How do we use the brand platform?

Our brand platform is an inward facing document. It is meant to be used within the organization to inform all of our touchpoints and communications. It is meant to aid in discerning what should be part of the Waterguru brand, why does it belong, and when-and-how to use it.

Overview of brand platform

Brand Essence

The Waterguru brand, distilled into the simplest terms; the big idea. Worry-free pool care.

Brand Promise

Articulates and supports the most credible value proposition for each target audience. Defines brand competencies. Provides foundation for audience segmentation.

Brand Positioning

Articulates and supports the most credible value proposition for each target audience. Defines brand competencies. Provides foundation for audience segmentation.

Brand Personality

Character of the brand; its strongest qualities and air.

Brand Backstory

Brand story, it’s roots, origin, the meaning of its name, and foundation of its authenticity.

What is our brand backstory?

Brand story, it’s roots, origin, the meaning of its name, and foundation of its authenticity.

Why this is important: this is a fully-documented story that will help to inform marketing materials and messaging.

Founders’ back story

As owners of pools and spas, we experience countless joyful moments that are deeply connected to our happiest memories. They invite us to spend precious family time, unwind from our busy lives and create special moments together. Yet there is another aspect to pool/spa ownership: work. Owning a pool or spa is supposed to be about family time, exercise, stress relief and fun. But anyone who owns a pool or spa knows there’s another side: cloudy water, weekly chores, expensive trips to the pool store and the nagging sense of wondering if your water is safe to enjoy.

WaterGuru CEO Teddy Shalon found out firsthand that pool and spa ownership is not for the faint hearted when his spa water went completely bad in a matter of a couple of weeks. And getting it back to normal wasn’t a trivial task. Restoring his spa cost Teddy many headaches, time, dollars, and gallons of water. That’s when the idea behind Waterguru was born: “Owning a pool and a spa shouldn’t be this difficult. Someone should invent a smart device that will make it easier to take care of my water chemistry.”

WaterGuru’s Chief Water Guru, Richard Falk never meant to become to become obsessed with pool water chemistry.. It just happened. Richard first encountered trouble with his pool after a year and a half of pool ownership. He diligently followed conventional pool care advice, thought he was doing everything right, but like many pool owners, he still ran into trouble. That’s when he recognized two things: pool chemistry is hard, and conventional pool care “wisdom” was anything but.

That’s when Richard dove deep and became an expert on pool water chemistry. Today, he frequently authors articles on online pool forums and helps thousands of other pool owners.

Richard and Teddy combined their unique knowledge and entrepreneurial experience to create WaterGuru: a company that invents and manufactures poolside robots designed to eliminate the hassle of water care, and put the fun back into pool ownership.

What are WaterGuru’s most significant achievements so far?

WaterGuru makes the first smart device that measures free chlorine and water pH. While other devices measure surface water and call it a day, WaterGuru products deliver more accurate measurements because they access water that’s flowing through the skimmer – so users get a truer picture of their pool water’s health.

Words to describe WaterGuru brand

Committed to making our customers’ pool ownership hassle free. Delivering the ultimate: peace of mind. Friendly. Trustworthy. Personable. Disruptive and innovative. Exceptionally knowledgeable. WaterGuru.

Early Social Proof

“Very convenient way to keep pool water properly conditioned. I also learned how leaves and rain affect chemical balance of the water.”
Larry Quan, Sense beta trial customer

Brand positioning

Our brand positioning defines the brand vision relative to the marketplace.

Why is it important: helps people to quickly understand why to choose WaterGuru. Helps WaterGuru to create a lasting impression.

Why WaterGuru?

Owning a pool should be a pleasure and bring peace of mind instead of a chore. For those who choose a smart way to take care of their pools, WaterGuru is the robotic solution that delivers safe, effective, hassle-free pool water testing, provides guru advice and treatment with ease and precision.

WaterGuru is simple. Easy to install, simple to manage, access any time through your smartphone.

WaterGuru is smart. We put some serious brain power into our products. Every WaterGuru product is designed by a team of pool, robotics and manufacturing experts – all of whom really, really hate water quality hassles. Our TEST product delivers accurate, lab grade results for your pool that affect the quality of your water. Our SENSE robot measures your water chemistry daily to tell you exactly when to treat your pool, which chemicals to use, and in what amount.

WaterGuru is dependable.  Relying on the power of algorithms, your WaterGuru robots stand guard by your poolside 24/7 and provide reliable, precise measurement and expert advice so you can have the peace of mind.

Key pillars: Simple, smart, dependable.

Our promise

The single most important pledge a brand can make. It communicates the relevant value brand delivers. Lays the foundation for trust.

Poolside WaterGuru robots deliver peace of mind, lets you swim in clear, safe water, use less chemicals, and save time and money.

It’s not enough to be passionate about what we do

We have to consciously understand what drives us in order to communicate it.

Our Voice

We are empowering, responsible and results-driven. Here are our core characteristics to ensure that everything we do communicates the same personality and emotion.

Authoritative

We are battle-tested and ready. As WaterGurus, we can speak with confidence about the subjects we know best. Experience has made us wise so we can be confident that we can inspire ideas and turn ideas into reality.

Welcoming

We’re human. Not the ego-driven kind, but that kind that speaks your language openly, honestly and transparently. We’re always warm and helpful. We strive to understand the struggles of your team and always take the time and effort to understand how you work and what drives you.

Reliable

We act responsibly by understanding and taking into account decisions that directly affect the everyday tasks of our clients. We don’t believe in keeping secrets from our clients – we tell it like it is. We recognize that customer success is the foundation for our own success.

Our Tone

We adjust our tone appropriately depending on who we’re talking to and what we’re talking about. Entirely driven by context, our tone always embodies our personality and values.

Informal

But never sloppy. We maintain a personal, relatable tone as if we’re speaking directly to our audience.

Tenacious

We never stop trying to go the extra mile to provide the best service and solutions available. When speaking to our customers, we always exude our above and beyond, customer first mentality.

Admiring

When referring to our solutions and services, we emanate a great deal of pride and confidence in our quality and value.

Our foundational language

The following three statements of varying word-counts (3, 25, and 50) can be used to represent our brand across various platforms.

3

Worry-free pool care.

19

Take the hassle out of your pool care. Use the least amount of chemicals needed. Swim in safe water.

116

Everything your pool needs. Exactly when it’s needed. SENSE tells you precisely what your pool needs, so you never waste chemicals. When it’s time to resupply, just tap the app and we’ll deliver to your door. No more trips to the pool supply store—or wasting money.

Understand exactly what your pool needs. Mail in a sample of your pool’s water with TEST. We’ll send you back professional, lab-tested water quality data, calibrated precisely to your pool. TEST sends custom reports and recommendations right to your WaterGuru app. You’ll have access to laboratory-precise information about:

  • Total Alkalinity (TA)
  • Calcium Hardness (CH)
  • Cyanuric Acid (CYA)
  • Copper
  • Iron
  • Salt
  • Phosphate

Managing our
brand’s identity

Say hello to our logo

Our logo is the most immediate representation of our company and products. To maintain the consistency of the brand, all logo guidelines should be followed, and the logo should never be altered in any way.

Logo variations

Blue

As the most forward-facing element of our brand, our primary logo should be used on our branded collateral whenever possible. To maintain the consistency of the brand, all logo guidelines should be followed, and the logo should never be altered in any way.

Knockout

When used over colors or images that are too dark for our ‘Black’ logo to be legible, we use this knockout version.

Download

Download the WaterGuru logos zip file containing .ai, .eps, .pdf, .png and .jpg file formats.

Logo usage

Clear Space

To preserve the integrity of the logo, always maintain the specified minimum clearspace, which insulates our logo from distracting visual elements, such as other logos, copy, illustrations, or photography.

Maintaining shape and Proportions

To ensure accurate and consistent use, never alter, rotate, embellish, or attempt to recreate the logo. The proportions and shape of the WaterGuru logo should never be altered for any reason. To resize, hold the “Shift” key in most software programs to maintain the proportions while scaling up or down. Always maintain the minimum clear space, even when proportionally scaling the logo.

Size

Ensure the logo is reproduced in a legible size and that it does not appear subordinate to any other partner logos included on the creative executions. Similarly, do not present the logo in a way that makes it the most distinctive or prominent feature of what you’re creating.

Colors

Do not modify the colors in our primary logo. If you are unable to use the correct colors, the monochromatic logo should be used.

WaterGuru product logo usage

Download

Download the WaterGuru SENSE and TEST logos zip file containing .ai, .eps, .pdf, .png and .jpg file formats.

Color palette

Primary Logo Colors

Hex #0098C5, rgba(0, 152, 197, 1)

Hex #FFFFFF, rgba(255, 255, 255, 1)

Hex #748DA1, rgba(116,141,161,1)

WaterGuru colors come in 3 broad flavors.

The first flavor, Primary Logo Colors, is locked down and should never be changed. The remaining flavors, Secondary Neutral, Blue Gray, Warm, and Cool colors are shown here as a general guide but do not have to be followed as strictly.

However, the WaterGuru color palette should always remain bold. Avoid pastel tones, fluorescent hues, or other colors that tend to muddy the palette.

Secondary Neutral Colors

Hex #FAFAFA, rgba(250, 250, 250, 1)

Hex #F7F7F7, rgba(247, 247, 247, 1)

Hex #F5F5F5, rgba(245, 245, 245, 1)

Hex #F4F4F4, rgba(244, 244, 244, 1)

Hex #F2F2F2, rgba(242, 242, 242, 1)

Hex #EBEBEB, rgba(235, 235, 235, 1)

Hex #C4CFD5, rgba(196, 207, 213, 1)

Hex #96A7AF, rgba(150, 167, 175, 1)

Hex #27374A, rgba(39, 55, 74, 1)

Hex #000000, rgba(0, 0, 0, 1)

Secondary Blue Colors

Hex #B3DDF0, rgba(179, 221, 240, 1)

Hex #9AC5D8, rgba(154, 197, 216, 1)

Hex #70C2E6, rgba(112, 194, 230, 1)

Hex #23B8DC, rgba(35, 184, 220, 1)

Hex #0098C5, rgba(0, 152, 197, 1)

Hex #4092BE, rgba(64, 146, 190, 1)

Hex #2572A3, rgba(37, 114, 163, 1)

Hex #0D5380, rgba(13, 83, 128, 1)

Secondary Cool Colors

Hex #1CC956, rgba(28, 201, 86, 1)

Secondary Warm Colors

Hex #F7CF3F, rgba(247, 207, 63, 1)

Hex #FAAD1C, rgba(250, 173, 28, 1)

Hex #FF8900, rgba(255, 137, 0, 1)

Hex #FF3B30, rgba(255, 59, 48, 1)

Hex #E20C00, rgba(226, 12, 0, 1)

Typography

Nunito

Aa

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z

Yummo

Aa

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

80px

50px

36px

24px

24px
18px

18px

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5
Heading 6

Paragraph

About Nunito

Nunito is a well balanced sans serif typeface superfamily, with 2 versions: The project began with Nunito, created by Vernon Adams as a rounded terminal sans serif for display typography. Jacques Le Bailly extended it to a full set of weights, and an accompanying regular non-rounded terminal version, Nunito Sans.

About Yummo

Yummo is a geometric and somewhat condensed sans serif type family that can be used in a wide range of applications. The minimal glyphs that have been shaped superbly will give modern and contemporary impressions.

At the same time, the rounded shape makes your typography softer and cuter. Yummo is not only a ‘geometric rounded font’ but also conveys humanness and loveliness as though the forms were handwritten.

To accommodate a wide range of usage, This family consists of 5 weights and includes diacritics for most European languages in each weight.

Designers: Ryoichi Tsunekawa

Paragraph styles

To maintain visual consistency in our presentation of text, we have designed a few primary type sets, which are outlined on the right.

Large headlines in Yummo

Supporting subheader in Nunito

Title in Nunito

Supporting text and small body copy in Nunito. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore.

Medium Headlines in Yummo

Supporting text and small body copy in Nunito. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore. Ut enim ad minim veniam, quis nostrud exercitation ullamco commodo.

Lifestyle Photography

Composition

Layered depth of focus
Subject can be off-center
Scenes/backgrounds are asymmetrical
Allow room for copy to the left or right

Treatment

Bright, rich color palette
Avoid images with high contrast
Avoid images with large white areas
Use overlays to improve copy legibility
Brand images with translucent red rectangles and translucent white stroke rectangles, but not for every image. Always keep the WaterGuru logo rectangle aspect ratio intact

Ethos

Subjects are engaged in real life experiences
Subjects should rarely break the 4th wall
Avoid images with overly dark, foreboding tones
The mood is inspiring, sometimes whimsical, always evoking trust

App screens

Composition

Layered depth of focus
Subject can be off-center
Scenes/backgrounds are asymmetrical
Images with strong lower-left-to-upper-right angles encouraged!
Avoid images with strong upper-left-to-lower-right angles
Allow room for copy to the left or right

Treatment

Bright, rich color palette
Primary colors encouraged
Avoid images with high contrast
Avoid images with large white areas
Use overlays to improve copy legibility
Brand images with translucent red rectangles and translucent white stroke rectangles, but not for every image. Always keep the WaterGuru logo rectangle aspect ratio intact

Ethos

Subjects can be people, architecture, furniture or other objects
Human subjects should rarely break the 4th wall
Avoid images with overly dark, foreboding tones
The mood is inspiring, sometimes whimsical, always evoking trust

Animated sequences

Composition

  • Minimalist
  • Clean and well organized
  • Images with strong lower-left-to-upper-right angles encouraged
  • Avoid images with strong upper-left-to-lower-right angles (unless specifically making a point about trending downward)

Treatment

  • Bright, rich color palette
  • Primary colors encouraged
  • Red, black, white and gray tones encouraged

Ethos

  • Crisp, clean, modern design
  • Informational, intuitive
  • Aim for unique style
  • Avoid images with overly dark, foreboding tones
  • The mood is inspiring, sometimes whimsical, always evoking trust

Iconography

http://linea.io/