ZONDA AIR

Brand Guidelines · v2.0

Air conditioning installation, maintenance & repair for Oxfordshire homes. Trusted engineers. Fresh air, every day.

Oxford, UK Residential Premium & Considered

Contents

  1. 01

    Brand Story & Core Philosophy

  2. 02

    Brand Voice & Tone

  3. 03

    Target Audience & ICP

  4. 04

    Colour Palette

  5. 05

    Typography Standards

  6. 06

    Logo & Visual Assets

01

Brand Story & Core Philosophy

The story

The Zonda is a wind that sweeps down from the Andes and changes the whole feeling of a day. That's the standard we hold ourselves to — not just cooler rooms, but a home that finally feels right.

Zonda Air was founded in Oxford by two people who came a long way to get here. One, an Argentine software engineer and marketer who believes that booking an installer should feel as effortless as ordering a taxi. The other, an Italian engineer with years of hands-on air conditioning installation behind him, who believes a job is finished when the pipework is as neat as the finish on the wall.

We started because British summers are getting hotter, gas is getting more expensive, and too many homeowners are stuck between sleepless nights and rising bills. Modern air conditioning solves both: cooling in July, efficient electric heating in January. Oxfordshire deserved a company that does it properly — with a clear price, a clear date, and a clean finish.

We are not the cheapest. We are the ones you recommend.

Mission

To make every Oxfordshire home comfortable year-round through honest advice, expert installation and work we're proud to sign our name to.

Vision

To be the name Oxfordshire homeowners say first when they think about air conditioning — and the company the region's best installers most want to work for.

Core message

Comfort you can count on, at a price you can trust.

Core values

Price Honesty

One fixed quote. No "from" prices, no surprise extras, no upsell on the day. If it's not in the quote, you don't pay for it.

In practice: itemised quotes, price-match promise for like-for-like spec

Reliability

We turn up when we said we would. We reply the same day. We service the systems we install for as long as you own them.

In practice: confirmed time slots, same-day response, annual service reminders

Quality Work

Discreet pipework, level units, tidy cable runs, hoovered floors. We photograph our work because we're proud of it.

In practice: F-Gas certified engineers, manufacturer-approved installs, workmanship guarantee

Positioning statement

For Oxfordshire homeowners worried about hotter summers and rising gas bills, Zonda Air is the premium air conditioning installer that delivers year-round comfort with honest fixed pricing and meticulous workmanship — unlike volume installers who quote low and finish rough, we combine European engineering craft with a modern, effortless digital experience.

Affordable & practical
Premium & considered
02

Brand Voice & Tone

Zonda Air speaks like a trusted engineer friend who happens to have a beautiful website: someone who tells you what you actually need, explains why in plain English, and makes the whole thing feel easy. Confident but never smug. Warm but never waffly.

Straight-talking

Short sentences. Real numbers. We say what it costs, how long it takes and what could go wrong.

Not: corporate, evasive, salesy

Warm

We talk about homes, sleep and comfort — not BTUs. We use "you" and "we". We remember it's someone's living room.

Not: cold, clinical, distant

Expert

We know the kit, the regs and the building. We explain trade-offs, recommend confidently and back it up.

Not: jargon-heavy, showing off, vague

Modern

Online booking, instant quotes, photo updates. We sound like a 2020s company, because we are one.

Not: "trade" clichés, dated, gimmicky

Do

  • ✓ Lead with the outcome: "Sleep through the next heatwave."
  • ✓ Use specific, honest numbers: "Fixed quote. Installed in one day."
  • ✓ Name the worry, then solve it: heatwaves, gas prices, noise.
  • ✓ Talk about heating too — "cooling in July, efficient heating in January."
  • ✓ Use British English and Oxfordshire references (Jericho, Headington, Summertown).
  • ✓ Sign off as people: engineers' first names on quotes and updates.

Don't

  • ✕ Never use "cheap", "cheapest", "budget", "lowest price" or "deals".
  • ✕ No "from £X" pricing, asterisks or hidden conditions.
  • ✕ No exclamation marks in headlines. Confidence doesn't shout.
  • ✕ Avoid trade clichés: "no job too small", "reliable & affordable", "call now!!!"
  • ✕ Don't drown people in specs (SEER, kW, refrigerant types) unless asked.
  • ✕ Don't disparage competitors by name. Let the work speak.

Messaging hierarchy

Primary tagline (retained)

Trusted engineers.
Fresh air, every day.

Secondary line (heatwave / energy angle)

Cool in summer. Warm in winter.
Less gas all year.

Proof points to repeat

  • • Fixed-price quotes — the number we send is the number you pay
  • • F-Gas certified, manufacturer-approved installations
  • • Most homes installed in a single day
  • • Air-to-air heat pumps: up to 3–4× more efficient than gas heating
  • • Oxford-based team, Oxfordshire-wide coverage
  • • Book, track and pay online

Sample copy

"Last summer your top-floor bedroom hit 31°C at midnight. This summer it doesn't have to. We'll survey your home, send one fixed price, and usually have you sleeping cool within a fortnight."

03

Target Audience & ICP

Primary segment

Oxfordshire residential homeowners

Owner-occupiers in Oxford and the surrounding towns (Abingdon, Witney, Bicester, Kidlington, Didcot, Thame) who value their home, have disposable income for considered improvements, and are increasingly anxious about two things: summers that keep getting hotter and gas bills that keep going up. They research online, read reviews carefully, and would rather pay more once than pay twice.

Snapshot

Age
35–65
Property
Victorian/Edwardian terraces, 1930s semis, loft conversions, new extensions
Household income
£70k+ (Oxford median skews high)
Typical spend
£1,800–£6,000 (1–3 rooms)
Finds us via
Google search, Google reviews, neighbour recommendation, Nextdoor / local Facebook

Three personas

The Overheated Homeworker

Priya, 41 · Headington · Works from a loft office

Trigger: Loft office unusable after 1pm, three summers running. Portable unit is noisy and useless.

Worry: Every year is hotter. Is this even allowed? Will it be ugly?

Wants to hear: "Whisper-quiet, wall-mounted, installed in a day, no planning needed for most homes."

The Gas-Bill Escapee

Mark & Jo, 58 · Abingdon · Semi-retired

Trigger: Winter gas bills doubled. Heard air conditioning can heat too. Sceptical but curious.

Worry: Being sold something that doesn't deliver. Running costs. Cowboys.

Wants to hear: "3–4× more efficient than your gas boiler for heating. Here's the running-cost maths, in writing."

The Considered Renovator

Tom, 37 · Summertown · Mid-extension

Trigger: Building a glass-roofed kitchen extension. Architect mentioned it'll get hot.

Worry: Getting it wrong at the design stage. Visible pipework ruining the finish.

Wants to hear: "We'll coordinate with your builder, first-fix early, hide everything. It'll look like it was always meant to be there."

What keeps them up at night

  • 🌡 Heatwaves are getting worse every year
  • 💷 Gas prices keep climbing with no end in sight
  • 😴 Sleepless nights in top-floor bedrooms
  • 🏠 Ruining a period property with ugly boxes and pipes
  • 🔧 Getting stitched up by an installer who quotes low, then adds extras
  • 🔇 Noise — for them and for the neighbours

How Zonda Air answers

  • → Year-round comfort: cooling now, efficient heating later
  • → Running-cost comparison against gas, shown in every quote
  • → Bedroom-first design; quiet-mode units as standard
  • → Discreet placement, colour-matched trunking, before/after photos
  • → One fixed quote. Signed. No extras. Ever.
  • → Sub-20dB indoor units and considerate outdoor siting

Future segments (not yet active): landlords & letting agents (Oxford's large rental market), small commercial (cafés, clinics, offices). The brand system is designed to extend to these without change.

04

Colour Palette

The palette is drawn directly from the logo: deep navy for authority and calm, amber and sunset for warmth, alpine and ice blue for cool air. Navy leads. Amber punctuates. Blues breathe. Warm colours are always the minority — they're the accent, never the wash.

Primary palette

Midnight Navy

#0F2340

RGB 15 35 64 · CMYK 100 78 37 40

Primary brand colour. Hero backgrounds, headers, footers, van base, uniforms. Carries the "premium & considered" tone.

Zonda Amber

#F2A93B

RGB 242 169 59 · CMYK 4 37 87 0

The "AIR" in the wordmark. Primary CTA buttons, key highlights, section numerals. Use sparingly — max ~10% of any layout.

Pure White

#FFFFFF

RGB 255 255 255 · CMYK 0 0 0 0

"ZONDA" in the wordmark. Primary text on navy; card surfaces on light layouts. Keeps the brand feeling clean and airy.

Secondary palette

Alpine Blue

#4A90D9

Links, secondary buttons, "cooling" mode, small caps labels on navy.

Ice Blue

#A9CDEB

Body copy on navy backgrounds, subtle borders, outer logo ring.

Sunset Orange

#E0722F

"Heating" mode, warning states, hover state for amber CTAs. Never for large fills.

Ring Navy

#2C5282

Secondary panels, cards on navy, hover states for navy elements.

Neutrals

Frost

#E3F1FB · tinted panels, snowflake

Cloud

#F4F7FB · page backgrounds

Slate

#5B6B80 · secondary text

Charcoal

#1B2A3A · body text on light

Proportion guide

  • 45% Midnight Navy · 30% White/Cloud · 10% Ice · 7% Alpine · 6% Amber · 2% Sunset

Two layout modes: Navy mode (hero, van, social) and Light mode (web body, quotes, documents). Never mix a navy header with an orange or amber background.

Accessibility & pairing

White on Midnight15.6:1 ✓ AAA
Ice on Midnight9.4:1 ✓ AAA
Amber on Midnight7.7:1 ✓ AAA
Midnight on Amber (CTA)7.7:1 ✓ AAA
Charcoal on White14.2:1 ✓ AAA
Amber text on White2.0:1 ✕ never for text

CTA buttons: Amber fill with Midnight text. Never white text on Amber.

05

Typography Standards

Primary — Display & Headings

Montserrat

Aa Bb Cc 0123

Geometric, confident, matches the wordmark. Used for all headlines, section labels, numerals, van lettering and buttons.

Black 900 — H1, wordmark ExtraBold 800 — H2/H3 Bold 700 — labels, buttons

Google Fonts · Open licence · Fallback: Poppins, Arial Black

Secondary — Body & UI

Inter

Aa Bb Cc 0123

Highly legible at every size, engineered for screens. Used for paragraphs, forms, quotes, invoices, emails and app UI.

Regular 400 — body Medium 500 — emphasis SemiBold 600 — sub-labels, table heads

Google Fonts · Open licence · Fallback: system-ui, Helvetica, Arial

Type scale & hierarchy

Sleep cool this summer

H1 · Montserrat Black · 56–96px · -0.02em · lh 1.0

Installed in one day, guaranteed for years

H2 · Montserrat ExtraBold · 32–40px · -0.01em · lh 1.1

Fixed pricing, no surprises

H3 · Montserrat ExtraBold · 20–24px · lh 1.25

Section label

Label · Montserrat Bold · 11–12px · +0.3em · uppercase

Our engineers survey your home, recommend the right system for each room, and send a single fixed quote within 24 hours.

Body Large · Inter Regular · 18px · lh 1.65

All installations carried out by F-Gas certified engineers. Workmanship guaranteed for 5 years.

Body · Inter Regular · 16px · lh 1.6

Quote valid for 30 days. Prices include VAT.

Small · Inter Regular · 13–14px · lh 1.5

Button · Montserrat Bold · 14–15px · radius 8px

Rules

  • • Headlines in sentence case, except the wordmark and small-caps labels
  • • Never set body copy in Montserrat; never set headlines in Inter
  • • Maximum line length 65–75 characters for body
  • • Tabular figures (Inter tnum) in quotes and invoices so prices align
  • • Minimum body size 16px on web, 10pt in print

Colour pairing

  • • Headlines: Midnight on light · White on navy
  • • Body: Charcoal on light · Ice on navy
  • • Secondary text: Slate on light · Ice at 70% on navy
  • • Amber is for emphasis words in headlines only (e.g. "ZONDA AIR", "one fixed price") — never full sentences

One-page quick reference

Who we are

Oxford's premium residential AC installer. Argentine drive, Italian craft, British homes. Straight-talking, warm, expert, modern.

What we say

Trusted engineers. Fresh air, every day.
Cool in summer. Warm in winter. Less gas all year.
Never: cheap, cheapest, budget, "from £".

How we look

Navy leads, amber punctuates, blues breathe. Montserrat headlines, Inter body. Circles, splits, whitespace.

What we promise

One fixed price. We turn up when we say. Work we're proud to photograph. Systems we service for life.