OFFICIAL BRAND GUIDE
Paul The Plumber
A reference for our team, partners, and collaborators — covering every element of our visual identity, brand voice, and customer messaging for Southern New Hampshire's most trusted home comfort company.
Logo
Our logo is the most recognizable element of our brand. The interlocking "PTP" monogram combined with the bold "PAUL THE PLUMBER" wordmark and "SERVICE WITH A SMILE" tagline must be used consistently and without modification across all materials. Three approved versions ensure legibility across every background context.
Primary Version
Use on white or very light backgrounds
Reversed Version
Use on dark navy or black backgrounds
Condensed Version
Use in tight spaces — favicon, embroidery, small print
DO
Use only the approved logo files provided in this guide
Maintain clear space equal to the height of the 'PTP' badge on all sides
Use the correct logo version for the background it sits on
Scale the logo proportionally at all times
DON'T
Do not stretch, skew, or distort the logo
Do not recolor, add drop shadows, or apply effects
Do not place the logo on busy backgrounds without sufficient contrast
Do not recreate or substitute the logo with any other graphic
Color Palette
Our palette is built on trust and energy. PTP Navy anchors every surface with authority and professionalism. PTP Blue — the signature color of our fleet and uniforms — signals reliability and action. Off-white and warm grays keep the experience approachable and human.
| Element | Color | Notes |
|---|---|---|
| Primary CTA Buttons | PTP Blue | White text on blue button |
| Page Headlines (H1) | PTP Navy | On light backgrounds |
| Section Headings (H2/H3) | PTP Navy or Charcoal | Depends on background |
| Body Text | Charcoal | Easier on the eye than pure black |
| Supporting / Caption Text | Mid Gray | Labels, metadata, footnotes |
| Dark Section Backgrounds | PTP Navy | White or PTP Blue text on top |
| Accent / Highlight Bars | PTP Blue | Thin rule lines, stat callouts, borders |
Typography
Typography communicates authority and warmth simultaneously. Barlow Condensed — bold, condensed, and unmistakably blue-collar — carries all display and headline text. Source Sans 3 provides clean, highly readable body copy that respects the reader's time.
DISPLAY / H1
Service With a Smile.
Barlow Condensed ExtraBold — 56–72px — Tracking: –0.02em — Line height: 1.05
HEADING / H2
New Hampshire's Trusted Home Comfort Experts
Barlow Condensed Bold — 36–48px — Tracking: –0.01em — Line height: 1.15
SUBHEADING / H3
Upfront Pricing. 2-Year Warranty. Same-Day Service.
Barlow Condensed SemiBold — 24–30px — Tracking: 0 — Line height: 1.3
BODY COPY
Paul The Plumber is a family-owned and operated business that has been proudly serving New Hampshire for more than 22 years. We specialize in residential plumbing, HVAC, and electrical service — always striving to provide quality work with a personal touch.
Source Sans 3 Regular — 16–18px — Tracking: 0 — Line height: 1.65
CAPTION / LABEL
PLUMBING · HEATING · COOLING · ELECTRICAL — SERVING SOUTHERN NH
Source Sans 3 SemiBold — 12–14px — Tracking: +0.06em — Uppercase
DO
Use Barlow Condensed for all headlines, display text, and prominent UI labels
Use Source Sans 3 for body copy, captions, and interface text
Maintain clear typographic hierarchy with distinct size steps between levels
Use ExtraBold or Bold weight to emphasize key phrases in headlines
DON'T
Do not use decorative, script, or novelty fonts in brand materials
Do not use more than two type sizes within a single body paragraph
Do not set body copy in all caps
Do not use thin or light weights for headlines — they undercut authority
Voice & Tone
Our brand voice is the consistent personality expressed across every piece of communication — from a Google ad to a technician's introduction at the door. Our tone may shift slightly depending on context (warmer in person, more direct in ads), but the underlying character remains constant.
Warm & Approachable
We speak like a trusted neighbor, not a corporation. Our language is friendly, genuine, and free of jargon. We treat every customer like family — because that's who we are.
Honest & Transparent
We say what we mean. Before any work begins, we explain what's happening and what it will cost. No hidden fees, no upselling, no surprises. Honesty is the foundation of every relationship.
Confident & Capable
22+ years of experience earns the right to speak with authority. We know NH homes, NH winters, and NH homeowners. We don't hedge — we tell you what needs to be done and we do it right.
Community-Rooted
We're not a national chain. We live here, our kids go to school here, and we give back here. Every job is personal because this is our community too.
Voice in Practice — What We Say vs. What We Avoid
"We'll get your home back to normal — fast."
"We'll supercharge your home with cutting-edge solutions!"
"No hidden fees. You'll know the price before we start."
"We offer competitive pricing and great value!"
"Our licensed techs are background-checked and on their way."
"Our rockstar team is ready to crush your plumbing problems!"
"Call us — real people answer, Monday through Friday."
"Reach out today and let's connect about your needs!"
"22 years serving NH families. We know these homes."
"We're passionate about delivering amazing service!"
Words That Define Our Voice
Ideal Client Profile
Every brand decision — from the words we choose to the images we use — should be made with our ideal customer in mind. Understanding who we serve ensures our messaging resonates with the right audience and builds lasting relationships.
The Southern NH Homeowner
A homeowner in Southern New Hampshire — often in an older home — who values reliability, honesty, and getting the job done right the first time. They're busy, they've been burned by unreliable contractors before, and they want a company they can trust for the long haul.
22+
Years We've Served NH
2,900+
5-Star Google Reviews
60+
Towns in Service Area
4.8★
Average Google Rating
Before Calling Paul The Plumber
Stressed about a plumbing, heating, or electrical issue they don't fully understand
Worried about being overcharged or oversold unnecessary work
Frustrated by contractors who don't show up on time or communicate clearly
Concerned about the safety of their home and family
Unsure who to trust after a bad experience with another company
After Working With Paul The Plumber
Problem resolved correctly the first time, with a 2-year warranty for peace of mind
Knew the price upfront — no surprises, no pressure
Technician arrived on time, was friendly, and left the work area clean
Feels confident recommending PTP to friends, family, and neighbors
Has a trusted home comfort partner for every future need
Primary Customer Goals
Get the problem fixed correctly the first time
Know what it will cost before work begins
Work with a company that respects their home and time
Have a reliable partner for ongoing maintenance
Feel safe and comfortable in their home year-round
Support a local, community-focused NH business
Core Objections We Must Address
Core Messaging
Our messaging framework ensures that every piece of content — from a Google ad to a door hanger — communicates our value proposition consistently and compellingly. These are the approved messages that represent who we are and what we deliver.
BRAND POSITIONING STATEMENT
"Paul The Plumber is Southern New Hampshire's most trusted family-owned home comfort company. For over 22 years, we have delivered expert plumbing, heating, cooling, and electrical services with upfront pricing, a 2-year warranty, and a genuine commitment to every customer's satisfaction. We are not a national chain. We are your neighbors — and we treat you like family."
MISSION STATEMENT
"To keep every Southern NH home safe, comfortable, and running smoothly — delivered by licensed professionals who treat every customer with the honesty, care, and respect they deserve."
THE SERVICE PROMISE
"We commit to showing up on time, explaining exactly what needs to be done and what it will cost, doing the work right the first time, and standing behind it with a 2-year parts and labor warranty. If something isn't right, we make it right — no excuses."
Approved Taglines
Service With a Smile.
Southern NH's Trusted Home Comfort Experts.
Upfront Pricing. 2-Year Warranty. Real People.
22 Years. 2,900+ Reviews. One Call Away.
Three Uniques
01
Family-Owned Trust
We are not a franchise or national chain. Every decision is made by the same family that has served NH for 22+ years — with their name and reputation on every job.
02
Upfront & Transparent
Customers receive a clear, detailed estimate before any work begins. No hidden fees, no surprise charges. Our pricing is honest because our customers deserve honesty.
03
2-Year Warranty Standard
Every service is backed by a comprehensive 2-year parts and labor warranty. Club members receive 3 years. We stand behind our work — period.
The Paul The Plumber Experience
Our service delivery follows a consistent, customer-first process from first call to final inspection.
StoryBrand Framework
Our messaging follows the StoryBrand framework, which positions the customer as the hero and Paul The Plumber as the experienced, trusted guide. This framework ensures all content is customer-centric, empathetic, and focused on transformation — not on us.
Calls to Action
Every piece of content should have a clear, intentional call to action. Use the primary CTA as the main conversion driver on all landing pages, ads, and emails. Transitional CTAs nurture prospects who are not yet ready to call.
PRIMARY CTA — USE ON LANDING PAGES, AD CREATIVE, EMAIL FOOTERS, AND AT THE END OF ALL LONG-FORM CONTENT
Call (603) 437-7039
or "Schedule Service Online" — always pair with a direct phone number
Transitional CTAs
2,900+ verified Google reviews — for prospects who need social proof before committing
Full service menu — for visitors who aren't sure what they need yet
Membership program — for existing customers or those planning ongoing maintenance
Low-commitment entry point for larger jobs like system replacements or repiping
| Principle | Application |
|---|---|
| Be specific | "Call (603) 437-7039" or "Schedule Service" — not "Contact Us" or "Learn More" |
| Reduce friction | Tell them exactly what happens next — 'Real people answer. We'll get you scheduled fast.' |
| Avoid hype | No "Start Your Journey" or "Transform Your Home Today" — these feel generic and unearned |
| Match the stage | Use transitional CTAs for cold audiences; primary phone CTA for warm or bottom-of-funnel |
| Always show the phone number | NH homeowners call. Every page, every ad, every email should display (603) 437-7039 prominently |
Brand Don'ts
Maintaining brand integrity requires knowing what to avoid just as much as knowing what to do. The following are firm guidelines that protect the credibility, warmth, and authority of the Paul The Plumber brand.
No Hype Language
Avoid words like 'game-changing,' 'amazing,' 'best in the business,' 'crushing it,' or 'supercharge.' NH homeowners are practical people. They want honest, direct communication — not marketing fluff that sounds like every other company.
No Vague Claims
"We get results" is not acceptable. "2,900+ verified 5-star Google reviews" is. "We've been serving NH for 22 years" is. Every performance claim must be tied to a specific number, review, or verifiable fact.
No National Chain Tone
Never describe Paul The Plumber as a 'large company' or use corporate language that distances us from the community. We are family-owned, locally rooted, and personally invested. That is our strength — it must always come through.
No Pressure Sales Language
Avoid urgency tactics like 'Limited time only!', 'Act now before prices go up!', or 'Don't miss out!' Our customers trust us because we don't pressure them. Honest recommendations, not high-pressure closes.
No Unauthorized Logo Use
Do not recreate, alter, or substitute the logo. Do not use unapproved color treatments or place the logo on backgrounds that compromise legibility. Always use the approved files from this guide.
No Off-Brand Fonts
Do not use decorative, script, or novelty typefaces in any brand material. Stick to Barlow Condensed for headlines and Source Sans 3 for body copy. Font consistency is a key part of our professional identity.
This document is the official brand guide for Paul The Plumber.
Intended for internal use and authorized partners only.
Brand Guide v1.0 · © 2026 Paul The Plumber · paultheplumbernh.com