A Vegas window-and-door identity, in tokens.

The canonical Master Craftsmen lockup, lifted directly from the production WordPress media library. Two gabled rooflines in burgundy over the "Master CRAFTSMEN" stacked wordmark, framed by "Las Vegas, NV · Inc." underline and the "WINDOWS & DOORS" sub-brand line, with the italic "Creating A Better View" tagline at the top. Light variant for cream/white backgrounds; dark/footer variant for navy chrome. The lockup ships as a flat PNG — no SVG exists. For production, the wordmark is used at ~140px wide in nav and 90px tall in footer.

Brand blue does the heavy lifting — primary CTAs, links, headlines, the dominant voice across the live site (59 occurrences in the source CSS). Burgundy is the accent — a holdover from the 2004 logo's red roofline, used sparingly for secondary CTAs and the "Specials" treatment (13 occurrences). Deep navy carries gravity for footer + dark sections. Soft off-white is the page surface — never pure white as default. All values lifted from production CSS via grep.

Master Craftsmen ships Oswald (display, condensed sans) and Open Sans (body, humanist) — both already free Google Fonts, kept 1:1 here. Display headlines are Oswald 700 in tracked uppercase — the contractor-confident industrial silhouette. Body is Open Sans 400 with generous line-height (1.65) for readability across long product descriptions. The signature pairing: tracked uppercase eyebrows in Oswald 700 over Open Sans body — used everywhere as the trade-craft label.

Primary buttons are solid brand-blue with a 4px radius (flat, contractor-confident — no rounded SaaS pills) and uppercase Oswald. The arrow link is the soft alternative — used wherever a button would be too loud. Burgundy variant exists for the rare cases that need a second voice (specials/promotions). The on-dark white button anchors the free-quote band.

Master Craftsmen's signature treatment for the Windows / Doors split — full-bleed editorial product photography with a centered Marvin or Milgard logomark overlay, Oswald 700 H3, and a primary-blue CTA. Two-up grid on desktop, stacked on mobile. The exact pattern from MC's live homepage, refined: white card on cream surface, subtle border on hover, brand-blue lift.

Master Craftsmen's signature conversion moment — repeated on every landing on the live site. Full-bleed dark navy band with brand-blue heading + a two-button row ("Free In-Home Estimate" primary + "Visit Showroom" secondary) + the showroom address line. The dark navy provides contrast against the photography-heavy product pages above; the brand-soft accents add warmth.

Master Craftsmen's distinct ask is that it's authorized — partner identity is a primary trust signal, not background. Manufacturer marks render at 65% greyscale + 85% opacity, restoring full color on hover. Six-up on desktop, three-up on mobile. Use on homepage, About page, and every product detail.

A 5,000+ sq ft physical showroom on Dean Martin Dr is one of MC's most defensible trust assets. The pattern pairs the real outdoor-signage photo (the actual building) with a card showing address, phone, and hours. Always include the photo — architectural context = credibility for a contractor in a market full of fly-by-nights.

A four-up row of Master Craftsmen's most-repeated trust badges — Family Owned, Licensed Installers, Vegas Showroom, Stucco-Finish Installation — sourced from the live site's homepage trust band. Used as the editorial close-out below the hero on the homepage and at the top of product pages.

Pull-quote treatment for homeowner reviews — italic body in Open Sans 500 with an oversized opening glyph in brand-soft blue, left border in brand blue, 5-star row + name + neighborhood. Used sparingly — one per page max — to give a real Vegas-area voice center stage.

Single-headshot bio for the installation crew lead. The trust signal MC's market most needs is "real licensed humans installing your $20K window package." Photo (1:1), name, NSCB-license-noted role, 1-paragraph bio, and a credentials chip-row.

Editorial Marvin product photography — black-frame floor-to-ceiling glass, light-filled interiors, Vegas-area exteriors at dusk and golden hour. Plus the real outdoor signage shot on Dean Martin Dr (the actual building, not a stock image). Never replace these with stock photography — they are MC's most defensible visual asset.

All tokens that ship in _shared.css. Reference these from any page — they're the contract between this design system and any prospect-specific overrides.