RMS HEALM / BRAND & STYLE GUIDE / V1.0.0
A clear horizon.
A shared expression.
One identity for the places we help people run. The building blocks for a consistent RMS Healm experience, wherever it takes shape.
01 / WHAT WE STAND FOR
Hospitality, with
operational depth.
RMS Healm is a property management platform for resorts, condo communities, and vacation rental businesses.
Reservations, accounting, owners, and daily operations belong together. AI-native interaction, mobile work, and AI-assisted unit listings put 30+ years of resort management experience within easier reach.
THE PARENT BRANDRMS
THE SOFTWARERMS Healm
THE IDENTITYHorizon
Start with what the platform does. Write for people discovering RMS for the first time. Explain capabilities before introducing the next-generation story.
02 / THE SELECTED MARK
A rising sun.
A steady horizon.
Approved, outlined SVGs and transparent PNGs. Fixed lettering means the identity stays the same on every machine.
The compact mark
Use when the full name is established or space is limited.
The small-space signature
Dedicated favicon and app artwork, ready to use.
35:11
Keep the proportions.
Default lockup: 180px on desktop, 142px on mobile. Use the symbol below 140px.
20 units
Give it room.
Clear space on every side: 20/350 of the lockup width, or 20/100 of the symbol width.
One identity
Use the artwork.
No redrawing, retyping, stretching, added effects, or unselected logo concepts.
03 / THE PALETTE
Grounded in green.
Room to breathe.
Warm paper, forest tones, and a little light. Keep lime intentional and give most of the page to quiet, open space.
Paper
#f8f8f1Page background
Forest
#214b3eBrand & primary actions
Deep forest
#173f38Dark feature sections
Lime
#d6e8a6Focused highlights
Pale
#ecf0e4Secondary surfaces
Text: ink #213f36 and muted #617266 on paper. Reverse logo: ivory #f5f4e9, a separate value from paper.
Ink on paper: 10.76:1. Muted on paper: 4.79:1. White on forest: 9.81:1. Sage is reserved for large display text.
04 / THE TWO VOICES
Editorial warmth.
Everyday clarity.
Libre Caslon Display gives the story space. DM Sans makes the work easy to read. The logo is fixed artwork, not typeset text.
A clearer view
of your day.
Headlines · Section titles · Large proof points
Every unit.
Every detail.
Body copy · Navigation · Controls · Operational data
Hero: 62–78px desktop, tight leading.
Section: 44–66px.
Body: 16px / 1.75.
Keep production UI at a readable 14–16px. Use 12px or larger labels for new work. The marketing illustrations’ tiny screen labels are not a product UI template.
Fallbacks: Georgia for display, Arial for body. Font files are not bundled. Outlined logos need no installed fonts.
05 / HOW IT COMES TOGETHER
The big picture.
The little details.
Natural photography, generous margins, fine dividers, and restrained corners. Show the stay and the work that makes it possible.
Illustrative photography; not a customer endorsement.
COMPONENT EXAMPLEOne property.
One property.
Many moving parts.
Bring the front desk, housekeeping, maintenance, and individually owned units together.
Explore the platform- 1328px
- Maximum content width; 20px phone gutters.
- 4–6px
- Quiet corners for buttons, cards, and feature enclosures.
- 90px
- Desktop section spacing, scaled down on smaller screens.
Make it feel like RMS Healm.
Mix resorts, individual units, and vacation homes. Use outline icons, useful operational examples, and working controls. Give every action a clear next step.
Keep the experience trustworthy.
Label fictional demos. Preserve keyboard focus, contrast, and reduced motion. Avoid neon AI imagery, generic robot art, and inactive trial or chat controls.
06 / THE WAY WE SPEAK
Experienced.
Clear. Human.
“RMS Healm is a property management platform for resorts, condo communities, and vacation rental businesses.”
Lead with the category. Explain the work. Bring AI and mobile into that story with concrete examples. Use 30+ years of experience as evidence of operational depth.
Say “See which units need attention.” Say “AI-assisted listings for units you already own.” Say “Book a demo.”
AI and mobile are available now. Don’t invent performance claims, integrations, prices, customer endorsements, or a free trial.
07 / READY FOR THE NEXT PROJECT
A reference people
and agents can use.
Download the kit once, keep the assets in your project, and build from the same source. No account or special design tool required.
START HERE
Agent instructions
Brand decisions, implementation rules, and a reusable handoff prompt.
AGENTS.mdTHE FULL REFERENCEWritten style guide
Messaging, artwork rules, components, accessibility, and art direction.
STYLE_GUIDE.mdIMPLEMENTATIONDesign tokens
Exact colors, fonts, spacing, corners, and motion in machine-readable JSON.
tokens.jsonCOPY INTO A TASK HANDOFF
Follow the RMS Healm Horizon brand kit at https://resortmanagement.ai/style-guide/AGENTS.md and its linked style guide; reuse the supplied logo assets and tokens.