Heil® Style Guide

Heil Heating & Cooling Products is the HVAC brand that

dealers have trusted and recommended for over 50 years to

deliver outstanding, reliable performance you can depend on.

BRAND PLATFORM

Brand Positioning

The brand personality is what the customer sees, hears, experiences and thinks about when it comes to Heil products. In part, it’s what creates the brand positioning for the consumer. We aim to deliver outstanding, reliable performance at a competitive price.

When you describe or speak for Heil Heating & Cooling Products, here are some words best used to tell who we are and what we want to portray to our customers.

• American-crafted and quality-made

• Trusted, dependable and reliable

• Tradition and heritage

• Hardworking and family-oriented

Heil products are for cost-conscious homeowners who are looking for a solution to a heating or cooling issue. They usually need the issue resolved quickly by a knowledgeable dealer they can trust. Heil products come dealer-recommended and give customers the quiet comfort and confidence that they can depend on for home heating and cooling.

This guide is designed to help you understand the Heil brand personality, and how to represent the brand in an effective and appropriate way in your creative materials.

Heil® Style Guide

BRAND IMAGES

Images

When choosing images to use with the Heil brand, it is important to use ones that promote the brand’s positioning, while still being creative. For information regarding usage of images and logos, please see the color and font guidelines on the following pages.

What kind of images should you use? Think about the Heil brand when choosing photos to represent our products. Some examples of what to look for in images:

• Americana

• Family and couples

• Children at play and sports

• Nostalgia (Relaxing dogs, photos that emulate childhood)

• Community

• Relaxing at home

Images should give customers the feeling of comfort and friendliness, with a hint of nostalgia for everyday life associated with Heil products.

Heil® Style Guide

The Heil logo should be clearly and prominently shown, with treatment and

visibility equal to that of the dealer logo. All Heil logos, including warranty and

other types, should be used without change or alteration, and the registration

mark (®) or trademark (™) should be visible.

COLOR AND FONT GuIDELINES

Clearance Area

One-Color Logo

Reversed Logo

Logo

100% Black

1/4” on all sides

Red: PMS 485 CMYK: 0/95/100/0

Blue: PMS 300 CMYK: 100/44/0/0

Gray: PMS 11 Cool Gray CMYK: 02/0/68

Logotype

The Heil logotype should be printed in blue, red and gray whenever practical. Use either spot color or 4-color process printing techniques.

Multi-Color Printing

When printing a color piece containing the logo, please specify the printing PMS colors or their CMYK printing equivalents for the logo. If it’s not possible to match the PMS colors or print in process colors, the logo may be represented in 100 percent black.

Heil® Style Guide

Typeface for Print

AaBbCcDdFrutiger LT Std 75 Black

AaBbCcDdFrutiger LT Std 65 Bold

AaBbCcDdFrutiger LT Std 66 Bold Italic

AaBbCcDdGeorgia Regular

Typeface for Web

AaBbCcDdFrutiger LT Std 75 Black

AaBbCcDdFrutiger LT Std 65 Bold

AaBbCcDdFrutiger LT Std 66 Bold Italic

AaBbCcDdGeorgia Regular

Color Palette

A brand personality can be expressed through color. The easiest way to associate with the brand in the customer’s mind is by being consistent in your use of color. In addition to the red, blue and gray of the Heil logo, the other colors represent the palette that best supports the Heil brand personality. Examples of color use can be found in the Ad Planner materials.

Fonts

Fonts are another key asset of the Heil brand. We extend the use of fonts for logos and branding to content for online/digital and print applications. Please consider these font guidelines when creating content.

Typeface

In creating a consistent image, Heil Heating & Cooling Products recommends use of “Frutiger” and “Georgia” as the Heil communications typefaces. These classic typefaces are readily available throughout the printing and graphics industry, and they lend themselves well to all applications, from print to online.

Both typefaces are available in a full family of weights and sizes. Weights (boldness) used for body copy, addresses, telephone numbers, and similar information generally differ from weights appropriate for headlines and subheads. Please use these particular fonts as noted below.

PMS 485 CMYK: 0/95/100/0 RGB: 238/49/36

PMS 300 CMYK: 100/44/0/0 RGB: 0/121/193

White CMYK: 0/0/0/0 RGB: 255/255/255

PMS 484 CMYK: 0/95/100/29 RGB: 179/35/23

PMS Cool Gray 11 CMYK: 0/2/0/68 RGB: 113/112/115

PMS 363 CMYK: 68/0/100/24 RGB: 67/149/57

Headlines:

Subhead #1:

Subhead #2:

Body Copy: