# Streamline Internet Brand Book

> Version 1.0, updated 2026-08-28.
> Agents, vendors, contractors and staff producing Streamline pages, ads, print and social.
> Machine readable version: https://streamlineisp.com/brand/index.json
> Company facts: https://streamlineisp.com/llms.txt
> Everything in one zip: https://streamlineisp.com/brand/streamline-brand-kit.zip

Streamline LLC · 137 S Industrial Loop, Suite 5, LaBelle, FL 33935 · (239) 214-6971 · support@streamlineisp.com · https://streamlineisp.com

---

## 1. Position

**Real internet for rural Florida. Finally.**

Streamline is a locally owned internet company in LaBelle, Florida. We serve the homes and businesses in Hendry County and Golden Gate Estates that the national providers skipped. We answer our own phones, our techs live down the road, and the price you sign up at is the price you keep.

- **We are from here.** Decisions get made in Southwest Florida, not a boardroom in Dallas. Use the town name. Use the road name if you know it.
- **Plain facts beat adjectives.** Say up to 600 Mbps, not blazing fast. Say unlimited data, no caps, not industry-leading value.
- **The price never moves.** Lifetime price lock is the single strongest thing we sell. Lead with it more often than speed.
- **Built to stay up.** Backup connections and battery backup at every site. It stays online when other utilities go down.
- **A neighbor, not a call center.** Real people on the phone, 24/7, English and Spanish. No phone tree. No chatbot.

---

## 2. Logo

The S underscore monogram. The underscore is part of the mark. Never crop it off.

**Clear space.** Leave the height of the underscore bar clear on all four sides. Nothing crosses that line, including page edges, rules and other logos.

**Minimum size.** 24px tall on screen. 0.25 inch tall in print. Below that the gap under the S closes up and the mark reads as a smudge.

**Files**

- Mark: [Mark, brand black](https://streamlineisp.com/brand/streamline-mark-black.png) - Transparent PNG, 1024px. Use on white and on Paper.
- Mark: [Mark, white](https://streamlineisp.com/brand/streamline-mark-white.png) - Transparent PNG, 1024px. Use on brand black and on photography.
- Mark: [Mark, black vector](https://streamlineisp.com/brand/streamline-mark-black.svg) - SVG. Print, large format, and anything that scales.
- Mark: [Mark, white vector](https://streamlineisp.com/brand/streamline-mark-white.svg) - SVG for dark backgrounds and print reversals.
- Badge: [Badge, light](https://streamlineisp.com/brand/streamline-badge-light.png) - White circle, black mark. Transparent PNG, 1024px. Use on photography and dark panels.
- Badge: [Badge, dark](https://streamlineisp.com/brand/streamline-badge-dark.png) - Black circle, white mark. Transparent PNG, 1024px. Use on white, on Paper and as an avatar.
- Badge: [Badge, light vector](https://streamlineisp.com/brand/streamline-badge-light.svg) - SVG of the white circle lockup.
- Badge: [Badge, dark vector](https://streamlineisp.com/brand/streamline-badge-dark.svg) - SVG of the black circle lockup.
- Bundle: [All logo files](https://streamlineisp.com/brand/streamline-logo-assets.zip) - Zip of all eight files above plus the original raster.

**Never do this**

- **Do not stretch it.** Scale both dimensions together or the underscore goes out of proportion with the S.
- **Do not rotate it.** The mark sits square. A tilted logo reads as a sticker, not a company.
- **Do not recolor it.** Brand black or white. Blue and red belong to buttons, not to the logo.
- **Do not add effects.** No shadow, no outline, no glow, no gradient behind it.
- **Do not box it.** If you need a container, use the badge. Do not invent one.
- **Do not crowd it.** Type, rules and photo edges stay outside the clear space.

**Rules**

- Two colors only. Brand black or white. Never blue, never red, never a gradient.
- Do not invent a new lockup. If the mark needs a container, use the badge.
- On photography, use the badge, or place the white mark over a dark area or a 55 to 78 percent black overlay.
- The badge is the app icon and the social avatar. Do not crop the circle to a square or round the corners of a square instead.
- The site renders the mark from one raster with a CSS filter. Header uses filter: invert(1). Footer uses filter: invert(1) brightness(2). New work should use the files above instead of copying that trick.

---

## 3. Color

| Name | Hex | RGB | CSS variable | Role |
| --- | --- | --- | --- | --- |
| Black | `#231F20` | 35, 31, 32 | `--color-black` | Headings, body text, dark section backgrounds, footer, dark buttons. |
| Taupe | `#554844` | 85, 72, 68 | `--color-text-secondary` | Secondary body copy. Subtitles, card descriptions, captions. |
| Blue | `#6497BF` | 100, 151, 191 | `--color-blue` | Links, plan card buttons, ghost link buttons, nav hover. |
| Red | `#C02026` | 192, 32, 38 | `--color-red` | Conversion only. Check Availability buttons and promise accent bars. |
| White | `#FFFFFF` | 255, 255, 255 | `--color-white` | Cards, type on dark sections, buttons on featured plan cards. |
| Page | `#F5F5F7` | 245, 245, 247 | `--color-bg` | The page background itself. Cool near white. Cards sit on it in pure white. |
| Paper | `#F4F2F0` | 244, 242, 240 | `--color-bg-secondary` | Tinted section background. The warm off white that breaks up long pages. |
| Blue hover | `#4F7FA8` | 79, 127, 168 | `--color-blue-hover` | Hover state for blue fills and links. |
| Red hover | `#A31B20` | 163, 27, 32 | `--color-red-hover` | Hover state for red fills. |
| Text tertiary | `#8A7F7B` | 138, 127, 123 | `--color-text-tertiary` | Labels, footnotes, disclaimers. |
| Border | `#D1CBC8` | 209, 203, 200 | `--color-border` | Card and input borders. |
| Border light | `#E5E0DD` | 229, 224, 221 | `--color-border-light` | Section dividers and table rules. 1px, never heavier. |
| Green | `#4A8C5C` | 74, 140, 92 | `--color-green` | Yes and included marks in comparison tables. Never a button. |
| Amber | `#C08A30` | 192, 138, 48 | `--color-amber` | Partial or depends marks in comparison tables. Never a button. |

**Contrast.** WCAG 2.1. AA wants 4.5:1 for body text and 3:1 for large text (24px, or 19px bold). AAA wants 7:1.

| Foreground | Background | Ratio | Rating | Note |
| --- | --- | --- | --- | --- |
| Black #231F20 | White #FFFFFF | 16.30:1 | AAA | The workhorse pairing. Use it wherever you can. |
| Black #231F20 | Page #F5F5F7 | 14.97:1 | AAA | Body copy on the default page background. |
| Black #231F20 | Paper #F4F2F0 | 14.60:1 | AAA | Body copy in a tinted section. |
| Taupe #554844 | White #FFFFFF | 8.76:1 | AAA | Secondary copy. Safe at any size. |
| White #FFFFFF | Black #231F20 | 16.30:1 | AAA | Type in dark sections. |
| White 70% on dark | Black #231F20 | 8.60:1 | AAA | Readable body copy on dark. This is the one to use. |
| White #FFFFFF | Red #C02026 | 6.04:1 | AA | The red button. Passes for a button label at any size. |
| White 45% on dark | Black #231F20 | 4.38:1 | Large text only | Quiet detail lines. Not for anything a customer has to read. |
| Tertiary #8A7F7B | White #FFFFFF | 3.89:1 | Large text only | Fine for labels and eyebrows. Never set a paragraph in it. |
| Blue #6497BF | White #FFFFFF | 3.12:1 | Large text only | Our link color misses AA at body size. Underline links, keep them 17px or larger, and never put blue on small print. |
| White #FFFFFF | Blue #6497BF | 3.12:1 | Large text only | A blue button clears AA at button size. Do not shrink one below 14px bold. |

**Rules**

- Red is reserved for the highest intent action on the page. One red button per screen.
- Blue is the everyday action color. Plan buttons, links, secondary calls to action.
- Never put blue and red side by side as equal choices. The reader has to know which one to press.
- Text on white is Black at full strength. Never grey out body copy to look softer.
- On dark, headings are pure white, readable body is rgba(255,255,255,0.7), quiet detail is rgba(255,255,255,0.45).
- No gradients. No drop shadows on color. No color the brand book does not list.
- Check the contrast table before you set type on anything but black or white. Blue and the tertiary grey both miss AA at body size.

---

## 4. Typography

**Headings: Eloquia Display Bold**, weight 700, tracking `-0.03em`.
Every h1 through h6, plan names, stat numbers, section titles.
Stack: `'Eloquia Display', 'Montserrat', -apple-system, BlinkMacSystemFont, 'Segoe UI', Helvetica, sans-serif`
License: Licensed from Typekiln through MyFonts. Self hosted at /fonts/. Use it on Streamline work only. Do not redistribute it or install it for other clients.
**Font downloads**

- [Eloquia Display Bold, woff2](https://streamlineisp.com/fonts/EloquiaDisplay-Bold.woff2) - The web format. This is the one you want for a site or an email template.
- [Eloquia Display Bold, woff](https://streamlineisp.com/fonts/EloquiaDisplay-Bold.woff) - Fallback web format for older rendering engines.
- [All fonts, zip](https://streamlineisp.com/brand/streamline-fonts.zip) - Both Eloquia files plus the license note. Read the note before you install it.
- [Montserrat](https://fonts.google.com/specimen/Montserrat) - Free from Google Fonts. Weights 300 through 700. Not included in our zip.

**Body: Montserrat**, weights 300, 400, 500, 600, 700, tracking `-0.016em`.
Body copy, navigation, buttons, labels, tables, testimonials.
Stack: `'Montserrat', -apple-system, BlinkMacSystemFont, 'Segoe UI', Helvetica, sans-serif`
License: Google Fonts, Open Font License. Free to use anywhere.

| Element | Size | Face | Line height |
| --- | --- | --- | --- |
| Home hero h1 | `clamp(40px, 7vw, 72px)` | Eloquia Display Bold | 1.05 |
| Interior page h1 | `clamp(36px, 6vw, 60px)` | Eloquia Display Bold | 1.05 |
| Section h2 | `clamp(32px, 4.5vw, 48px)` | Eloquia Display Bold | 1.08 |
| Split section h2 | `clamp(28px, 3.5vw, 40px)` | Eloquia Display Bold | 1.08 |
| h3 and bold statement | `clamp(20px, 2.5vw, 26px)` | Eloquia Display Bold | 1.15 |
| Page subtitle | `clamp(17px, 2vw, 21px)` | Montserrat 400 | 1.47 |
| Body | `17px` | Montserrat 400 | 1.47 |
| Detail and caption | `15px` | Montserrat 400 | 1.6 |
| Label and eyebrow | `13px, uppercase, 0.08em tracking` | Montserrat 600 | 1.2 |

**Rules**

- Headings are Eloquia. Body is Montserrat. There is no third typeface.
- Never set body copy in the display face. It is a headline weight and it gets heavy fast.
- Sizes are fluid clamp values, not fixed pixels. Do not hand tune a size for one breakpoint.
- Subtitles cap at 560px wide. Body columns cap at 680px. Long lines do not get read.
- Sentence case for headings. No all caps except the 13px eyebrow label.

---

## 5. Spacing and layout

| Token | Value | Where | Note |
| --- | --- | --- | --- |
| Content width | `980px` | `--w-content` | The default container. Everything sits inside it. |
| Narrow width | `680px` | `--w-narrow` | Reading columns, FAQ lists, landing page heroes. |
| Plans width | `1520px` | `--w-content override` | Only the four across plan grid gets to be this wide. |
| Container padding | `24px` | `hardcoded in .container` | Left and right gutter at every breakpoint. |
| Section padding | `clamp(80px, 10vw, 140px)` | `--space-section` | Top and bottom of every full width section. |
| Interior hero padding | `clamp(56px, 8vw, 100px) top, clamp(40px, 5vw, 56px) bottom` | `.page-hero` | Smaller than the home hero on purpose. |
| Card radius | `20px` | `hardcoded` | Cards and contained images. Photo pair images use 16px. |
| Button radius | `980px` | `hardcoded` | Full pill. Every button, every size. |

**Rules**

- Sections divide with a 1px #E5E0DD rule. Never a heavier line, never a shadow.
- No divider entering or leaving a dark section. The color change is the divider.
- Alternate backgrounds down the page: white, tinted, dark, white. Never two plain white sections in a row.
- Never stack more than two text or card sections without a photo pair, a split section or a background change.
- A photo pair after a white section pulls up by half a section of negative margin so the images overlap the whitespace. After a tinted or dark section it uses margin-top 0.
- Full bleed images get no radius. Contained images get 20px.

---

## 6. Components

**Buttons**

| Button | Class | Use |
| --- | --- | --- |
| Red | `btn btn--red` | Check Availability. The one action we actually want. One per screen. |
| Primary blue | `btn btn--primary` | Plan card buttons and secondary actions. |
| Dark | `btn btn--dark` | My Account and other neutral actions. |
| White | `btn btn--white` | On the featured dark plan card and inside dark sections. |
| Ghost | `btn btn--ghost` | Inline text links that need weight. Gets an arrow after the label. |
| Ghost light | `btn btn--ghost-light` | Same, on dark backgrounds. |

**Patterns**

- **Bold statement list.** Dark section, two column grid, bold white heading with a quiet detail line under it, separated by 1px rgba(255,255,255,0.08) rules. Use this instead of an icon grid. Icon grids in rounded boxes read as generic software.
- **Photo pair.** Two image grid used as a breather between content sections. 16px radius.
- **Split section.** Image beside text. Use it to soften the tone right before an FAQ or a closing call to action.
- **Comparison table.** Labels left aligned in column one, everything else centered. Featured column tinted rgba(35,31,32,0.03). Buttons in the footer row use btn--small.
- **FAQ accordion.** Native details and summary elements in a 680px column. Plus and minus indicator, 1px rules between items.
- **Card.** White, 1px #D1CBC8 border, 20px radius, 20 to 28px of padding. Featured cards take a 2px black border instead of a shadow.

**Forms**

- Labels sit above fields. No floating labels.
- The address box is the most important field on the site. It gets its own screen and nothing competes with it.
- Ask for the least we can. Every extra field costs installs.

**Build a page in this order**

1. Sticky white header, 52px tall, blurred background, red Check Availability button.
2. Hero. Eyebrow, one headline, one subtitle under 25 words, one call to action.
3. Proof. Speeds, price lock, uptime, a real customer, a real town.
4. Breather. Photo pair or split section.
5. Objections. Comparison table or FAQ.
6. Closing call to action on a dark background.
7. Black footer.

---

## 7. Voice

Plainspoken, locally rooted, matter of fact, a little irreverent. Write like the neighbor who happens to run the internet company, not like a carrier press release.

**Rules**

- Active voice. Always. A local tech installs it, not it is installed by a technician.
- Eighth grade reading level. Short sentences. Plain words.
- No em dashes. Ever. Use a period or a comma.
- No corporate filler. Solutions, connectivity, seamless, robust, leverage, empower are all banned.
- Specific over vague. Up to 600 Mbps, not lightning fast. $85 a month, not affordable.
- Name the town. LaBelle, Port LaBelle, Felda, Fort Denaud, Golden Gate Estates.
- Acknowledge the big providers without naming them. They ignored this area. We didn't.
- Say what is true and stop. Do not pad the paragraph to fill the box.

**Words we do not use**

- **wireless** - Consumer facing copy never says wireless, tower or antenna. Customers hear those words as weak or experimental. Say internet.
- **tower** - Same reason. Talk about the network staying up, not about the equipment that keeps it up.
- **antenna** - Same reason. Technical detail belongs on the engineering pages, not the sales copy.
- **fiber** - Fiber describes the backhaul feeding our sites, not the product a customer buys. Advertising fiber is false.
- **gigabit / 1 Gig** - Standard service tops out at 600 Mbps. Do not imply otherwise.
- **satellite** - We are not satellite and we do not want the association. Fine to name it in a comparison page.
- **free trial / free month** - The real offer is one month on us when you switch from another provider. It is conditional. Say it that way.
- **no equipment fees** - We rent indoor and outdoor equipment. This claim is not true.
- **free professional installation** - Free STANDARD installation. Some installs need a pole and a term commitment. The qualifier is not optional.

**Lines you can use as written**

- "We're from here."
- "They ignored this area. We didn't."
- "Real internet for rural Florida. Finally."
- "The internet you've been waiting for is here."
- "Your neighbors. Not a call center."
- "Pick a plan. Keep that price."
- "Real people on the phone. Not a phone tree. Not a chatbot."
- "We serve those who serve."
- "No spin. Just the facts."
- "Internet that stays up when other things go down."

**Rewrite it like this**

| Do not write | Write |
| --- | --- |
| We provide comprehensive, high-speed broadband solutions for the greater Hendry County area. | The internet you've been waiting for is here. |
| Our dedicated team of professionals ensures reliable connectivity. | When you call, you talk to someone who knows your road. |
| Enjoy unlimited data with no throttling or data caps, ever. | Unlimited data, no caps. |
| We are proud to offer free professional installation services. | A local tech shows up, gets your Wi-Fi running, and doesn't hand you a bill. |
| Our fixed wireless towers deliver enterprise-grade connectivity. | Internet that stays up when the power doesn't. |
| Sign up today and enjoy a free month on us! | Switch from your old provider and your first month is on us. |

---

## 8. Claims and facts

**Offers you can advertise**

- Lifetime price lock. The price you sign up at is the price you keep.
- No contract on residential. Month to month, cancel anytime.
- Free standard installation.
- Unlimited data on every plan. No caps, no throttling.
- No activation fee and no hidden fees.
- 99.9 percent uptime. Backup connections and battery backup at every site.
- Support answered by real people, 24/7, English and Spanish.
- Essential worker discount.
- One month on us when you switch from another provider. Send that traffic to /switch/.

**Guardrails**

- Business plans have flexible contract terms. Do not say no contracts for business.
- Pricing is address specific. Never quote a price in an ad.
- Burst speeds are a ceiling, not a promise. Say up to.
- Max advertised speed is 600 Mbps.
- Availability is checked per address, not per ZIP. Always route to /check-availability/.

**Plans (source: data/plans.yaml, address specific, never quote in an ad)**

| Plan | Speed | Burst | Price |
| --- | --- | --- | --- |
| Streamline Basics (Hendry) | 50/10 Mbps | Up to 50/10 Mbps | $55/mo |
| Streamline Essential (Hendry) | 100/20 Mbps | Up to 200/40 Mbps* | $65/mo |
| Streamline Plus (Hendry) | 200/40 Mbps | Up to 400/80 Mbps* | $85/mo |
| Streamline MAX (Hendry) | 300/60 Mbps | Up to 600/120 Mbps* | $105/mo |
| Streamline Essential (Golden Gate Estates) | 100/20 Mbps | Up to 200/40 Mbps* | $99.99/mo |
| Streamline Plus (Golden Gate Estates) | 200/40 Mbps | Up to 400/80 Mbps* | $149.99/mo |
| Streamline MAX (Golden Gate Estates) | 300/60 Mbps | Up to 600/120 Mbps* | $219.99/mo |
| Business Essential | 100/20 Mbps | Up to 200/40 Mbps* | $99.99/mo |
| Business Plus | 200/40 Mbps | Up to 400/80 Mbps* | $199.99/mo |
| Business MAX | 300/60 Mbps | Up to 600/120 Mbps* | $299.99/mo |

---

## 9. Imagery

**Rules**

- Real photographs of Southwest Florida. Our trucks, our techs, our customers, our towns.
- No stock photography. No AI generated images. No blue circuit board abstractions.
- No page reuses another page's photo. The library is big enough.
- Contained images get a 20px radius. Photo pairs get 16px. Full bleed gets none.
- Compress everything. 2500px wide maximum.
- Hero photos take a 55 to 78 percent black overlay so white type stays readable.

**Reference library**

- LaBelle Main Street (Towns): https://streamlineisp.com/images/labelle_mainst.jpeg
- The Caloosahatchee at LaBelle (Towns): https://streamlineisp.com/images/labelle_river.jpeg
- LaBelle city sign (Towns): https://streamlineisp.com/images/labelle_sign.jpeg
- Port LaBelle marina (Towns): https://streamlineisp.com/images/port_labelle_marina.jpeg
- Montura Ranch Estates (Towns): https://streamlineisp.com/images/welcome_to_montura_ranch_estates.jpeg
- Hendry County courthouse (Towns): https://streamlineisp.com/images/hendry_county_courthouse.jpeg
- Swamp Cabbage Festival (Community): https://streamlineisp.com/images/swamp_cabbage_festival.jpeg
- Local team sponsorship (Community): https://streamlineisp.com/images/eagles_sports_team.jpeg
- A customer in Felda (Community): https://streamlineisp.com/images/happy_felda_customer.jpeg
- Hendry County Station 4 (Essential workers): https://streamlineisp.com/images/hendry_station_4.jpeg
- Pioneer fire station (Essential workers): https://streamlineisp.com/images/pioneer_fire_station.jpeg
- First responders (Essential workers): https://streamlineisp.com/images/first_responders_hero.jpg
- Streamline staff at work (The team): https://streamlineisp.com/images/streamline_staff_working.jpeg
- Service truck (The team): https://streamlineisp.com/images/work_truck.jpg
- Site survey (The team): https://streamlineisp.com/images/survey-in-progress.jpg
- Business customer (Business): https://streamlineisp.com/images/business-hero.jpg
- Cafe on our network (Business): https://streamlineisp.com/images/modern-cafe.jpg
- Dedicated internet access (Business): https://streamlineisp.com/images/dia_hero.jpg
- eero 6+ router (Equipment): https://streamlineisp.com/images/eero-6-plus.jpg
- eero Pro 6E (Equipment): https://streamlineisp.com/images/eero-pro-6e.jpg
- Ceiling access point install (Equipment): https://streamlineisp.com/images/ceiling-ap-install.jpg

---

## 10. Starting prompt

```
You are writing for Streamline Internet, a locally owned internet company in
LaBelle, Florida. Read https://streamlineisp.com/brand/index.md and follow it
exactly.

Hard rules:
- Active voice, eighth grade reading level, no em dashes.
- Never write wireless, tower, antenna, fiber, gigabit or satellite in
  customer facing copy.
- Never quote a price in an ad. Pricing is address specific.
- The only free month offer is one month on us when a customer switches from
  another provider.
- Every call to action goes to https://streamlineisp.com/check-availability/.
```

Questions: (239) 214-6971 or support@streamlineisp.com. If anything here contradicts the live site, the site wins. Tell us and we will fix the book.