Welcome
A brand identity is a vital element in communicating a company’s market differentiation and brand values. It is definitely the most visible element, and as such, should be treated with care and consistency.
This identity manual sets out fundamental rules and guides to help create and maintain a strong, recognizable and meaningful brand. Used properly, it will allow the brand to continually reinforce the company’s vision, mission and core values while attracting the target audience.
You want your brand to live in the hearts and minds of prospects and customers. Use this manual judiciously, and you’ll be well on your way to making that happen.
Brand Platform
The GoDry Chicago Platform defines the essence of the organization and is meant to guide all activities and communications.
Vision
We look to redefine disaster recovery by setting a higher standard of trust, compassion, and excellence—restoring not only what was lost but restoring the homeowner’s sense of safety, security, and hope.
Mission
At GoDry, we deliver trusted, compassionate, and expert disaster restoration services with unwavering dedication. Every day, we strive to simplify the recovery process for our clients by providing transparent guidance, meticulous care, and seamless solutions. From initial mitigation to complete reconstruction, we restore homes, businesses, and stability —ensuring every client feels supported, respected, and confident in their recovery journey.
Core Values
Core values are the fundamental beliefs of a person or organization. These guiding principles dictate behavior and can help people understand the difference between right and wrong. Core values also help companies to determine if they are on the right path and fulfilling their goals by creating an unwavering guide.
Customer Centric: We place our customers at the heart of everything we do. By understanding their unique challenges and fears, we provide personalized solutions that address their needs with care and compassion. Our goal is to exceed expectations, turning moments of crisis into opportunities to restore trust, confidence, and peace of mind.
Integrity & Transparency: We operate with honesty, accountability, and an unwavering commitment to doing what’s right. From clear communication to ethical practices, we ensure our clients are informed and empowered at every step. These values guide us in building lasting trust and confidence with every interaction.
Compassion & Empathy: We approach every project with a deep understanding of the emotional and practical challenges our clients face. By listening, caring, and putting ourselves in their shoes, we provide support and solutions that go beyond restoration to truly make a difference in their lives.
Accountability: We take full responsibility for our actions, decisions, and the outcomes of our work. By delivering on our promises and maintaining the highest standards, we ensure our clients can trust us to see their recovery through with excellence and reliability.
Honesty: We believe in open and truthful communication at every stage of the process. From setting clear expectations to delivering on commitments, we build trust with clients by being transparent, ethical, and straightforward in all interactions.
Elevator Speech
At GoDry, we restore our client’s home and sense of safety and well-being by handling their disaster recovery with integrity, care, and speed. Our transparent, customer-first approach eliminates delays and hidden costs, so you can focus on what matters—getting your life back on track.
Brand Identity
Logo
The logo is the visual representation of an organization and is the most important carrier of the identity. Therefore, it is critical to use the logo consistently and with consideration for the image it projects. The logo should be used to unify and strengthen all internal and external communications.
The logo is distinct and its forms have been carefully considered. This is why they may not be altered in any way. Using the logo incorrectly undermines the brand and causes inconsistencies with your image. It is therefore very important that this manual be followed carefully.
Unacceptable Usage
The logo should never be used in the following ways:
Theme Line
The GoDry Chicago theme line is a rallying cry that resonates with home and business owners who have been stricken by a disaster. The theme line is to be used away from the logo as a headline or design element to emphasize to customers and prospects that we understand their pain. The them line lets the world know that we are their advocates and single point of contact to restore their property and lives back to normal.
When disaster strikes,
We strike back!
Support Element
The GoDry Chicago‘s droplet icon mark can be used separately from the logo on certain occasions as a design element.
Clear Space Requirements
Clear space gives the eye a place to rest and also helps direct the eye to what we want to be seen.
A minimum amount of clear space must be maintained around the logo at all times to ensure its visibility and protect its integrity. The clear space differentiates the logo from all other elements on a page including all text, graphics, photographs and the edge of a page, which must be kept outside the clear space.
A simple rule for determining the appropriate amount of clear space is the Height of the r. The Height of r Rule is based on the height of the r letter in the logo. Simply measure the height of the r to determine the minimum amount of clear space that should surround the logo.
The Height of r Rule is applicable for a logo of any size. Additionally, the clear space may be greater than the height of the r, but never less.
Color Palette
The palette represents the spectrum of acceptable brand identity colors and should be used for all types of media. The primary palette represents the colors that should be used the most and the secondary palette represents the colors that should be used as accents. No other colors should ever be used.
Typography
The typeface selected for GoDry Chicago helps create a consistent and recognizable brand presence in all communications. Open Sans should be used on all internal and external applications including all printed communications, digital presentations, signage, promotions and merchandise.
For website and email applications in which Open Sans is not available, it may be substituted with Helvetica or Arial.
In most cases, the variations in the Open Sans family of typefaces offers a lot of flexibility. However, using more than two or three variations in one document is not recommended. For the best results, follow these simple rules:
- For running text use Open Sans Regular.
- For bold text use Open Sans Bold or Extra Bold.
- For captions use Open Sans Italic or Light Italic.
Brand Assets
Email Signatures
An email signature template has been created to ensure brand consistency and quality of electronic communications.
All employees should use their signature in all email communications.
Need help adding a signature in Outlook? Click Here
Business Cards
Business cards often provide a first impression as well as a lasting impression. The front and back layouts of the business card must be followed consistently. The size of the business cards is 2 x 3.5”.
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Files
A variety of file formats for the material covered here are provided. This is a quick list of what each file format means, and where they would best be used.
Brand Identity Graphics
.ai format is the “raw” format and will likely never be used internally.
.eps format is a standard logo format and is ideal for printers and other professional uses.
.jpg format is lower quality but will work well for internal use with Microsoft office software.
.png format is similar to .jpg except it has a transparent background and not all applications recognize it. This format is ideal when placing the logo on top of color.
Brand Asset Graphics
.idml and .indd formats are the “raw” format and will most likely be used by a printer or designer.
.pdf format is used to present documents in a manner independent of application software, hardware and operating systems. It is not editable.