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Comfortmaker® Style Guide
Air Conditioning & Heating
Comfortmaker Air Conditioning & Heating is the HVAC brand that
dealers trust and recommend to deliver quiet comfort with complete
confidence that gives you peace of mind.
BRAND PLATFORM
Brand Positioning
The brand personality is what the customer sees, hears, experiences and thinks about when it comes to Comfortmaker products. In part, it’s what creates the brand positioning for the consumer. We aim to deliver quiet comfort with complete confidence.
When you describe or speak for Comfortmaker Air Conditioning & Heating, here are some words best used to tell who we are and what we want to portray to our customers.
• Personable
• Friendly
• Relaxed
• Family-oriented
• Low key
Comfortmaker products are for smart homeowners looking for a cost-conscious solution to a heating or cooling issue that needs to be resolved quickly by someone they trust.
This guide is
designed to help
you understand
the Comfortmaker
brand personality,
and how to represent
the brand in an
effective and
appropriate way
in your creative
materials.
Comfortmaker® Style Guide
Air Conditioning & Heating Air Conditioning & Heating
Images
When choosing images to use with the Comfortmaker brand, it is important to use ones that promote the brand’s positioning, while still being creative. For information regarding usage of images and logos, please see the color and font guidelines on the following pages.
What kind of images should you use? Think about the Comfortmaker brand when choosing photos to represent our products. Some examples of what to look for in images:
• Family relaxing and living life
• Adults and children with dogs and family pets
• Older adults
• Children playing
• Family nostalgia (holidays, indoor gatherings, etc.)
Images should give customers the feeling of living life in a relaxed manner and enjoying family life when associated with Comfortmaker products.
BRAND IMAGES
Comfortmaker® Style Guide
Air Conditioning & Heating
The Comfortmaker logo should be clearly and prominently shown, with treatment and
visibility equal to that of the dealer logo. All Comfortmaker logos, including warranty and
other types, should be used without change or alteration, and the registration mark (®)
or trademark (™) should be visible.
COLOR AND FONT GuIDELINES
Air Conditioning & Heating Air Conditioning & Heating
Air Conditioning & Heating
Air Conditioning & Heating
Clearance Area
One-Color Logo
Reversed Logo
100% Black
1/4˝ on all sides
LogoPMS: 314CMYK: 100/0/9/30
TaglinePMS: 429CMYK: 3/0/0/32
Logotype
The Comfortmaker
logotype should
be printed in
blue with its gray
tagline whenever
practical. Use
either spot
color or 4-color
process printing
techniques.
Multi-Color
Printing
When printing
a color piece
containing the
logo, please
specify the
printing PMS
colors or their
CMYK equivalents
for the logo. If
it’s not possible
to match the
PMS colors or
print in process
colors, logo may
be represented in
100% black.
Air Conditioning & Heating
Air Conditioning & Heating
Comfortmaker® Style Guide
Air Conditioning & Heating
Color Palette
A brand personality can be expressed through color. The easiest way to associate with the brand in the customer’s mind is by being consistent in your use of color. In addition to the blue of the Comfortmaker logo, the other colors represent the palette that best supports the Comfortmaker brand personality. Examples of color use can be found in the Ad Planner materials.
Fonts
Fonts are another key asset of the Comfortmaker brand. We extend the use of fonts for logos and branding to content for online/digital and print applications. Please consider these font guidelines when creating content.
Typeface
In creating a consistent image, Comfortmaker Air Conditioning & Heating recommends use of “Gotham” and “Georgia” as the Comfortmaker communications typefaces. These classic typefaces are readily available throughout the printing and graphics industry, and they lend themselves well to all applications, from print to online.
Both typefaces are available in a full family of weights and sizes. Weights (boldness) used for body copy, addresses, telephone numbers, and similar information generally differ from weights appropriate for headlines and subheads. Please use these particular fonts as noted below.
PMS 314 CMYK: 100/0/9/30 RGB: 0/132/169
PMS 631 CMYK: 67/0/12/2 RGB: 38/188/215
PMS 367 CMYK: 32/0/59/0 RGB: 180/216/139
PMS 630 CMYK: 47/0/11/0 RGB: 126/208/224
PMS 429 CMYK: 3/0/0/32 RGB: 176/183/188
PMS 171 CMYK: 0/53/68/0 RGB: 246/144/93
Typeface for Print
AaBbCcDdGotham Bold
AaBbCcDdGotham Medium
AaBbCcDdGotham Medium Italic
AaBbCcDdGeorgia, Regular
Typeface for Web
AaBbCcDdGotham Bold
AaBbCcDdGotham Medium
AaBbCcDdGotham Medium Italic
AaBbCcDdGeorgia, Regular
Headlines:
Subhead #1:
Subhead #2:
Body Copy: