Global Brand Standards
Brand Promise Atmosphere is the world’s number one selling brand of premium home air treatment systems.* It has helped more than 2 million people to breath easier and live healthier, happier lives.
Air is vital to sustaining life. We breathe over 20,000 times a day. For the elderly, infants, and people with allergies or breathing problems, air quality can be a life-or-death situation every day. Over time, polluted air can cause serious health issues for everyone. It creates stress and depletes energy. It keeps a home from achieving its potential as a safe, comfortable place to live.
Atmosphere is designed to provide relief from these serious problems and make people’s lives better. For these reasons, Atmosphere makes the following brand promise: “Relief By Design.” Relief By Design is not intended to be a slogan or tag line. Rather, it is an internal-facing promise that should inspire the words that explain Atmosphere, the graphics that illustrate it, and the materials that market it. These brand standards will help you do that.
02 Brand Stories 04 Inspire 12 Assure 20 Brand Assets 22 Logo, Color Use 24 Copy Tone, Typeface 26 Headline 28 Line Artwork 30 Digital Applications 32 Print Advertisement Overview 34 Inspire Advertisements 42 Assurance Advertisements 46 Advertorials 48 Premium Items 49 Powerpoint Presentation 50
Photography
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Brand Key
*Based on Verify Markets study of 2013 global sales. Premium defined as $600USD and above.
Brand Stories An effective way to talk about Atmosphere™ is through stories based on the Relief By Design promise. Each story has unique points of emphasis. Together, the stories are like a tool kit of themes and content to use in support of the brand. Stories should be selected and tailored so they are appropriate for the culture and audience.
Each story should connect with either the heart or the head of your customer. To capture the heart, start with stories that inspire. These stories are emotional and reflect how someone feels when they experience Atmosphere™. These stories do not describe features and benefits. Inspirational stories pull an audience in, create a positive emotional connection with Atmosphere™, and trigger decision-making.
Once your customer feels inspired by Atmosphere™, appeal to their intelligence. Focus on the attributes and advantages that differentiate Atmosphere™ design and performance. Assure them that they are making the best choice to meet their practical needs. Be authentic, and do not make bold but unsubstantiated claims.
Relief Independent
Relaxed
Discerning
Refreshed
Stories that Inspire Clean air is a basic human need vital to life, health, and happiness. It is a very emotional subject. That’s why these inspirational stories are about people and the positive, uplifting feelings they experience when they own Atmosphere™.
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Atmosphere Global Brand Standards
...By Design Performance
Product Design
Value
Engineering
Stories that Assure There are stories about the premium performance of Atmosphere™ products. The focus is on product performance, reliability, and ease of operation to assure customers that Atmosphere™ is the most discerning, intelligent choice.
Brand Story
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Independent With Atmosphere™, you are free to make your home what you want it to be. Your home becomes a place for possibilities because you control the quality of your air. You don’t need to think about Atmosphere – just turn it on. It fits easily in your life.
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Brand Story
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Atmosphere Global Brand Standards
Refreshed With Atmosphere™ in your home, you breathe clean, healthful air. You feel invigorated and restored, with more energy to achieve the quality of life you strive for. You know you are doing the right thing, and you’re satisfied because your home is a safe and nurturing place.
Brand Story
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Value Atmosphere™ is an investment in your family’s health and well being. The initial cost is offset by reliable performance, long-lasting filters, and energy efficient operation.
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Brand Story
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Atmosphere Global Brand Standards
Brand Assets All assets are designed to visually represent the “Relief by Design” promise. Use the assets to enhance the appearance, consistency, and effectiveness of every Atmosphere™ brand communication you create. All Atmosphere brand assets are available on BrandNext, including photography, charts, graphs, logos, ad templates, illustrations, icons, claims support, training presentations, and more.
Brand Assets
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Headline The headline is a consistent brand element in ads and other marketing materials. It captures the essential theme that “relief is in the air” when you use Atmosphere™. This theme ties together the brand stories and can be expressed in a variety of ways. Headline examples are on the following page.
Remains a constant
Relief is in the Air The beginning piece of the headline is a variable. It expresses an aspect of the Atmosphere brand promise, Relief By Design. Use a word or phrase that is most appropriate to summarize the theme of story in the marketing piece.
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Atmosphere Global Brand Standards
Relief is in the Air Confidence is in the Air Good Health is in the Air Comfort is in the Air Happiness is in the Air Joy is in the Air Pride is in the Air A Better Life is in the Air Tranquility is in the Air Satisfaction is in the Air Control is in the Air Love is in the Air Peace is in the Air Hope is in the Air Quality is in the Air
Brand Assets
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Digital Applications The Atmosphere™ brand can be applied across digital platforms, including all mobile devices, tablets, and web applications.
Installation Help Filter Replacement
2 1
3
4
Smart phones
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Atmosphere Global Brand Standards
Cleaning & Maintenance
Clean air Filter system Atmosphere design Maintenance Specifications Contact
Tablets
Value
Design
About
Clean is in the Air You gain a feeling of pride and self-respect, as well as the respect of others, when you choose eSpring™. You can hold your head high because you’ve gained more control over your family’s health and safety. Find out more
Websites
Brand Assets
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Print Advertisement Overview Print advertising reflects the approach to telling the brand stories explained on pages 2-3 in this document.
Relief
Inspire Ads
Assurance Ads
Ads that express “relief” are inspirational,
Ads that assure customers about choosing
with minimal copy. In large part, the picture
Atmosphere™ are more detailed, with stories that
tells the story.
focus on Atmosphere design, performance, and value.
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Atmosphere Global Brand Standards
...By Design
Advertorial
Brand Assets
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Inspire Advertisements - Single The Inspire ad should be used to express the Atmosphere™ brand on an aspirational level. These ads are meant to capture what clean air means to the customer.
x
x
2x
The logo is allowed to move up and down the page within the margins where it is most legible. It should always be centered.
5x
The word mark, logo and headline as a group, should always be centered to the page.
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Atmosphere Global Brand Standards
x
x
2x
žx
Use a grid to use a combination of inspiring imagery and product imagery. The logo should always be on an image and never in the gutter.
5x
The word mark, logo and headline as a group, should always be centered to the page.
Brand Assets
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Inspire Advertisements
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Brand Assets
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Atmosphere Global Brand Standards
Photography These photo assets are carefully designed to express the Atmosphere™ brand. The section begins with a photo essay that showcases some of the most effective assets. Following the photo essay is a gallery of all available images. To achieve a clear and consistent brand message, do not combine these photos with stock photos or outdated imagery. Image numbers are located alongside the photos so you can locate them easily.
Photography
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Atm_0501.tif
Happiness is in the Air
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Atmosphere Global Brand Standards
Atm_0551.tif
Photography
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Atm_0611.tif
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Atmosphere Global Brand Standards
Peace is in the Air
Brand Story
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Atm_0069.tif
Serenity is in the Air
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Photography
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Atm_0470.tif Photography
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Atm_0795.tif
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eSp_Pho_Euro_Lifestyle_001.tif
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eSp_Pho_Euro_Lifestyle_003.tif
Atm_0481.tif
Atm_0501.tif
Atm_0341.tif
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Photography
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Photography
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March 2015 Internal Use Only