Plumb
Client
Plumb (concept)
Plumb is a fictional brand: scheduling and dispatch software for small plumbing contractors — the 1-to-12-truck shops still running their day on a clipboard. The brand had to feel as confident as a 30-year journeyman and as modern as the Stripe dashboard their kid set up last Tuesday. Six marks explored, one shipped.
Plumb's mark would live on truck panels, invoice headers, app icons, business cards, embroidered work shirts, and a Stripe checkout favicon — sometimes all six in the same week. The mark had to read the same at 16px in a browser tab as it does at 18 inches on the side of a Ford Transit.
Brand voice: trade-confident, no condescension. The shops Plumb sells to don't want to be talked to like dummies, and they don't want corporate gloss either. Navy + brass instead of the usual blue + green. Slab-adjacent sans, not a script. The plumb bob — an actual tool every plumber owns — became the shape language.
Each mark sketched, set against the wordmark, validated at scale before discussion.
The shipped mark is built on a 1:2 vertical ratio with the suspension cord at exactly 22% of total height. The brass crown nut and tip droplet share a 1:1 size — so the eye locks them as paired anchors. The body is a slightly elongated triangle (not equilateral) to suggest weight settling.
At 16px the cord becomes a single 6px stroke and the crown nut becomes implicit. The tip droplet stays as an anchor at every size — that's the brand's reliability tell.
A working plumber's brass-on-navy. The cream paper isn't white — it has the warm tint of an aged invoice book. Steel pipe gray for accents and rule lines.
Min spacing between mark and wordmark = 0.5× cap-height of P. Stacked variant adds tagline below at 28% wordmark size.
Plumb's mark gets put on more physical surfaces than most software brands. These are the contexts that actually matter for whether the mark is doing its job — not awards reels, not Dribbble, but the truck pulling into the customer's driveway and the invoice stapled to the kitchen counter.
| Snake main line | $285 |
| Replace P-trap, kitchen | $145 |
| Service call (waived) | — |