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The Pool Attendant Company brand guide

The mark, the lockups, the colours, the typeface and the photographs, with the files to download. For anyone who puts our name on something: a partner's newsletter, a press release, a board packet, a uniform order.

01 · The mark

Fifteen bars around eight.

The mark is a square of stripes: fifteen vertical bars framing eight horizontal ones, every bar the same weight. Read it as lane lines and a deck, or as the ordered record we keep of every shift. It works at the size of a favicon and on the back of a polo, and it is the only symbol we use.

Pool blue on navySVG
Navy on whiteSVG
White on pool blueSVG
Pool blue on foamSVG
x

Clear space and minimum size

Keep a margin of x around the mark on every side, where x is the width of its three-bar frame, about a fifth of the mark. Nothing sits inside that margin: no text, no photo edge, no other logo.

  • Minimum size on screen: 24 px. In print: 8 mm. Below that, the bars close up.
  • Always square. Never stretched, rotated, outlined, given a shadow or a gradient, or redrawn with a different number of bars.
  • Three colours only: pool blue on navy, navy on white or foam, white on pool blue or on a dark photo with enough contrast.
Don’t stretch it
Don’t rotate it
No drop shadows
No other colours
Don’t outline it
Not on a busy photo
Not blue on blue
03 · Colour

Navy first. Blue for action. One warm accent.

Deep End navy is the brand: it is the uniform, the header, the towel stripe and the dark bands on every page. Pool blue is the mark and small accents. Action blue is for buttons and links, nothing else. Deck orange is one warm note, used once on a page at most. Everything else is a neutral.

#010D27
Deep End navyThe brand colour. Header, footer, hero bands, the uniform polo and the towel stripe.
#091632
InkHeadings and body text on light backgrounds.
#03B7FF
Pool blueThe mark on navy, the towel stripe, small accents. Never for body text.
#1976D2
Action blueButtons and links. #2196F3 on hover states and charts.
#0D47A1
Deep bluePressed buttons, link hover, the sign "Notice" band.
#64C5F9
SkySoft accents on navy: eyebrows, dividers, the glow behind a primary button.
#FF8700
Deck orangeOne warm accent: the outline of the proposal button, the Free badge. Sparingly.
#F8FAFC
FoamPage background.
#E2E8F0
TileBorders and dividers.
#64748B
SlateSecondary text, captions.
#475569
BodyParagraph text.
#FFFFFF
WhiteCards, the wordmark on navy, sign paper.
White on navyHeadings, body, the wordmark. 18.6 : 1
Pool blue on navyThe mark, eyebrows, numbers. Not for paragraphs.
Ink on whiteEverything on a light page. 16.4 : 1
White on action blueButtons. 4.6 : 1, bold only.
Body on foamParagraphs on the page background. 7.3 : 1
Ink on deck orangeThe Free badge and nothing larger.

Printed signage palette

Signs follow the safety-colour conventions people already know, so a red band means closed and yellow means caution. These five live only on printed signs, never in the brand itself.

Notice blue #0057B8Safety green #00843DCaution yellow #FFD100Warning orange #F47920Danger red #C8102E
04 · Typography

Figtree, four weights.

Figtree is a friendly geometric sans with an open licence, so every partner can install it. Headings are extra bold and tight; body text is regular with room to breathe. One family means a board packet, a sign and the portal all read as the same company. If Figtree can't load, Helvetica Neue or Arial stand in.

AaFigtree · 400 / 500 / 700 / 800 · Google Fonts, OFL

  • 400Body copy, captions, form fields.
  • 500Labels, table headers, navigation.
  • 700H3, buttons, the wordmark, bold runs in body copy.
  • 800H1 and H2, large numbers.
Displayclamp(2.2rem, 5vw, 3.6rem) / 1.04, 800, letter-spacing -0.014em
Staffed, supervised, documented.
H2clamp(1.6rem, 3vw, 2.3rem) / 1.1, 800
Every shift covers the work a board shouldn’t have to manage.
H31.15rem / 1.15, 700
Half-Hour Quality Rounds
Ledeclamp(1.08rem, 1.5vw, 1.3rem) / 1.6, 400
Trained pool attendants for HOA, condo and hotel pools in six states.
Body1rem / 1.6, 400
Attendants check residents and guests in, apply the posted rules, walk the deck on regular rounds and log every incident.
Eyebrow0.72rem, 700, uppercase, letter-spacing 0.16em
What a shift includes
Sentence case in product and email.The website keeps Title Case in its H1 and H2; everything else, including buttons, is sentence case.
Numerals, always.“6 states”, “30 minutes”, “18 × 24 in”. Use the real multiplication sign and a thin space around it.
Measure 60 to 70 characters.Body text never runs wider than about 68ch. Ledes can go to 62ch.
One typeface, no italics for emphasis.Emphasis is bold, used rarely. No underlines except links.
05 · Photography

The work, in daylight.

Real attendants in the navy polo, on real community decks, doing the job: the check-in table, the tablet, a round along the fence, towels on the cart. Natural light, honest colour, nobody posing for the camera. No whistles, no lifeguard chairs, no stock smiles.

Pool attendant in a navy polo with the mark on the chest, folding towels at a community pool cabana
The uniform: navy polo with the mark on the chest, khaki or navy shorts. The mark is embroidered in pool blue.
Pool attendant checking residents in on a tablet at a community pool gate
Show the work: check-in on the tablet, the gate, the round. The subject is the task, not the camera.
Pool attendant at the check-in table under a pavilion with the pool fence and fountains behind
The setting: the deck, the fence, the pavilion. Wide and calm. The pool is context, not the subject.
Alt text names the role and the setting.“Pool attendant checking in residents at a Texas HOA pool”, not “image” or “photo”.
Only our 22 published customer logos.No community names, signs or landmarks that identify a customer without their consent.
No children in focus.Residents appear as context, out of focus or from behind. No faces of minors.
Colour grade: none.Correct white balance and exposure only. No filters, no heavy vignettes, no HDR.
06 · Downloads

The kit.

Everything on this page as files. The SVGs carry the font inside them, so the wordmark renders the same in any tool. Partners and printers can take the whole zip.

Everything

Marks, lockups, colours and the readme in one zip.

The mark

Navy, pool blue, white, and pool blue on a navy square. SVG plus 512 and 1024 px PNG.

Horizontal lockups

Mark and wordmark on one line. SVG, 1× and 2× PNG with transparent backgrounds.

Stacked lockups

For square spaces: social avatars, embroidery proofs, the proposal cover.

Colours

CSS custom properties and a JSON file with the names and uses.

Typeface

Figtree by Erik Kennedy, SIL Open Font License. Install it from Google Fonts.

Boilerplate

The Pool Attendant Company staffs HOA, condo and hotel pools with trained pool attendants, monitors and gate guards in Texas, Florida, Georgia, South Carolina, North Carolina and Colorado. Attendants check residents and guests in, apply the posted pool rules, walk the deck on regular rounds and log every incident, so the board has a documented record after every shift.

Need a file that isn't here, or want to check how you're using the brand? Email office@thepoolattendantcompany.com.

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