Brand name
Always written as "Filter King" — two words, capital F and capital K. Never written as "FilterKing", "filter king", or any other variation.
Logo and creative assets
Use only the approved creative assets provided in the Awin platform. Do not alter, crop, resize, recolor, or modify any Filter King logo or creative asset. Do not place the logo on backgrounds that reduce legibility.
Brand colors
Primary: Dark Blue #172165 Accent: Red #FF4536 Do not use Filter King brand colors in your own promotional materials outside of the approved creative assets provided.
Tone and messaging
Filter King's brand voice is direct, practical, and benefit-led. When writing about Filter King in editorial content, buying guides, or reviews:
- Lead with what the customer gets — size range, free shipping, US-made quality
- Keep language accessible — write for homeowners, not HVAC professionals
- Avoid superlatives and unsubstantiated claims
- Do not describe Filter King products as "cheap" — use "affordable" or "low-cost" if a value-oriented term is needed
Product terminology
- Default term: "air filter" or "HVAC air filter"
- MERV ratings written as: MERV 8, MERV 11, MERV 13, MERV 8 Carbon (capitalize “MERV”, space before number)
- Filter sizes written as: 20x25x1 (lowercase x, no spaces)
Prohibited
- Do not run paid search ads using Filter King affiliate links — branded or generic keywords
- Do not use the Filter King name or logo in paid social ads without prior written approval
- Do not make claims about pricing, stock levels, or delivery times that are not verified on filterking.com
Questions
Contact Filter King through the Awin platform for any creative or brand usage questions.
