Brand Guidelines
Keri H. CarrollK
Official brand kit for the Carroll for Chancery Court Judge campaign. Everything here - colors, typography, logos, voice - is binding for any website, print piece, mailer, sign, or social asset carrying the campaign's name.
Section 01
Colors
Three brand colors. That's it. Teal is this teal (#215b64) - not forest green (#1B4332). Do not introduce additional accents.
Teal
#215b64
--color-teal
bg-teal / text-teal
Primary dark. Script "K", headings, "Chancery Court Judge" banner, authoritative surfaces.
Gold
#b08a49
--color-gold
bg-gold / text-gold
Primary accent. Scales of justice, "Carroll" wordmark, eyebrow labels, highlights.
Cream
#f7f1e8
--color-cream
bg-cream / text-cream
Primary background. Warm off-white - never stark white.
Supporting shades
Tonal variants for hover states, depth, and legibility. Never use them as primary accents - they support the three brand colors.
Teal dark
#17434a
Teal light
#2d7581
Gold dark
#8c6d38
Gold light
#c9a668
Cream dark
#ebe3d3
Ink
#1a1a1a
Ink muted
#4a4a4a
Section 02
Typography
Serifs only. Cormorant Garamond is the workhorse; Allura is for single-letter flourishes; Times New Roman Bold is the print/email fallback. No sans-serif anywhere - no Inter, Poppins, Geist, or Helvetica substitutes.
Display · Headings
Cormorant Garamond Bold
font-display · weight 700
Experience. Fairness. Family.
Abcdefghijklmnopqrstuvwxyz
0123456789 - The quick brown fox jumps over the lazy dog.
Script · Flourish only
Allura Regular
font-script · weight 400
K
Keri Carroll
Use Allura only for the stylized "K" initial, a signature sign-off, or a single decorative word. Never for body copy or paragraphs.
Fallback · Print & Email
Times New Roman Bold
system fallback
Experience. Fairness. Family.
Used in email (Cormorant doesn't ship with most mail clients) and on print pieces where web fonts aren't available.
Loading the brand fonts
/* Google Fonts - include in <head> or layout.tsx */ <link href="https://fonts.googleapis.com/css2?family=Cormorant+Garamond:wght@700&family=Allura&display=swap" rel="stylesheet" /> /* Or self-host from public/fonts/ (already in this repo): cormorant-400.ttf · cormorant-700.ttf · allura-400.ttf */
Section 03
Logo
The logo locks together three elements: the scales of justice icon, the "Keri H. Carroll" wordmark with an Allura K flourish, and the "CHANCERY COURT JUDGE" banner. Keep a visible frame around logo cards when presenting as a block.
Primary lockup
/images/logo.png
Full "Keri H. Carroll · Chancery Court Judge" lockup. Use on cream or neutral backgrounds. This is the default.
Alternate lockup
/images/logo-alt.png
Alternate color treatment of the same lockup. Use when the primary feels too heavy or to balance a page dominated by teal.
Social / OG
/images/logo-og.png
Social-share variant sized for Open Graph / Twitter cards. Use when the logo needs to read at thumbnail scale.
Icon / Favicon
/icon.svg (crisp vector) and a dynamically-generated 192×192 PNG at /icon for Google search and Apple touch icons.The four approved variants
The BrandKit PDF documents four color variants of the full lockup - cream/teal/gold combinations for light and dark backgrounds. Check brand-kit.pdf pages 1–4 before creating a new treatment. Never flatten the logo to a single color when color printing is available, and never crop, rotate, or re-scale the mark.
Section 04
Voice & Feel
Classic, dignified, warm, and grounded. A serif-forward, gold-and-teal aesthetic that nods to southern tradition, judicial seriousness, and approachability. Think engraved invitation - not startup landing page.
Serifs everywhere. No sans-serif.
Warm backgrounds, not stark white.
Sharp but elegant, not blocky or tech-like.
Gold accents signal prestige without being flashy.
Teal grounds the brand - authoritative without being cold.
Section 05
Do & Don't
Do
- Use the exact hex values above. No substitutes.
- Pair teal with gold for highest impact.
- Keep generous whitespace on the cream background.
- Use Allura sparingly - single-letter flourishes or sign-offs only.
- Read this page and brand-kit.pdf before starting any new piece.
Don't
- Don't use forest green (#1B4332), navy, red, or other accent colors.
- Don't use sans-serif fonts anywhere - no Inter, Poppins, Geist, Helvetica.
- Don't flatten the logo to a single color when color is available.
- Don't crop, rotate, or modify the logo mark.
- Don't use Allura for body copy. It's a flourish, not a text face.
Section 06
For developers
Drop these tokens into any project picking up the brand. Matches what this repo uses in globals.css.
CSS custom properties
:root {
--color-teal: #215b64;
--color-teal-dark: #17434a;
--color-teal-light: #2d7581;
--color-gold: #b08a49;
--color-gold-dark: #8c6d38;
--color-gold-light: #c9a668;
--color-cream: #f7f1e8;
--color-cream-dark: #ebe3d3;
--color-ink: #1a1a1a;
--color-ink-muted: #4a4a4a;
--font-display: "Cormorant Garamond", "Times New Roman", Times, serif;
--font-script: "Allura", cursive;
}Tailwind v4 - @theme block
@theme inline {
--color-teal: #215b64;
--color-gold: #b08a49;
--color-cream: #f7f1e8;
--color-ink: #1a1a1a;
--font-display: "Cormorant Garamond", "Times New Roman", Times, serif;
--font-script: "Allura", cursive;
}
/* Usage */
<h1 class="font-display text-teal">Morning Digest</h1>
<span class="font-script text-gold">K</span>
<p class="text-ink bg-cream">Body copy on warm background.</p>Email-safe serif stack
font-family: 'Cormorant Garamond', 'Times New Roman', Times, serif; /* Most email clients don't load web fonts - Times New Roman is the brand's explicit fallback per brand/BRAND.md § Typography. */
Source of truth
This page is generated from site/brand/BRAND.md and site/brand/BrandKit.pdf. If something conflicts with the PDF, the PDF wins - flag it and we'll update this page to match. Share this URL with any vendor, designer, or engineer picking up brand work.