Brand Guidelines
1. Logo
The Pengelly Garden Centre logo features a stylised cursive P lettermark paired with the full wordmark "Pengelly Garden Centre" in a clean, elegant typeface. The logo is the cornerstone of our identity and must always be reproduced accurately.
Primary — on white
Reversed — on dark
Reversed — on Brand Purple
On Brand Blush
Logo Clear Space
Always maintain a minimum clear space around the logo equal to the height of the capital "P" in the wordmark. Never crowd the logo with other elements, text, or imagery.
Minimum Size
The logo should never be reproduced smaller than 120px wide in digital use, or 30mm wide in print.
2. Colour Palette
Our colour palette reflects the natural beauty of a Cornwall garden — warm plum purples, soft blush pinks, and clean neutrals. The Brand Purple is our primary identity colour and should be used consistently across all touchpoints.
Primary Colours
Brand Purple
#9D3572
Primary brand colour. Links, accents, CTAs.
Brand Blush
#FDF4F9
Hover states, tinted backgrounds, highlights.
Brand Rose
#E8D0E0
Borders, dividers, subtle accents.
Rich Black
#121212
Primary buttons, body text, dark UI.
Secondary Colours
Pure White
#FFFFFF
Page backgrounds, card backgrounds.
Light Grey
#F3F3F3
Section backgrounds (Scheme 2), cards.
Charcoal
#242833
Dark section backgrounds (Scheme 3).
Accent Blue
#334FB4
Accent sections (Scheme 5). Use sparingly.
Colour Accessibility
Brand Purple (#9D3572) on white (#FFFFFF) achieves a contrast ratio of 5.8:1, passing WCAG AA for normal text. Rich Black (#121212) on white achieves 18.1:1, passing AAA. Always check contrast when placing text on coloured backgrounds.
3. Typography
Pengelly Garden Centre uses Assistant as its sole typeface across all digital touchpoints. Assistant is a clean, modern humanist sans-serif that balances warmth with professionalism — perfectly suited to a family-run garden centre.
Font Stack
font-family: Assistant, -apple-system, BlinkMacSystemFont, 'Segoe UI', Helvetica, Arial, sans-serif;
Type Scale
The theme uses a base body scale of 100% (16px) and a heading scale of 100%. Line heights follow a 1.6–1.8 ratio for body text and 1.2–1.4 for headings.
4. Buttons & UI Elements
Buttons use square corners (border-radius: 0) and a 1px solid border. The primary button uses Rich Black (#121212) fill with white text. Secondary buttons are outlined. Brand Purple buttons are used for key brand CTAs.
Button Specifications
Primary: Background #121212 · Text #FFFFFF · Border 1px solid #121212 · Radius 0px · Padding 14px 28px · Font: Assistant 600 · Letter-spacing 0.05em
Secondary: Background transparent · Text #121212 · Border 1px solid #121212 · Same sizing as primary
Brand CTA: Background #9D3572 · Text #FFFFFF · Border 1px solid #9D3572 · Same sizing as primary
5. Spacing & Layout
The store uses a maximum page width of 1200px centred on the viewport. Grid gutters are 8px horizontal and 8px vertical. Section padding defaults to 36px top and bottom.
6. Brand Voice & Tone
Pengelly Garden Centre's voice is warm, knowledgeable, and personal. We are a family business that genuinely loves plants and loves Cornwall. Our tone should always feel like advice from a trusted friend who happens to know everything about gardening.
✓ Do
- Write in first person plural ("we", "our")
- Use warm, friendly language
- Reference Cornwall and local context
- Give practical, expert gardening advice
- Celebrate the seasons and what's growing now
- Mention the family-run, since-1989 heritage
- Use "plants" not "products" where possible
✗ Don't
- Use corporate or overly formal language
- Copy manufacturer boilerplate text
- Use excessive exclamation marks!!!
- Make unverifiable claims ("best in the UK")
- Use jargon without explanation
- Ignore Cornwall — it's central to who we are
- Write thin, one-line product descriptions
7. Photography Style
Photography should feel authentic, light-filled, and joyful. We favour real shots of the nursery, the team, and the plants over stock photography. Images should feel like a warm summer's day in Cornwall — bright, colourful, and full of life.
✓ Preferred Style
- Natural daylight, preferably golden hour
- Real plants, real team, real customers
- Colourful, vibrant, seasonal subjects
- Polytunnel and outdoor nursery settings
- Landscape (16:9) for hero banners
- Square (1:1) for product and collection tiles
- WebP format, under 150kb for web use
✗ Avoid
- Generic stock photography
- Dark, moody, or desaturated tones
- Heavy filters or over-processing
- Images without plants or garden context
- Unoptimised JPEGs over 500kb
- Images without descriptive alt text
- Logos or watermarks from other brands
8. Digital Specifications
Favicon
The favicon uses the Pengelly P lettermark in Brand Purple (#9D3572) on a white background, with rounded corners. File: pengelly-favicon.png · Size: 512×512px
Social Sharing (OG Image)
The Open Graph / social sharing image is the plant nursery aisle photograph showing the full width of the polytunnel. This appears when the store URL is shared on Facebook, WhatsApp, Twitter/X, and LinkedIn. Recommended size: 1200×630px.
Image Format Standards
All images uploaded to the store should be in WebP format, ideally under 150kb. File names must be descriptive and SEO-friendly, e.g. pengelly-garden-centre-summer-perennials-cornwall.webp. All images must have descriptive alt text.
Email & Print
For email marketing, use the Brand Purple (#9D3572) as the header background with white text. For print, the CMYK equivalent of Brand Purple is approximately C:0 M:65 Y:28 K:38. Always request a colour proof before bulk printing.