ARCCAPTAIN Branding Guidelines1. Brand Essence
Brand Name: ARCCAPTAIN
Tagline: Digital Welding Expert，know you more
Core Values: Innovation, Reliability, Safety, Accessibility
Brand Personality: Professional, Trustworthy, Supportive, Innovative
Mission: Empower welders worldwide with high-quality, easy-to-use digital welding equipment and protective gear.
Vision: To become the most trusted global brand for welding solutions, serving both professionals and hobbyists.
2. Logo Usage
Primary Logo: ARCCAPTAIN wordmark with shield icon (red, black, white).
Clear Space: Minimum 1x logo height around all sides.
Incorrect Usage:
Do not stretch, rotate, or recolor.
Do not place logo on low-contrast or cluttered backgrounds.
Do not add shadows, gradients, or outlines beyond approved versions.
3. Color Palette
Primary Colors
Red (#E30613) → Energy, strength
Black (#000000) → Power, precision
White (#FFFFFF) → Clarity, modernity
Secondary Colors
Gray (#4D4D4D, #B3B3B3) → Technical, industrial tone
Safety Orange (#FF6F00) → For warning elements
4. Typography
Primary Font: Montserrat (Bold for titles, Regular for body)
Secondary Font: Roboto (Light for captions, Medium for highlights)
Usage:
Headlines: Bold, uppercase
Subtitles: Semi-bold
Body Text: Regular, sentence case
5. Brand Voice & Tone
Voice: Confident, approachable, supportive.
Tone:
Technical content → Clear, professional, precise.
Marketing content → Inspiring, action-oriented, problem-solving.
Customer service → Friendly, empathetic, solution-driven.
Examples:
✅ "Built for precision. Trusted by welders."
❌ "Cheap welder, better than others."
6. Imagery & Photography
Style: High contrast, sharp focus, industrial workshop environment.
Key Elements: Sparks, metal textures, welding arcs, protective gear in action.
Do’s: Show welders (pros & hobbyists) using machines safely, include protective gear, emphasize digital display panels.
Don’ts: Avoid generic stock photos without real welding context.
7. Applications
Packaging: Minimalist, strong contrast, highlight product image + warranty badge.
Website & Social Media: White/black background, red as CTA color.
Advertising: Emphasize 5-Year Warranty, Pulse Welding for Thin Plates, Dual Voltage.
Merchandise: Branded helmets, apparel, banners consistent with color palette.
8. AWIN Affiliate Guidelines
Product Naming: Always use full product name, e.g. ARCCAPTAIN TIG200P AC/DC Multi-Process Welder with Pulse.
Messaging: Focus on quality, safety, innovation, support instead of just price.
Affiliate Content Requirements:
Must use official ARCCAPTAIN logos and images.
Must include warranty terms (3–5 years depending on model).
Must not use misleading claims ("free forever," "unlimited power").
Encourage highlighting 5-Year Warranty, ANSI/FCC Certification, Customer Support within 24h.
9. Brand Compliance
Always maintain logo proportions and approved colors.
Always use official product descriptions provided by ARCCAPTAIN.
Affiliates must not alter product images or create unauthorized discount codes.
All customer-facing communication must reflect ARCCAPTAIN’s supportive and professional brand identity.
