ABCDEFGHIJKLMNOPQRSTUVWXYZ ... - MacroAir Fans

DISTRIBUToR BRAND GUIDELINES
MARch 2012
TM

Contents
Section 1- Brand Essentials
Brand Values .........................................................................................................................................................04
The Engineers of Air Philosophy ...........................................................................................................................05
Brand Mantra ........................................................................................................................................................06
Logo and Tag Line .................................................................................................................................................07
Key Messages .......................................................................................................................................................08
Section 2- MacroAir Products
Product Mantra .....................................................................................................................................................10
Product Photography ............................................................................................................................................11
Do’s and Don’ts .....................................................................................................................................................12
Section 3 - Creative
colors ....................................................................................................................................................................14
Logo Usage ...........................................................................................................................................................15
Logo Tab ................................................................................................................................................................16
Typography ............................................................................................................................................................17
Print ......................................................................................................................................................................18
contact ..................................................................................................................................................................19
Brand Guidelines
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Section 1
Brand Essentials

Brand Values
Our new brand
Using the concept of “Left Brand” and “Right Brand,” MacroAir has developed a brand positioning
that clearly and succinctly reflects the core values of our company and our mission. From this
research, we have distilled these values into a brand positioning statement.
how wE DEfINE ThE ENGINEERS of AIR BRAND PoSITIoN
• It’s all about the air (benefit), not the fan
• True design (form follows function)
• Aerodynamic products
• More efficient air movement
• we are a company of engineers, ideas, tinkerers
• we seek constant improvement/refinement
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The Engineers of Air Philosophy
we believe in:
fearless innovation - Always asking “what if?”
family values - Treating everyone as family
Self-motivation - fulfilling your own goals
open collaboration - working in honest partnership
we move air:
Precisely -The ideal airflow for the application
Efficiently – The absolute lowest operating cost
comfortably - Quiet and gentle performance
Infinitely - Built and supported to last
our Vision:
we look towards a day when everyone in the world
will experience the comforting airflow of a MacroAir
product, whether at work, home, or in their travels.
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Brand Mantra
AIR IS A PowERfUL BUSINESS PARTNER
It can dramatically improve the comfort of employees and customers. It can instantly save
air conditioning and heating costs. It can even make livestock more productive. In 1998, we
invented the first HVLS fan with one goal in mind - to harness the power of air. We continually
innovate materials, machines and design. We are passionate about customer service and
quality. And our products continue to set the standard for efficiency and reliability. It’s why
we’re not just manufacturers of fans, we’re “engineers of air .”
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MacroAir 06

Logo and Tag Line
Our tag line
You may have noticed our new tag line is comprised of three words that define our brand positioning. Adding words on
either end of our tag line changes the intended meaning. It is imperative to keep this tag line in its intended form.
Since “engineers of air” is a trademarked branded line, use the trademark symbol () with the first usage of this line in
body copy. Also, the trademark symbol () should always be included when “engineers of air” is used with the MacroAir
logo (see example above).
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Key Messages
6ixBlade Story
MacroAir’s 6ixBlade technology is at the heart and soul of our brand story. It’s important to note that early designs of the
HVLS fan featured ten blades, which many companies still use today. But in 2010, MacroAir engineers re-invented the
HVLS fan by reducing the number of blades to six. Our patented 6ixBlade technology uses a NASA-engineered wing design
and an advanced blade-angle pattern to dramatically increase efficiency. MacroAir 6ixBlade fans create the same air
movement as ten blades, but with less power. And fewer blades to turn means less torque and longer fan life.
*PLEASE NOTE: 6ixBlade is a trademarked line, so be sure to always use the trademark symbol () with the first
usage of this line in body copy.
Energy Efficiency
HVLS fans already save a ton of money over conventional heating and cooling solutions. Our MacroAir 6ixBlade technology
takes them even further by increasing fan performance with much less energy. At only 1hp, it costs less than 15¢ an hour
to run a MacroAir 20’ fan. And since customers don’t have to run their HVAC as frequently, the energy savings can really
add up. As an added benefit, MacroAir 6ixBlade fans use 40% less aluminum in the production process, so we’ve also
dramatically reduced the carbon footprint of every fan we build.
Brand Guidelines
MacroAir 08

Section 2
MacroAir Products

Product Mantra
ThIS IS NoT A fAN.
It’s a precision air movement machine. When air moves efficiently it can reduce effective
room temperature by 15˚. It can also lower cooling and heating costs by as much as 20%.
At high-volume and low-speed (HVLS), air gently circulates creating a fresher, healthier and
more comforting environment. We invented the HVLS industry with the world’s first large
fan. And we continue to advance the standard. Our NASA designed, 6ixBlade technology
uses fewer blades to move more air with less energy than typical 10-blade fans. After all,
it’s not the fan that creates the “ahhhhhh,” it’s the air.
Brand Guidelines
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Product Photography
When selecting photos for advertising, promotional and other marketing materials,
use images in MacroAir’s photography library, located in the “Dealer Login” section on
the MacroAir website. Photos should be clearly branded MacroAir. They should always
feature the most current model of MacroAir fan, and be shot as to dramatically highlight
the size of the blades, as well as clearly demonstrating that our fans feature six blades
(vs. ten). Whenever possible, images should show the fans mounted to a fixed surface
(ceiling mounted).
Photos should be high quality, crisp and dynamic in nature, and should be consistent in
photographic style and look.
AIRSPAN
AIRVoLUTIoN
AIREco
AIRSTAR
coMMERcIAL
AIRSoL AIRSTAR
Brand Guidelines
MacroAir 11

Do’s and Don’ts
Tonality
When writing marketing, promotional and advertising communications for MacroAir, it’s
important to keep in mind that every piece of communication is a reflection of the MacroAir
brand, and should illustrate our core beliefs. Always speak to our audience clearly and
intelligently. Maintain a smart, sophisticated and knowledgeable tone of voice. Be positive,
and avoid negativity or sarcasm. Avoid referring to our fans as “Big Fans” or “Big Ass Fans”
which refers to one of our competitors.
Product names
Product names, such as AirSpan, AirVolution , AirEco, AirStar, and AirSol are all branded
product names and should not be altered or modified in any way (NOTE: AirVolution is a
trademarked name and should included the () symbol with its first usage in body copy).
These names are typically used with initial caps on the word “Air” and the word appearing
immediately after (Span, Volution, Eco, Star and Sol).
In some instances, such as in a headline, subhead or with a product photo, product names
may be used in ALL CAPS. Be sure to use these names as indicated on spec sheets and
product brochures.
Private labels
Unless a private label agreement has been signed and verified by MacroAir’s corporate office,
all of our products should be promoted as MacroAir products.
An example of how
to use the
product name
with all caps using
the two MacroAir
corporate colors
AIRSPAN
Brand Guidelines
MacroAir 12

Section 3
creative

Creative • Colors
The colors of our brand
Air blue, reminiscent of a clean, cloudless sky. Tech gray, an
industrial hue rooted in engineering and mechanical skills.
Together they combine to reflect a modern, technical and
progressive company.
Air Blue Tech Gray
4 Color:
C: 0
M: 40
Y: 100
K: 0
Screen/Web:
R: 250
G: 166
B: 26
PMS:
Pantone 2995
(closest match)
4 Color:
C: 100
M: 0
Y: 0
K: 0
Screen/Web:
R: 0
G: 174
B: 239
PMS:
Pantone 415
(closest match)
Brand Guidelines
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Creative • Logo
Logo and Tag line
The MacroAir logo mark and tag line should look consistent
throughout all marketing communications. The tag line “engineers
of air “ along with the trademark symbol () should always be
positioned flush right beneath the words “MacroAir” and be in all
lowercase letters. The font should never be changed or altered in any
way. Below are examples of proper usage, including backgrounds
and color variations.
Proper Use
When using the
logo on a dark
background the
preferred use of
the tagline is in
white
Logo mark &
type lock-up
Tag line locked in under
the “r” set in Din Light
Improper Use
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Creative • Logo Tab
Use horizontal edge
The MacroAir logo tab should look consistent throughout all
marketing communications. When possible, the logo tab should
either be used flush against a horizontal border, either from the top or
below, as pictured on this page. The font and shape of the tab should
never be changed or altered in any way.
Proper Use
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Improper Use
Do not create a new shape
to contain the logo
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Brand Guidelines
MacroAir 16

Creative • Typography
DIN Font Family.
MacroAir uses various iterations of the DIN san serif font for
headlines, body copy, call to action lines and other pertinent
marketing communications.
hEADLINES
DIN Medium
subheads
DIN Medium
Body Copy
DIN Light
DIN Medium
-Headlines-
DIN Light
-Body Copy-
DIN Bold
-optional-
ABcDEfGhIJKLMNoPQRSTUVwXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
The quick brown fox jumps over the lazy dog.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
The quick brown fox jumps over the lazy dog.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
The quick brown fox jumps over the lazy dog.
Brand Guidelines
MacroAir 17

Creative • Print
Dealer Ads
When creating a customized dealer ad, use the area below the visual to
include dealer logos and other pertinent contact information. The dealer
logo should be opposite the MacroAir logo so as not to compete with each
other, and should be similar in size and proportions.
Sample Ad
Here is a sample ad
to show the proper relationship
between the dealer logo and the
MacroAir brand
Our most popular and energy-efficient electric fan, AirVolution fan creates
a comfortable environment while delivering substantial cost savings.
AirVolution fans perform beautifully everywhere, from livestock barns to
roller rinks to offices. AirVolution is so efficient, just one fan can replace 10
conventional high-speed fans.
DEALER LOGO
SMooTh, QUIET, coMfoRTABLE
AIRfLow foR JUST PENNIES A DAY.
Address,
Phone,
Contact info
TM
Brand Guidelines
MacroAir 18

Contact
Contact Info
Should you have any additional questions regarding promotional or
marketing materials, name usage or branding issues, please contact the
MacroAir Marketing Department at (866) 668-3247 or contact your local
sales representative.
Brand Guidelines
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