Jacuzzi Visual Identity Guidelines
Section Name
Jacuzzi Visual Identity Guidelines
Jacuzzi Visual Identity Guidelines
3
Prepared by Chelsea Zoeller Design | 2016
Section Name
03 09 19 37
Refreshing a Classic
The Transition
Our Logo
Brand Elements
49 57 63 83
Brand Identity Materials
Advertising
Headquarters &Â Dealerships
Digital
Table of Contents
Section Name
Refreshing a Classic
Section Name The Problem The Jacuzzi Logo has
Jacuzzi was originally a family owned brand. The
Other branding materials did not fit into a system
changed little over the past
Jacuzzi products were so well made and received
and with Jacuzzi having a headquarters in three
80 years. The upper logo is
that the name lost recognition when similar
different continents, the materials, websites, and
the original logo. The lower
products by other brands were sold. Jacuzzi’s
basic branding was very diverse.
rendition was created in
name became synonymous with hot tubs, but the
the mid 2000s and has
brands quality was so much more than equal.
not been updated since.
Upon purchasing the family brand back from corporate ownership, the Jacuzzi family wanted to
The original logo and the latest rendition from
invent a contemporary look for Jacuzzi.
two decades ago did little to set Jacuzzi apart. The golds and silvers of the logo dated their look and
Jacuzzi did not have branding that spoke to the
left buyers thinking of Jacuzzi as antique. The oval essence of the brand. The goal was to create an holding shape also limited the brand in placement
iconic look that was fresh and current to Jacuzzi’s
on materials. The lettering was unique but the
tonality and personality.
letters as a whole did not belong together and were very static.
Jacuzzi Visual Identity Guidelines
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Part A Brand Background The Jacuzzi brand originated from an Italian
a new hydrotherapy pump in 1956, that would
family migrating from their homeland to achieve give Kenneth more regular treatment at home. the American dream. Five Jacuzzi brothers
From that application, a small niche business
were not only innovators in therapeutic water
developed. The family sold their portable pump,
and air devices they were very family oriented.
named J-300, to hospitals and schools. The pump was later designed alongside the bath and
In 1943 Kenneth Jacuzzi developed
new exclusive jet technology took the pump idea
rheumatic fever, which left him with
to a new level. A mix of 50% air and 50% water,
juvenile rheumatoid arthritis. Recognizing
turning through these special jets provided an
that monthly hydrotherapy sessions at hospital
experience like never before.
eased his son’s symptoms, lead Candido Jacuzzi, the youngest of the seven brothers, to develop
Jacuzzi Visual Identity Guidelines
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Section Name
The Transition
SectionMission Name Brand Jacuzzi strives to give owners an experience of luxury, elegance, and family togetherness. Jacuzzi promises to improve your standard of living with the leading spa design and technology. Jacuzzi believes that a spa is a place for relaxation of mind, as well as body.
Jacuzzi Visual Identity Guidelines 17 11 Jacuzzi Visual Idenity Guidelines
Part B Tonality & Personality ~~ Fresh
Hot tubs are one in a dozen, but a Jacuzzi has
~~ Enlivening
personality. Jacuzzi owners will tell you the brand
~~ Tranquil
experience is unlike other brands. It is important
~~ Luxury
for us to convey that in our branding as well as
~~ Trustworthy
in our product. The materials created, from the
~~ Pleasurable
smallest pen to the largest billboard, should carry
~~ Forefront of
a tone that is consistent to Jacuzzi’s identity.
design &Â innovation
For this reason all materials should convey the attributes listed to the left.
Jacuzzi Visual Identity Guidelines
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Part B Idea Exploration
Jacuzzi Visual Identity Guidelines
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Part B Inspiration The new logo needed to fit within the spa market while being set apart by a distinguishable look. Jacuzzi’s oval shape of their old logo is where a lot of their brand equity existed. Inspiration came from keeping the oval shape and including a feeling of movement and flow of water.
Jacuzzi Visual Identity Guidelines
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Our Logo
Our Logo Primary The primary logo is always the enhanced wave. In
Jacuzzi’s original therapeutic purpose. The
addition to the wave as the mark, a wordmark is
wordmark is altered from Maven Pro typeface to
added and can be used stacked or horizontal. The
mirror the wavelike forms of the mark.
wave shows movement, water, and energy. The colors give a sense of freshness, and tranquility. The idea of a soothing wave also connotes the
The New Mark
Logomark Stacked
Jacuzzi Visual Identity Guidelines
Logomark Horizontal
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Our Logo Versions There are 4 versions of the logo. The monotone, enhanced, negative on color, and the embossed. The four types are shown in the logo marks below. All versions are applicable to the mark, stacked logo, and horizontal logo.
Monotone
Enhanced
Jacuzzi Visual Identity Guidelines
Negative on Colors
Embossed
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Our Logo Sizes & Clearance Smaller Logo Alternative
To maintain full legibility, never reproduce the
This logo provides larger
logo at widths smaller than 1 inch (for print) or
negative spaces for smaller
175 pixels (for screen). There is no maximum size
print and digital use. The
limit, but use discretion when sizing the logo. It
smaller logo alternative
should never be the most dominant element on
should be used when it
the page, but instead should live comfortably and
appears smaller than 1.5
clearly as an identifying mark.
inches or 144 pixels.
Jacuzzi Visual Identity Guidelines
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Our Logo Alternative Logo There will be situations where the logo needs to become smaller than it would like. It is during these times that the alternative logo will be used. The alternative logo mark has greater negative space between the shape’s folds and allows the eye to capture and recognize the mark as it might if it was larger. The alternative logo is saved for only situations where the logo appears smaller than 1.5 inches or 144 pixels.
Standard Logo This logo should be
Smaller Logo Alternative This logo provides larger
Jacuzzi Visual Identity Guidelines
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Our Logo Print & Digital Use The version of the primary logo will vary by material and what background it is placed on. The enhanced version is always preferred. The below versions of the logo apply to both the stacked and the horizontal logos form.
The enhanced logo works best on photos that
The all white mono color logo version should be used on
are lighter and contain blue tones. The Jacuzzi
darker images, especially ones that contain bolder colors
wordmark appears in white on top of photos.
or busy textures. Please use discretion in use as the enhanced logo is preferred.
Jacuzzi Visual Identity Guidelines
On white backgrounds use an enhanced version
The logo can appear in Black only for black-and-
of either the stacked or horizontal logo.
white and grayscale scenarios. Another limited color option is to reverse the logo out to White only on brand color, Dark Teal, backgrounds.
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Our Logo 3D Applications
The embossed version of the logo is used on materials and parts of the unit.
Jacuzzi Visual Identity Guidelines
Logos at large scale should be enhanced. Three dimensional logos can be the logo mark or combined word and mark.
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Our Logo Ways not to use our Logo The guidelines of this book have been created to safeguard and create consistency throughout all Jacuzzi’s materials and brand essence. This page illustrates many common errors to watch for and avoid, such logo distortion of colors, size, and placement.
The limited use of the logo in
Don’t use limited colors for
all white is reserved only for
the logo. If limited colors are
use on the Dark Teal full color.
available the logo mark
The full white logo should never
and wordmark should all
appear on any other color.
appear monotone black.
Jacuzzi Visual Identity Guidelines
Don’t use more than one logo
Don’t adjust the spacing of
at a time. If the logo should
the wordmark’s letters. Its
appear twice it must be the
also important that only the
same version. Never place
wordmark be used for the logo,
the logo in a holding shape.
and never Maven Pro typeface.
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Our Logo Ways not to use our Logo These are more illustrated ways not to treat the Jacuzzi logo. Every mistreatment is applicable to the logo mark, horizontal, and stacked logo.
Don’t rearrange the placement of the type within the identity.
Don’t rotate the identity.
Don’t add colors to individual identities. Also use color combinations specified in this document.
Jacuzzi Visual Identity Guidelines
KNOXVILLE Don’t use drop shadows,
Any additional words or location
strokes, or other effects.
may not be used within the
Don’t add extra elements to
respected logo space.
the identity or place things within the clear space.
Don’t stretch or skew
Don’t alter the placement or
Don’t crop the identity in
the logo in any way.
the scale of the elements.
any way.
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Section Name
Brand Elements
Brand Elements Our Colors Color plays an essential role in the Jacuzzi identity. Teals and Blues reference water and relaxation. The tone of these colors reflect the more contemporary personality of Jacuzzi. Secondary colors will add flexibility in marketing materials, but the primary colors should always be used with secondary colors in a ratio of 3:1.
Primary Colors
Warm Grey
Light Blue
Teal
Pantone 430 C
PANTONE 317 C
PANTONE 124-4 C PANTONE 7702 C PANTONE 333 C
CMYK
CMYK 34 0 10 0
CMYK 53 0 21 0
CMYK 76 25 19 0
CMYK 75 2 35 0
RGB 125 134 140
RGB 164 220 229
RGB 111 202 207
RGB 44 152 185
RGB 255 255 255
Blue Green
White
Jacuzzi Visual Identity Guidelines
Secondary Colors
Black
Aqua Teal
Signature Gradient
PANTONE 124-4 C
PANTONE 6 C
Deep Teal/Light Blue/
CMYK 53 0 21 0
CMYK 0 0 0 100
Teal/Blue Green
RGB 0 0 0
RGB 0 181 179
2:3:2:3 ratio
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Brand Elements Patterns & Gradients There will be times where the clean white look of
Finally, the outlined logo pattern should be used
Jacuzzi needs an accent to complete the look. The on materials sans Jacuzzi’s logo. It is important signature gradient can be used as a bar on edges
not to blend the two together. Items that will
of materials. It is important to use the signature
eventually be discarded such a shipping labels
gradient in limited spaces.
and coffee cups are an excellent space this pattern can appear.
The pin line stripe pattern helps to maintain a light clean look. The pin line pattern should be used in areas such as the insides of envelopes and folders, or on other less primary materials.
Jacuzzi Visual Identity Guidelines
Signature Gradient
Pin Line Stripe
Outline Logo Pattern
Deep Teal/Light Blue/
Warm Grey 25%
Warm Grey 25%
Teal/Blue Green
Lines at -50˚
Lines at -50˚
2:3:2:3 ratio
3 pt lines spaced 6 pt
3 pt lines spaced 6 pt
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Our Type Maven Pro Light Attitude: Modern and friendly Used for: Headlines, Captions,
Maven Pro Light 200 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+= Maven Pro Light 300 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+=
Jacuzzi Visual Identity Guidelines
Berthold Walbaum Attitude: Historical with a contemporary flair Used for: Body copy, employee names & addresses
Book Berthold Walbaum Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+= Book Berthold Walbaum Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+= Book Berthold Walbaum Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()+=
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Brand Elements On Brand Photography Photography helps buyers envision their lives with Great photography tells Jacuzzi’s story, conveys Jacuzzi. Photography should express cleanliness,
Jacuzzi’s personality, and compels interested
relaxation, family enjoyment, and luxury. We want buyers to look further how Jacuzzi can change Jacuzzi’s photography to be set apart from all
their body, mind, and spirit.
other spa brands. Strong bold colored photography is always used.
A library of approved curated photography is available to your use at www.jacuzzi.com/about us/branding/login.
Preferred photography does
Empty Jacuzzis contrast
not show a subject’s face.
well with a beautiful
This also helps highlight
environment. Powered
the spa’s technology.
on jets are preferred.
Jacuzzi Visual Identity Guidelines
Photos taken from
People should appear
overhead help keep
genuine and in the
the photo simple
moment. Use people of
and interesting.
all ages and ethnicity.
For close ups of people
Jacuzzis should appear in
use subtle smiles or
a variety of environments.
realistic relaxed faces.
For inspiration choose amazing shots.
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Brand Elements Incorrect Photography Jacuzzi photography should stand out against
approved curated photography is available to your
the competition. There are several themes in spa
use at www.jacuzzi.com/aboutus/branding/login.
photography Jacuzzi will avoid to keep a strong brand essence. The following images are just some of the incorrect photography usages. If you think an image may be questionable to the brand’s standards, please choose differently. A library of
People should appear natural and unposed. When faces are shown it is okay for the Jacuzzi to take a backseat.
Proper lighting and environment is essential. Please do not show alcohol especially if children are included.
Jacuzzi Visual Identity Guidelines
Never show intimate scenes. Affection should be limited to the touching of heads relaxing.
Background and areas
Subjects should not be looking directly into the camera.
Achieve an angle that the viewer can understand what they are viewing.
surrounding should be minimal and mostly nature.
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Section Name
Jacuzzi Industries, 7500 West Water Blvd, Chino Hills, California, 95014
Brand Identity Materials
Brand Identity Materials Letterhead Stationery will be printed on standard A4 paper. The horizontal Jacuzzi logo will be used at the top of the page. The left side of the paper will have a 1/4 inch bar in Jacuzzi gradient. The letterhead will have the owners information in the footer
October 25, 2016
in Berthold Walbaum Book while the receivers’
Air Solutions
information and the body of the letter will all be in
Gorgio Edintano
Maven Pro.
Cupertino, California 95014
88 Infinite Loop
Dear Mr. Edintano, I wanted to take this opportunity to thank you for the excellent job your company did, by producing creative solutions for our J-270 unit. We appreciate the fact that your company made itself available for discussion on design and functions seven days a week. This partnership has brought about great success in the completion of our new marketing plan for the Jacuzzi J-series. We have currently sold over 2,500 J-series units since the start ofthe month. The advantages of association with your institution are already apparent. I feel as though we have taken a quantum leap forward in progress. I would not hesitate to retain your service again and to recommend your firm to any company seeking the best air innovative solutions. Sincerely yours,
Giovani Divaccio Chief Director of Operations
Giovani Divaccio 555-688-9393
7500 West Water Blvd Chino Hills, California
GDecapulate@Jacuzzi.com
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Brand Identity Materials Envelope & Business Card The Jacuzzi envelopes and business cards use the horizontal logo. The horizontal bar of Jacuzzi gradient is used on these materials. The inside of the envelopes contains the Jacuzzi logo outline pattern. There are two variations for the back side of the business cards. One contains a simple logo mark centered, and the other option is the logo Air Solutions Air Solutions Edintano GorgioGorgio Edintano 88 Infinite 88 Infinite Loop Loop Cupertino, California Cupertino, California 9501495014
outline pattern.
Jacuzzi Industries, 7500 West Water Blvd, Chino Hills, California, 95014
Giovani Divaccio Chief Director of Operations
O: 555.688.9393
7500 West Water Blvd
C: 555.480.0000
Chino Hills, California
E: GDivaccio@Jacuzzi.com
95014
Jacuzzi Visual Identity Guidelines
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Brand Identity Materials Packaging & Labels Parts and Jacuzzi systems leave production everyday for dealerships and individual owners. Shipping labels and boxes must appear as illustrated below.
Jacuzzi Visual Identity Guidelines
Jacuzzi Industries 7500 West Water Blvd Chino Hills, California 95014
TO: Air Solutions Gorgio Edintano 88 Infinite Loop Cupertino, California 95081
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Section Name
Advertising
Advertising Billboards For large display advertisements we suggest strong photography highlighting therapy and relaxation, luxury and happiness. After all, isn’t that what Jacuzzi is all about? One line headlines are suggested and the image should do the rest of the work.
Jacuzzi Visual Identity Guidelines
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Advertising Print For print advertisements, especially
A Time. A Place. A Lifestyle.
magazine ads, special consideration to magazine content is suggested for photography and copy choices. Ample white space is suggested and a small figure of the exact product model should be included. Copy should note the benefits of the specific model.
Imagine a time for family. A place for both communication and relaxation. Jacuzzi brings this lifestyle to your home. The Jacuzzi® J-365™ Hot Tub is the perfect backyard oasis with enough space for up to seven adults to soak. Spacious and welcoming the Jacuzzi J-365™ will provide your family a lifestyle of togetherness. Jacuzzi.com
Jacuzzi® J-365™
Jacuzzi Visual Identity Guidelines
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Section Name
Headquarters & Dealerships
Section Name Wayfinding Entrance Signage The base of all wayfinding
To keep consistency in our multi continental
Jacuzzi’s relaxing nature and at dusk the fun
should be a white marble
headquarters wayfinding signage should be
glowing gradient will be very eye catching. The
with light grey texture. The
standard throughout. Entree signage will be a
parking signage will exhibit the same glowing
material suggests luxury
15 foot tall, three dimensional, low-luminosity
effect while directing traffic to the various
and the durability this
glass, that will internally lite the Jacuzzi gradient
buildings in the office park.
element should not vary.
pattern. In the daytime the soft glow will reflect
7500 West Water Blvd 95014
P
Parking
A1
Administration Offices
A2
Engineering & Development
B
Production
Main entrance with evening glow
Wayfinding upon entry
Jacuzzi Visual Identity Guidelines 69 65 Jacuzzi Visual Idenity Guidelines
Wayfinding Building Signage All Jacuzzi owned buildings should have
For secondary entrances to the building a
an individual building marker at the main
building sign indicator should be mounted
entrance. Illustrated below are how the layout
above the door. The indicator acts as a flag
of the information should be positioned. The
to let an individual know what building the
base of all signage will be the white marble.
entrance belongs too. This is important as not all buildings fronts in the office park are aligned.
A1
A2
Administration Offices
Engineering & Development
7500 West Water Blvd
7500 West Water Blvd
Front of building signage
Jacuzzi Visual Identity Guidelines
A2 B Production & Warehouse 7500 West Water Blvd
B Alternative entrances flag indicators
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Section Name Wayfinding Elevators Standard elevator signage in all building will provide a clear and concise wayfinding. Each floor should include names of the staff who have offices on that floor. Graphic numbers on the elevator doors will also provide in-brand wayfinding clues.
A1
Administion
4 3 2 1 G
Giovanni Di vaccio Martina Jacu zzi Leonardo Venti Martin Florantine Jessica Elmhea rt Richard Le vati Thomas Gregor Larry Jacuzzi II Richard Westwood Flora Magn azio Abigal Shrutz Jason Di papatio James Do mino Rita Jacu zzi Resen Frankie Sentido Holly Edwards Robby Kurtz Masito Flagiatotine Sarah Kl ementz Lenna Kimovich Pascal Nich e Natalia Giovetti Cafe
Jacuzzi Jacuzzi Visual Visual Idenity Identity Guidelines Guidelines 73 69
Section Name Wayfinding Special Areas Conference rooms and meeting areas with double glass doors should display the frosted glass with logo mark covering the two doors. The rooms descriptive plate should be placed on the side of all secondary entrances.
West Conference Room
Jacuzzi Visual Identity Guidelines 75 71 Jacuzzi Visual Idenity Guidelines
Section Name Wayfinding Personal Offices All personal offices should be labeled in a way that allows both name and job title to be listed clearly. Jacuzzi employees are like family and showing their dedication is important. All personal office name plates will include the year the began at Jacuzzi. For a modern and private look our offices will be mostly glass with a frosted panel for personal privacy. The Jacuzzi outline logo pattern is used over the frost.
Flora Magnazio Chief of Human Resources Jacuzzi Industries since 2000
Jacuzzi Visual Identity Guidelines 77 73 Jacuzzi Visual Idenity Guidelines
Section Name Wayfinding Restrooms Restroom signs will have a backlit panel that illuminates the Jacuzzi gradient signage. The Male or Female emblem uses the wayfinding triangles that are used throughout the system. A simple W or M denotes women and men.
Restroom Identification with glowing background
Jacuzzi Visual Identity Guidelines 79 75 Jacuzzi Visual Idenity Guidelines
Section Name Interior Interior Front entrees of each building should appear welcoming and clean. The jacuzzi logomark should be used for company recognition. Interiors of conference rooms should use Jacuzzi colors for accents with a majority of white walls and windows.
Jacuzzi Visual Identity Guidelines 81 77 Jacuzzi Visual Idenity Guidelines
Apparel Logo Wear White knit polos with embroidered logo are available for dealership staff. Building B warehouse and production staff wear cotton tee shirts with the company logo and slogan.
Dealership knit polo
Jacuzzi Visual Identity Guidelines
Water that moves you.
Building B production uniform
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Apparel Employee Identification Employee badges are polymer electronic identification cards that hang on a lanyard. Administration, engineering, management, and development appear as the badge with the gradient on bottom and can gain access to all buildings. Warehouse badges feature a outlines logo behind the employee’s photo as well as having a dark teal bar at the bottom of the badge.
Jacuzzi Visual Identity Guidelines
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Section Name
Digital
Website Home Page Jacuzzi’s website features attractive images that are not contained to boxes. A smoky and foggy dark teal effect allows the images to create motion on the page. Sliding bars allow the user to stay on the same page while flipping through different categories . In line with branding standards the page is a majority white allowing the users eyes to rest.
Jacuzzi Visual Identity Guidelines
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Benefits Whether spending time with family, relaxing after a long day or finding sore muscle relief, find out why people love hot tubs.
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Jets & Massage Quantity does not always equal quality; balancing jets and airflow to the number of pumps and the amount of power is critical. If massage is your priority, don’t stop at back jets; there are also jets for the legs and feet, hands, and neck. Look for adjustable jets to fully personalize your massage. Jacuzzi® Hot Tub jets deliver adjustable Aqualibrium®—the ideal mix of water and air—that can be as gentle or vigorous as you prefer.
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Hot Tub Types 6+ person
5-6 person
4-5 person
3 person
Best Selling
Collections
6+ person Jacuzzi hot tubs Indulge in the ultimate relaxation and resurgence with the 6-person hot tub. Powerful and spacious, this hot tub features enough space for you to share the experience with up to six guests.
J-585™
J-495™
J-470™
Luxury Open Seating Masterpiece
Designer Spacious Entertainer
Designer with Open Seating
Seats: 6-7
Seats: 8-9
Seats: 6-7
Jets: 52
Jets: 62
Jets: 43
View full details
View full details
View full details
J-385™
J-365™
J-345™
Largest Open Seating in the Comfort Collection
Large Comfort Open Seating
Comfort with Open Seating
Seats: 6-7
Seats: 6-7
Seats: 6-7
Jets: 49
Jets: 44
Jets: 39
View full details
View full details
View full details
The Jacuzzi Difference Throughout our history, the Jacuzzi® Brand has maintained its status as an icon. Legendary for performance, reliability and ease of use, we set the standard by which all hot tubs are measured. And while the technology of hydrotherapy has changed over the years, the benchmark for performance, design, care and always been at the core of the well-being has al Jacuzzi® Brand.
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Website Secondary Pages
Jacuzzi Visual Identity Guidelines
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Final Thoughts Jacuzzi now has a way to bring itself as a brand into the current age. These brand guidelines should act as way to unify the Jacuzzi units throughout the world. Through keeping with these guidelines, consumers should see Jacuzzi as a luxury brand, both trustworthy and pleasurable, at the forefront of spa design and innovation.
Jacuzzi Visual Identity Guidelines
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