Official Brand Guide · 2024

HAMSTRA

Roofing

A comprehensive reference for the consistent and intentional use of the Hamstra Roofing brand — colors, typography, logos, messaging, and more.

1978Est. Frankfort, IL
45+Years in Business
50Team Members
24,000+Roofs Installed
100K+Leaks Repaired
A+BBB Rating Since 2007
100%Workmanship Satisfaction

Four Decades of Earned Trust

Founded in 1978 and headquartered in Frankfort, Illinois, Hamstra Roofing is a second-generation, family-owned company built on the belief that honest work, deep craft knowledge, and genuine care for the customer are the foundation of a lasting business.

No Salesmen — Diagnostic Experts

Every estimator is a trained roofer first. No commissions. No pressure. Just honest assessments of what your roof actually needs.

Vertically Integrated Operations

In-house sheet metal fabrication, bulk shingle warehousing, and a dedicated service department — full quality control from material to installation.

Community & Christian Values

Hamstra regularly donates labor and expertise to local ministries and charitable organizations, treating stewardship as a core business responsibility.

Longevity as Sustainability

"Making roofs last longer is the most green thing you can do." Hamstra invests in materials and techniques that extend roof life rather than accelerate replacement cycles.

1978

Founded in Frankfort, IL

The first generation of Hamstra leadership establishes a roofing company on the principle that physical mastery of the trade is non-negotiable for anyone in leadership.

2002

The Office Education Begins

A workplace injury forces Joe Hamstra from the field into the office for a decade — absorbing estimating, project management, and builder relations from the founder.

2007

BBB A+ Accreditation

Hamstra earns Better Business Bureau accreditation with an A+ rating, a status maintained continuously through today.

2012

Second Generation Takes the Helm

Following the sudden passing of the founder, Joe Hamstra leads the company through an uninterrupted transition — a testament to deep institutional knowledge sharing.

Today

Regional Technical Authority

50+ team members, Owens Corning Platinum Preferred, GAF Master Roofing Contractor, Illinois Unlimited License — serving Chicago's south and west suburbs into Indiana.

Color System

The Hamstra palette is built on five core colors. Hamstra Red is the brand's defining mark — commanding, confident, and earned. Hamstra Blue provides a clear, authoritative counterpoint used for emphasis and digital UI accents. Use both with intention.

Primary Red

Hamstra Red

HEX #EB1A2C RGB 235, 26, 44 CMYK 0, 89, 81, 8

Primary brand color. CTAs, accents, dividers, icon fills, and headline emphasis.

Brand Blue

Hamstra Blue

HEX #3B82F6 RGB 59, 130, 246 CMYK 76, 47, 0, 4

Digital accent and emphasis color. Course titles, favicon, UI highlights, and emphasis text on dark backgrounds.

Black

Brand Black

HEX #000000 RGB 0, 0, 0 CMYK 0, 0, 0, 100

Dark backgrounds, primary logo version, high-contrast applications.

Charcoal

Hamstra Charcoal

HEX #2F2F2F RGB 47, 47, 47 CMYK 0, 0, 0, 82

Body text, secondary backgrounds, off-black applications. Preferred over pure black for body copy.

Gray

Hamstra Gray

HEX #8A8A8A RGB 138, 138, 138 CMYK 0, 0, 0, 46

Supporting text, metadata, captions, muted UI elements, and the all-gray logo variant.

White

White

HEX #FFFFFF RGB 255, 255, 255 CMYK 0, 0, 0, 0

Page backgrounds, reversed logo applications on dark or red fields, and breathing space.

Digital (Web & App)

  • Red for primary buttons and key links
  • Blue for emphasis text, course titles, and digital UI accents
  • Black/Charcoal for navigation backgrounds
  • Gray for body text on white backgrounds
  • Red underlines or borders as accent elements
  • Never use red as a large background color in UI

Print & Signage

  • Red for job signs, truck graphics, and banners
  • Black wordmark on white or light substrates
  • White logo on black, charcoal, or red backgrounds
  • Minimum 1" clear space around all logo variants
  • Match to Pantone 485 C for red in print production

Photography & Video

  • Prefer natural, high-contrast exterior light
  • Job site imagery should feel honest, not staged
  • Red safety equipment and branded gear photograph well
  • Avoid over-saturated filters — let the work speak
  • Team photos: professional but approachable, outdoors preferred

Type System

Hamstra's typography is industrial and direct — condensed display weights for authority, clean body weights for clarity and trust.

HAMSTRA
ROOFING

Barlow Condensed — Display

Weights 700–800. Used for all headlines, section titles, logo support text, stats, and callouts. Conveys authority, precision, and confidence. All-caps or title case depending on application.

H1 Headlines Section Titles Callout Stats Navigation Labels & Tags
Honest work and deep craft knowledge are the foundation of a lasting roofing business.

Barlow — Body & Support

Weights 300–600. Used for body copy, descriptions, testimonials, and long-form content. Light weight (300) for introductory paragraphs; medium (500) for emphasis; never bold in body contexts.

Body Copy Descriptions Testimonials Captions Meta Text
Type Scale — Display (Barlow Condensed)
Display / Hero HAMSTRA
Section Title Roofing Excellence
Subheading Illinois Unlimited License
Label / Tag Brand Colors
Type Scale — Body (Barlow)
Lead / Intro We install fully-engineered roof systems, not just shingles.
Body Copy Hamstra maintains a full-scale service department — a significant commitment that most contractors avoid. We view it as essential to understanding why roofs fail.
Caption / Meta Photo: Oak Lawn 24-unit condominium reroofing project, completed 2023

Logo Variants

Hamstra has two core logo formats — horizontal and vertical — each available in five color treatments to ensure legibility across any background.

Horizontal — Black / Red Divider · Light Backgrounds
Horizontal — White / Red Divider · Dark Backgrounds
Horizontal — All Gray · Embossed, Watermark & Single-Color Use
Favicon / Icon Mark — Red · Favicons, App Icons, Stamps
Favicon / Icon Mark — Blue · Training Pages & Digital App
Favicon / Icon Mark — Black · Single-Color Print
Favicon / Icon Mark — White · Dark & Colored Backgrounds
Logo Do's
  • Use the SVG master files for all digital applications
  • Maintain a clear space equal to the height of the "H" on all sides
  • Use the black logo on white or light-colored backgrounds
  • Use the white logo on black, charcoal, or red backgrounds
  • Use the all-gray logo for embossing, watermarks, or single-color jobs
  • Use the icon mark (favicon) when horizontal space is limited
  • Scale proportionally — always lock aspect ratio
Logo Don'ts
  • Do not stretch, skew, or distort the logo in any direction
  • Do not recolor the logo outside of approved variants
  • Do not place the logo on busy photographic backgrounds
  • Do not add drop shadows, outlines, or decorative effects
  • Do not use the wordmark without the icon mark in primary settings
  • Do not reduce the horizontal logo below 120px wide in digital contexts
  • Do not recreate or retype the wordmark using a font substitute

How We Speak

Hamstra speaks like an experienced craftsman, not a salesperson. Direct. Knowledgeable. Honest to the point of turning down work when it isn't needed.

01

Direct

We say what the roof needs. No upsells, no panic tactics. Homeowners get a straight answer from someone who's been on the roof — not someone on commission.

02

Knowledgeable

Over 100,000 leaks diagnosed. We know where water comes from — and it isn't always the roof. We name the problem correctly the first time.

03

Trustworthy

We've earned A+ BBB ratings through consistency — not marketing. Our referral-driven business model means our reputation precedes every job.

04

Local

We're not storm chasers. We've been in Frankfort, Illinois since 1978. We know the weather, the neighborhoods, and the builders. This is home.

Write Like This
"Your roof has 5–7 years left. Here's what you can do now to extend it — and what to plan for when you're ready."
Not Like This
"URGENT: Storm season is here! Your roof could FAIL at any moment. Call now for a FREE consultation before it's too late!"
Write Like This
"We don't employ salespeople. Every estimator is a trained roofer — they're here to find the problem, not sell you a solution you don't need."
Not Like This
"Our amazing team of roofing specialists offers incredible savings on premium roofing packages designed to exceed your expectations!"

Industry Authority

Hamstra holds the highest available credentials in the industry. These should be featured prominently in all sales and marketing materials — they are a key differentiator in a market rife with unlicensed operators.

Owens Corning Platinum Preferred

The highest contractor tier awarded by Owens Corning — given to fewer than 1% of roofing contractors nationwide. Requires exceptional insurance, reliability, and ongoing technical training. Enables extended manufacturer-backed warranties.

GAF Master Roofing Contractor

GAF's highest designation. Requires proven track record, financial stability, and demonstrated commitment to ongoing installer education. Allows Hamstra to offer GAF's strongest warranty products — unavailable through lesser-certified contractors.

Illinois Unlimited Roofing License

The most comprehensive roofing credential issued by the Illinois Department of Financial and Professional Regulation (IDFPR). Permits work on structures of any size and height. License status: Active. Disciplinary actions: None.

BBB A+ Accreditation

Better Business Bureau A+ rating, accredited since 2007. Reflects consistent delivery of quality work, transparent practices, and effective resolution of any customer concerns. No complaints on record.

Velux Certified Installer

Certified installation partner for Velux skylights and roof windows. Ensures skylight integrations are properly flashed and sealed — a common source of callbacks for uncertified contractors.

GuildQuality Verified

Third-party customer satisfaction surveys via GuildQuality show 100% satisfaction in workmanship quality and problem resolution across 386 surveyed projects. A rare benchmark in the trades.

How to Use Credentials in Copy

Always pair certification names with plain-language benefits. Homeowners don't know what "Platinum Preferred" means on its own — explain that it means extended warranties unavailable from 99% of contractors. The credential earns trust; the explanation earns the call.