BRAND STANDARDS GUIDE
TABLE OF CONTENTS THE BRAND . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 THE BRAND PROMISE . . . . . . . . . . . . . . . . . . . . . . . . . 4 LOGO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 COLOR PALETTE . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 TYPOGRAPHY . . . . . . . . . . . . . . . . . . .
THE BRAND THE BRAND VOICE Portacool is a global leader and a category innovator and as such, the brand should be represented with a confident and authoritative voice. At the same time, the brand must also be relatable and humble. While our products PORTACOOL HAS ESTABLISHED A STRONG BRAND SINCE 1990 feature best-in-class technologies and represent the latest innovations in the evaporative cooling marketplace, the brand must be careful not to come across as boastful or elitist.
THE BRAND PROMISE BOLD. STRONG. MASCULINE. Portacool. It is one word. Easy to read. Easy to write. Easy to search. It is more GOOD DESIGN STARTS WITH A STRONG BRAND than what we make - it is who we are. With bold, strong and masculine lettering, we show sturdiness and reliability. The modern typeface illustrates our forwardlooking mindset and dedication to innovation. Our roots run deep and we will never forget where we came from. We are American born and Texas raised.
LOGO ORIGIN AND DESIGN The Portacool logo was distinctly designed to express dynamics, precision and a broad technical expertise. The logo has been registered for exclusive use with Portacool print and electronic advertising, as well as on Portacool products. The same form of the logo has been registered for use on all mediums. Portacool uses a bold blue tone as the brand color to signify quality, comfort, safety and productivity. Altering the Portacool logo in any way is prohibited.
LOGO 2-COLOR The Portacool logo was designed to be printed as a 2-color logo. As often as possible, the logo should be printed using two colors. Please refer to the color palate on page 12 of this branding guide for full instruction on how to correctly print the Portacool logo in a 2-color format.
LOGO 4-COLOR While the Portacool logo is best reproduced as a 2-color rendering, there are instances where technology or printing costs may dictate a 4-color logo be used. For a full set of color guidelines on how to print a 4-color logo, please refer to the color palette on page 12 of this branding guide.
LOGO 1-COLOR The Portacool logo may be printed in 1-color instances for creative purposes or when no other color printing options are available. In cases as these, the logo must always be printed with 100% opacity and must never be screened.
LOGO CLEAR SPACE REQUIREMENTS Observing the minimum protected zone is imperative for maintaining clear and ideal visibility of the Portacool logo. No other design elements are permitted in the protected zone. The protected zone is defined by the height and width of the letter “O” in the logo and must always be observed. The Portacool logotype should always be displayed with the accompanying tagline on all corporate communications and marketing materials.
LOGO SIZE REQUIREMENTS PRINT Maintaining the legibility and integrity of the logo is 1 /8" very important, regardless of the application or the manner in which it is reproduced. When determining the size of the logo, be sure its legibility and integrity are not compromised. A print media test was conducted to determine absolute minimum logo size to maintain legibility on print applications. The minimum logo size WEB 20PX cannot be less than 1/8” in height.
LOGO LOGO MISUSE Never use anything but the approved and provided logo. • Never attempt to create your own Portacool logo. • Never reproduce the logo in non-approved colors. • Never stretch or alter the logo’s proportions. • Never attach anything to the logo. • Never use part of the logo. It is an integral unit, always keep it whole. • Never use the logo as part of a sentence or phrase. • Never alter the horizontal orientation of the logo. • Never use the logo in a crowded space.
COLOR PALETTE PRIMARY AND ACCENT COLORS BLUE Priority should be given to using each of the secondary CMYK 100 10 0 10 colors to accentuate the power of the blue as the main RGB 0 132 203 Pantone Process Blue C Portacool color. Black and gray are used as typeface colors and sparingly as accent colors.
TYPOGRAPHY TYPEFACES The three key typefaces of Portacool are Vipnagorgialla, Verdana and Univers Bold Condensed. They are clear and readable regardless of the media application. They also have a timeless quality and, are modern without being VIPNAGORGIALLA ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 quirky. They are not trendy typefaces and therefore, will stand the test of time. PRIMARY TYPEFACES The primary display typeface is Vipnagorgialla.
WRITTEN BRAND USAGE COMPANY NAME Our company name is Portacool, LLC. • Our company name should be written in proper case. • Only the “P” is Capitalized. • Do not write the name of our company in ALL CAPS. • Do not use hyphens in the name of our company. • Do not leave spaces between any of the letters in the name of our company. • Do not put periods between each of the letters in LLC. • A comma must be present between Portacool and LLC. • On first reference, you must use Portacool, LLC.
WRITTEN BRAND USAGE PRODUCTS We sell Portacool™ portable evaporative coolers. • We do not sell units, fans or coolers. • We do not sell Portacools or Portacoolers. When referring to each series of our products, Portacool must be part of the name and the series name should be followed by a “™”.
PHOTOGRAPHY PRIMARY IMAGERY Effective use of Portacool style photography is as essential to the brand as the Portacool logo, typography and colors. To best assist in the Portacool brand positioning, photography must have dynamically interesting composition and show the user engaging in their profession in a comfortable and confident manner.
PHOTOGRAPHY PRODUCT IMAGERY In order to correctly capture the product usage and its unique features, secondary full-color, dynamic photography is an essential marketing attribute. In cases when it is necessary to focus specifically on the product and features (in a catalog, sell sheet or website product detail pages), photography that has dynamically interesting composition and shows the product in a natural and applicable environment in which it might realistically being used is preferred.
MARKETING MATERIALS OVERVIEW Each type of Portacool marketing material has its own set of design standards to best communicate the EVERY DEGREE MATTERS brand. These guidelines generally follow the same basic principles, but certain situations dictate slightly different interpretations of the standards. Portacool marketing materials are an essential support tool for the various product categories and sales channels that encompass how the public comes to view the Portacool brand.
MARKETING MATERIALS PRINT AD EXAMPLE BILLBOARD IMAGE The printed word in advertising can be highly informative. It has the ability to completely explain the features and benefits of a product in a one-page format. Depending on the circulation size of a publication, an ad EVERY DEGREE MATTERS may have an extended shelf-life, so careful consideration will be relevant and practical for as long as possible. HEADLINE The headline should always convey main messaging of each piece.
