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12981 N. Telecom Parkway

Tampa, Florida 33637

[email protected]

(813) 907-2150

www.completespec.com

California Paints and Coatings

Creative Brand Brief

June 10, 2016

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1517 East 7th Avenue, Suite FTampa, Florida 33605

[email protected](813) 907-2150


Project Objective: Generate professional brand mark for architectural paint manufacturer.

Text on Logo:California Paints

Industry: Architectural Paints and Coatings Interior and Exterior Home Paint

Project Summary: To combine and reposition two brand marks to deliver an effective refreshed

parent brand for California Paints. Primary objective is to exploit the companys breadth of

product and allow customers to discover, share and remember the company's brand. Options

include edits and fusion of the two brands as well as modifications to the styling.

Market Perception:

The current brand reputation had been strong, but has experienced decline due to mixed

product positioning and messaging.

Client Websites: californiapaints.com, muralopaint.com

Client Profile: California Paints offers cutting edge color tools and systems and is committed to

providing the highest quality interior and exterior architectural paint products. In addition, the

company has received the #1 rated exterior paint designation by a national independent study.

Primary value props lie in the 100% acrylic latex technology, a cutting edge manufacturing

process and rigorous lab testing. California Paints footprint is Regional in the NE while Muralo is

positioned in the Mid-Atlantic. Neither company has a significant West Coast footprint.

Logo Style: Colorful, Artistic, Stylish

Design Type Possibilities:Illustrative, Expressive

Colors: Designer to create options leveraging the fusion of the Muralo and California Paints

brand marks. There is opportunity in considering the rainbow of colors in the product offering

and showcasing them graphically.

Color Palette currently in use: Rainbow, Red

TBD: Rainbow, Broad Color Demonstration

Target Markets:

B2B Paint Industry

Consumer Paint Industry Residential RE Development

Construction

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Aims and Objectives:

Primary objective of the project is to fuse the two marks, as well as position and grow the positive

reputation(s) of the two brands. It will ultimately be important to convey growth through

acquisitions while unifying the corporate brand, and creating trust in the eyes of potential

customers by building a corporate brand that is:

Simple:

o An artistic and stylish representation

o Flat design

o Good utilization of white space

o Color expressive

Memorable:

o Would like to be able to pull icon or mark out to utilize independently

o Diverse stands out from competitors

o Suggests expansive color products

o Artistic, illustrative type font

Versatile:

o Able to work both vertically and horizontally

o Reproduces across different media with ease

o Vector Art

Industry Appropriate

o Brush strokes: squares, circles, ovals, fluid marks

o Suggests growth through acquisitions while unifying brand

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Existing Brand Marks (to be updated):

Existing Brand Mark (in use):

Californiapaints.com

Muralopaint.com

Examples of Well Executed Brand Mark Fusions:

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Californiapaints.com

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Muralopaint.com

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Product Labels:

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Documents

CalPro_CB__58735