Internal · brand reference

The Peach Pilot Brand System

v2 · signed off Aug 14, 2026 · anchored to the logo · canonical source: peachos/sales-and-marketing/brand/identity/

One brand, one spec. The accent is color-picked from the logo's lasso, the layout language comes from the live peachpilot.ai, and this page is itself built on the system it documents - the tokens, the fonts, the rail, all of it.

The look

A sample composition using only system values.

Built for life insurance producers

You take the call.
We take the guessing out.

Sand ground, warm ink, one salmon accent that earns attention by being rare. Buttons and nav are pills; cards are white with hairline borders and soft warm shadows. Body copy is DM Sans; everything else is Inter.

Book a demo See the platform

Carrier fits

8 quotable

Quote flow

v1.1.0

Status

On track

Logo

The accent comes from here. The original lockup contains exactly two flat colors: salmon #F08A6A (the lasso) and navy #1C1629 (the wordmark).

Full lockup on light - wordmark navy, lasso salmon, lasso on the RIGHT

On dark grounds the wordmark renders white (lasso stays salmon in production assets)

Approved - only two forms 1. The full lockup: wordmark with the lasso on the right.
2. The lasso icon alone.

Always from the real asset files: peach-pilot-lockup.svg/.png, peach-pilot-icon.svg.

Never Icon on the left of the wordmark. Stacked variants. Rebuilt lockups (icon plus typed text). Generated or placeholder logos. Recolored lassos. Any in-between.

Size: the logo is a signature, not a headline. Headers and navs: lockup about 22px tall, hard cap 24px. Deck slides: 32px max. Footers: 18px max. When unsure, go smaller.

Color

Accent family derived from the logo salmon; neutrals from the live site.

Salmon - the one accent

Salmon#F08A6ACTAs, highlights, the lasso

Salmon soft#F5A88EGradient pair, hover fills

Salmon deep#C05A38Hover, eyebrows, links

Salmon tint#FDF1ECWashes, chips, alerts

Ground & surfaces

Sand#FDFBF7Page ground

White#FFFFFFCards, panels, inputs

Surface#F7F5F2Secondary panels

Surface-2#EDE9E3Nested fills, stripes

Line#E8E3DCBorders, dividers

Text

Ink#1E1B18Headings, buttons, UI

Body#34302BLong-form copy

Muted#7A746CCaptions, labels

Navy, supporting & status

Navy#1C1629Wordmark + subtle elements only

Blue#7BAEE0Rare - charts, highlights

Blush#F2C4CERare - soft ambient

Green#2E7D5ASuccess

Red#C0392BError

Yellow#C8891AWarning

Info blue#3860BENeutral callout

Navy rule: navy is for the logo wordmark and subtle elements like this underline - never a background, never text color, never dominant. If navy is the first thing you notice, it's too much.

Typography

Two families. Inter for headings, UI, buttons, and eyebrows. DM Sans for body text. Never the other way around.

Display
Inter 500 · -.05em

See who's likely to say yes.

Heading
Inter 600 · -.03em

Carrier matching from the first call

Body
DM Sans 400 · 17px

Agents told us it can take months to stop choosing the wrong carrier. Peach Quote helps new agents make grounded decisions from their first call.

Eyebrow
Inter 600 · caps · +.09em

✦ Built for life insurance producers

Retired: Satoshi, Sofia Sans, Hanken Grotesk (marketing). Mono is the system stack, for code and tabular numbers only. Copy rules: no em dashes, no AI jargon, no exclamation points.

Components

The recurring pieces, all from tokens.

Buttons - pills, always

Primary action Secondary

Pills & status chips

Internal P0

On trackIn progressBlocked

Callout

Salmon-tint wash with a salmon rule. For notes that need attention without alarm.

Side menus

Look left - the rail on this page is the rule, live.

Any layout with a side menu defaults to a dark warm-ink rail (#1E1B18) with #F0F0F2 text, matching the Peach Quote app. Hovering or activating an item is always salmon. A white sidebar only when explicitly requested. The content area stays on the light sand system; only the rail is dark, and it is warm ink - never navy, never pure black.

Dark mode

Internal tools only - the website stays light. Opt in with class="dark".

Warm dark gray. Never black, never navy, never purple.

Page

#18181b

Surface

#242428

Ink / muted

#f0f0f2 / #98989e

Accent

#F08A6A

Per-surface

One system; two documented exceptions.

Surface	Rule
Website + blog	This system. Accent + body-font update ships as a staged deploy.
Internal pages, dashboards, doc sites	This system. Doc-site template recolor pending.
Pitch decks	This system; restyle from the old navy frames pending.
Social / ad visuals	This system; salmon stays the rare singleton, never the wallpaper.
Peach Quote app	Keeps its own app design (engineering-owned) but adopts the brand fonts.

Deprecated - never use

Value	Why
`#F47C54` family	The June ploy.build detour - not the logo color. Replaced by the Salmon family.
`#F26A4B`	Old workbench prototype accent
Navy as a dominant color	Navy is subtle-elements-only
Satoshi, Sofia Sans, DM Sans on headings	Fonts are Inter (headings/UI) + DM Sans (body only)
Purple / mauve neutrals	Neutrals stay warm. When in doubt, desaturate toward warm gray.
Generated or placeholder logos	Always the real asset files

Retired source files live in brand/_archive/ - history, not guidance.

Peach Pilot - Internal use only - peachpilot.ai
Source of truth: BRAND-SPEC.md + tokens.css · page source: peachos/sales-and-marketing/brand/brandsystem/