Brand Identity System · 2025
"Pure Water, Clear Life."
Los Angeles, CA
claritywaterco.com
sales@claritywaterco.com
(818) 442-2336
Primary · Dark Background
Secondary · Light Background
Icon Mark
Deep Tide
#0B2A3A
Primary · Dark backgrounds, dark cards, footer
Clarity Teal
#5DB8A0
Accent · accents, icons, badges, hover states, logo mark
Deep Teal
#2A8C72
Secondary · secondary buttons, links, section accents on light
Pure Mist
#E8F4F0
Light · page backgrounds, section alternation only
Cloud
#F5F9F8
Neutral BG · subtle neutral surfaces
Display / Headings
CLARITY
WATER
Bebas Neue Regular (400)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0–9
Body / UI
Pure water delivered to every home in Los Angeles. No retainers. No gimmicks. Just results from day one.
DM Sans Light / Regular (300–400)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0–9
Pure Water, Clear Life.
ALT 01
Water You Can Trust.
ALT 02
Clarity, From Every Tap.
ALT 03
Los Angeles Deserves Better Water.
Trusted
Communicate trust-first: certifications, background, no surprises.
✕ Salesy or high-pressure
✓ Honest, family-run, no surprises
Clear
Use plain language. Never confuse the customer. Simple = confident.
✕ Technical jargon
✓ Simple, plain-spoken, transparent
Local
Community-minded client — LA-rooted, neighborhood-first.
✕ Generic national chain
✓ LA-rooted, neighborhood-first
Whole-Home Water Softener
ClarityShield Softener
High-performance water softening with advanced micro-processed controls. Eliminates hardness minerals that damage pipes, appliances, skin, and hair.
- — Softer skin and hair
- — Saves 75%+ on soaps and cleaning supplies
- — Protects appliances and plumbing
- — NSF-certified remote components
- — Programmable for cycle requirements
Tank-Free Reverse Osmosis
ClarityFlow RO
600 GPD tankless RO system filtering to 0.0001 microns. Removes heavy metals, chlorine, dissolved solids — delivering hospital-grade drinking water.
- — 600 gallons-per-day capacity
- — 0.0001 micron filtration precision
- — Removes lead, chlorine, heavy metals
- — Coconut carbon post-filter
- — Brushed nickel designer faucet included
Mineral Restoration
ClarityReserve RO
Restores essential minerals removed during reverse osmosis, producing naturally alkaline water that tastes clean, supports hydration and overall wellness.
- — Adds healthy minerals back to RO water
- — Improves taste and pH balance
- — Supports hydration and performance
- — Enhances coffee, tea and cooking
- — Pairs perfectly with ClarityFlow RO
Complete Home System Package
ClarityShield Softener + ClarityFlow RO + ClarityReserve RO. Soft water from every tap, Pure RO drinking water, Mineral-balanced alkaline. NSF certified · Lifetime warranty · Free installation.
$6,000 retail
$4,500
Complete Package
John Smith
Founder · Clarity Water Co.
(818) 442-2336 · sales@claritywaterco.com
claritywaterco.com
Business Card
Clarity
Water Co.
Yard Sign
Los Angeles Deserves Better Water.
Block / Van Wrap
"Pure water,
clear life."
NSF-certified whole-home filtration · Los Angeles
Logo Do's
- ✓ Use on Deep Tide (#0B2A3A) or white/Pure Mist backgrounds only
- ✓ Always maintain clear space equal to the height of the droplet around the logo
- ✓ Use the icon mark alone only when the full wordmark appears nearby on the same page
- ✓ Keep teal (#5DB8A0) as the droplet color at all times
Logo Don'ts
- ✕ Never place on busy photos or colored backgrounds other than the three palette
- ✕ Never stretch, skew, rotate, or alter proportions
- ✕ Never change the logo typeface or substitute the wordmark font
- ✕ Never use drop shadows or outlines on the logo
Color Usage
Deep Tide
Dark backgrounds, dark cards, footer, primary CTA
Clarity Teal
Accents, icons, badges, hover states, high-light
Deep Teal
Secondary buttons, links, section accents on light
Pure Mist / Cloud
Page backgrounds, section alternation only