Cleaners & Dorm Essentials is HSA’s oldest and most student-facing agency, providing essentials and laundry service for student ease and comfort. Our products aim to simplify the student lifestyle in every way, primarily through our most popular service, laundry plans. We also have the most competitive dry cleaning prices in the Square. Cleaners & Dorm Essentials should be understood and perceived as one unified brand. Additionally, Cleaners & Dorm Essentials is presented without attachment to the Harvard Student Agencies brand. While detached from HSA, Cleaners & Dorm Essentials should still promote itself as a student-run company and a non-profit.
Target Demographic
Harvard students, parents of Harvard students (particularly parents of first-years/underclassmen)
Image Attributes
Professional, Personable, Convenient, Maternal, Minimalistic
Only the rectangular Cleaners & Dorm Essentials logo should be used, and only in its black or white forms. When referring to Cleaners & Dorm Essentials in name, the name should be capitalized, and the ampersand should be used, not the word “and.”
Most promotional materials should have either a white background or a high-quality product/lifestyle photo as the background. Black and white are the primary colors used for text.
The green, light blue, and navy blue can all be used as accent colors across the site and in promotional materials. For instance, you might use one of these colors for the background of a text box or for decorative outlines.
Note regarding photo style - CDE's website and promotional materials should be stylized with high-quality, well-lit photos to highlight our values of cleanliness, eco-consciousness, and simplicity. Ideally, most photos that we use in our marketing should be taken by designers in a custom set-up at CDE. However, if absolutely necessary, some photos can be pulled from free online stock libraries for use in marketing materials as long as they are not being used to falsely represent our services and/or products. All photos used on CDE's website or promotional materials should feature simple composition and clean backgrounds.
Roboto Bold should be used for headings on the CDE website and most promotional materials. This is a Google Font. The typeface has a clean, readable, and simple aesthetic to it, which falls in line with CDE's minimalistic branding.
Montserrat should be used for body text on both the site and all promotional materials.
Bebas Neue is the typeface used in the CDE logo. It should be only used sparingly in promotional materials and never on the site. Bebas Neue should only be used for text that's at the same hierarchical level as the logo (in order to match the logo’s text).
CDE seeks to build a trustworthy and coherent brand through honest, clean, and professional messaging to both parents and students. Promotional material should focus on simplicity, cleanliness, and sustainability.
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