Brand Style Guide
The Purpose of This Guide
This brand standards guide contains guidelines and recommendations that ensure we’re conveying the brand correctly. This booklet ensures that we do not stray from the brand by using the wrong style and voice.
To achieve the ideal perception of the Meyers brand, all communication materials and branding opportunities must fall within guidelines but leave room for exploration and creativity. When we use logo, typeface, colors, voice and other branding elements incorrectly we’re denigrating the integrity of the brand essence. So, it’s essential that we diligently obey the Fortress brand by using all of its elements correctly. Luckily, this brand standards guide has been brought into existence to help us do just that.
A lot of time and effort has been invested in creating a brand that stands out from the pack.
This brand standards guide contains guidelines and recommendations that ensure we’re conveying the brand correctly. This booklet ensures that we do not stray from the brand by using the wrong style and voice.
To achieve the ideal perception of the Meyers brand, all communication materials and branding opportunities must fall within guidelines but leave room for exploration and creativity. When we use logo, typeface, colors, voice and other branding elements incorrectly we’re denigrating the integrity of the brand essence. So, it’s essential that we diligently obey the Fortress brand by using all of its elements correctly. Luckily, this brand standards guide has been brought into existence to help us do just that.
Doing Right By Others
Quality Craftsmanship
Family Values
Fair Pricing
Your Comfort First
Brand Story
Meyers Heating & Air Conditioning has kept Boulder, Colorado and the surrounding area comfortable since 1963. This small, family-owned company has consistently provided excellent service, maintained strong ethical standards, and embraced green initiatives to meet the needs of eco-minded customers.
Owner Jim Meyers worked tirelessly to build an exceptional in-house team of technicians, installers, designers, and support personnel. Despite the influx of bigger brand players, Meyers remained committed to serving the community with integrity, earning a strong reputation for excellent work and honest practices.
In 2017, Jim retired, and Ed Minnick, with extensive sales and HVAC experience, acquired the company to continue its legacy of integrity and trust. That same year, Meyers expanded to a second location in Colorado Springs. Today, they employ nearly 60 top professionals, delivering customized HVAC solutions with the highest standards of quality and service, always putting the customer’s comfort first.
Brand Purpose
We craft superior comfort solutions by blending tradition and innovation. Our focus is on delivering personalized, high-quality HVAC services with integrity and trust.
Brand Essence
What We Stand For:
Doing Right By Others
Quality Craftsmanship
Family Values
Fair Pricing
Your Comfort First
Brand Behavior
Do the Right Thing
At our core, we believe in helping others. For us, it’s about meeting unique needs and treating customers the way we’d want to be treated. As a local, community-focused business, integrity is non-negotiable. We never sell customers something they don’t need and always treat them with kindness and professionalism. Above all, we stand by our word. Our work isn’t just about heating and cooling systems—it’s about people. When we can make a positive difference in someone’s life by ensuring their comfort, that’s the greatest reward we could ask for.
Stay Current in Training
We’re certified professionals who never stop learning, staying current with industry trends, legislative requirements, and technologies to tackle even the toughest jobs. As thought leaders, we see every problem as an opportunity to innovate and find creative solutions. As a licensed mechanical contractor,
we design, build, and deliver customized HVAC solutions that meet our clients’ needs with the highest standards of quality and service. We embrace challenges head-on, giving our clients confidence that we can handle any issue. We take the time to investigate and analyze before implementing a tailored solution.
Listen and Respond
We treat your home as our own and empathize with your frustrations stemming from poor experiences with previous HVAC providers. We ask the right questions to ensure we truly understand your tensions and overall home comfort needs. We believe the right solution cannot be determined until we fully grasp your concerns and requirements. By taking this personalized approach, we ensure that every solution we implement is tailored to deliver maximum comfort and peace of mind. We aim to build trust through transparency, professionalism, and a genuine commitment to enhancing your home environment.
Brand Expression
Tell Great Stories
Exude Personality
Connect Emotionally
Brand Promise
What is the essence of our promise to our customers?
Complete Comfort You Can Trust.
Brand Voice
- Likable
- Engaging
- Inviting
- Human
What it isn’t:
Literal, dry, boring, clinical, technical
Brand Style
- Head-Turning
- Attractive
- Authentic
- Distinctive
What it isn’t:
Cookie-cutter, lackluster, mundane
Logo
The Meyers Heating + Air logo represents the promise that Meyers makes to our customers to provide excellent, reliable service to our customers and provide the comfort they seek through the various seasons of Colorado.
Horizontal Logo
Vertical Logo
The horizontal, full-color gradient version of the logo is preferred for most applications, with a reverse variant available when placed on dark backgrounds. A complete grayscale reverse version of the logo is available but should only be used when absolutely necessary. The vertical version of the logo is to be used only when the space allotted requires it.
Additionally, the Meyers Heating + Air logomark may be used alone as a design element. Due to its ascending, springlike shape, it can often bridge individual elements or cover a background with an abstract shape. When used as a design element, the logomark is free from the “Do Not” rules listed below, but should still be treated with respect.
Do Not
Alter proportions of the logo.
Do Not
Outline the logo.
Do Not
Distort the logo in any way.
Do Not
Rearrange elements of the logo.
Do Not
Breach the area of isolation.
Do Not
Rotate or use the logo on an angle.
Do Not
Use unapproved colors in the logo.
Do Not
Put the logo on unapproved colors or complex backgrounds.
Colors
Pantone 2174 C
CMYK: 83, 52, 0, 0
RGB: 0, 117, 207
#0075CF
PANTONE 305 C
CMYK: 58, 0, 6, 0
RGB: 0, 117, 207
#53C9E9
PANTONE 2189 C
CMYK: 99, 74, 47, 43
RGB: 0, 117, 207
#00334A
PANTONE 2191 C
CMYK: 74, 20, 0, 0
RGB: 0, 162, 226
#00A2E2
PANTONE 381 C
CMYK: 24, 0, 100, 0
RGB: 206, 220, 0
#CEDC00
Gradient
PMS 2174 C to PMS 305 C
Figtree Bold
Display Heading
Bree Serif
Display Subheading
Figtree Regular
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Figtree Semibold
Body Subhead
To achieve the ideal perception of the Genezen brand, all communication materials, and branding opportunities
must fall within guidelines but leave room for exploration and creativity.
To achieve the ideal perception of the Meyers brand, all communication materials, and branding opportunities
must fall within guidelines but leave room for exploration and creativity.
Iconography
A mix of icons is used to represent the Meyers Heating + Air brand. Solid gradient icons represent the main services that Meyers provides, while thin line icons in accent colors represent their qualities and characteristics. The theme of heating, ventilation, and cooling is portrayed by animated Lottie icons, and is used to draw attention to certain sections. A small green gradient bubble or plus symbol are used as design elements to help visually organize information.
Heating
Air Conditioning
Ductless Systems
Indoor Air Quality
Technician
Guarantee
Savings
Service
Design Elements
Images and other design elements of the Meyers Heating + Air brand utilize alternating rounded rectangles that allude to the shapes of the logomark. Based on the size of the element, the border radius proportions should be either {0px, 20px (small)} or {0px, 50px (large)}. Other rectangular shapes either have a gentled rounded corner, or have no rounding when the elements are directly touching.
Buttons
Forms
This brand guide should be used in conjunction with other more specific guides around each element of our brand.
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