Branding and Style Manual

Company Branding and Style

Bradford White® Water Heaters Branding & Style Manual 
This manual defines most aspects of internal and external usage for the Bradford White® Water Heaters logo and secondary logos.
We respectfully ask that companies or persons representing the Bradford White® Family of Companies comply with all guidelines defined by this manual.
While we have attempted to be as thorough as possible in preparing this manual, we do recognize that some exceptions may be required to support certain needs in the field.  All questions or proposals regarding utilization of Bradford White ® assets not defined  by this manual can be directed to: bwc.marketing@bradfordwhite.com.

NOTE: Improper use of the Bradford White® name and logo or the names and logos of any Bradford White ® subsidiary or brand, including any content or images, without written consent from Bradford White® Corporation is strictly prohibited and violators will be prosecuted to the fullest extent which the law allows.

Primary Company Logo
Formats
The following is the only acceptable format for the Bradford White® Water Heaters logo. In addition to the specified colors, the Bradford White ® Water Heaters logo may be used in all black, all white (reversed out) or gray scale.

Primary Company Logo Formats

Pantone 540 Breakdown

Bradford Blue

044674 / Pantone 540

Bradford Blue 60%

6685a3 / Pantone 540 – 60%

Bradford Blue 30%

b2c1d1 / Pantone 540 – 30%

Primary Company Logo
Usage Rules

• The Bradford White® Water Heaters logo and its related product logos must be in their authorized versions only.
• Authorized versions are available in high resolution .eps files and as such, can be used for signage, printing, and any large format needs.
• As an .eps file, you will need to use Photoshop or similar type program to access it and manipulate it, and save it as a .tif for use in graphics programs.
• For internet use or on-screen use such as email, etc. this same image file can be used, again using Photoshop or similar program and then saving it as a .gif or .jpg file.
• For offset printing or any off-line use, you must use a minimum 300 DPI (dots per inch) version or “High-res” version.
• Using a low-res version in printing is not permitted or acceptable. Low-res images are strictly used for online applications.

Quiet area should be equal to height of one “wave” on all four sides of the logo when it stands alone and is not juxtaposed to a secondary logo.

• The proportion of the logo is crucial to maintain the proper image and reflect the true logo design.
• Squeezing the logo to fit in an available space is unacceptable and an incorrect use of the logo.
• The text or logotype, together with the “wave” symbol, and the tagline “WATER HEATERS” constitute the logo of Bradford White ® Water Heaters.
• The logo is a key element of the Bradford White® brand. Only authorized logos of Bradford White ® (plus trademarks and registered marks) may be used.
• The three elements of the logo should always appear as a unit and the elements should remain in their respective place.

For all permitted uses of our trademarks, YOU MAY NOT:

• Alter our logos in any way.
• Make our logo the most distinctive or prominent feature on your website, printed material or other content.
• Use our logos in a way that is harmful, deceptive, obscene or otherwise objectionable to the average person.
• Use our logos on websites or other places containing content associated with hate speech, pornography, gambling or illegal activities.
• Use our logos to, or in connection with, content that disparages us or sullies our reputation.

There will be instances where a “stacked” version of the Bradford White® Water Heater logo will appear in marketing materials when the allotted space diminishes the  impact of the standard primary logo. If you have a marketing or communications application where you desire to use the stacked logo, please email bwc.marketing@bradfordwhite.com. This logo is for limited situations and must be approved before use.

Design Guidelines
Color Scheme

Use these colors to stay consistent with the Bradford White® Water Heaters brand.

Bradford White® Colors

Bradford Blue

044674 / Pantone 540

Bradford Blue 60%

6685a3 / Pantone 540 – 60%

Bradford Blue 30%

b2c1d1 / Pantone 540 – 30%

Support Grey 50

939598 / Process Black

Support Grey 25

c7c8ca / Process Black

Support Med Blue

0072bc / Process Mix

Support Light Blue

c7eafb / Process Cyan

Design Guidelines Typography

This is the current advertising typography or font(s) used for Bradford White® Water Heaters until otherwise communicated.
Bradford White Type Face 1
Helvetica Neue Type Family
Main Heads and Sub-Heads can be Pantone (PMS) 540 or similar break down, black, or reversed to white depending on the background.
Body Text should be black.
Bullet Text when used as a call to action can be PMS 540, similar or black.
Bullet Points can be PMS 540, similar or black.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890=
Main Heads – Helvetica Neue Bold Extended
Bradford White Commercial Gas Water Heaters
Sub-Heads – Helvetica Neue Bold Extended
Bradford White Commercial Gas Water Heaters
Design Guidelines
Typography
Bradford White Type Face 1
(continued)
Helvetica Neue Type Family
Body Text – Helvetica Neue 55 Roman
Bradford White Commerial Gas Water Heaters
Body Text – Helvetica Neue 56 Roman Italic
Bradford White Commerial Gas Water Heaters
Body Text – Helvetica Neue 75 Bold
Bradford White Commerial Gas Water Heaters
Body Text – Helvetica Neue 76 Bold Italic
Bradford White Commerial Gas Water Heaters
(8-10 points, should not go over 14 points)
Bullet Text/Bullet Points – Helvetica Neue 75 Bold
Bradford White Commerial Gas Water Heaters ( • )
(8-10 points, should not go over 14 points)
Chart and Table Text – Helvetica Neue 57 Condensed
Bradford White Commerial Gas Water Heaters
Chart and Table Text – Helvetica Neue 77 Bold Condensed
Bradford White Commerial Gas Water Heaters
Bradford White Type Face 2
Gotham Type Family
Main Heads and Sub-heads can be Pantone (PMS) 540 or similar break down, black, or reversed to white depending on the background.
Body Text should be black.
Bullet Text when used as a call to action can be PMS 540, similar or black.
Bullet Points can be PMS 540, similar or black.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Main Heads – Gotham Bold/Black
Bradford White Commercial Gas Water Heaters
Bradford White Commercial Gas Water Heaters
Sub-Heads – Gotham Bold/Medium
Bradford White Commercial Gas Water Heaters
Bradford White Commercial Gas Water Heaters
NOTE: Other fonts may be used for the Main heads as long as they enhance the look and feel of the piece.
Gotham Type Family
Body Text – Gotham Book/Light
Bradford White Commerial Gas Water Heaters
Bradford White Commerial Gas Water Heaters
Body Text – Gotham Book italic/Light Italic
Bradford White Commerial Gas Water Heaters
Bradford White Commerial Gas Water Heaters
Body Text – Gotham Bold/Medium
Bradford White Commerial Gas Water Heaters
Bradford White Commerial Gas Water Heaters
Body Text – Gotham Bold/Medium Italic
Bradford White Commerial Gas Water Heaters
Bradford White Commerial Gas Water Heaters
(10 points, should not go over 12 points) (Preferred letter tracking at -30)
Body Text/Bullet Points – Gotham Bold
Bradford White Commerial Gas Water Heaters ( • )
(10 points, should not go over 12 points) (Preferred letter tracking at -30)
Chart and Table Text – Gotham Book Condensed
Bradford White Commercial Gas Water Heaters
Chart and Table Text – Gotham Bold Condensed
Bradford White Commercial Gas Water Heaters

Secondary Logos and Taglines

Boilers & Water Heaters Logos
The marks shown below are used by Bradford White ® Water Heaters in special circumstances when promoting boilers or boilers and volume water heaters. Bradford White ® Water Heaters will remain as the selling entity (company name), but these logo options allow customers to better appreciate the full offerings of the company.
If you have a marketing or communications application where you desire to use either of these logos, please email bwc.marketing@bradfordwhite.com. This logo is for limited situations and must be approved before use.
Boilers & Water Heaters Logo
For use on boiler or boiler and volume water heater ads and literature only.

Boilers Logo
For use on boiler only ads and literature as well as promotional material such as shirts and hats.

Secondary Logos and Taglines
Built to be the Best ®
Built to be the Best ® is a mark that is representative of the Bradford White ® Family of Companies. The mark may be used as a primary or secondary element in marketing  communications as a standalone item or directly linked in a graphically compatible manner to a subsidiary logo.

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Secondary Logos and Taglines
For The Pro®
For The Pro® is a mark that is used by Bradford White® Water Heaters to reinforce the company’s commitment to the professional contractor. It is used in marketing  communications and is a reference to a number of benefits and services that Bradford White ® Water Heaters makes available to its valued customers in the United States  and Canada. Bradford White ® professionals are encouraged to register for the exclusive For The Pro ® information portal at www.bradfordwhite.com/forthepro.
For The Pro® graphics will generally be used as a primary and secondary element in Bradford White ® Water Heaters advertising. In copy, it may appear as For The Pro ®or  FOR THE PRO ®.

Secondary Logos and Taglines
How you heat your water matters®
How you heat your water matters® is a mark that is representative of the Bradford White ® Family of Companies. The mark may be used as a primary or secondary element in marketing communications as a standalone item.
How you heat your water matters®
How you heat your water matters®

Resources for Logos

If you need to obtain a logo file for any purpose, please submit your request via email to the Bradford White Marketing team at bwc.marketing@bradfordwhite.com. In your email request, please indicate the intended use of the logo and specify the file format needed.

Branding & Style Manual • Bradford White® Water Heaters
BWWHCBG_0622

Documents / Resources

| BRADFORD WHITE Company Branding and Style [pdf] Owner's Manual
Company Branding and Style, Branding and Style, Company Style, Style, Branding
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References

• For the Pro | Bradford White

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