air conditioning & heating comfortmaker style guide · comfortmaker® style guide air...

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.


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



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



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.





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:

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