Internal · Brand system

The Limehawk brand: Prime.

Adopted July 2026 with the site redesign. This page is the source of truth for anyone — human or AI — producing Limehawk content. The design is a news portal because the incident reports are the product.

CWCorey Watson · Managing Member, Limehawk•Updated Jul 2026

The logo

LIMEHAWKManaged IT · Knoxville

The mark is the dithered pixel hawk — carried over from the original Windows 95 site as the one deliberate nod to where Limehawk came from. Source file: public/hawk2.1-dither-bird-only.svg, inlined in components/site/Masthead.tsx so it can take brand color.

The official lockup is bird-left, stacked wordmark: LIMEHAWK in Arial Black (HAWK in the accent) over a mono “Managed IT · Knoxville” tagline. Rendered by Wordmark + LogoMark in components/site/Masthead.tsx.
On ink grounds: hawk electric lime, wordmark paper, HAWK lime, tagline muted. On paper: hawk and wordmark ink, accent drops to moss so HAWK stays legible.
Never redraw, smooth, outline, or “modernize” the hawk — the pixels are the point.
Full lockups with the pixel wordmark live in public/hawk-logo.png (lime) and public/hawk-logo-black.png (black, for light grounds).

Color

Ink#0d110a · var(--ink)Primary ground: masthead, hero, footer, CTA slots. Near-black with a green undertone — never pure black.

Electric lime#c9f53a · var(--lime)THE accent. CTAs, highlights, hover states, the logo on dark. One accent, committed — nothing competes with it.

Paper#fafbf4 · var(--paper)Page background. Warm off-white, not clinical white.

Moss#55700a · var(--moss)Lime's readable sibling for text on light grounds: kickers, links, checkmarks. Lime itself is never body text on paper.

Text#171c10 · var(--text)Body text on light grounds.

Muted#676f5c · var(--muted)Secondary text on light grounds: summaries, captions.

Muted dark#9aa48a · var(--muted-dark)Secondary text on ink grounds.

Cream#f2f4e4 · var(--cream)Tinted panel ground: TL;DR blocks, local band, table headers.

One accent, committed. Lime carries every moment of emphasis; everything else stays quiet. Red-adjacent tones appear only for genuinely bad states (failed metrics, errors) — never decoration.

Typography

Display
Arial Black

Managed IT.
With receipts.

Body
System UI stack

Body text is the system stack (system-ui, Segoe UI, Tahoma, Verdana) at 17px/1.55. Headlines within content are the same family pushed to weight 800 with tight letter-spacing — bold weight does the work, not a second typeface.

Meta / data
Consolas

Security · Case report
Updated Jul 2026 · 6 min

Everything machine-flavored — kickers, stamps, dates, phone numbers, stats labels — is monospace (Consolas, Menlo), uppercase, letterspaced. This is the “receipts” texture of the brand.

No webfonts, by design: local font stacks keep every page fast and dependency-free. Display type is always uppercase; the lime-highlight treatment (like this) marks the single most important phrase of a section, at most once per screen.

Component vocabulary

Book a call →Secondary action →Active chipTopic chipResolved

CWCorey Watson · Managing Member, Limehawk•Updated Jul 2026•6 min

TL;DR

The TL;DR block opens every incident report: symptom, root cause, fix, outcome in 130–170 words — written to be lifted whole by a search engine or an AI assistant.

Funds lost

~2.5 hrs

Time to contain

MFA off

Root cause

The full inventory lives in app/globals.css (one class-based system, no UI framework) with component wrappers in components/site/. Rules of engagement: react95, Tailwind, styled-components, and inline style overrides are all off the table; if Prime doesn’t have a pattern for something, the content probably doesn’t need it.

Voice

Receipts, not promises

Every claim traces to a published report, the pricing page, or llms.txt. If a number can't be verified, it doesn't ship. "We publish a report on every problem we solve" is the whole brand argument.

Plain-spoken, competent, casual

Write like the person who actually fixed the server. No "in today's fast-paced digital landscape," no "cutting-edge solutions," no synergy. Short sentences. Concrete nouns.

Owner-forward, never solo

Corey Watson signs the work and fronts the brand — but Limehawk is a proper MSP, never framed as solo, one-man, garage, or "owner-operated."

One CTA

Book a call. That's it. No popups, no newsletter interstitials, no chat widgets. Phone and email are the quiet alternatives. CTA slots are styled like premium ad placements and honestly labeled ours.

News, not marketing

The incident reports are the front page. Content is structured like a news product — kickers, bylines, updated stamps, extractable summaries — because the proof IS the product.

Page anatomy

Every page follows news-portal structure, because that’s what Limehawk’s audience reads every day:

Utility bar (location + phone) and masthead with topic-cluster navigation — Security, Automation, Software, Infrastructure.
Kicker → headline → answer → byline ordering on every story unit. The answer summary under a headline is written to stand alone (40–60 words).
CTA slots placed like premium ads, labeled “Advertisement — ours, permanently.” Ad-slot rhythm, zero deception.
Freshness everywhere: updated stamps, real dates, author attribution — the E-E-A-T signals are visible design elements, not metadata afterthoughts.

Heritage: the original Windows 95 site lives on at 95.limehawk.io, acknowledged by one quiet footer line and the pixel hawk itself. For machine readers: published pricing, /pricing.md, and /llms.txt.