# On steroids brand guidelines

> On steroids is a UK marketing agency for home installers: we film your real jobs, run them as Facebook and Instagram ads, qualify every lead with a quiz, and count cost per sale, not per lead.

Version 3, as of 2026-11-04. The page: https://onsteroids.com/brand-kit#guidelines. As JSON: https://onsteroids.com/brand-kit/guidelines.json. Every asset: https://onsteroids.com/brand-kit.

## 1. The name

- We are On steroids. Capital O, lower-case s, two words, in every sentence, caption and title.
- "Solar on steroids" is retired (Jude, 3 Nov 2026): everything moves to On steroids, for every trade we work with.
- The one exception is the legal entity, Solar on steroids Ltd (company number 15845416), written in full wherever the law asks for it: contracts, invoices, the small print, the footer's entity line.
- In display type the name is set in capitals (ON STEROIDS) because the headline face is. In running text it is never ALL CAPS, and never "On Steroids".
- On artwork, the web address is onsteroids.com, as the lockup with the web address carries it.

Retired: "Solar on steroids", "Solar on Steroids", "SoS".

## 2. What we do

On steroids is a UK marketing agency for home installers: we film your real jobs, run them as Facebook and Instagram ads, qualify every lead with a quiz, and count cost per sale, not per lead.

Positioning: Video-led Facebook ads for home services businesses.

| Service | Its name | What it is |
| --- | --- | --- |
| Videography | Filmazepam | Four shoots a year on your real jobs, with your fitters and your vans. |
| Facebook ads | Metabol | Video ads on Facebook and Instagram, cut from your own jobs. Fresh creative every week. |
| Funnels | Filtrazine | A quiz qualifies every lead before it reaches your phone. Tyre-kickers fail it. |
| Testimonials | Reviewazol | Reviews, customer videos and proof on every ad, so homeowners believe you before you knock. |
| Data | Datacillin | Every sale in your CRM fed back to Facebook, so it finds buyers, not clickers. |

## 3. Logo

- The mark: our symbol, drawn as one shape. It stands alone only where the name is already said: a profile picture, a favicon, a film watermark.
- The wordmark: ON STEROIDS in Big Shoulders Display Black, drawn as outlines so it never depends on the font being installed.

| Layout | Use | Width to height |
| --- | --- | --- |
| Lockup | The mark beside the wordmark. The default. | 7.58 : 1 |
| Stacked | The wordmark under the mark, for square and narrow spaces. | 2.11 : 1 |
| With the web address | The wordmark over the address, for print and anything people need to type. | 5.47 : 1 |

| Version | Colour | Ground |
| --- | --- | --- |
| Lockup · ink on paper | `#1F1A16` | `#FBF7F0` |
| Lockup · paper on ink | `#FBF7F0` | `#1F1A16` |
| Lockup · ink, transparent | `#1F1A16` | transparent |
| Lockup · white, transparent | `#FFFDF9` | transparent |
| Stacked · ink, transparent | `#1F1A16` | transparent |
| Stacked · white, transparent | `#FFFDF9` | transparent |
| Lockup with web address | `#1F1A16` | transparent |
| Lockup with web address · white | `#FFFDF9` | transparent |
| Mark only · ink | `#1F1A16` | transparent |
| Mark only · white | `#FFFDF9` | transparent |
| Mark only · brown | `#6B4429` | transparent |

- Keep clear space of at least 50% of the logo's height on every side; the kit's files on a solid ground are cut with exactly that.
- Never smaller than 16px tall for the mark on screen, the size the site's own phone menu draws it.
- Use the SVG wherever a tool takes it, the PNG anywhere else. Every version is in the kit, under Logo files.

Don't:

- Stretch, squash, tilt or rotate it.
- Recolour it outside its versions: ink, white, paper on ink, or the mark in brown.
- Set the name in another font, or retype it in the display face: use the files.
- Add a shadow, outline, glow or gradient.
- Put it on a busy photo where it cannot be read: use the white version on a dark, calm area, or a solid ground.

Files: https://onsteroids.com/brand-kit/logo

## 4. Colour

- Paper and beige, five pastels that belong to the five pills, brown for anything you press, blue biro for anything written by hand.
- One pastel leads a piece. A service or a trade always wears its own pastel.
- Every colour comes from this list. Nothing else, no tints of your own, no gradients.
- Each pastel has a darker edge: the pressed side of a pill or tablet and the mark inside it. It is never a fill for big areas and never text.

### Neutrals

| Name | Hex | Role |
| --- | --- | --- |
| Paper | `#FBF7F0` | The page. Everything sits on paper. |
| White | `#FFFDF9` | Cards, labels and the white half of a capsule. |
| Cream | `#F5EDE1` | Panels and wells behind artwork. |
| Beige | `#ECE2D3` | Quiet fills: a disabled button, a placeholder. |
| Rule | `#DCD0BF` | Hairlines and dotted dividers. |
| Ink | `#1F1A16` | Headlines, outlines, hard shadows and the text on any pastel. |
| Cocoa | `#5B4636` | Body copy and ledes. |
| Muted | `#7C6C5D` | Captions and small print, on paper or white only. |

### Press

| Name | Hex | Role |
| --- | --- | --- |
| Brown | `#6B4429` | Anything you press: the primary button. |
| Brown dark | `#45291A` | The pressed edge of brown. |

### Pastels

| Name | Hex | Darker edge | Role |
| --- | --- | --- | --- |
| Blush | `#F8D0CB` | `#D9817A` | One per piece. Worn by Videography and Heat pumps. |
| Powder | `#C5DCF2` | `#5F8FC2` | One per piece. Worn by Facebook ads and Aircon. |
| Mint | `#C6EBD6` | `#5FAE87` | One per piece. Worn by Funnels. |
| Butter | `#F8EAAA` | `#CFAE2E` | One per piece. Worn by Testimonials and Solar. |
| Lilac | `#DDD0F4` | `#9580CC` | One per piece. Worn by Data and Windows. |

### Marks

| Name | Hex | Role |
| --- | --- | --- |
| Biro | `#1446B4` | Anything written by hand: notes, arrows, underlines, placeholders still to fill. |
| Stamp | `#A8352C` | Rubber stamps: Hiring, Case study, Recalled. |
| Seal | `#1F7A4A` | The Approved seal, and nothing else. |

### Pastel per service and trade

| Service or trade | Pastel | Hex |
| --- | --- | --- |
| Videography | blush | `#F8D0CB` |
| Facebook ads | powder | `#C5DCF2` |
| Funnels | mint | `#C6EBD6` |
| Testimonials | butter | `#F8EAAA` |
| Data | lilac | `#DDD0F4` |
| Solar | butter | `#F8EAAA` |
| Windows | lilac | `#DDD0F4` |
| Heat pumps | blush | `#F8D0CB` |
| Aircon | powder | `#C5DCF2` |

### Contrast

- Text on a pastel is always ink.
- Body copy is ink or cocoa on paper or white. Muted is for small print on paper or white only: on cream it falls under 4.5 to 1.
- A pastel's darker edge never carries text: none reaches 4.5 to 1 on white.
- Paper on brown is the button. Paper on ink is for reversed artwork and the white logo.

| Text | On | Ratio | Body text? |
| --- | --- | --- | --- |
| ink | paper | 16.15 : 1 | yes |
| cocoa | paper | 8.28 : 1 | yes |
| brown | paper | 7.92 : 1 | yes |
| biro | paper | 7.67 : 1 | yes |
| muted | paper | 4.73 : 1 | yes |
| muted | cream | 4.35 : 1 | no |
| paper | brown | 7.92 : 1 | yes |
| paper | ink | 16.15 : 1 | yes |
| ink | blush | 12.22 : 1 | yes |
| ink | powder | 12.23 : 1 | yes |
| ink | mint | 13.35 : 1 | yes |
| ink | butter | 14.24 : 1 | yes |
| ink | lilac | 11.83 : 1 | yes |
| blushD | white | 2.8 : 1 | no |
| powderD | white | 3.34 : 1 | no |
| mintD | white | 2.62 : 1 | no |
| butterD | white | 2.12 : 1 | no |
| lilacD | white | 3.31 : 1 | no |

## 5. Type

| Face | Weights | Job |
| --- | --- | --- |
| Big Shoulders Display | Black 900; ExtraBold 800 for small heads | Headlines. In capitals, short, tightly leaded. |
| Instrument Serif | Italic 400 | The aside: the half-line after a headline. Lower case, never a whole paragraph. |
| Archivo | 400 to 700 | Everything you read: body copy, ledes, buttons. |
| JetBrains Mono | 500 labels; 700 figures | Labels, kickers and small print in spaced capitals, and every figure, with even-width numbers. |
| Caveat | 500 | Handwritten notes, always in biro blue. |

| Use | Size |
| --- | --- |
| Homepage headline | clamp(64px, 11vw, 184px) |
| Page headline | clamp(52px, 7.6vw, 124px) |
| Section headline | clamp(40px, 5.2vw, 84px) |
| Card headline | clamp(30px, 2.9vw, 44px) |
| Small head | 26px |
| Lede | clamp(17px, 1.45vw, 20px) |
| Body copy | 15px |
| Label | 11px |

- Four faces and a hand, each with one job. Never a fifth.
- Headlines in capitals, eight words or fewer: a point, not a topic. Anything longer, and every step, list item or instruction, in sentence case. The serif aside finishes the thought.
- Figures in the mono face, so they line up and never jump as they change.
- In email, where these fonts cannot travel, use Arial or Helvetica: the signature does.

## 6. Pills and tablets

- A capsule is a service; a tablet is a trade (or a team). Each pressed in its own pastel, outlined in ink, with its mark debossed in the darker edge.
- Every trade has its own tablet shape, and keeps it everywhere: a page, a map pin, a card, a sticker. Never swap them.
- Every service has a drug name, said with a straight face: it is the joke. The plain name always sits beside it.
- Flat and matte: no gloss, no shine. The only round things are pills; everything else has square corners.

### Services: capsules

| Service | Drug name | Pastel |
| --- | --- | --- |
| Videography | Filmazepam | blush `#F8D0CB` |
| Facebook ads | Metabol | powder `#C5DCF2` |
| Funnels | Filtrazine | mint `#C6EBD6` |
| Testimonials | Reviewazol | butter `#F8EAAA` |
| Data | Datacillin | lilac `#DDD0F4` |

### Trades: tablets

| Trade | Shape | Pastel |
| --- | --- | --- |
| Solar | Disc | butter `#F8EAAA` |
| Windows | Rounded square | lilac `#DDD0F4` |
| Heat pumps | Hexagon | blush `#F8D0CB` |
| Aircon | Oblong | powder `#C5DCF2` |

### Teams: tablets

| Team | Shape | Pastel |
| --- | --- | --- |
| Client success | Disc | mint |
| Creative strategy | Rounded square | butter |
| Paid media | Hexagon | powder |
| People | Disc | blush |
| Data | Rounded square | lilac |
| Video | Rounded square | blush |

## 7. Photography and film

- The team are photographed in the lab: a white lab coat, often a prop of their job, on a plain warm cream backdrop. Warm and bright.
- Headshots and portraits are 4:5, always.
- A team loop film is a short silent loop of the same person in the same coat, 480 × 600 (4:5), as WebM and MP4 with a still poster; a small cut at 160 × 200.
- A film loops only when it is seen, never with sound, and never under reduced motion: the poster stands in.
- Client photos and films are their real jobs, their fitters and their vans. Never stock, never staged in a studio.
- Every clip is colour graded before anyone sees it, raw footage included, and stays warm and natural so it sits on paper.
- Never feature a client, their logo, ads or results while they are under NDA, or without their yes.

## 8. Drawn by hand

- Anything a pharmacist would write by hand is biro: Caveat, in biro blue, slightly rotated, as if written on the page.
- A note points at one thing. Its arrow starts beside the note and ends at its part, never crossing words, another arrow or another mark.
- The highlighter marks the words that matter, drawn left to right as they come into view.
- Stamps and the seal are for verdicts: Hiring, Case study, New film, Recalled, Approved. Set at an angle, as if pressed by hand.
- Depth is a hard ink shadow, offset down and right. No blur, no soft drop shadows.

## 9. Layout and spacing

- Generous whitespace. A section breathes; if a piece feels full, split it in two rather than shrinking the type.
- Square corners on everything. The only round things are pills.
- Outlines are ink, 1.5 to 2px. Cards carry a hard ink shadow.
- Every section opens with a ruled header: its number, its kicker in mono, then the headline and its serif aside.
- Mobile first: everything reads at 390px wide, with nothing cropped and no sideways scroll.
- Paragraphs are never squeezed into a narrow column.

## 10. Motion

- Light and smooth.
- Numbers count up the first time they are seen.
- Charts draw in, and the highlighter and the biro write themselves in.
- A card that is one link tilts toward the pointer and springs back; a hero's art drifts a little as you scroll.
- Under reduced motion, all of it stops: figures show at once, films show their poster, nothing drifts or tilts.

## 11. Voice and tone

- Plain British English. Short sentences. Say what happens and who does it.
- Confident: state it. No hedging ("we aim to", "might", "hopefully"), no jargon, no buzzwords.
- Headlines make a point, not a topic.
- We sound like a lab: a pharmacy that sells growth. The joke is the pharmacy, never the client.
- A plain label first; the lab flavour in the line under it. Someone skimming must never have to decode a joke.
- The installers we work for are clients, always: never "subjects".

### The lab's words

| Word | Means |
| --- | --- |
| Autopsy | The sales call: we take apart an installer's marketing. "Book an autopsy". |
| Protocol | How we work, start to finish. |
| Trials | Results and case studies. |
| Licensed to deal | Our guarantees. |
| Lab notes | Guides, videos and free resources. |

### Menus: plain label, lab line

| Plain | Lab |
| --- | --- |
| Trades | Our clients |
| How it works | One prescription |
| Results | Trials |
| Pricing | Guarantees |
| Resources | Lab notes |
| About | The lab |
| Contact us | Real people |

## 12. Copy rules

- Figures are live and dated. Every number comes from the live data and says when it was true ("as of 3 Nov 2026"). Never typed from memory, never rounded up, never invented.
- A figure still to fill is marked as a placeholder, in biro, until it is filled in.
- A client's result is only what they have stated, word for word.
- Never say where our figures come from: no naming the tools or systems they are read from.
- Never feature a client, their name, logo, ads or results while they are under NDA, or without their yes.
- Money in pounds with commas: £71,000. Add "+ VAT" wherever a price is quoted ex VAT.
- The offer and both guarantees have one wording, kept in one place; never paraphrase them.
- Write to one reader as "you". The first line under a headline is about them, not us.
- Every call to action says what happens next and how long it takes.
- Every bio has one plain line on what the person does for the reader before any joke. No jokes about money, mistakes, shouting or names.
- Careers copy states the pay first.
- "/ month", never "a month" or "per month".

## 13. Do and don’t

|  | Do | Don't |
| --- | --- | --- |
| The name | On steroids | Solar on Steroids · ON STEROIDS in a sentence · SoS |
| A headline | Video ads cut from your own jobs. | Innovative full-funnel marketing solutions |
| Confidence | Fresh creative every week. | We aim to try to refresh creative where possible. |
| A figure | £71,000 completed revenue on under £3,000 of ad spend (as the client states it) | Thousands of leads! Huge ROI! |
| The data | Every sale fed back to Facebook. | Pulled live from our CRM and project tool. |
| A call to action | Book an autopsy | Schedule a free no-obligation consultation today |
| Colour | One pastel, on paper, outlined in ink. | A gradient, a new blue, or five pastels fighting. |