02 — Logo
Approved variants only
Always leave one logo-height of clear space on every side. Never rotate, skew, recolor, or stretch the mark.
Primary (on white)
Default mark. Use on white or light neutral surfaces.
Reversed (on green)
White wordmark with amber V. Use on primary-green surfaces.
On amber or sand
Softens on warm backgrounds and muted brand blocks.
On photography
Use on clean, low-contrast photography. Avoid busy or high-detail backgrounds.
Icon mark
For favicons, app icons, social avatars. Never below 16px tall.
Icon mark (reversed)
Amber V with white blade. Use on green or dark brand surfaces.
✓ Do
- Use approved logo variants only
- Maintain one logo-height of clear space
- Use the icon only at sizes below 80px
✕ Don't
- Rotate, stretch, skew, or add effects
- Use the color logo on busy or low-contrast backgrounds
- Change the logo colors or their order
Shovels Brand Guidelines02
03 — Color
Two colors do nearly all the work
Deep emerald green for everything structural — headings, CTAs, and links. Warm amber as the accent. Everything else is neutrals.
Shovels Green
Primary — headings, CTAs, links, eyebrows. The anchor color.
#01654D
Shovels Amber
Secondary — accents on dark, footer headers, the V in the logo mark.
#E9BE51
Secondary
Neutrals
Brand scale
Brand extended — Charlie
Shovels Brand Guidelines03
04 — Typography
Scandia. Sentence case, always.
Scandia is our production face, licensed from the foundry. Poppins 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.
Weights in use
Scandia (production)
Light 300 · Regular 400
Medium 500 · Bold 700
Poppins Display (fallback)
SemiBold 600 · Bold 700
Inter (body)
Regular 400 · Medium 500
SemiBold 600
Shovels Brand Guidelines04
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. Second person. Sentence case. Contractions welcome.
✓ Do say
"Clean and useful building permit data that's easy to understand."
"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."
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. Everything built starts with a permit.
The intelligence layer for the built world
Positioning line.
Shovels Brand Guidelines05
06 — Boilerplate
Drop-in copy for releases, partnerships, and investor decks
Three lengths. Use as-is — don't paraphrase the proprietary terms inside them.
53-word
Everything built starts with a permit. Shovels captures that first signal—using AI to clean, enrich, and unify 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. shovels.ai
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.
Tagline
The intelligence layer for the built world.
07 — Contact
Internal use only — spokesperson & media contacts
Morgan Friberg
VP of Marketing / PR contact
morgan@shovels.ai
Betty Wan
VP of Growth / partnership contact
betty@shovels.ai
Ryan Buckley
CEO / preferred spokesperson
ryan@shovels.ai
Shovels Brand Guidelines06
