Leaf Home Brand Identity
A vibrant and approachable identity dedicated to providing the absolute best in-home solutions for each individual and each family served.
The 2021 Brand Identity for Leaf Home Co. was a 5-month process of taking our Parent Company, Leaf Home (LH), and restructuring all vertical companies under Leaf Home to have a cohesive system as we continue growing in the home improvement industry.
Designers
Leaf Home + Harrow Blue Collaboration
Creative Director + Lead Designer: Erica Trennel
VP of Creative: Kyle Spisak
BRAND ARCHITECTURE MAP
PREVIOUS
NEW
Voice + Tone
BRAND PERSONALITY
A straightforward and approachable authority
who has endless energy.
Purpose
Transform home hassles to personal peace-of-mind
Brand Promise
Deliver seamless, transformative home solutions for safer, easier, and more comfortable living every day
Superior Benefits
Expertise: Seasoned end-to-end specialists who are experts in a range of home solutions
Ease: Fast, seamless, simple
Service: Dependable, responsive, and personal with a customer-first mindset
Quality: Premium, durable products that last a lifetime
Point-of-Parity: Intentional Design
Brand Personality
A straightforward and approachable authority who has endless energy
Current Brand Assets
Color Green | Leaf Icon
Brand Foundation
COLORS
LH SEED
Pantone: 532 C
HEX: #1D1F2A
CMYK: 92 | 73 | 29 | 89
RGB: 29 | 31 | 42
LH SPROUT
Pantone: 376 C
HEX: #84BD00
CMYK: 48 | 0 | 100 | 1
RGB: 132 | 189 | 0
LH FOLIAGE
Pantone: 7739 C
HEX: #309B42
CMYK: 76 | 1 | 93 | 7
RGB: 48 | 155 | 66
LH JUNGLE
Pantone: 349 C
HEX: #046A38
CMYK: 85 | 3 | 91 | 44
RGB: 4 | 106 | 56
PRIMARY LOGO
STACKED LOGO
ICON
TYPOGRAPHY
Elements
/ simple
/ sophisticated
/ seamless
/ peace of mind
