Graphics Standards and Brand Guidelines. Conquer every challenge with the brand that s Always on Duty.

Transcription

1 Graphics Standards and Brand Guidelines Conquer every challenge with the brand that s Always on Duty.

2 1 Brand Contents Overview 2 Brand Overview 3 4 Using the Guardian Logo 5 Incorrect Uses of the Logo 6 Color Palette 7 Fonts 8 Writing Guidelines 9 Marketing Contact Graphic Standards and Brand Guidelines Contents

3 12 Brand Overview Guardian is a brand that proudly stands for reliability, efficiency and rock solid value. That s why consumers and contractors feel confident about Guardian heating and cooling products. Here are some of the ways our brand strengthens your business: Key Brand Attributes Confident commitment Our motto, Always on Duty, means consumers and contractors can count on the Guardian line of HVAC products for years of trouble-free performance. That s because Guardian equipment is built and backed by Johnson Controls, a leading HVAC manufacturer and Fortune 100 company. Dependability that goes the distance The Guardian brand has satisfied customers and contractors for decades with features that handle today s home heating and cooling challenges. Using these Guidelines These guidelines have been established to ensure proper use of the Guardian brand name, tagline and logo. The consistent use of elements, such as logos, fonts and trademarks, is vital to both protecting and effectively leveraging the brand. If you have any questions about these guidelines, please reference our Marketing Contact (page 9). Manufacturing excellence As a brand of Johnson Controls, Guardian products are engineered, assembled and quality tested in the U.S.A., meeting strict Six-Sigma quality control standards. Solid value proposition for independent contractors The Guardian line lets you offer quality, competitively positioned products backed with the support that ensures your success. Graphic Standards and Brand Guidelines Brand Overview

4 3 Using the Guardian Logo The Guardian brand assures consumers that they are buying a reputable product. The consistent use of the Guardian logo is a powerful way to leverage the brand s identity in your selling process. Full Color Logo With Tagline The Guardian logo with the tagline, Always on Duty, is considered the preferred brand logo for all full color applications. The logo is also available in a reversed format for application on darker colored backgrounds. Full Color Logo With Tagline Guard-Tag-CMYK.eps Reverse Full Color Logo With Tagline Guard-Tag-CMYK-rev.eps One Color Logo With Tagline For use in 1-color applications. The logo is also available in a reversed format for application on darker colored backgrounds. Full Color Logo Without Tagline The Guardian logo without the tagline, Always on Duty, is considered an acceptable option for full color applications where space may be limited and maximum readability of the brand name is desired. The logo is also available in a reversed format for application on darker colored backgrounds. One Color Logo With Tagline Guard-Tag-CMYK-1Color-K.eps Full Color Logo Without Tagline Guard-CMYK.eps Reverse One Color Logo WithTagline Guard-Tag-CMYK-1Color-rev.eps Reverse Full Color Logo Without Tagline Guard-CMYK-rev.eps One Color Logo Without Tagline For use in 1-color applications. The logo is also available in a reversed format for application on darker colored backgrounds. One Color Logo Without Tagline Guard-CMYK-1Color-K.eps Reverse One Color Logo Without Tagline Guard-CMYK-1Color-rev.eps Graphic Standards and Brand Guidelines Using the Guardian Logo

5 4 Using the Guardian Logo The Guardian brand assures consumers that they are buying a reputable product. The consistent use of the Guardian logo is a powerful way to leverage the brand s identity in your selling process. Minimum Clear Space The recommended clear space on all sides of the logo should be no less than the measurement from the baseline of the G to the top of its crossbar. Text, other logos, complicated background images and the outer edges of the document must not intrude into the clear space. See Incorrect Usage (page 5) for an example. Minimum Size For the purpose of readability, the logo should never be reproduced smaller than.5" in height and 1.5" in width. In cases where reproduction of the logo will be small, use of the logo without the Always on Duty tagline is encouraged..5" 1.5" Icon Usage The Guardian house icon can be used by itself to add graphic interest to collateral only in situations where the entire logo (name and icon) is also used. This ensures that the icon will be understood as representing the Guardian brand, not as a general graphic design that can used anywhere by anyone. Other Considerations When printing the logo, the symbol must be included. Graphic Standards and Brand Guidelines Using the Guardian Logo

6 5 Incorrect Uses of the Logo DO NOT screen back the logo. DO NOT use the logo as a read-through in titles, headlines or text. Conquer every challenge with the brand that s Always on Duty Guardian DO NOT alter the size relationships. DO NOT print the logo on an angle. DO NOT re-proportion or modify the logo in any way. DO NOT enclose the logo in a shape. DO NOT print the logo in colors other than the specified. DO NOT print the logo on a patterned or busy background. Graphic Standards and Brand Guidelines Incorrect Uses of the Logo

7 6 Color Palette Color plays a critical role in presenting a visually appealing and integrated face to the Guardian brand. The Guardian color palette was carefully assembled to convey the strength, dependability and efficiency of the brand. The color selections below also relate to the sustainability and environmental benefits of Guardian products. For example, the green is associated with efficiency and sustainability, while the blue is associated with the environment and dependability. Logo Colors Guardian Blue PMS: 306 C CMYK: 75/0/5/0 RGB: 0/181/226 HEX: 00b5e2 Guardian Green PMS: 375 C CMYK: 46/0/90/0 RGB: 151/215/0 HEX: 97d700 Dark Blue PMS: 293 C CMYK: 100/69/0/4 RGB: 0/61/165 HEX: 003da5 Gray PMS: N/A CMYK: 0/0/0/50 RGB: 147/149/152 HEX: Supporting Palette Solar Yellow PMS: 123 C CMYK: 0/19/89/0 RGB: 255/199/44 HEX: ffc72c Fiery Orange PMS: 1375 C CMYK: 0/45/94/0 RGB: 255/158/27 HEX: ff9e1b Light Green PMS: 387 C CMYK: 12/0/80/0 RGB: 227/233/53 HEX: e3e935 Deep Green PMS: 361 C CMYK: 77/0/100/0 RGB: 67/176/42 HEX: 43b029 Cool Gray PMS: Cool Gray 4 C CMYK: 12/8/9/23 RGB: 187/188/188 HEX: bbbcbc Graphic Standards and Brand Guidelines Color Palette

8 7 Fonts The choice of typeface influences the voice, personality and character of the brand and must be flexible enough to support the needs of a diverse set of design requirements. The Guardian brand utilizes the DIN and Interstate font families, specifically DIN for headlines and sub-headlines and Interstate for copy. Available in a variety of widths and weights, the DIN and Interstate font families are available on Mac and PC platforms. Headlines and Subheads DIN-Bold DIN-Black Documents and Presentations Arial Narrow Arial Black Arial Rounded MT Bold Body and Text Interstate-Light Interstate-Light Italic Interstate-Regular Interstate-Regular Italic Interstate-Bold Interstate-Bold Italic Graphic Standards and Brand Guidelines Fonts

9 8 Writing Guidelines To protect the Guardian brand and product and service trademarked names, it is important that the registered trademark symbol is used along with the name. The registered trademark symbol ( ) must be used on the first occurrence of the word Guardian in a headline and the first occurrence in the text or just the first occurrence in the text if Guardian is not used in the headline. Also, all trademarked words should be used as an adjective in front of a noun, for example: We sell Guardian systems. Never use the trademarked word by itself as a noun, for example: We sell Guardian. Nor should it be used as a possessive noun, for example: You ll save with Guardian s efficiency. Finally, because of the likelihood of text published on the Internet being copied and pasted, it is worth using the ( ) everywhere the word Guardian is used in websites, and social media. Trademark Usage Guardian heating and cooling Guardian heat pumps Guardian Contractor Capitalization Product names: Use initial caps for the first mention: Guardian 13 SEER Air Conditioner Guardian Contractor Contractor is always capitalized when following Guardian. Always on Duty Capitalize first and last words. Graphic Standards and Brand Guidelines Writing Guidelines

10 9 Marketing Contact If you have any questions, or are encountering a situation involving the Guardian logo that may result in an exception to these guidelines, please contact: Angela Bonovich Brand Manager Unitary Products Group Johnson Controls, Inc. 507 E. Michigan St., Milwaukee, WI Phone: Angela.Bonovich@jci.com Graphic Standards and Brand Guidelines Marketing Contact