Brand Standards Guide
PORTACOOL BRAND STANDARDS
3
THE BRAND
PORTACOOL HAS
ESTABLISHED A
STRONG BRAND
SINCE 1990
THE BRAND VOICE
Portacool is a global leader and a category innovator and as such, the brand should
be represented with a condent and authoritative voice.
At the same time, the brand must also be relatable and humble. While our products
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 should not communicate in a manner that is overly complicated or
difcult to understand.
The brand exists to provide knowledge and solutions to cooling challenges its users
face, so communications should all be straightforward and helpful.
THE BRAND VISION
In the coming years, the Portacool brand aims to further the mainstream usage
of evaporative cooling as a cost-effective, sustainable technology that provides
a practical solution to a common problem - bringing comfort to hard-to-cool
environments.
The brand should help prove that evaporative cooling technology is highly effective,
highly efcient and highly reliable, while communicating that Portacool is the leader
within the space.