How we look, sound, and show up as Aging In The Comfort Of Home®
One parent identity, three divisions, one standard. Use this page to apply our colors, fonts, logos, imagery, and language correctly — and to download every brand asset you need.
Who we are
Aging In The Comfort Of Home® is a full remodel and construction company that also specializes in the aging-in-place industry. We lead with construction and home-modification expertise; aging in place is a specialty within that foundation, not the whole identity.
We serve all ages
A 35-year-old recovering from a mobility injury, a family designing an accessible home, and a 78-year-old aging in place are all our customers. Never narrow the audience to seniors only.
Litmus test: Would this sentence still make sense if the reader is 40 years old? If not, rewrite it.
The name is non-negotiable
The mark is Aging In The Comfort Of Home®. The approved short form is AITCOH™. The full mark must appear at least once on every page to establish it.
HQ: 202 N. 2nd St, Ozark, MO 65721 · (417) 527-8786 · aitcoh.com
Serving Southwest Missouri & Northwest Arkansas.
1. The ® is mandatory everywhere the full name appears — visible copy, headings, alt text, <title>, meta, Open Graph, aria-label, and JSON-LD. If "Aging In The Comfort Of Home" ever appears without a trailing ®, it is a defect.
2. Italicize the name only in visible content — wrap it in <em> in body copy. Never italicize in alt/title/meta/aria/JSON-LD (plain text, ® only). URLs and file names carry neither ® nor italics.
One parent, three divisions
Each division has its own audience, tagline, primary color, and signature mark — but shares the parent logo, voice, typography, and values.
Products (Corporate)
Homeowners, families, individuals of all ages.
Primary: Trust Blue · Mark: House logo
No approved tagline.
Dealerships
Entrepreneurs & prospective dealers.
Primary: Dealer Green · Mark: Certified Dealer Seal
“Build a Business That Matters.”
Programs
Caregivers, families, all ages.
Primary: Legacy Plum · Mark: Heart-Curve Icon
“Care Beyond the Home.”
Logos & marks
Pick the right logo for the background and layout, then download the SVG. Use a dark (colored) logo on light backgrounds and a light (cream) logo on dark backgrounds.
Background — dark = the division's color, for light/white surfaces · light = Light Linen cream, for dark or photographic surfaces. Layout — horizontal for wide spaces (headers, footers, signatures) · vertical for narrow/square spaces (posters, side rails, mobile splash). Tagline — “with tagline” is preferred on new material; use “no tagline” for small UI, signatures, or monochrome print where a tagline would clutter or blur.
Square icons (mark only)
Use the square house icon where the wordmark would not be legible — favicons, app icons, social avatars, small UI marks. Each icon is rendered in its division color on Light Linen.
Color system
Each division has a three-step palette (dark / standard / light). Radiant Gold and Charcoal are shared across all three. Click any swatch to copy its hex.
Shared across all divisions
Typography
Two typefaces carry the entire brand. Montserrat for anything structural; Source Sans 3 for everything you read at length.
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Page titles, section headers, callouts, CTAs, navigation.
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Paragraphs, descriptions, long-form copy, form fields.
Both families are free Google Fonts. Drop this in your <head>:
<link rel="stylesheet" href="https://fonts.googleapis.com/css2?family=Montserrat:wght@600;700;800&family=Source+Sans+3:wght@400;600;700&display=swap">
Imagery
Warm-toned, empowering, community-forward, with documentary realism. Reference aesthetic: Fuji X-T5, natural daylight or golden hour. Authentic moments — never staged stock looks.
✓ Do
- Natural daylight or golden-hour lighting
- Real, candid moments with genuine warmth
- Inclusive representation across age, ethnicity, and family structure
- People of all ages — not seniors only
- Clean, lived-in homes that feel real and aspirational
✕ Don't
- Obvious stock photography or staged poses
- Cold, clinical, or hospital-like settings
- Imagery that frames the brand as seniors-only
- Heavy filters, oversaturation, or fake HDR
- Sad, pitying, or fragility-focused depictions
Tone shifts subtly by division: Programs and Products imagery runs warmer and family-centered; Dealerships leans opportunity- and ownership-focused.
Voice & content rules
Premium, trust-building, clear, emotionally intelligent, and confident — never pushy. We sound like a high-end construction firm, not a home-health blog.
The five voice pillars
- Premium — high-end construction firm tone
- Trust-Building — reassure, never pressure; prove with specifics
- Clear & Grounded — every sentence informs or moves forward
- Emotionally Intelligent — honor the work without sentimentality
- Confident, Never Pushy — calm authority, no urgency tactics
Approved calls to action
Use these. They invite without pressure.
Banned buzzwords
Never use these — they read as hype, not authority.
Prohibited phrasing patterns
- Em-dashes used for stylistic breaks
- Paragraphs that start with “This”
- Mirrored phrases — “It's more than X. It's Y.”
- Rhetorical contrasts — “We don't X, we Y.”
- “We believe” / “We're passionate about”
- Opening with “For many” or “Most”
Compliance & language rules
Two regimes run at once. Consumer-facing copy (Products & Programs) broadens senior-only language to all ages. Dealership copy follows FTC business-opportunity rules.
Consumer-facing replacements
| Don't say | Use instead |
|---|---|
| senior care | home safety · home modification · aging in place · accessibility |
| elderly care | aging in place · daily routines · home care |
| for seniors | for all ages · for anyone · individuals and families |
| elderly | aging adults · individuals · people |
| memory care | Cognitive Safety Adaptations |
Exceptions: factual statistics, data-tied stat headings, and legal/disclaimer text preserve original terms verbatim.
Dealership FTC rules
✕ Never (FTC / legal)
- franchise / franchisee → dealer, certified dealer
- partner / partnership (noun) → independent dealer
- representative / agent / affiliate → certified dealer
- territory / exclusive territory → service area, or use placement philosophy
- income / earnings claims → remove or add FTC disclaimers
- guaranteed / proven → remove or qualify with evidence
✓ Required disclaimer
Dealers with Aging In The Comfort Of Home® operate as independent business owners under their own brands. No geographic territory is granted or protected. No continuing services, updates, portals, or assistance are included after Certification unless separately agreed in writing.
Place on every dealership-facing page.
Company image libraries
Approved company photography and graphics live in Airtable. Open a library, then download the images you need for your materials.
Asset downloads
Everything in one place. All logos are vector SVG; fonts are .ttf; favicon packs include ICO, SVG, PNG, Apple Touch, and PWA manifest.