Brand & Design System · V3.0

The route and the grid

Every DUS asset is a corridor drawn across land: survey-grid precision, one green right-of-way line, squared structure, teal depth. This book is the source of truth for how that looks.

Dudley Utility Services · Brand System Maintained with the Benali team · July 2026
Color

Teal leads. Green earns its place.

DUS Teal is what separates Utility Services from Dudley Land Company. Green is inherited from the parent brand and spent like a scarce resource: markers, rules, the route.

DUS Teal
#015270
--teal-500

The primary. Fields, headlines on white, table headers, links.

Dudley Green
#41BE48
--green-500

The accent. Checks, rules, markers, the route line. Never a fill.

Ink
#2B2B2B
--ink-800

Primary text. Deep grounds use the field gradients, not flat black.

White
#FFFFFF
--white

The default ground. Whitespace is a brand asset.

Teal ramp
950800700500400300100050
Green ramp
700600500400100
Neutrals
950800600500400300200100FFF
Proportions on a typical asset
70% NEUTRAL / WHITE
20% TEAL
8%
INKGREEN
Green stays under ~8% of any composition. If it reads green, cut some.
Green is never body text below 20px, except on ink grounds.
Dark fields are always the teal or ink gradients, never flat #000.
Typography

Lato. Three weights. No exceptions.

Black carries the brand, Bold labels it, Regular explains it. Display headlines run uppercase; everything else is sentence case.

Delivering energy
Display
Covers, title slides, banners. Short and declarative, four words or fewer.
900 · uppercase · -0.02em · LH 0.98
Know your costs upfront
Headline / H1
Social headlines and page titles. Sentence case.
900 · -0.022em · LH 1.06
Right-of-way, done right the first time
H2
Slide titles and document section heads.
900 · -0.018em · LH 1.12
Siting, routing, and easement acquisition
H3 / Label
Subheads, card titles, list items.
700 · -0.008em · LH 1.22

We know the counties, the courthouses, and the people who make deals happen. Every claim is backed by real project data: real timelines, actual budgets, measurable outcomes.

Body
Plain, confident, short sentences.
400 · 16–17px · LH 1.6
Transmission & Right-of-Way
Eyebrow
Section markers, always with the green survey square.
700 · 13px · 0.16em · uppercase
Dudley Utility Services · 01 / 04
Micro label
Plat-sheet metadata: counters, footers, annotations.
700 · 11px · 0.22em · uppercase

The DUDLEY wordmark is not set in Lato and is never reproduced with type. See the logo rules above.

Motifs

Four moves make it DUS.

The survey grid, the route line, the horizon rule, and the corner ticks. Each is drawn from the work itself: plat maps, corridors, section lines.

Survey grid · dark

Every dark field carries the plat grid: fine 44px cells, a heavier section line every fourth. The green horizon anchors the bottom edge.

Survey grid · light

On white it is a whisper, not a pattern. If you notice it before the content, it is too strong.

Route line

Drawn like an alignment sheet: dash-dot centerline, easement corridor, PI monuments, station ticks, parcel lines. One per composition, behind content, never through body text.

Service Overview
Corner ticks

Plat-sheet corners frame the body of print documents. Quiet, structural, surveyor-precise.

Components

24 reusable parts, staged where they live.

Dark-surface components stay on dark. Light-surface components stay on light. Each file is self-contained HTML with an AI-readable comment header.

Pill · dark surfaces only
Field GuideKey Services
Eyebrow · on dark Prepared for [Client Name]
Stat
45+Years of expertise
Eyebrow · on light What we handle
Checklist
  • Transmission right-of-way
  • Siting & routing support
  • Easement acquisition
Card with corner ticks
Why it matters

White surface, hairline border, squared corners. The plat-sheet corner ticks are the brand's distinctive card treatment.

Compositions (9)
Quote

“They didn't just clear the route. They cleared every title issue we'd been fighting for two years.”

Sarah Mitchell VP of Transmission, [Client Name]
Contact block
Mike Dudley President (555) 123-4567 mike@dudley-utility.com
Service row

Right-of-Way Acquisition

Full-scope easement negotiation and landowner coordination from first contact through recording.

Title Clearance

Courthouse research, chain-of-title verification, and curative work across every county on the route.

Phase timeline
01

Route Study

Desktop analysis, constraint mapping.

02

Title & Survey

Courthouse research, boundary survey.

03

Acquisition

Easement negotiation, execution.

04

Close & Record

Curative, recording, handoff.

Table
Phase Scope Timeline
01 — Route Study Desktop analysis, constraint mapping 4 weeks
02 — Title & Survey Courthouse research, boundary survey 8 weeks
03 — Acquisition Easement negotiation, execution 12 weeks
Logo lockup
Dudley Utility Services Creating certainty through strategic land solutions.
Page counter 01 / 05
Photo slot
Supply photo
CTA block
Next Step

Ready to scope your corridor?

Call Mike directly to walk through your project requirements. We'll have a preliminary scope back to you within the week.

Inspiration-driven (5)
Stat row · light
45+ years Energy-land expertise
340 mi Corridor cleared
98% On-time delivery
Stat row · dark
45+ years Energy-land expertise
340 mi Corridor cleared
98% On-time delivery
12 states Active operations
Step grid · 2×2
01

Route Study

Desktop analysis, constraint mapping, initial landowner identification.

02

Title & Survey

Courthouse research, chain-of-title, boundary survey coordination.

03

Acquisition

Easement negotiation, landowner outreach, document execution.

04

Close & Record

Final curative, recording, damage settlement, project handoff.

Accordion row
01 Route Study & Constraint Mapping
4 weeks

Desktop analysis of proposed corridor, environmental constraint mapping, initial landowner identification.

02 Title Research & Boundary Survey
8 weeks
03 Easement Acquisition & Negotiation
12 weeks
Team grid
MD

Mike Dudley

Project Lead

JR

Jane Roberts

Lead Agent

TW

Tom Wilson

Survey Coordinator

Metric grid
2,400+

Parcels acquired

Across 12 states since 2019

340 mi

Corridor cleared

Transmission and pipeline ROW

98%

On-time delivery

5-year rolling average

45+

Years of experience

Energy-land services

$2.1B

Project value managed

Lifetime portfolio

14

Active projects

Current engagement count

Templates

Start from a template. Always.

Nine locked layouts cover social, LinkedIn, presentations, and print. Copy the file, change the words, keep everything else.

Every preview below is a live render of the actual template file, not a mockup. Ask Claude for any of these and it fills in your content.

Social
Social square1080 × 1080

Service posts, announcements, everyday LinkedIn graphics.

Open template
Stat post1080 × 1350

One number, one point. Proof over promises.

Open template
Carousel3 × 1080 × 1350

Cover, content, and CTA slides for field guides and sequences.

Open template
LinkedIn covers
Company banner1584 × 396

The company page cover: statement, services, proof.

Open template
Personal banner1584 × 396

Employee profile cover with the avatar zone kept clear.

Open template
Presentation
Presentation deck7 masters · 1920 × 1080

Title, agenda, divider, content, stats, quote, and closing masters. Duplicate what you need, delete the rest.

Open template
Deck · stats master1920 × 1080

The proof-point slide. Two standing claims plus your project number.

Open template
Documents · US Letter
One-pagerLetter

Service overview, handout, leave-behind PDF.

Open template
LetterheadLetter

Letters, memos, formal correspondence.

Open template
Proposal4 × Letter

Cover, approach, scope & pricing, terms & signatures.

Open template
Collateral · Business Card
Business card · front1050 × 600

Split panel: teal gradient with logo, white panel with name, title, contact details.

Open template
Business card · back1050 × 600

Logo and five services on teal-to-green gradient.

Open template

Print vendor: VistaPrint, Soft Touch, Rounded Corners. Export front and back as separate PNGs using #only-1 / #only-2 with Chrome headless at --force-device-scale-factor=3 (3150 × 1800 px, 900 DPI equivalent). The template includes a flatten script that clones the canvas into an empty body so nothing shifts.

Voice

Plain, confident, zero hype.

Landmen can spot corporate BS a mile away. Short sentences, real numbers, partners not vendors.

“
We're not trying to be the loudest voice in the room. We're trying to be the most trusted.
Dudley brand guidelines
Lead with real outcomes.
Claim magic.
Use the approved facts.
Invent numbers.
Write short sentences.
Use buzzwords.
Name land services plainly.
Hide behind jargon.
Sound like a partner.
Bash competitors.
Speak to the project on their desk.
Talk about yourself.