00 — Official Brand Guide

Cardinal Heating, Cooling, Plumbing & Electric

A reference for our team, partners, and collaborators — covering every element of our visual identity, brand voice, and customer messaging for Southern Wisconsin's trusted full-service home comfort company.

Version 1.0 cardinalhvac.com

01 — Logo

Logo

Our logo features the iconic Cardinal bird mascot paired with the bold "Cardinal" wordmark and "HEATING COOLING PLUMBING ELECTRIC" descriptor. The mascot is energetic and approachable — a reflection of our team. Three approved versions ensure legibility across every background context.

Primary Version

Reversed Version

Condensed Version

Use only the approved logo files and the Cardinal mascot provided by the brand team
Maintain clear space equal to the height of the Cardinal mascot on all sides
Use the correct logo version for the background it sits on
Scale the logo proportionally at all times

Don't

Do not stretch, skew, or distort the logo or mascot
Do not recolor the Cardinal mascot or change brand colors
Do not place the logo on busy backgrounds without sufficient contrast
Do not recreate or substitute the logo with any other graphic or clip art

02 — Color Palette

Color Palette

Our palette is built on energy and trust. Cardinal Red is the heart of the brand — bold, warm, and impossible to ignore. Cardinal Teal signals action and reliability. Dark Navy grounds everything with authority, while warm neutrals keep the experience approachable.

Copied!

Cardinal Red

#DD1A32

Logo, headlines, CTAs, accent

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Cardinal Teal

#00A7BA

Buttons, highlights, icons

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Dark Navy

#053E67

Nav, dark sections, headers

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Rich Black

#1A1A1A

Body text on light backgrounds

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Charcoal

#3D3D3D

Secondary body text

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Mid Gray

#6B6B6B

Captions, labels, supporting

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Off-White

#F5F3EE

Page backgrounds, card fills

Element	Color	Notes
Primary CTA Buttons	Cardinal Red	White text on red button
Secondary CTA Buttons	Cardinal Teal	White text on teal button
Page Headlines (H1)	Dark Navy	On light backgrounds
Section Headings (H2/H3)	Dark Navy or Charcoal	Depends on background
Body Text	Charcoal	Easier on the eye than pure black
Supporting / Caption Text	Mid Gray	Labels, metadata, footnotes
Dark Section Backgrounds	Dark Navy	White or Teal text on top
Accent / Highlight Bars	Cardinal Teal	Rule lines, stat callouts, borders

03 — Typography

Typography

Typography communicates authority and warmth simultaneously. Barlow Condensed — bold, condensed, and unmistakably blue-collar — carries all display and headline text. Source Sans 3 provides clean, highly readable body copy that respects the reader's time.

Display / H1

Customer Service Done Right.

Barlow Condensed ExtraBold — 56–72px — Tracking: –0.02em — Line height: 1.05

Heading / H2

Southern Wisconsin's Trusted Home Service Experts

Barlow Condensed Bold — 36–48px — Tracking: –0.01em — Line height: 1.15

Subheading / H3

Professional. Fast. Clean. 40+ Years of Dedicated Service.

Barlow Condensed SemiBold — 24–30px — Tracking: 0 — Line height: 1.3

Body Copy

Cardinal Heating, Cooling, Plumbing & Electric is a family-owned business that has been proudly serving Sun Prairie and the surrounding Southern Wisconsin communities since 1984. We specialize in residential plumbing, HVAC, and electrical service — always striving to provide quality work with the personal touch that sets us apart from the national chains.

Source Sans 3 Regular — 16–18px — Tracking: 0 — Line height: 1.65

Caption / Label

PLUMBING · HEATING · COOLING · ELECTRICAL — SERVING 7 COUNTIES IN SOUTHERN WI

Source Sans 3 SemiBold — 12–14px — Tracking: +0.06em — Uppercase

Use Barlow Condensed for all headlines, display text, and prominent UI labels
Use Source Sans 3 for body copy, captions, and interface text
Maintain clear typographic hierarchy with distinct size steps between levels
Use ExtraBold or Bold weight to emphasize key phrases in headlines

Don't

Do not use decorative, script, or novelty fonts in brand materials
Do not set body text in Barlow Condensed — it is not designed for long reads
Do not use more than three type sizes on a single page or card
Do not use light or thin weights in headlines — they lose impact

04 — Voice & Tone

Voice & Tone

Cardinal's voice is the friendly neighbor who happens to be a master tradesman. We're confident but never cocky, knowledgeable but never condescending. We talk the way a trusted contractor talks to a homeowner — plain, honest, and helpful.

Neighborly

We sound like the people we serve. Warm, approachable, and genuinely helpful. We're not a faceless corporation — we're the family-owned company down the road that's been here for 40 years.

Confident

40+ years, nearly 6,000 five-star reviews, and multiple "Best of" awards give us every reason to be confident. We state facts, not fluff. Our track record speaks — we just point to it.

Straightforward

No jargon, no runaround. We tell homeowners exactly what's wrong, what it costs, and how long it takes. If something is unnecessary, we say so. Trust is built on honesty, not upsells.

Dependable

Every word we publish should reinforce one idea: Cardinal shows up. On time, fully stocked, background-checked, and ready to get the job done right the first time. Dependability is our entire brand.

What We Say

done right one-stop shop your neighbors family-owned since 1984 full-service 24/7 emergency background-checked upfront pricing peace of mind best in the business trusted

What We Avoid

game-changing cutting-edge synergy leverage disruptive best-in-class solutions provider growth hacking secret sauce world-class guaranteed results limited time only

05 — Ideal Client

Ideal Client

Every piece of content is written for one person: the Southern Wisconsin homeowner who wants their home systems to work reliably and safely — and wants a company they can actually trust in their home.

A homeowner in the Sun Prairie, Madison, or greater Dane County area — often in a home that's 15 to 40 years old with aging plumbing, HVAC, or electrical systems. They're typically 35–65 years old, value quality over the cheapest price, and have likely been burned by a contractor who disappeared, overcharged, or did sloppy work. They want someone professional who shows up on time, gives an honest assessment, and does the job right the first time. They're not looking for the cheapest option — they're looking for the last company they'll ever need to call.

40+

Years in Business

4.9

Google Rating

5,877

Google Reviews

Counties Served

Before Calling Cardinal

Furnace making a strange noise — no idea if it's dangerous or just annoying
Last contractor left a mess, overcharged, and didn't fix the actual problem
Dreading the call because they expect a hard sell on a full system replacement
Calling multiple companies just to get an honest opinion
Worried about what it'll cost — and whether the price will change once work starts

After Working With Cardinal

Problem diagnosed correctly and fixed right the first time
Tech arrived on time in uniform, wore shoe covers, and left the area clean
Knew the price before any work started — no surprises on the invoice
Feels confident they have one company for plumbing, HVAC, AND electrical
Already telling their neighbors about Cardinal

Primary Customer Goals

Get the problem fixed correctly the first time — no callbacks, no repeat visits
Know what it will cost before work begins — honest, upfront pricing
Work with a company that respects their home and their time
Have one reliable company for all home systems — plumbing, HVAC, and electrical
Feel safe and comfortable in their home through every Wisconsin season
Support a local, family-owned Southern Wisconsin business

Core Objections We Must Address

I've had bad experiences with contractors before.
How do I know you won't try to sell me something I don't need?
Are your technicians actually background-checked and qualified?
I'm not sure I can afford this right now.
We got a lower quote from another company — why should I pay more?

06 — Core Messaging

Core Messaging

Our messaging framework ensures every piece of content — from a Google ad to a door hanger — communicates our value proposition consistently. These are the approved messages that represent who we are and what we deliver.

Brand Positioning Statement

"Cardinal Heating, Cooling, Plumbing & Electric is Southern Wisconsin's most trusted family-owned home service company. Since 1984, we have delivered expert plumbing, heating, cooling, and electrical services with professional technicians, fast response times, and a commitment to leaving every home better than we found it. We are not a national chain. We are your neighbors — and we've been keeping your community comfortable for over 40 years."

Mission Statement

"To keep every Southern Wisconsin home safe, comfortable, and running smoothly — delivered by professional, background-checked technicians who treat every customer with the honesty, care, and respect they deserve."

The Service Promise

"We commit to showing up on time in a fully stocked vehicle, giving you an honest assessment, doing the work right the first time, and leaving your home clean. If something isn't right, we make it right — no excuses. That's customer service done right."

Approved Taglines

Primary

Customer Service Done Right.

Secondary

Southern Wisconsin's Trusted Home Service Experts.

Secondary

Professional. Fast. Clean. Since 1984.

Secondary

40+ Years. 5,800+ Reviews. One Call Away.

Three Uniques

Full-Service One-Stop Shop

Plumbing, heating, cooling, and electrical — all under one roof. Homeowners don't need four different contractors. Cardinal handles everything their home needs, from a clogged drain to a generator install.

40+ Years Family-Owned

Founded in 1984 by Rick Ouimette with a single van and a dedication to doing things right. Now led by the next generation, Cardinal has earned the trust of thousands of Southern Wisconsin families — with their family name on every job.

Professional, Fast, Clean

Every technician is background-checked, arrives in a Cardinal uniform, and leaves the work area spotless. We offer same-day service, 24/7 emergency response, and arrive in fully stocked vehicles so most jobs are done in one visit.

The Cardinal Experience

Step 01

Call & Schedule

Real people answer every call at 608-470-3876. We listen, help diagnose over the phone when possible, and schedule a convenient appointment — often same-day or next-day. 24/7 for emergencies.

Step 02

Arrive & Assess

A background-checked Cardinal technician arrives on time in a fully stocked service vehicle. They assess the issue, explain what they find, and provide an honest recommendation before any work begins.

Step 03

Fix It Right

Work is completed to the highest standard. The technician walks you through everything that was done, cleans up completely — shoe covers and drop cloths included — and ensures your satisfaction before leaving.

07 — StoryBrand Framework

StoryBrand Framework

Our messaging follows the StoryBrand framework, positioning the customer as the hero and Cardinal as the experienced, trusted guide. This ensures all content is customer-centric, empathetic, and focused on transformation — not on us.

The Hero

A Southern Wisconsin homeowner — often in a home that's seen a few Wisconsin winters — who wants their plumbing, heating, cooling, or electrical system to work reliably, safely, and without drama. They want to feel confident that the people in their home are trustworthy, and that the job will be done right the first time.

The Problem

External: A broken furnace in January, a leaking pipe, a tripped breaker, or a failing AC in July. Internal: Anxiety about cost, distrust from past contractor experiences, and the stress of not knowing who to call. Philosophical: Every Wisconsin homeowner deserves honest service from a company that actually cares — not a contractor who disappears after cashing the check.

The Guide

Cardinal Heating, Cooling, Plumbing & Electric. A family-owned company with 40+ years of experience, nearly 6,000 five-star reviews, a BBB A+ rating, and multiple "Best of Sun Prairie" and "Best of Madison" awards. We've been in thousands of Southern Wisconsin homes. We understand what homeowners need — and we have a proven process to deliver it.

The Plan

Call or schedule online → A background-checked Cardinal tech arrives on time → Honest assessment and recommendation → Job done right, area left spotless. Simple, clear, and stress-free.

The Call to Action

Primary: Call 608-470-3876 or Book Online. Secondary: Join the Cardinal Care Club, read customer reviews, explore our services, or apply for financing.

Success Vision

A home that works. A furnace that heats reliably through Wisconsin winters. Pipes that don't leak. A panel that's safe. An AC that keeps up in August. A homeowner who knows exactly who to call — and tells their neighbors about us. One company for everything their home needs.

Failure Stakes

A furnace that fails on the coldest night of the year. A slow leak that causes mold and structural damage. An overpriced job from a company that didn't stand behind their work. A breaker panel that's a fire hazard. Feeling taken advantage of by someone you trusted into your home.

08 — Calls to Action

Calls to Action

Every piece of content should have a clear, intentional call to action. Use the primary CTA as the main conversion driver on all landing pages, ads, and emails. Transitional CTAs nurture prospects who are not yet ready to call.

Primary CTA — Use on Landing Pages, Ad Creative, Email Footers, and at the End of All Long-Form Content

📞 Call (608) 470-3876

or "Schedule Service Online" — always pair with a direct phone number

Transitional CTAs

Read Our Reviews Explore Our Services Join the Cardinal Care Club View Current Coupons Apply for Financing

Principle	Application
Be specific	"Call (608) 470-3876" or "Schedule Service" — not "Contact Us" or "Learn More"
Reduce friction	Tell them exactly what happens next — "Real people answer. We'll get you scheduled fast."
Avoid hype	No "Start Your Journey" or "Transform Your Home Today" — these feel generic and unearned
Match the stage	Use transitional CTAs for cold audiences; primary phone CTA for warm or bottom-of-funnel
Always show the phone number	Wisconsin homeowners call. Every page, every ad, every email should display (608) 470-3876 prominently

09 — Brand Don'ts

Brand Don'ts

Maintaining brand integrity requires knowing what to avoid just as much as knowing what to do. The following are firm guidelines that protect the credibility, warmth, and authority of the Cardinal brand.

No Hype Language

Avoid words like "game-changing," "amazing," "crushing it," or "supercharge." Southern Wisconsin homeowners are practical people. They want honest, direct communication — not marketing fluff that sounds like every other company.

No Vague Claims

"We get results" is not acceptable. "4.9 stars across 5,800+ verified Google reviews" is. "We've been serving Southern WI since 1984" is. Every performance claim must be tied to a specific number, review, or verifiable fact.

No National Chain Tone

Never describe Cardinal as a "large company" or use corporate language that distances us from the community. We are family-owned, locally rooted, and personally invested. That is our strength — it must always come through.

No Pressure Sales Language

Avoid urgency tactics like "Limited time only!", "Act now before prices go up!", or "Don't miss out!" Our customers trust us because we don't pressure them. Honest recommendations, not high-pressure closes.

No Unauthorized Logo Use

Do not recreate, alter, or substitute the logo or Cardinal mascot. Do not use unapproved color treatments or place the logo on backgrounds that compromise legibility. Always use the approved files from this guide.

No Off-Brand Fonts

Do not use decorative, script, or novelty typefaces in any brand material. Stick to Barlow Condensed for headlines and Source Sans 3 for body copy. Font consistency is a key part of our professional identity.

10 — Use This Brand With AI

Use This Brand With AI

Copy the brand context below and paste it into any AI tool before writing content. The AI will match Cardinal's voice, speak to the right customer, address real objections, lead with proof, and avoid hype or fluff.

You are my brand and messaging strategist. Below is my brand context. Treat it as the single source of truth. Match the voice exactly, speak only to this ideal client, lead with proof, and never use hype or fluff. === BRAND CONTEXT: CARDINAL HEATING, COOLING, PLUMBING & ELECTRIC === COMPANY Name: Cardinal Heating, Cooling, Plumbing & Electric Founded: 1984 by Rick Ouimette in Sun Prairie, WI Leadership: Keith Ouimette (COO, second generation) Type: Family-owned, locally operated Employees: 51-200 Website: cardinalhvac.com Phone: (608) 470-3876 (Sun Prairie) | (608) 470-6242 (Fitchburg) LOCATIONS Primary: 3361 Brooks Dr, Sun Prairie, WI 53590 Secondary: 6120 Cottonwood Dr, Fitchburg, WI 53719 Service Area: 7 counties in Southern Wisconsin — Columbia, Dane, Dodge, Green, Jefferson, Rock, Sauk SERVICES Plumbing: Water heaters, tankless water heaters, frozen pipe repair, gas line services, kitchen plumbing, bathroom remodeling, clogged toilet repair, backflow testing, sump pumps, water softeners, water filtration HVAC: AC repair & installation, ductless mini splits, furnace installation, boiler services, heat pumps, geothermal heating, radiant heating, indoor air quality, filter replacement Electrical: Panel services, outlet repair, generator services, whole-home surge protection, indoor lighting design, yard & patio lights Maintenance: Cardinal Care Club ($20/month) — waived diagnostic fees, discounted repairs, extended warranties Emergency: 24/7 emergency service available PROOF & AWARDS - 4.9 stars on Google (5,877 reviews) - BBB Accredited with A+ rating since 2005 - Sun Prairie Star "Best of Sun Prairie" — 7+ consecutive years (Heating & Cooling) - Madison Magazine "Best of Madison" — 2 years running (Heating & Cooling, Plumbing) - Angi's Super Service Award — 2017 through 2022 - HomeAdvisor: 100% Recommended, 40 Years in Business - 4.4 stars on Yelp (36 reviews) THREE UNIQUES 1. Full-Service One-Stop Shop — plumbing, HVAC, and electrical all under one roof 2. 40+ Years Family-Owned — founded 1984 by Rick Ouimette, now second generation 3. Professional, Fast, Clean — background-checked techs, same-day service, 24/7 emergency, shoe covers and drop cloths standard IDEAL CLIENT A homeowner in the Sun Prairie, Madison, or greater Dane County area. Home is 15-40 years old. Age 35-65. Values quality over cheapest price. Has likely been burned by a contractor before. Wants someone professional who shows up on time, gives an honest assessment, does the job right the first time. Not looking for cheapest — looking for the last company they'll ever need to call. VOICE (4 attributes) 1. Neighborly — warm, approachable, genuinely helpful. Not a faceless corporation. 2. Confident — 40+ years and 6,000 reviews back it up. State facts, not fluff. 3. Straightforward — no jargon, no runaround. Honest assessments, no upsells. 4. Dependable — Cardinal shows up. On time, fully stocked, ready. WORDS WE USE: done right, one-stop shop, your neighbors, family-owned, since 1984, full-service, 24/7 emergency, background-checked, upfront pricing, peace of mind, best in the business, trusted WORDS WE AVOID: game-changing, cutting-edge, synergy, leverage, disruptive, best-in-class, solutions provider, growth hacking, secret sauce, world-class, guaranteed results, limited time only BRAND POSITIONING "Cardinal Heating, Cooling, Plumbing & Electric is Southern Wisconsin's most trusted family-owned home service company. Since 1984, we have delivered expert plumbing, heating, cooling, and electrical services with professional technicians, fast response times, and a commitment to leaving every home better than we found it. We are not a national chain. We are your neighbors." PRIMARY CTA: Call (608) 470-3876 or Schedule Service Online TRANSITIONAL CTAs: Read Our Reviews, Explore Our Services, Join the Cardinal Care Club, View Coupons, Apply for Financing STORYBRAND Hero: Southern WI homeowner with aging home systems who wants reliability and trust Problem: Broken system (external), anxiety and distrust from past experiences (internal), homeowners deserve honest service (philosophical) Guide: Cardinal — 40+ years, 6,000 reviews, BBB A+, family-owned Plan: Call → Tech arrives on time → Honest assessment → Job done right, area left clean Success: Home that works. One company for everything. Peace of mind. Failure: System fails at worst time. Overcharged by company that didn't stand behind work. CONTENT RULES - Lead with the customer's problem, not our credentials - Use specific proof (numbers, awards, years) — never vague claims - Always include the phone number: (608) 470-3876 - Match a neighborly, confident, straightforward tone - Never use hype, pressure tactics, or corporate language - Make it local — reference Sun Prairie, Dane County, Southern Wisconsin, Wisconsin weather Now help me write: [request].

Three ways to use this page:

Share with providers: Send the brand.cardinalhvac.com link. They get visual identity, voice, audience, and messaging in one place.
Generate slides: Copy the AI block above, paste into a deck builder, and prompt it to build a brand overview deck from that context.
Prompt AI on demand: Point any tool at brand.cardinalhvac.com/brand.txt, or paste the AI block, then ask for the ad, email, or page you need.