveys permanence and trust, and warm russet accents from the company's distinctive logo oval. Every touchpoint should feel grounded, professional, and authentically rooted in the Pacific Northwest.
The palette draws from the Pacific Northwest forest — deep evergreen anchored by earthy accents. Forest Green is the primary brand color.
Lato for all body copy and UI text. Merriweather (Georgia fallback) for display headings and hero copy — conveying craft, heritage, and trust.
Google Fonts: Lato:wght@300;400;700;900 + Merriweather:wght@400;700
The Sperry logo features a russet/teal oval badge with "Est. 1990" — a heritage mark reinforcing longevity and trust. Full color on light backgrounds; reverse white on dark green.
| Style | Color | Use Case |
|---|---|---|
| Primary | #065a4a fill, white text | Main CTAs, form submits |
| Outline | #065a4a border + text | Secondary actions |
| Accent | #A84A3A fill, white text | Phone CTAs, urgent actions only |
| Gradient CTA | #2d7a65 to #065a4a, shadow | Hero CTA, landing pages |
Trusted neighbor who happens to be a certified arborist. Not corporate. Not salesy. Confident and knowledgeable, grounded and real.
| Dimension | DO | DON'T |
|---|---|---|
| Tone | Grounded, direct, warm | Stiff, corporate, overly formal |
| Expertise | "ISA-certified arborists assess each tree" | "Cutting-edge synergistic solutions" |
| Local | Eugene/Springfield, Lane & Benton Counties, Pacific Northwest | Generic national language |
| Trust | "Est. 1990," "35 years," credentials | Vague: "industry-leading," "best in class" |
| Urgency | "Spring season is short — book early" | "ACT NOW!!! LIMITED TIME!!!" |
| CTA | "Get a free estimate," "Talk to an arborist" | "Buy now," "Sign up," "Click here" |
All AI-generated photos across Q2 deliverables follow these locked parameters. Apply consistently when generating or approving any Sperry ad image.
| Parameter | Locked Value | Never Use |
|---|---|---|
| Style | Documentary / editorial photography. Candid, natural, not posed. | Commercial stock, illustration, clipart, AI-art rendering |
| Camera Feel | Canon DSLR, 35–85mm lens. Sharp subject, soft background. Shallow depth of field. | Fisheye, wide-angle distortion, flat smartphone look |
| Lighting | Pacific NW natural light — overcast diffused daylight or warm golden hour. | Harsh studio flash, bright midday sun, neon or artificial lighting |
| Color Palette | Muted greens, deep forest tones, warm earth browns, rich Oregon sky. Naturally desaturated. | HDR, oversaturated, high-contrast Instagram filters |
| Setting | Oregon residential: lawns, mature oaks, firs, PNW landscaping. Eugene / Springfield / Corvallis. | Palm trees, desert, tropical, downtown urban, commercial settings |
| People | Single arborist OR arborist + homeowner. Navy or forest green Sperry uniform. Natural interaction. | Groups, multiple close-together arborists, orange safety vests, posed stock smiles |
| Composition | Ground-level or slight low angle. Subject 40–60% of frame. Tree/property in background. | Aerial only, tight crop with no context, subject at frame edge |
| Harness / Gear | Climbing harness appropriate only in safety / removal contexts. | Harness or rope in lead-gen or social proof ads |
| Ad Type | Image Direction |
|---|---|
| Lead Gen (C1) | Single ISA arborist assessing a mature tree. Ground level, professional stance. Inspires expertise and trust. |
| Retargeting (C2) | Beautiful Oregon residential property at golden hour, OR arborist + satisfied homeowner, natural (not posed). |
| Awareness (C3) | Oregon landscape / aerial property overview. Lane County / Benton County recognizable geography. |
| Story (9:16) | Subject in lower 60% of frame. Clear 90px+ safe zone at top for logo and badge overlay. |
KV endpoint: sperry-images-apr2026.jason-8ce.workers.dev/{key}
| Rule | Why It Matters |
|---|---|
| Never use BOSSTORQUE blue (#1e3a8a) on Sperry materials | Agency color, not client's |
| Never use Inter font on Sperry deliverables | Sperry font is Lato; Inter belongs to BOSSTORQUE |
| Never use non-Pacific NW stock imagery | Brand is rooted in the Pacific Northwest |
| Never omit "Est. 1990" / 35+ years credential | Core differentiating trust signal |
| Never use all-caps body text or excessive exclamation marks | Undermines trusted-expert voice |
| Never compress or stretch the logo | Distorts the oval badge heritage mark |