Brand system ? v2.0
How Much? brand assets
Guidelines, logos, voice, and amplified social creatives ? so the brand stays established, trustworthy, and unmistakably How Much?.
Mission
Integrity and transparency
Bring integrity back into HVAC. Put customers first. Offer fair pricing. Build lasting relationships based on respect and accountability. Corporate-professional energy ? never ?one-man shop.?
Logo
Speech bubble is the hero
Clearspace, minimum size, and no distortion rules from the brand kit apply. Use the white logo on dark fields; regular on light; mark for small/thumbnail uses.
- · Don't skew, rotate, recolor, or stroke the logo
- · Don't rearrange bubble + wordmark
- · Don't place in a random colored box
- · Drop under-bubble text at very small sizes
Color
Small palette, strong hierarchy
Red is scarce on purpose ? reserved for CTAs and emphasis.
How Much Red
#FF1D25
CTAs, highlights (~10%)
Coral Soft
#E56B6F
Secondary accent
Charcoal
#222831
Primary surfaces & type
Ink
#1A1A1A
Deep backgrounds
Muted
#3F3D56
Wordmark / secondary type
Light Gray
#EEEEEE
UI, callouts (~10%)
White
#FFFFFF
Canvas / contrast
Typography
Inter + Lato
Headlines ? Inter
So, how much?
Honest HVAC. Transparent pricing.
Body ? Lato
We explain options in plain English. No scripts. No mystery fees. Just the kind of service that makes homeowners say your name to their neighbors.
Voice
Direct. Human. Zero games.
Do
Say the price drivers. Offer options. Invite second opinions.
Don't
Fear-sell. Hide fees. Sound like a call-center script.
Signature
Lead with the question the industry avoids: How much?
Social creative
Templates amplified
Your content types ? fun facts, before/after, testimonials, partners, CTAs ? with real brand-aligned example copy.
Carousel opener
Did You Know ? Fun Fact
Did you know a dirty filter can cut airflow enough to mimic a failing A/C? Swap it before you panic-call.
Educational
Info slide
Tip: If one room is always hotter, the issue may be ducts ? not the outdoor unit.
Proof
Before & After
Old unit out. Carrier in. Same home, totally different comfort.
Trust
Testimonial
Preschool director. Three years with How Much?. Still Andy's biggest fan.
Credibility
Proud Partner
Proud partner ? Mitsubishi Electric. Ductless done right.
Authority
Educational Q
What unit if you live in a desert climate? Start with capacity + efficiency, not brand hype.
Conversion
CTA
Reach out at (714) 333-5953 or DM us. #howmuch
New creative directions
So, How Much?
Pricing transparency carousel: what affects HVAC cost, what doesn't, and how we quote without games.
Second Opinion
Got a scary replacement quote? Slide series that invites homeowners to send it over for an honest read.
Seasonal Checklist
Pre-summer / pre-winter 5-slide checklist ending on book-maintenance CTA.
License & Trust
Static: CA license, insured/bonded, Google rating ? speech bubble frame, charcoal field, red accent rule.
Need the full PDF kit?
Original guideline PDFs live in the project's brand-kit folder for your team.