This guide details the logo, color, typography, and voice of Shovels. It supplies the assets you need to write about us, partner with us, or co-market a product.
Use the color logo on busy or low-contrast backgrounds
Change the logo colors or their order
03 — Color
Two colors do nearly all the work.
Deep emerald green for everything structural including headings, CTAs, and links. Warm amber as the accent. Everything else is neutrals. Click any swatch to copy the hex.
Primary
Shovels Green
Headings, CTAs, links, eyebrows. The anchor color.
Secondary
Shovels Amber
Accents on dark, footer headers, the V in the logo mark.
Secondary
#EAE2CF
#A99E53
#849465
Neutrals
#101727
#9CA3AF
#E5E7EB
Brand scale
#047857
#FCD34D
#DDD2B0
Brand extended — Charlie
#323A37
#434746
04 — Typography
Scandia. Sentence case, always.
Scandia is our production face, licensed from the foundry. Manrope and Inter are the approved public-font fallbacks per the brand guidelines.
Primary title · Scandia SemiBold
Unbiased building contractor scores.
Secondary title · Scandia Bold Upper
We <3 construction data
Body · Inter Regular
Permit data can be messy. We aggregate, clean, and normalize permit data into something that's ready to use. With Shovels, you can get the insights you need from building permits without wrangling with raw data.
ScandiaProduction
Licensed foundry face. Ready for production.
Light 300Regular 400Medium 500Bold 700
ManropeDisplay
Approved public-font fallback for primary and secondary titles.
SemiBold 600Bold 700
InterBody
Approved public-font fallback for running body text.
Regular 400Medium 500SemiBold 600
05 — Voice & Tone
Smart and friendly. Data science, made accessible to everyone.
We're authoritative about data engineering but kind — and always happy to explain things at a basic level. Clear, concise, and friendly. We favor plain language over business jargon, and we don't shy away from being human, personable, welcoming, and a little humorous. Second person. Sentence case. Contractions welcome.
✓Do say
"Clean and useful building permit data that's easy to understand."
"Because you want to get insights from building permits, not wrangle with raw data."
"We ship fast. We ship often. We ship quality."
"Permit data is notoriously messy. We clean it, so you don't have to."
—Don't say
"Unlock the power of AI-driven construction intelligence to 10x your insights."
"Revolutionary. Game-changing. Disruptive."
"Leverage synergies across the construction data ecosystem."
"Harness cutting-edge ML to transform your workflow."
Signature phrases
WE <3 CONSTRUCTION DATA
Canonical tagline. Uppercase, literal <3. Use as eyebrow.
Shovel-ready intelligence
Proprietary term. Hyphenated. Never reword.
The first signal of construction
Anchor phrase. The earliest signal is a land-use decision, months before any permit exists.
The prediction engine for the built world
Positioning line.
06 — Boilerplate
Boilerplate.
Drop-in copy for releases, partnerships, and investor decks. Three lengths, click to copy.
53-word
Everything built announces itself first in local government. Shovels captures that signal—using AI to clean, enrich, and unify land-use decision, permit, contractor, and property data from thousands of municipalities. Delivered through our API, web app, or data warehouse, we turn messy public records into standardized, Shovel-ready intelligence that helps industries anticipate growth and make smarter decisions. https://www.shovels.ai/
Tagline
The prediction engine for the built world.
25-word
Shovels uses AI to clean and unify fragmented permit, contractor, and property data—turning public records into Shovel-ready intelligence that helps industries see what's coming next.
07 — Contact
Working with us.
For press inquiries, partnership decks, or any brand-related questions, email press@shovels.ai. We answer within two business days.
