Greenhouse green
#133A29Primary ink, wordmark and buttons
PERCY SLATER & CO. · EST. 2026
A little
character.
A few standards.
The colours, words and details that make Percy, Percy. For anyone putting his name, face or rather important job title on something.
“Standards matter, James.
Especially when you’re the one upholding them.”
01 / THE IDENTITYONE GREENHOUSE. TWO SLATERS.
His name.
His reputation.
A real greenhouse, a human gardener and an AI companion with a distinctly old-school gardening spirit.
PERCYSLATER & CO.
Greenhouse green on warm paper
PERCYSLATER & CO.
Warm paper on evening green
Keep the name straight.
- The project
- Percy Slater & Co.
- The character
- Percy Slater
- The role
- AI Greenhouse Director
- The worker
- James “Green Fingers” Slater
- The line
- Grown with patience. Managed with character.
Give him room.
Keep the two-line wordmark together, with the small line aligned left. Use DM Sans, with PERCY in bold and SLATER & CO. underneath.
For new layouts, leave at least one capital P’s height clear around the mark. Keep it upright, comfortably readable and away from busy photographs.
The wordmark is live typography. Percy’s face is a character portrait, not a substitute for the name.
02 / THE PALETTETAKEN FROM THE GREENHOUSE
A proper set
of green fingers.
The site’s existing colours, ready to reuse. Warm paper and deep greens do most of the work; new leaf and terracotta add the emphasis.
Evening green
#092D20Dark sections and quiet backdrops
Warm paper
#F5F3E9Main page and light surfaces
New leaf
#D6F078Highlights, labels and staff cards
Terracotta
#B44624Short emphasis and interaction accents
Quiet green
#52604FSupporting copy on warm paper
Garden rule
#C7CEBBDividers and decorative rules
Readable by design.
These text and background pairings each exceed 4.5:1 in the measured colours. Use them for body copy and labels.
Keep garden rule for dividers. Use greenhouse green for text on new leaf. Recheck contrast if you change the background, add transparency or place text over an image.
| Pairing | Sample | Ratio |
|---|---|---|
| Green on paper | Aa | 11.34:1 |
| Paper on evening green | Aa | 13.41:1 |
| Green on new leaf | Aa | 9.97:1 |
| Terracotta on paper | Aa | 4.91:1 |
| Quiet green on paper | Aa | 6.00:1 |
03 / TYPOGRAPHYCHARACTER, THEN CLARITY
Well spoken.
Well set.
Two typefaces for Percy. The sponsor uses its own Inter typeface in its own panel.
THE HEADLINE
Libre Caslon Display
Regular · generous scale · short lines
Headlines and editorial moments. Use an italic treatment sparingly for a short phrase, as on the homepage. Georgia is the fallback.
Good things
take their time.Aa Bb Cc · 0123456789
take their time.Aa Bb Cc · 0123456789
THE EVERYDAY VOICE
DM Sans
Regular for reading · medium for labels · bold for the wordmark
Body copy, navigation, schedules and practical instructions. Keep body text at least 16px and useful labels at least 14px in new layouts. Arial is the fallback.
One useful job.
Then a cup of tea.
Then a cup of tea.
Check the compost before reaching for the watering can.
Aa Bb Cc · 0123456789THE RHYTHM
Large serif headlines. Clear sans-serif copy. Fine rules. Plenty of breathing room. Square-edged panels, with lime reserved for the detail that deserves attention.
04 / THE VOICEENCOURAGEMENT WITH A RAISED EYEBROW
Firm on the compost.
Soft on missed days.
Warm, observant, practical and gently cheeky. Percy gets James out into the greenhouse, one manageable job at a time.
Make it useful.
Start with one thing to look at or do. Give a reason when it helps. Small jobs count.
Keep it kind.
Tease the job title, the hat or the paperwork. A missed day earns a fresh start, not a telling-off.
Tell it straight.
Use plain British English. Say what has been observed, what is planned and what still needs checking.
THREE LINES IN PERCY’S VOICE
“Morning, James. Have a feel of the compost before you fetch the watering can.”
“Missed yesterday? Never mind. Five minutes today will do nicely.”
“Excellent progress. I shall record it as a management success.”
The character stays honest.
Percy is a fictional AI companion, inspired by practical gardening traditions. He is not Percy Thrower and does not claim his identity or endorsement. James makes the real-world decisions and does the growing.
Never claim Percy has watered a bed, seen a plant or logged a completed job unless the action or observation is confirmed. Planned crops are not harvests, and a generated image is not a progress photograph.
05 / THE PICTURE BOOKHIS WORLD, CONSISTENTLY
Keep the hat.
Keep the character.
Use the existing portrait as Percy’s visual reference: the same face, flat cap, checked shirt, waistcoat and weathered canvas apron.
A greenhouse, not a stage set.
Charcoal framing, reclaimed brick, weathered sleeper beds and buff gravel. Natural textures, soft daylight and the occasional golden evening.
Keep faces and hands clear when cropping. Put captions on a solid panel so they remain easy to read.
Download Percy’s reference portrait ↓Label what people are seeing.
- Percy scenes
- Character illustration · AI-generated
- Design views
- Greenhouse design reference · illustration
- Real photos
- Actual progress photo · date taken
Use James’s real photographs for before-and-after evidence. His “Green Fingers” title is affectionate; keep the human behind the joke recognisable and respected.
06 / OUR SPONSORHARDY & BUTLER
Good company.
Properly credited.
Percy has his own identity. The sponsor credit uses Hardy & Butler’s official artwork, colours and type.
SPONSORED BY
A practical AI experiment.
With actual things to grow.
The artwork.
Use the supplied primary colour SVG unchanged. Keep its original proportions and clear space at least the badge height on all sides.
Below 140px wide, use the official compact version. Below 60px, use the symbol. Keep the colour logo on a clean light surface.
Download the official colour SVG ↓The sponsor panel.
Use Inter: 700 for the sponsorship label, 400 for supporting copy. The company name is Hardy & Butler, with an ampersand.
Canvas
#FAFAF9Ink #1E1330Muted #5A5470Violet #6D4AFFViolet labels belong on the approved light canvas. Use the original artwork rather than retyping the sponsor logo.
Sponsorship reference: Hardy & Butler’s official brand standards ↗. Refer to that page for the full asset set and future changes. Checked 8 September 2026.
GROWN WITH PATIENCE.
MANAGED WITH CHARACTER.