The Luminaura® Brand
We knew we had something special with Luminaura and needed a strong brand image to deliver the value proposition to consumers quickly and efficiently.
Every detail of the Luminaura brand has been thoughtfully crafted to stand out in a way that benefits both the consumer and wash operator.
Capturing the Eye of the Consumer
The Luminaura brand will capture the eye of wash customers who have become conditioned and unmoved by the bright colors and flashing lights used in the industry for decades.
Additionally, in an industry driven by split-second decisions, the black and gold color palette of Luminaura serves to quickly educate the consumer of a new, premium offering available for purchase.
APPROVAL
Please note that Luminaura® and “A Shine You Can Feel”™ are registered marks of Qual Chem LLC. Please submit a copy of any item that will use these marks prior to the Qual Chem marketing team production for approval.
PROMOTING LUMINAURA
Introducing Customers to Luminaura
Nothing feels like Luminaura! Learn how to use “The Luminaura Challenge” to engage customers.
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On-Site Promotion
Get ideas for promoting Luminaura at your car wash!
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What Not to Say
There are certain things that cannot be said in combination with the Luminaura name.
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Implementing Into Your Menu
Ideas for incorporating Luminaura into your menu offering.
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LUMINAURA BRAND GUIDE
Luminaura Logo
Learn about the Luminaura logo and get brand logo files.
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Luminaura Colors
Brand colors to maintain a consistent image for Luminaura.
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Luminaura Typography
Get information and links to font files uses in the Luminaura brand.
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THE LUMINAURA CHALLENGE
Get your customers to interact with Luminaura in a way that has never been done before!
1. Feel Your Vehicle
2. Try Luminaura
3. Feel Your Vehicle Again
4. Look for Added Benefits
Highlight additional appearance and performance aspects such as high shine & water repellency,
BE SURE TO HIGHLIGHT THAT RESULTS GET BETTER EVERY TIME!
ON-SITE PROMOTION
Get your customers to interact with Luminaura in a way that has never been done before!
WHAT NOT TO SAY
To maintain consistency and accuracy, please do not use the following when promoting Luminaura at your car wash.
Do NOT Advertise Luminaura as a Ceramic
While Luminaura fits into the current definition of ceramic being used in the automated car wash industry, we believe a true ceramic process still requires manual application as it requires high heat and/or extended cure times not possible in automated car washes.
Customers that wish to use Luminaura and advertise it as “ceramic” can do so by creating a unique brand name for promotional use in their car wash.
Do NOT Advertise Luminaura as a Wax
While Luminaura delivers hand wax results, it is not a wax and therefore should not be promoted as one.
THE LUMINAURA LOGOS
The Luminaura logo thrives on simplicity. Interlocking Q’s represent the multi-step application and create a strong, yet adaptable brand mark that can be used with or without the Luminaura brand name.
COLOR PALETTE
The Luminaura brand was created using the luxurious combination of black and gold. This simple, yet elegant combination has long been associated with premium quality and service.
GOLD
when possible, use a shiny or metallic gold
PANTONE:
103c
HEX:
#C4AB2F
CMYK:
26, 27, 100, 1
BLACK
PANTONE:
consult printer
HEX:
#000000
CMYK:
consult printer
YOUR BRAND COLORS + LUMINAURA
As an alternative, you may incorporate the Luminaura brand into your brand colors by using any of the logos as white on a darker brand color of your choice. Please ensure adequate contrast so the logo shows well from distance.
TYPOGRAPHY
The serif typeface used is easily read and emits a sophistication expected from premium product and service offerings.
TRAJAN PRO 3 BOLD
The Luminaura name is set in Trajan with custom spacing. Please use an approved logo file for Luminaura.
You can purchase Trajan for additional needs of your project here.
MONTSERRAT
“A Shine You Cna Feel” is set in Montserrat bold.
You can download Montserrat for additional needs of your project here.
Luminaura Design Approval Form
When using the Luminaura logo, please submit a copy of your artwork prior to production for review: