DGENCY brand guideline
Built around the existing purple logo and the audience: owners of home services, legal and healthcare businesses who want their phone to ring with people they can help. Confident, plain-spoken, senior. This page is not indexed.
The senior operator who tells you the truth.
DGENCY talks like Hamid on a first call: specific, unhurried, occasionally blunt, never salesy. The brand is a boutique, not a startup and not an enterprise vendor. It earns trust through specificity (numbers, process, names of tools) rather than adjectives.
Voice rules
- Lead with the outcome the owner gets paid on: booked jobs, signed cases, scheduled patients.
- Short declarative sentences. One idea per sentence.
- Say what we do and how, not how passionate we are.
- It is fine to say what other agencies get wrong. It is not fine to be smug about it.
- Numbers are always concrete: "$142 to $59", not "significant savings".
- "AI" is a tool we run, never a headline.
Words we avoid
Unlock, elevate, take your business to the next level, results-driven, cutting-edge, one-stop shop, solutions (as a noun), leading agency, passionate, seamless, leverage (as a verb in copy), "not just X but Y".
- Use the original purple wordmark on white or on the soft purple tint.
- On dark or purple backgrounds, place the logo in a white rounded container (as in the footer).
- Clear space: the height of the "d" mark on all sides. Minimum width 110px.
- Never recolour, stretch, add effects or place on busy imagery.
No stock photography. Team and testimonial portraits are illustrated avatars in brand gradients until real photos are supplied, then real photos drop into the same tiles.
Purple leads, amber signals, ink grounds.
#6239BDPrimary. Logo, primary buttons, links, eyebrow labels.
#46259AButton hover, gradients.
#2B1766Dark gradient end, avatar shadows.
#EEE9FAIcon backgrounds, highlighted table column, pills.
#17132BBody headings, dark sections, footer.
#4B4763Body copy on light backgrounds.
#6B6785Muted captions and notes (AA on white).
#FFB53DSecondary accent. Guarantee seal, amber CTA, eyebrow dash, stat numbers on dark.
#12805APositive deltas, good-fit checks, KPI numbers.
#DC4A55Negative deltas, not-a-fit crosses, form errors.
Ratios: purple on white 6.6:1, ink-3 on white 5.1:1, green on white 4.9:1. Amber is never used for small text on white.
Plus Jakarta Sans for headlines, Inter for everything else.
Headlines are 800 weight with tight letter-spacing (−0.02 to −0.03em). Body is Inter 400 at 17px with 1.6 line height. Eyebrow labels are Plus Jakarta Sans 700, 13px, uppercase, 0.14em tracking, purple with an amber dash. Both fonts are self-hosted as variable WOFF2 files.
Booked jobs, not clicks.
Section headline at H2
Card title at H3
Lead paragraph, 19px, ink-2.
Body paragraph, 17px. Links are purple and underline on hover.
Eyebrow labelRounded, generous, one primary action.
Pill buttons, 16/26 padding, 2px lift on hover. Primary purple for the main action, amber only on dark or purple bands. Never two primary buttons side by side.
Status pill BadgeCards: 1px line border, 16px radius, 32px padding, soft purple shadow on hover. Sections alternate white and off-white, with one dark section and one purple band per page at most.
Product-style artefacts (dashboards, call feeds, score rings) drawn in the UI rather than photographed. Icons are 2px stroke, rounded caps, purple on soft purple tiles.