Purpose: To empower people for resilience and fun in the face of global challenges by creating better consumer products.
Values:
- Integrity: Building trust and upholding high standards.
- Efficacy: Achieving meaningful results and delivering maximum value.
- Grit: Unwavering determination and resilience in adversity.
- Heart: Genuine care for customers, employees, and communities.
Slogan: "Good Energy" – representing positive force, responsible choices, sustainable solutions, and a lasting impact.
Brand Tone: Friendly but professional, informal, open, honest, and confident, creating a supportive and understanding atmosphere.
GoSun strives to be:
- Confident but not Arrogant
- Influential but not Bias
- Mindful but not Intrusive
- Informal but not Careless
Primary Human Desires to Incorporate (subtly in marketing):
- Survival, life extension, enjoyment of life
- To be superior & successful
- Freedom from fear & pain
- Care & protection of loved ones
Color Palette:
- Primary (Blues and Neutrals):
- Primary Brand (Blues): Lighter (D9E8F2), Light (7FBDE6), Default (288BCC), Dark (1E6899), Darker (164A6D)
- Primary Neutral: Lighter (ECEDEF), Light (CED3D9), Default (7C8798), Dark (56657B), Darker (1B3550)
- Secondary (Red Accents and Gradients):
- Accent: Lighter (F1ECEB), Light (E4926C), Default (C75724), Dark (9B451C), Darker (703215)
- Gradients: Blue (98EAFC-59A1D0), Orange (FDA640-C94512)
Typography:
- Primary Typeface: Cera Pro (clean, geometric sans-serif, for display and body text).
- Secondary Typeface: Cera Brush (for headlines about authentic cooking, organic food, or hand-crafted designs; use sparingly for display text).
Logo / Mark:
- Three variations: Default (preferred), Simplified, and Logo Mark.
Iconography:
- Uses the Material Design icon library by Google as a starting point, adapted for specific purposes.
Imagery:
- Product Imagery: Products should be shown on a plain white background with minimal shadows. Both photography and renders are acceptable.
- Scene Imagery: People using products in authentic, uncontrived situations, presented in an easy-to-comprehend way.
