Brand guide · v1 · October 2026
Squaro brand guide
How Squaro looks and sounds. The name comes from the square: every floor is measured in square metres or square feet, and every one of them ends up on a quote.
The mark
A laid floor, one plank marked
Three courses of planks, laid with staggered joints the way a real floor goes down. The top-right plank is highlighted in marker yellow, the way an estimator marks a plan as they work through it. The square is the job; the highlight is the quote.
Keep the mark square, keep the joints staggered as drawn, and never recolour the highlighted plank anything but marker yellow.
Logo files
Use the files, never retype the wordmark
The wordmark is Archivo at full width and extra bold, outlined into shapes. Download the SVGs below.
Clear space: keep at least half the mark's height empty on every side. Smallest size: the mark at 16 px, the full logo at 96 px wide.
Colour
Drawing sheet, ink and a highlighter
The palette comes from the estimator's desk: the white of a plan sheet, graphite ink, a yellow highlighter, the blue of a chalk line, and the timber and carpet the plans turn into.
#1C2024Text, logo, buttons#F7F7F4Page ground#FFE34DHighlights only, always under ink text#1F4FD1Links, dimensions#B5824FHard-floor hatching#6E7C99Carpet stipple#474D55Secondary text#1E7A46Ticks and status onlyType
One family, wide for headlines
HeadlinesEvery square, quoted.
BodySquaro reads the working drawings and the selections sheet, measures every room from the printed dimensions and applies your rules.
Dimensions, labels, figures4200 × 3600 · 82.56 m² · 40 PACKS · $33 / m
Both are free Google Fonts. Mono is for anything that would appear on a drawing or a docket: dimensions, quantities, codes, labels.
Voice
Talk like a good estimator
Plain, specific and sure of the trade. We write for people who quote floors for a living, so we use their words and their numbers.
SAY
Specific and practical
- "Robes to the door line, doorways at 900."
- "Rounded up to whole packs."
- "You check every line before it goes out."
- Square metres in AU, NZ and UK; square feet in North America.
- Australian spelling: colour, metre, organise.
AVOID
Hype and promises we cannot show
- "Revolutionary", "game-changing", "magic".
- "100% accurate" or any accuracy figure we have not measured.
- Made-up customer counts, logos or testimonials.
- Em dashes and exclamation marks in customer copy.
- Calling it a robot that replaces the estimator.
Tagline
Every square, quoted.
Website headline: "Builder plans in. Priced flooring quote out."