Atlanta Home Concierge Brand Guidelines

Brand guidelinesVersion 1.0, October 2026

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Brand guidelines

Everything needed to present Atlanta Home Concierge correctly: the ideas behind the brand, how the logo is built and used, the colors, type and imagery, and the files to do it.

Content reviewed by Felipe Leite, Director of Creative Marketing & Special Projects. Questions about any AHC World brand: marketing@weareahc.com

01
Brand foundationsIntroduction, essence and creative concept
02
Primary identityLogo, versions and brand architecture
03
Construction and proportionsGrid, clear space and minimum size
04
Logo reproductionColor versions and backgrounds
05
Color palettePrimary colors, shades and specifications
06
TypographyTypeface, hierarchy and composition
07
Incorrect useRestrictions and examples
08
Graphic universeThe line, pattern and iconography
09
PhotographyVisual style and image treatment
10
ApplicationsStationery, uniforms, vehicles and digital
11
Files and deliverablesFormats, organization and usage

Brand foundations

Introduction, essence and creative concept

Since 2005, Atlanta Home Concierge has cared for the homes, offices and lifestyles of Atlanta.

Residential, corporate and lifestyle services under one name: housekeeping, house management, private chefs, drivers, pet care and more, delivered by people who know the city.

2005: Founded in Atlanta
90+: Professionals
300+: Clients

Essence

Evolving with Atlanta.

Atlanta changes every year, and so do the lives of the people we serve. Atlanta Home Concierge grows with them while keeping the same standard of care in every home, office and routine.

CareEvery home, office and routine is handled as if it were our own.
ContinuityOne team and one standard across every service line.
EvolutionWe keep moving with the city instead of standing still.

Creative concept: one continuous line

The logo draws Atlanta's skyline without lifting the pen. One line holds the whole city, the way one company holds every service, and every corner is rounded so the line flows.

Atlanta, drawn in one line.

Rounded at every corner.

Never lifted, never broken.

Primary identity

Logo, versions and brand architecture

The logo

Three parts that always travel together. Point at a part to see it.

Skyline symbolAtlanta drawn as one continuous Green Skyline line with rounded joins.
WordmarkThe name in Navy Concierge capitals. The open A without a crossbar echoes the towers.
DescriptorThe three service lines, in Green Skyline: residential, corporate and lifestyle.

Versions

Use the primary logo whenever there is room. The stacked version and the symbol exist for spaces where it doesn't fit.

Primary

The default. Websites, documents, signage, advertising.

Stacked

Square and vertical spaces: social avatars, uniforms, bags. No descriptor.

Symbol

The skyline alone, for patterns and details once the name has been seen.

Brand architecture

Atlanta Home Concierge is the parent brand of AHC World. House of AHC carries its endorsement in the logo; LuminaTech stands on its own identity.

AHC WorldThe group

Atlanta Home ConciergeParent brand. Residential, corporate and lifestyle services.

House of AHCEndorsed brand: "by Atlanta Home Concierge" is part of its logo. Business Solutions is a service line of the House.

LuminaTechSister brand with its own identity. LED technology and media solutions.

Construction and proportions

Grid, clear space and minimum size

Grid and proportions

The unit x is the height of the wordmark capitals. Every proportion below is measured from the official artwork.

Clear space

Keep at least x of empty space on every side, shown by the dashed frame. Nothing enters it: no text, edges, photos or other logos.

Minimum size

Below these sizes the descriptor stops being readable. Shown here at actual screen size.

Primary: 200 px on screen, 1.5 in (38 mm) in print

Stacked: 72 px on screen, 0.6 in (15 mm) in print

Logo reproduction

Color versions and backgrounds

Color versions

Full color

White and light backgrounds. The first choice.

Reversed

Navy Concierge and dark backgrounds; the skyline stays Green Skyline.

One color, Navy Concierge

Single-ink print, engraving, embossing.

One color, white

Green Skyline or colored grounds, embroidery on dark fabric.

One color, black

Only when Navy Concierge isn't available, such as newspapers.

On backgrounds

Pick a background to see which version to use.

Color palette

Primary colors, shades and specifications

Two brand colors and white. Navy Concierge carries the voice, Green Skyline draws the line, and white gives everything room. Click any value to copy it.

Primary

Navy Concierge

The voice of the brand: the name, every line of text, solid backgrounds.

HEX: #222B4A
RGB: 34 43 74

Primary

Green Skyline

The skyline, lines and highlights. On white, text stays Navy Concierge.

HEX: #52A758
RGB: 82 167 88

Primary

White

The ground the brand lives on, and the text color on Navy Concierge.

HEX: #FFFFFF
RGB: 255 255 255

Specifications

Color	RGB	CMYK	Use
Navy Concierge	34 43 74	54 42 0 71	Primary. Text, wordmark, solid grounds
Green Skyline	82 167 88	51 0 47 35	Primary. Skyline, lines, highlights
White	255 255 255	0 0 0 0	Primary. Backgrounds, text on navy

CMYK values are starting points converted from RGB; confirm them with a printed proof.

Shades

Not new colors: lighter and darker steps of the two brand colors, for the jobs the primaries can't do on their own.

Green Skyline Dark#3C7B41. Green text and links on white, 5.1:1.

Navy Concierge 80%#4E556E. Supporting text and captions.

Navy Concierge 5%#F4F4F6. Light panels behind content.

Proportion

Mostly white, with Navy Concierge for weight and Green Skyline as the accent.

White 60%

Navy Concierge 30%

10%

Contrast on white

Navy Concierge, 13.9:1All text.
Navy Concierge 80%, 7.4:1Supporting text and captions.
Green Skyline Dark, 5.1:1When green must be text.
Green Skyline, 3:1Lines, icons and graphics only, never text.

Typography

Typeface, hierarchy and composition

Utendo

The typeface of the logo, in two weights. Bold for names and headlines, Regular for everything else.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &@$%

Hierarchy

DisplayBold, 88/88, tracking −2.5%

Evolving with Atlanta.

HeadingBold, 44/48, tracking −1%

Residential, corporate and lifestyle services

SubheadingBold, 24/30

House management for busy families

BodyRegular, 17/27

Since 2005, our team has looked after homes across Atlanta, from weekly housekeeping to full house management, so our clients can spend their time on what matters to them.

CaptionRegular, 13/18

1000 Parkwood Circle, Suite 940, Atlanta, GA. (678) 702-2678

Composition

Sentence caseHeadlines use sentence case. Capitals belong to the logo.
Aligned leftSet text flush left; center only short statements.
Navy Concierge and whiteNavy Concierge text on white, white text on navy. Green Skyline is not a text color.
Readable linesKeep paragraphs under about 70 characters per line.
TrackingTighten display sizes slightly; never track body text.
Two weightsBold and Regular only. No italics, outlines or shadows.

Type to try it

Incorrect use

Restrictions and examples

The logo only works when it is reproduced exactly as supplied. These are the most common mistakes.

Don't stretch or squashScale it proportionally only.

Don't rotateThe skyline always sits level.

Don't change the colorsUse the versions in chapter 04.

Don't add effectsNo shadows, glows, bevels or gradients.

Don't lose contrastThe full-color logo disappears on Green Skyline.

Don't place it over busy imagesFind a calm area or use a solid ground.

Don't crop the skylineThe line is never cut or rearranged.

Don't put it in a boxThe logo sits directly on the background, never inside a badge or frame.

Graphic universe

The line, pattern and iconography

The line

The skyline's single stroke can leave the logo and lead the eye across a layout: as a divider, an underline or a path that rises into the city at a key moment. Always Green Skyline, at the logo's stroke weight, with rounded joins.

Since 2005, across Atlanta.

Pattern

The symbol repeated in offset rows makes a quiet texture for packaging, the back of business cards and large walls. Use it in one color, at low contrast.

Service icons

The full set used on atlantahomeconcierge.com: single-weight line icons with rounded ends, like the skyline. Use them in Navy Concierge or Green Skyline, never filled, at one size within a group.

Photography

Visual style and image treatment

Real people doing careful work in calm, well-kept spaces.

Photography shows the service, not the staging: hands at work, rooms in order, the moment a task is done well. Light is natural, color is true and the frame is close enough to feel the detail.

Housekeeper holding folded towels in a living room — Housekeeping

House manager reviewing a checklist — House management

Private chef plating a salad — Private chef

Two golden retrievers resting on grass — Pet care

Executive working in the back seat of a car — Personal driver

Organized drawer with folded clothes — Home organization

Florist arranging flowers in a kitchen — Florist

Look for

Natural daylight and soft shadows
True, warm whites; color as it really is
People in action, seen from the side or over the shoulder
Tidy spaces with one clear subject
Room for the logo or a headline in a calm area

Avoid

Heavy filters, strong color casts, HDR looks
Posed groups looking at the camera
Cluttered rooms or clients' personal details in view
Generic stock that could belong to any city
Text placed over faces or busy detail

Applications

Stationery, uniforms, vehicles and digital

The identity on the objects people actually see. Each mockup uses the official artwork, the palette and Utendo, applied in perspective onto the photo.