Cair Brand Identity Guidelines

Creating Better Air.

Brand Identity Guidelines

VOLUME 1 DECEMBER 2014

4 10 12 14 20

Š Cair Inc. Published by Lindsey Hynek, December 2014

Table of Contents

Who We Are

Our History Where We Operate Personas

Why We Cair

Vision Mission Philosophy

How We Sound How We Look Assets

Tone Personality

Logo Color Typography

Imagery Promotional Tools

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who we are.

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cair brand book

What is Cair?

Cair is a product designed to reduce the amount of toxic substances released into the air through household cleaning products.

Why is there a brand book?

Use this book as your educator, your assistant, and your guide to represent our company truthfully with ease and cair.

What is our story?

Cair’s founder was searching for a way to maintain a clean, healthy home when she realized her preferred cleaning products were highly hazardous. Through research and testing, she developed Cair’s first product which improves the quality of her own air and the air of others without forcing a change of lifestyle, but instead providing a form of protection.

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History

Our Timeline Sept. 2014

Dec. 2014

Late

Oct. 2014

Ideation

Product Launch

Product Development and Testing

Early

Oct. 2014

Brand Development

Nov. 2014 Final Refinements and Development

Future

Advanced Product Development and A Growing Brand

Cair began as an idea to change the way we clean, breathe, and live. That goal, that mission, that idea is what led us to where we are today; a company that strives to produce smart, healthy, and innovative products for our every day lives.

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cair brand book

Location

Milwaukee, WI

We are currently operating primarily in Wisconsin, however we intend on expanding nation-wide. We create products that people from all over the United States will be able to use.

Lindsey Hynek Founder and CEO

Cair was founded by Lindsey Hynek, a senior at the University of Wisconsin-Milwaukee, pursuing a degree in Design and Visual Communication.

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Meet our customers.

Their lifestyles reflect why we exist and they benefit from using our products.

Lucy Juriado, Mait. Eve 17. 1 April 2010. Plaza del Toros. www.flickr.com. Web. October 2014

Lucy is 23 years old, studying politics at the University of Wisconsin-Milwaukee. She is a server at a local restaurant making minimum wage with tips.

She is currently pursuing a bachelor’s degree in photography. Her favorite cleaning product is the available generic brand because it’s generally cheaper than others. She cleans her house an average of 2-3 times a week depending on her schedule. She is very healthy with a few allergies and has no known family history of asthma, heart problems, lung disease, cancer, or immune deficiencies.

Jude McConnochi, Peter. Street Portrait Challenge 015/100 Carnaby Street. September 20, 2014. Soho, London, England. www.flickr.com. Web. October 2014.

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cair brand book

Betty Knight, Parker. CSUDH. 21 October 2009. Carson, California. www.flickr.com. Web. October 2014.

Karen is a stay-at-home mother, operating her own online business earning a middle-class income with a degree in personal business management. She has a daughter that is 8 years old and lives with her full time. She cleans her house everyday and refers to herself as the “cleaning machine” because she can’t stand the sight of a mess. Her favorite cleaning brand is Lysol becasue she has used it for years and trusts the quality of the product. She is currently healthy but has a family history of breast cancer, asthma, and major heart problems.

Jude is 32 years old, and nurse at Columbia St. Mary’s hospital earning a five-figure income with a bachelor’s degree in nursing. His choice of cleaning products is Simple Green because it is “toxin-free” and claims to benefit the quality of the environment. He tries to use “green” products whenever possible. He cleans his house an average of 4-5 times a week and considers himself a “clean-freak”. Jude is at a moderate health level but has suffered from asthma since he was young with a few minor allergies. His family history shows cases of heart problems and various cancers.

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why we cair.

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cair brand book

Our Mission

Providing smarter alternatives to everyday cleaning products to create an environment in which we can all breathe easy.

Our Vision

Thriving to create better air and a smarter cleaning cabinet through products that provide protection and evoke a healthier life.

Our Philosophy

We believe in proactively meeting the challenges of the future by providing a smarter, healthier addition to cleaning products. We believe in reducing the amount of toxic substances in our air. We believe in protecting our users from harmful chemicals through education. We believe in creating better air.

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how we sound.

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cair brand book

Tone

Cair has a very calming tone to amplify our trustworthiness and care for our users well-being. We have a moderate tone; were not quiet, but were not overbearing.

Personality

Cair has an easy-going, relaxed personality. We are very easy to get along with because were not shy, but were not afraid to stand up for what we believe in. We’re honest, caring, and we always have your back.

What We Say

We use words such as Cair, Breathe, Relax, Calm, Healthy, Protection, Lifestyle, Clean, Breathe easy, and Fresh.

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how we look.

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cair brand book

Logo Applied

Product Packaging Our packages reflect our brand as a whole to represent who we are and what we do. The Cair Package is easily stacked and stored and also gives the consumer a sneak peak of what’s inside.

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Logo

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Below are representations of how our identity mark should be properly used. Any of these pieces can be used as seen but should not be altered in any manner.

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Creating Better Air

The logo must be porportioned as follows when in use. If including the logo with type, use Trade Gothic Condensed No. 18, sized at 18 pt. If using the logo with color, the colors must not be altered. Correct size and color when using Cair’s logo is essensial in assuring proper representation.

Logo With Color

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cair brand book

Incorrect Logo Use Incorrect use of Cair’s logo results in misrepresentation.

Alterring the brand can cause confusion with other brands that may have a similar appearance. Below are examples of absolutely unacceptable representations of our brand.

Do Not Alter the shape or placement of the logo.

CREATING BETTER AIR

Use all caps.

Move the type.

Creating Better Air.

Alter the logo’s color.

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Color

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cair brand book

C=76 M=33 Y=0 K=0

R=44 G=142 B=206

HEX #2b8fce

C=35 M=0 Y=57 K=0

R=172 G=213 B=143

HEX #acd590

C=49 M=3 Y=7 K=0

R=120 G=201 B=227

HEX #78c9e3

Typography Trade Gothic LT Std Condensed No. 18

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Trade Gothic LT Std Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Trade Gothic Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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assets

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cair brand book

Imagery Our imagery reflects the tone of our brand by using Cair’s light blue to colorize photographs used for advertizing. All images must hold a circular form.

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Promotional Tools

Tagline “Creating Better Air� is our tagline, used in the logotype as well. It explains our mission, vision, and purpose in a single phrase and is used to help consumers understand what exactly our product does.

Dynamic Video https://vimeo.com/112759458 Our dynamic video tells the story of Suzanne Kanack and her struggle with environmental asthma obtained from chemical exposure. After she tells us about the daily battle that is environmental asthma, we introduce her to Cair.

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cair brand book

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