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July 9, 2026

Paschal Brand Center

One brand. World Class service. Every market.

This is the go-to resource for understanding and applying the Paschal brand — our logo, our colors, our type, our voice, and the rules for using them.

Start with the logo
Download assets

Paschal technician tuning up an AC unit with a homeowner

Paschal technician greeting a customer at her front door

Paschal plumber working under a kitchen sink with a customer

Paschal service van driving through a neighborhood

Explore the brand

Everything in its place.

Pick a section to dive in. Every page follows the same rule: use what’s here, as it is, and ask marketing when you need something new.

Logo

Every approved version of the mark, state-shape logos, and the rules for using them.

The P Mark

The circle P on its own — standalone variations and when to use them.

Color

The Paschal palette with copy-ready hex codes and the Navy-leads hierarchy.

Typography

Canaro weights, web and Office fallbacks, and where script fonts are allowed.

Brand Voice

How Paschal sounds — words we use, words we avoid, and tone by context.

Imagery

Fleet renders, the team avatar, and the pre-approved stock photo library.

Generative AI

What AI is for, what it’s never for, and the one rule that covers everything.

Pre-approved Assets

Letterhead, templates, brochures, and collateral — grab it, use it, ship it.

Contact

Questions, requests, and brand reviews — how to reach the marketing team.

Brand Identity · Logo

The Paschal mark

Our logo is the most visible expression of the brand. Use the right version for the background it sits on, give it room to breathe, and never alter it. The official vector logos below are embedded directly in this page — to get the source files for print, vendors, or anything else, submit a request. The invisible boundary built into each file marks its required clear space.

Horizontal — Navy

The default logo. Use on white or light backgrounds. Minimum width: 1.5″.

Horizontal — White

Use whenever the logo sits on Navy, photography, or any dark surface.

Vertical — Navy

The stacked lockup for light backgrounds — covers, title pages, and square placements.

Vertical — White

The stacked lockup for Navy, gradient, and dark placements — title slides and hero graphics.

White outline — special use

One-color outline treatment for embroidery, engraving, and single-color print on dark materials. Not for general marketing use.

Vertical — All white

One-color white stacked lockup for dark photography, apparel, and single-color reproduction on dark surfaces.

Special use marks

State-shape versions of the P mark and our heritage logo. Use state marks for geo-targeted social, market launches, swag, and community sponsorships — only for the state they depict. None of these replace the primary logo on official documents, vehicles, or uniforms, and all merchandise uses go through a request.

Arkansas

Home state. For Northwest Arkansas, River Valley, and Central Arkansas market materials.

Oklahoma

For Oklahoma market materials. Note the white panhandle — keep it on colored or photographic backgrounds so the full state reads.

Texas

For DFW and Texas market materials.

Missouri

For Missouri market materials, including Joplin and surrounding markets.

The original — 1968 Heritage

Our first logo, hand-lettered on a wooden sign when Paschal Air Conditioning opened in 1968. Reserved for heritage storytelling, anniversary campaigns, and retro merchandise — by request only.

Logo rules

Keep clear space equal to the height of the P icon on all sides — it’s built into the vector files as an invisible boundary.
Horizontal logo minimum width: 1.5″. Circle icon minimum: 0.5″.
Choose the version built for your background — don’t improvise.

Never

Stretch, skew, rotate, or crop the logo.
Recolor it outside the approved versions.
Add drop shadows, outlines, or effects.
Place the color logo on busy or low-contrast backgrounds.
Recreate or generate the logo with AI — see Paschal & Generative AI.

Brand Identity · The P Mark

The P stands on its own.

The circle P is our most compact expression — instantly recognizable without a single word next to it. Use it standalone where space is tight or the Paschal name is already established: avatars, favicons, app icons, apparel accents, and patterns. Anywhere we’re introducing ourselves, use a full lockup from the Logo page instead.

Circle P — full color Primary

The default standalone mark. Social avatars, favicons, app icons, and tight spaces. Minimum size: 0.5″. It’s the favicon of this very page.

Circle P — Navy one-color

Single-color version for light backgrounds — one-color print, engraving, stamps, and anywhere full color won’t reproduce.

Circle P — White one-color

Single-color version for Navy and dark backgrounds — embroidery, apparel, dark print, and photography overlays.

Script P — letterform only

The bare script P without the circle. Special use: patterns, watermarks, and large-scale graphic treatments. Use sparingly and never as a substitute for the circle mark.

When the P works alone

Profile pictures, favicons, and app icons.
Apparel accents and embroidery where the full lockup won’t hold detail.
Watermarks, patterns, and secondary placements where the audience already knows Paschal.

Never

Redraw, recolor, or restyle the P outside approved variations.
Pair it with other type to build an unofficial lockup.
Use it as a letter inside a word.
Put it on merchandise without an approved request.

Brand Identity · Color

Navy leads. Cyan energizes. Red punctuates.

Our palette is disciplined on purpose. Navy and Cyan dominate every layout; Red is reserved for the moments that truly need attention — alerts, key callouts, and calls to action. Click any swatch to copy its hex code.

Paschal Navy

#1A3E6D · RGB 26, 62, 109

Headings, primary text on light backgrounds, slide and section backgrounds.

Click to copy hex

Paschal Cyan

#2BACE3 · RGB 43, 172, 227

Primary accent — highlights, links, section dividers, energy.

Click to copy hex

Paschal Red

#DA282E · RGB 218, 40, 46

Alerts, emphasis, and CTAs only. Use sparingly — it earns its impact.

Click to copy hex

Paschal Gradient

Navy #1A3E6D → Cyan #2BACE3

The logo mark and branded hero elements. Always Navy to Cyan.

Click to copy CSS

Light Gray

#F2F2F2 · RGB 242, 242, 242

Background fills and alternating sections. White #FFFFFF is our base.

Click to copy hex

Dark Gray

#333333 · RGB 51, 51, 51

Body text alternative to black for long-form reading.

Click to copy hex

Navy — lead

Cyan — accent

Neutrals

Red

The one-pager

Everything on this page and the Typography page, condensed to a single sheet — hex codes, the gradient, both logo lockups, and the approved Canaro weights. Handy for sharing with print vendors and new teammates.

It’s also in the asset library as a downloadable PDF.

Download the PDF

Brand Identity · Typography

Canaro carries our voice.

Canaro is Paschal’s primary typeface across every weight of communication. When Canaro isn’t available — on the web or in shared documents — fall back to Poppins for web, or Arial/Calibri in Office files. (This page is set in Poppins as the web stand-in.)

Canaro Extra BoldMain headings & titles

World Class service, every time.

Canaro BoldSubheadings & emphasis

Your comfort is our craft.

Canaro MediumBody text & general content

We’ll walk you through every option so you can make the best choice for your home — with honest service at fair pricing. Simple as that.

Canaro LightCaptions & secondary info

Serving Arkansas, Oklahoma, Missouri & Texas since 1968.

Web & fallback stack

Web: Poppins (Google Fonts) as the Canaro stand-in.
Office / email: Arial Bold or Calibri Bold for headings; Arial or Calibri for body.
Minimum sizes: 16–18pt body in presentations; 11–12pt in documents.

Accent scripts — decorative only

Sugar Pie, Billion Dreams, and Lobster are approved only for social media graphics, invitations, and casual internal pieces. Never use script fonts in customer documents, proposals, web pages, or paid landing pages.

Brand Voice

A trusted neighbor who happens to be an expert.

Every caption, email, page, and proposal should sound like it comes from the same person: someone you’d want in your home. Confident, warm, clear, and focused on what happens next.

Confident, not arrogant

We know our trade inside and out. Say things plainly and with authority — never talk down to customers or teammates.

Warm, not casual

Approachable and friendly, but professional. No slang, no stiff corporate-speak.

Clear, not dumbed-down

Explain technical concepts so anyone can follow. Use proper terms when they help — and define them briefly when they might be new.

Action-oriented

Focus on solutions and next steps. Lead with what we’re doing, not what happened to us. Active voice wins.

Words we use

“World Class service” — always capitalized. It’s our standard.
“Your home” — not “the home” or “residences.”
“Our team” / “our technicians” — not “employees” or “workers.”
“We” language that includes the reader when appropriate.

Words we avoid

“Cheap” — use “affordable” or “value.”
“Problem” with customers — use “concern” or “situation.”
“Honestly” / “to be honest” — implies we aren’t always.
Unexplained jargon in customer-facing content.
Negative competitor talk — we talk about what we do well.

Context	Tone	Sounds like
Customer-facing	Warm, reassuring, helpful	“We’ll walk you through every option so you can make the best choice for your home.”
Internal training	Direct, encouraging, practical	“Here’s the right way to handle this — and why it matters.”
Technical procedures	Clear, precise, sequential	“Step 1: Verify the disconnect is locked out before beginning work.”
Marketing / sales	Energetic, benefit-focused, confident	“Your comfort is our craft.”

Brand Identity · Imagery

Approved brand imagery

These are the official images we use to represent the Paschal fleet and team. Use them as-is — don’t recreate, restyle, or generate alternate versions. Need a different angle, format, or resolution? Request the original files from marketing.

2026 fleet wrap Current

The current truck render for ads, landing pages, social, and print. This is the vehicle image to reach for first.

2025 fleet wrap

The prior-year truck render. Approved for continued use where existing materials already feature it; use the 2026 render for new work.

Dillon — team avatar

The approved team avatar for marketing use. Use this exact asset — never generate new “technicians” or alter his uniform, patch, or likeness.

Need something that isn’t here?
Real job photos, additional truck angles, and team photography live in the marketing asset library. Ask before you improvise.

Everything else

Photography of real work by real Paschal technicians always beats stock or generated imagery. Marketing can pull CompanyCam job photos for any market on request.

Pre-approved stock photography

Only the photos in this library are approved for external use — ads, landing pages, social, and print. If a photo isn’t here, it isn’t approved: no pulling from Google, no unlicensed stock, and no AI-generated photography. Real Paschal job photos from CompanyCam can be added by marketing on request.