Roover · company identity + materials

01 · Mark

ROOVER. Caps + leading disc.

Locked company wordmark is all-caps ROOVER plus a leading amber disc. Amber is the DOT only — never a button. Use the V4 .company-wordmark CSS and the existing caps-dot PNG. No new SVG wordmark.

Locked raster. ../assets/marks/onroover-caps-dot.png. Use this if type is not loaded.

ROOVER

CSS lock from V4: disc .56rem, gap .72rem, tracking .19em, weight 500, halo #ffb54c26. Links to https://onroover.com/.

Clear space and floor

Keep empty space around the lockup equal to the cap height of the letter R. The dashed box is that unit.

ROOVER

Digital floor	~120 px lockup width. Below that, use the favicon tile. Do not squeeze the wordmark.
Print floor	~25 mm wide.
Favicon	Existing ink tile + amber pill. `../assets/marks/onroover-favicon.svg`. Not a new mark.
Usage sheet	assets/marks/kit/onroover-usage.html · DO-NOT.md

Favicon 32 / apple-touch 180 live in assets/marks/kit/raster/. Below 120 px, this tile — not a squeezed wordmark.

ROOVER

Digital floor sample. Do not go smaller as a wordmark.

Do / don’t

Do

Leading disc, then ROOVER. All caps.
Amber #ffb54c on the disc only. Halo stays.
Use the CSS lockup or the existing PNG. Not both as two marks.
On ink reverse, type goes to paper. The disc stays amber.

Don’t

Caret ^ROOVER as the lock (exploration, not locked).
Lowercase roover + dot as the lock (exploration, not locked).
Typeset the lock-board crop as the wordmark.
Host Grotesk or Inter on this mark. Inter-800 apex is off-lock.
Blaze on the disc. A second mark. A new SVG.
Stretch the disc, drop the halo, or turn amber into a button, wash, or hero.

Do-not list is also assets/marks/kit/DO-NOT.md. Do not invent a mark to fill a gap that is not a gap.

02 · Type

Hanken 300. Manrope body.

Two faces. No third. Hanken Grotesk display 300. Manrope body 400–700. Never Inter. Never Host Grotesk. Never Arial. Display is short — 1 to 6 words. Failure mode already written: 40-word sentences at display size. Do not do that.

H1 display
Hanken 300

Roofing isn’t backwards.

Slide title
Hanken 300

Start with your roof.

Body
Manrope 400

Then job before price. Long thoughts stay Manrope. Hanken only for 1–6 words above 3 rem. Tracking −0.04 to −0.06 em.

Caption
Manrope 700

Reference visualisation

Footer
Manrope 400

onroover.com · Talk to Roover as a green text link

Door
Manrope · green rule

Talk to Roover

Deck and document sizes

H1 display	Hanken 300 · cover / first page. ~72–104 px on a 1920 slide. ~36–44 px on A4. Max-width ~12 ch. Tracking −0.045 em. Line-height ~0.94.
Slide title	Hanken 300 · interior slide. ~56–64 px. Tracking −0.04 em. Still short.
Body	Manrope 400 · 16.5–22 px. Line-height 1.5–1.62. Colour soft #3f514a.
Caption	Manrope 700 · 10 px · 0.12 em · uppercase. Picture label only.
Footer	Manrope 400 · 11–14 px · soft ink. Wordmark at 11–13 px. Green text door, no fill.
Wordmark	Hanken 500 (file is the 400 cut) · 0.19 em · uppercase. Cover 18 px. Slide 15 px. Footer 12–13 px.

Local files: hanken-grotesk-300-latin.woff2 is the display lock. Hanken 400 is supplied because a real file exists — do not promote it as a new display cut. Manrope 400 / 500 / 600 / 700 are local. See FONTS.md.

03 · Colour

Paper. Ink. Green. Amber is the dot.

The company palette is quiet paper. Do not add a hex. Do not wash amber. Do not bring a second orange into this book.

Paper#f3f4ef

Clean#faf9f3

Deep#e7eae4

Hero wash#eef1ec · under the roof

Ink#0b2a20

Soft#3f514a

Green#0e6545 · conversation

Amber#ffb54c · DOT only

Steel #d8dbd5 · line rgba(11, 42, 32, .14) · sticky header #f3f4eff5 · amber halo #ffb54c26.

Amber is the wordmark DOT only. Not a button. Not a mood.

When amber may appear

May	The leading disc on the company wordmark. Favicon pill. That is the list.
May not	A button, a fill, a hover, a bullet, a rule, a frame, a wash, a hero, a band, a chart accent, a second mark.

Download the chips

or-paper.svg

or-paper-clean.svg

or-paper-deep.svg

or-ink.svg

or-ink-soft.svg

or-green.svg

or-amber.svg · DOT only

or-steel.svg

Tokens: --or-paper --or-ink --or-green --or-amber in ../tokens.css under [data-skin="onroover"].

04 · Grounds

Paper first. Ink reverse is print only.

Paper fibre is material, not a UI layer. Opacity ~0.045–0.055, multiply. Hairline rules. No filled button farm. No social chrome. Dark ink is a print reverse — not a company marketing page.

Paper
Default

#f3f4ef · grain on

Clean
Cards / inner sheet

#faf9f3

Deep
Band / email desk

#e7eae4

Ink reverse
Print reverse only

#0b2a20 · type goes paper

Rules

Paper	Default for the book, decks, one-pagers, letterhead, proposal covers. Grain on.
Clean / deep	Inner sheets, cards, bands. Hero wash #eef1ec sits under the isolated roof only.
Ink reverse	Print reverse only — a back cover, a divider, a folio you can hold. Type goes to paper #f3f4ef. The disc stays amber. Do not make ink the company site.
Print	A4 on paper. Keep the grain. Keep hairlines. No blaze, no second orange, no filled primary.

Never as a ground

Amber as a background or wash
A second orange
Consumer forest #1c3028
Pampas / plantation as this book

05 · Lockups

Cover. Footer. Slide.

Same mark. Three sizes. Use the CSS lockup or the existing PNG. Do not typeset a fourth.

Cover · 18 px ROOVER

Slide · 15 px ROOVER

Footer · 13 px ROOVER

On ink reverse

Print reverse · type to paper · disc stays amber ROOVER

Raster on paper

caps-dot PNG ROOVER caps + amber disc

Avatar 400 · kit raster

Cover	18 px CSS lockup, top-left on paper. One Hanken line below a 64 px green hairline. See §08 cover.
Slide	15 px CSS lockup, top-left. Footer lockup 13 px + onroover.com + Talk to Roover. See §08 interior.
Footer	12–13 px CSS lockup, or the PNG at ~120 px wide. Never a second mark beside it.

06 · Door

Talk to Roover.

Company close is a conversation. One door. Green type, green underline, no fill. Not a public homepage CTA build. Not an address field.

Talk to Roover

Href is locked: https://onroover.com/contact.

Wordmark → https://onroover.com/. Host is onroover.com, never roover.com.

ROOVER

Start with your roof.

Then job before price.

Talk to Roover

Label	Talk to Roover. Verbatim. Do not write a better line.
Treatment	Manrope. Green #0e6545. 1 px underline. No fill. No pill. No amber.
Where	Chrome, deck footer, one-pager, proposal cover, letterhead footer, email.
Not	Find my roof. An address field. A live Start. A filled primary. A public marketing CTA page.

Working close block (after a story, not a first screen): ../templates/start/onroover-company-close.html.

07 · Picture

The roof as an object.

The same isolated roof, on paper. Reference visualisation. Never the visitor’s house. No sky, no house wall, no people. Caption is locked.

Reference visualisation · V4 isolated roof · not your house

File: ../assets/pictures/isolated-roof-poster.png. Sits on hero wash #eef1ec. After the story, or on a materials page — not as a Find-my-roof open.

May / may not

May

This isolated roof, on paper.
Caption: Reference visualisation.
Empty type-led first screen. Roof after the story.

May not

The visitor’s house.
Stock handshake. Crew. Lifestyle. A truck.
St Ives as cleared. Rights unproven — see In the works.
Amber frame around a photo.

Chrome, not a mark

UI icons exist for paper. 24 px. 1.5 stroke. Not a third mark. Do not treat roof-plan as the wordmark.

OR paper

roof-plan

job-card

check

chevron

close

08 · Deck

Real slides. 1920×1080.

Artboards a designer can duplicate. Not a homepage mock. Paper. Caps-dot. One Hanken line on the cover. Title + body + footer lockup on the interior. Screenshot #artboard at exactly 1920×1080.

Cover

templates/deck-cover.html · 1920×1080 · paper · one line

ROOVER

Roofing isn’t backwards.

onroover.com

Ground	Paper #f3f4ef. Grain on.
Mark	CSS caps-dot, 18 px, top-left.
Type	One Hanken 300 line at 104 px. Tracking −0.045 em. Max 12 ch. Locked line only.
Footer	onroover.com in Manrope soft. No filled button.

Interior

templates/deck-interior.html · 1920×1080 · title + body + footer lockup

ROOVER

Start with your roof.

Then job before price.

Today The homeowner starts with who. Same house. Three roofers. Three versions.
Turn It starts backwards.
With Roover Define the job once. Let roofers price it. Then choose who.

ROOVER onroover.com Talk to Roover

Title	Hanken 300 · ~64 px. Locked lead only.
Body	Manrope. Soft ink. Supporting lines from the locked company story — not a new thesis.
Footer lockup	13 px wordmark · onroover.com · Talk to Roover as green text.
Do not	Invent investor numbers, traction, or a fundraising claim on the slide.

Started from ../templates/print/onroover-deck-cover.html. The files in company/templates/ are the ones to duplicate for this book.

09 · Documents

One-pager. Proposal first page.

A4. Paper. Mark. Hierarchy. Talk to Roover as a text door. If a proof line is needed, label it IN THE WORKS — proof line. Do not fake a metric.

templates/one-pager.html · A4

ROOVER

Company

Roofing isn’t backwards.

Start with your roof. Then job before price.

Today The homeowner starts with who. Same house. Three roofers. Three versions.
Turn It starts backwards.
With Roover Define the job once. Let roofers price it. Then choose who.

In the works — proof line Do not invent a number here.

onroover.com Talk to Roover

templates/proposal-cover.html · A4

ROOVER

Proposal

Start with your roof.

Then job before price.

Prepared for IN THE WORKS — recipient
Engagement IN THE WORKS — engagement title
Date IN THE WORKS — date

ROOVER Talk to Roover

Letterhead

Reuse the existing letterhead. Copied here with paths that resolve from this folder.

templates/letterhead.html · also ../templates/print/onroover-letterhead.html

Page	A4. Paper. 20–22 mm margins. Grain on.
Head	Caps-dot. Green hairline. No blaze bar.
Door	Talk to Roover as text in the footer. Not Find my roof.
Proof	If you need a proof line: IN THE WORKS — proof line. Not a fake metric.

10 · Kill

If it is not paper, it is not this book.

A fundraiser opens this URL and stays here. Do not import the consumer system. Do not invent a third pairing.

No

Consumer bleed — marketplace skin, homeowner start, or the seven-beat consumer homepage as this book
A second orange. Blaze #ff7006. Amber as a button, fill, wash, or hero
Inter as the brand face. Host Grotesk. Inter-800 apex as the lock
A filled primary / blaze button
AI / instant quote / guaranteed price language
Find my roof. Address field. Live Start. get.roofhero
The visitor’s house. Handshake stock. A truck. Crew lifestyle
St Ives as cleared
Caret ^ROOVER, lowercase roover+dot, lock-board typeset as the mark, a new SVG wordmark
A better line than the lock. A fundraising thesis you just wrote. A fake metric

Lines you may use — verbatim

Lead	Start with your roof. Then job before price.
Open	Roofing isn’t backwards.
Door	Talk to Roover
Today	The homeowner starts with who. Same house. Three roofers. Three versions.
Turn	It starts backwards.
With Roover	Define the job once. Let roofers price it. Then choose who.

Do not write a better line.

Placeholders

In the works.

Labelled. Not faked. Do not put a finished frame, a cleared aerial, or a consumer GTM plan in this book until the lock moves.

Hero / signature film

Not in this book. Do not invent a company film still or a first-screen motion pass.

A-L geometry

Not in this book. Do not draw a substitute mark or a geometry lockup.

St Ives rights

Unproven. Do not treat the aerial as cleared. Do not use it as a company picture.

GTM (consumer)

This book does not own it. Do not put homeowner ads, start, or Find my roof here.

Also in the pack

More company materials.

Already locked. Use them. Do not restyle.

company/templates/deck-cover.html	1920×1080 cover. This book’s file.
company/templates/deck-interior.html	1920×1080 interior. This book’s file.
company/templates/one-pager.html	A4 one-pager. This book’s file.
company/templates/proposal-cover.html	A4 proposal first page. This book’s file.
company/templates/letterhead.html	A4 letterhead. Paths fixed for this folder.
print/onroover-letterhead.html	Original letterhead. Same lock.
print/onroover-deck-cover.html	Original title slide. Same lock as the company cover.
email/onroover-email.html	Company email. Paper, caps-dot PNG, green text link. No fill.
og/onroover-og-1200x630.html	1200×630 company / investor still.
og/onroover-square-1080.html	1080×1080 company square.
start/onroover-company-close.html	Close after the story. Isolated roof optional. Not a start screen.
marks/kit/onroover-usage.html	Usage sheet. Clear space, floors, grounds.

Include ../tokens.css. Scope data-skin="onroover". Fonts and marks resolve from ../assets/.

Quiet paper.

In sixty seconds

ROOVER. Caps + leading disc.

Clear space and floor

Do / don’t

Do

Don’t

Hanken 300. Manrope body.

Deck and document sizes

Paper. Ink. Green. Amber is the dot.

When amber may appear

Download the chips

Paper first. Ink reverse is print only.

Rules

Never as a ground

Cover. Footer. Slide.

On ink reverse

Raster on paper

Talk to Roover.

Start with your roof.

The roof as an object.

May / may not

May

May not

Chrome, not a mark

Real slides. 1920×1080.

Cover

Roofing isn’t backwards.

Interior

Start with your roof.

One-pager. Proposal first page.

Roofing isn’t backwards.

Start with your roof.

Letterhead

If it is not paper, it is not this book.

No

Lines you may use — verbatim

In the works.

Hero / signature film

A-L geometry

St Ives rights

GTM (consumer)

More company materials.