DigitalTreehouse — Brand Guidelines

01 The brand in brief

We kill the busywork so people can get back to the work they love.

DigitalTreehouse is an AI automation agency for business owners. We make AI feel approachable and human, then put it to work saving real teams 10 to 20 hours a week. The brand should always feel like a calm, capable guide, never a hype machine.

Plain-spoken

Clarity over cleverness

No jargon, no fluff. If a business owner can't understand it in one read, we rewrite it.

Outcomes-first

Hours back, leads up

We lead with the result, not the technology. Saved time and real growth come before the toolset.

Human

Warm, never robotic

We're the friendly expert who's been there. Confident, a little playful, always on your side.

We are

Approachable and reassuring
Direct and specific
Quietly confident
Focused on the owner's day

We are not

Hypey or buzzword-heavy
Cold, corporate, or stiff
Showing off the tech for its own sake
Fear-based or pushy

02 Logo

The wordmark and the treehouse mark.

The logo pairs a lowercase “digital” in lime with “treehouse” in forest green, joined by the cloud-and-trunk mark above the t. The raw wordmark is the primary logo and our default in most places. Tagline lockups, the standalone tree icon, and the animated version round out the system.

Primary — on white. The cleanest, highest-contrast placement.

On cream (#F7F2E3). Approved for documents and panels.

Color variations

Three single-color treatments. Reach for the color version first; use solid black or white only when color is not possible or contrast demands it.

Full color

Black

White (reversed)

✓Give it room. Keep clear space around the logo equal to the height of the cloud mark on all sides.

✓Use the mark alone for small spaces — social avatars, favicons, and watermarks.

✓Place on calm backgrounds — white, cream, or a solid brand green.

✕Don't recolor the wordmark, add shadows, outlines, or gradients.

✕Don't stretch, rotate, or squish. Scale proportionally only.

✕Don't place on busy photos or low-contrast colors where the green disappears.

Using a tagline: the raw logo is the default. Reach for a tagline lockup when a short descriptor helps the audience — proposals, ads, email signatures, trade-show banners. Keep the tagline gray and never recolor it.

Logo with tagline

When the logo needs to say what we do, a tagline locks up beneath the wordmark in gray (#A7A9AC), right-aligned, with wide letter-spacing. “Grow Your Business” is the established lockup. As the business leads with AI, an AI-focused descriptor is the natural next step.

Grow Your Business — established

AI Consulting · Training · Automations — proposed

Each tagline lockup is available in color, black, and white. “Build Better Websites” also exists as a legacy tagline. The AI lockup is a proposed direction — finalize it in vector before production use.

The tree icon

The treehouse mark — a cloud canopy over a lowercase t — can stand on its own. Use it for social avatars, favicons, app icons, and watermarks. It's always one solid color, chosen for contrast with whatever is behind it.

Forest · on light

Lime · on light

Black · max contrast

White · on dark / green

✓Single solid color only. Never add gradients, outlines, or more than one color to the mark.

✓Choose for contrast. Forest, lime, or black on light; the white mark only on dark or green.

✓Clear space. Keep room around the mark equal to the width of the trunk.

✓Minimum size. At least 24px tall so the cloud detail stays clear.

Watermark

For a soft, abstract version of the mark, drop the forest tree onto beige at about 25% opacity. It mutes to a calm sage (#BCC5B2) — ideal as a large background watermark on covers, section dividers, and slides. Keep it faint enough to never fight the content on top.

Forest tree at ~25% opacity on beige — mutes to sage #BCC5B2. Delivered as DigitalTreehouse-Tree-Watermark.png.

Source files: original art is vector EPS (digitaltreehouse_*_t.eps) for print and large format; PNG versions are provided for web, slides, and documents.

The animated logo

A full-color animation builds the logo on screen, finishing on the wordmark with the “Grow Your Business” tagline. Use it for website headers, landing pages, social video intros, email banners, and loading moments.

Plays once, then holds. Delivered as DigitalTreehouse-Animated-Logo.gif.

Download the files

Grab any asset below. Logos and icons download as transparent PNGs; the animation as a GIF. These are the full-resolution files used throughout this guide.

03 Color

Warm neutrals do the work. Green is the accent.

The palette is built from the live website. Soft beige and cream carry almost everything; forest green grounds it; lime is the spark we use sparingly for action and emphasis. Charcoal and warm gray handle all the reading.

Brand greens

Primary

Forest Green

#35643D

rgb(53, 100, 61)

Headlines on dark, primary buttons, the mark, anchors.

Accent

Lime Green

#9CC83C

rgb(156, 200, 60)

Calls-to-action, highlights, one emphasis per view. Not for body text.

Warm neutrals

Page

Beige

#EEE9DD

rgb(238, 233, 221)

The default page background everywhere.

Surface

Cream

#F7F2E3

rgb(247, 242, 227)

Cards, panels, and raised surfaces.

Muted

Soft Beige

#DFDACD

rgb(223, 218, 205)

Quiet sections and alternating bands.

Secondary

Tan

#D9D1BF

rgb(217, 209, 191)

Secondary fills, chips, subtle dividers.

Line

Border

#D3CCBB

rgb(211, 204, 187)

Hairline borders and outlines.

Ink (text)

Primary text

Charcoal

#2A2A27

rgb(42, 42, 39)

Headlines and primary copy on light.

Secondary text

Warm Gray

#554F44

rgb(85, 79, 68)

Body, captions, supporting copy.

How to balance it

70% Neutrals 20% Ink 10%

Let the warm neutrals dominate, ink carry the reading, and green show up as a deliberate accent. A good rule: one lime moment per screen or page — usually the main action. Forest green can appear a little more freely as headers, the mark, and links.

Readability: use Charcoal or Forest for text on light backgrounds. Lime is an accent and emphasis color — it doesn't have enough contrast for body text on cream, so never set paragraphs in lime. On lime buttons, use dark forest/charcoal text.

Logo color specifications (from the original brand file)

The website palette above is the day-to-day working system. These are the three official green pairings from the logo color sheet. The site is built on Option 2, so use it as the default for any new logo art.

Option 1

#68BE5A · #007640

Option 2 Default

#91C73D · #36663E

Option 3

#ABD036 · #3C7A46

04 Typography

An elegant serif, leaning on one word.

Two typefaces, both free from Google Fonts. Playfair Display brings warmth and personality to headlines; Inter keeps everything readable and modern. The signature move is the italic emphasis — italicize a single word in a headline, never a whole line.

Playfair Display

Display & headlines · serif

400 Regular500 Medium600 SemiBold700 BoldItalic for emphasis

Inter

Body, UI & labels · sans-serif

300 Light400 Regular500 Medium600 SemiBold700 Bold800 Black

Display	Playfair · 64px	Make work fun again.
Heading 1	Playfair · 40px	What's AI worth to your business?
Heading 2	Playfair · 28px	The AI Mastery Framework
Lead	Inter · 19px	A short, confident intro line that sets up the section below.
Body	Inter · 17px	Standard paragraph text. Generous line height keeps it calm and easy to read.
Small	Inter · 14px	Captions, footnotes, and fine print.
Eyebrow	Inter · 12px · 700	Section Label

✓Sentence case for headlines and buttons. We're conversational, not shouty.

✓Italicize one word in a headline for emphasis, in forest or lime.

✕Don't set body copy in Playfair — it's for headlines only.

✕Don't use ALL CAPS except for small letter-spaced eyebrows.

05 Voice & tone

Talk like a smart friend who's been there.

We write the way we'd talk to a stressed-out owner across the table: warm, direct, and genuinely helpful. No fluff, no jargon, no fear-mongering. Lead with the result, keep sentences short, and let a little personality through.

Plain over polished

Short words, short sentences. If there's a simpler way to say it, say it that way.

Warm and human

We sound like a person, not a platform. Empathy first, expertise close behind.

Outcomes, not features

Hours saved, leads gained, stress gone. The tools are the how, never the headline.

A little playful

Confident and light. We can have fun with a line without losing the plot.

Say this	Not that
We'll hand you back 10 hours a week.	We leverage AI-driven synergies to optimize throughput.
AI can kill the busywork you hate.	Our enterprise-grade automation suite streamlines operational workflows.
Let's have a real conversation. No obligation.	Book a discovery call to explore potential synergies.
No fluff, just results.	We deliver best-in-class, results-oriented solutions.

Voice in action

Make work fun again.

You're drowning in email sludge, soul-crushing spreadsheets, and death-by-PowerPoint. AI can clear the busywork that's burning you out, so you can get back to what you actually love doing. Ready?

06 UI & elements

Soft edges, calm surfaces, one bright action.

Interface and document elements share the same feel: rounded corners, hairline borders, cream surfaces floating on beige, and a single lime action that's easy to find.

Buttons

Talk to the Treehouse Primary · lime · main action

See our services Secondary · forest

Learn more Ghost · low emphasis

Card & eyebrow

AI Audits

Find your biggest wins.

We pinpoint where AI saves the most time and money, then hand you a plain-English plan.

Get your audit

Element tokens

Corner radius

16px cards · 11px buttons

Borders

1px · #D3CCBB

Surface

Cream on beige

Shadow

Soft, low, green-tinted

Action

Lime, one per view

Spacing

Generous & airy

07 In proposals & projects

Make every deliverable look unmistakably ours.

A quick checklist for proposals, decks, and client documents. Follow these and anything you create will sit comfortably next to the website.

1Cover. Beige background, the logo top-left, and a Playfair headline with one italic accent word. Keep it spacious.
2Body. Inter at a comfortable size in Charcoal and Warm Gray. Headlines in Playfair. Sentence case throughout.
3Surfaces. Put content in cream cards with a 1px border and gentle rounded corners — never harsh boxes.
4Accent discipline. One lime moment per page, usually the next step or key number. Forest for headers and links.
5Eyebrows. Label each section with a small uppercase Inter eyebrow to guide the reader.
6Close. End with a warm, plain-spoken call to action.