As the company's popularity grew, they expanded into the overlanding/off-road vehicle market, offering a wide range of aftermarket vehicle accessories. Their products, including auxiliary lighting and vehicle armor, are designed to endure off-road conditions while providing reliable performance.
Cali Raised LED differentiates itself through its commitment to customer needs, innovation, and quality. They heavily invest in research and development to stay at the forefront of the off-road accessory industry.
Their Fort Worth, TX, manufacturing plant, opened in 2019, allows the company to produce armor and mounting products with top-tier materials and equipment. In 2021, they further expanded by opening a distribution center, enabling faster shipping times and maintaining a competitive edge with readily available stock. With a strong focus on customer service, the knowledgeable team at Cali Raised LED assists customers with product selection, installation, and troubleshooting. This commitment to excellence has made the company a trusted name among off-road enthusiasts, truck owners, and overlanders across the U.S.
Embodying the spirit of off-road exploration, Cali Raised LED products are designed for those who seek adventure and challenge in rugged terrains.
Deeply focused on understanding and meeting customer needs, the brand ensures its products offer practical, reliable solutions tailored for off-road enthusiasts.
The brand’s dedication to overlanding/off-road experiences is reflected not only in their product lineup but also in their customer support, showing genuine care and expertise in assisting users.
With a commitment to continuous improvement, Cali Raised LED invests heavily in research and development, making them forward-thinking and adaptive to industry advancements.
Built with high-quality materials and state-of-the-art manufacturing processes, the brand ensures durability and reliability, making their products trusted companions for harsh environments.
With a strong focus on performance, Cali Raised LED stands out in the market by offering innovative and high-quality solutions that set them apart from competitors.
These traits reflect Cali Raised LED's commitment to innovation, durability, and customer satisfaction, forming the core of the brand personality.
The tone reflects a strong sense of expertise and leadership in the overlanding/off-road accessory market. It speaks to Cali Raised LED’s deep understanding of the needs of its customers and the high standards it sets for its products.
With a focus on customer service and durable products, the tone conveys reliability and dependability, assuring customers that they can trust the brand to deliver performance and quality.
The tone highlights the brand's commitment to staying ahead in the industry through research and development, using cutting-edge technology and top-tier materials.
The brand’s tone reflects its genuine care for its customers, with a focus on providing friendly, knowledgeable support to ensure satisfaction with product selection, installation, and troubleshooting.
The voice remains professional to reflect the brand's industry expertise but uses an approachable language to connect with its audience. The aim is to make customers feel informed without overwhelming them with jargon.
The voice prioritizes clarity and directness, ensuring that product benefits, features, and commitments are communicated in an easy-to-understand manner.
The voice showcases a passion for off-road adventures and the thrill of exploration, aligning with the interests and values of the target audience of truck owners and off-road enthusiasts.
Whether discussing product selection or troubleshooting, the voice maintains a helpful, solution-oriented approach, reinforcing the brand’s dedication to assisting customers at every step.
This Tone and Voice guide ensures that Cali Raised LED communicates its brand values of quality, innovation, and customer service while connecting effectively with its audience of off-road enthusiasts and vehicle owners.
Our logos are the most recognizable symbols of Cali Raised LED, representing not only our brand but also our values, products, and the dedication of our manufacturing and creative teams, along with every employee. The logo stands as a visual representation of the quality and innovation that define Cali Raised LED, playing a crucial role in building trust and recognition among our customers, partners, and the broader community.
As such, it is essential that this corporate asset is used consistently and correctly across all applications. Whether featured on product packaging, marketing materials, digital platforms, social media, or company uniforms, the logo must always maintain its integrity and never be altered or distorted. Proper usage helps ensure our brand identity remains strong and consistent across all touchpoints, reinforcing the professionalism and reliability that Cali Raised LED is known for.
By adhering to the guidelines for logo usage, we safeguard the value and reputation of our brand and ensure that every interaction with Cali Raised LED, whether in person or online, reflects the excellence we strive to deliver. To maintain versatility and clarity across different platforms, we have two versions of the logo: a square version for compact spaces and a horizontal version for wider layouts.
The square style logo serves as a versatile option for areas where horizontal space is limited, ensuring the brand remains recognizable and impactful. Given that your logo contains a tall "CR" and smaller "Cali Raised" wording, it can be effectively utilized in condensed spaces.
Square logos are ideal for locations where horizontal space is constrained, such as profile images, app icons, or footers.
Keeping a uniform shape across platforms maintains visual consistency, enhancing brand recognition.
The tall "CR" alongside the smaller "Cali Raised" text will allow the logo to maintain its legibility, even when resized for smaller areas.
The horizontal style logo serves as the perfect choice for areas where width is abundant, ensuring the brand is displayed prominently and clearly. Given that your logo features the bold "CR" symbol alongside the full "Cali Raised" wording, it can be effectively utilized in wide spaces, maintaining a strong visual presence. This version allows for maximum brand visibility while balancing both the graphic and text elements, ensuring the logo remains memorable and impactful even in larger formats.
This version works best in wide spaces, like website headers, banners, or email footers.
Ideal for use on printed materials like brochures or product manuals where there’s room to showcase the entire logo in a horizontal format.
It is well-suited for larger display purposes such as vehicle wraps, billboards, or storefront signs where horizontal space is abundant.
CALI RAISED LED
Color is an essential part of the Cali Raised LED brand identity, contributing to consistency and recognition across all platforms. Below are the primary and secondary colors, along with specific guidelines for their use.
These are the primary colors that define Cali Raised LED’s visual identity. They should be used prominently across all major branding elements, such as the logo, marketing materials, and product packaging.
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HEX:#858333
USAGE: This is the main color for the Cali Raised LED brand. It should be used for primary accents, logos, key elements on websites, and product labels.
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HEX:#8d8e35
USAGE: This variant of the primary brand color is optimized for print applications. It should be used for printed materials like brochures, business cards, and packaging.
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HEX:#c6c001
USAGE: This vibrant accent color should be used for elements that need to stand out, such as call-to-action buttons, highlighted text, or as subtle background accents.
HEX:#232323
USAGE: This color should be used for all body text, headings, and other important readable elements. It provides strong contrast against light backgrounds, ensuring legibility.
Always maintain sufficient contrast between text and background colors to ensure readability, particularly on digital screens.
Avoid using unapproved colors for core branding elements. Stick to the primary and secondary colors across all touchpoints to maintain brand cohesion.
When pairing the primary and secondary colors, ensure visually balanced and do not overpower each other. The secondary color should be used as an accent.
The primary typeface for Cali Raised LED is Poppins, a versatile and modern font from Google Fonts that is used for both headings and body text. It provides a clean and professional appearance, ideal for maintaining clarity and readability across digital and print mediums.
Recommended font weights include light, regular, and bold to ensure flexibility in emphasizing various content elements.
Suggested sizes range from large, impactful headers (H1, H2, H3) to body text that balances readability with style.
Start with a splash of daring creativity. Add a hint of bright saffron and a touch of burnt pistachio to turn up the excitement. Mix in some subtle sage and electric lime for balance—because who said vibrant couldn’t be sophisticated? Now, take that lime and make it deeper, richer. We need a pistachio that whispers 'luxury' but shouts 'look at me.' Oh, and don’t forget the zest of pistachio-lime—it’s what makes the magic pop.
The secondary typeface, Vanguard CF, is characterized by its bold, strong lines and modern appeal, making it an excellent choice for impactful headings and special text elements. With a range of weights from Bold to Medium and Light, Vanguard CF brings flexibility to design while ensuring standout visual hierarchy.
This typeface pairs seamlessly with Poppins, complementing it with a distinctive, rugged flair that reinforces the brand’s innovative and reliable image.
The bold and medium weights are perfect for headers (H1, H2), delivering a sense of authority and emphasis, while the light weight provides balance for subtler text needs.
We need to start from scratch. Jazz it up a little bit- use a funky color like purple. Can you add a bit of solid pistachio and baby kale —because the salad alone looks too healthy! Make the lime more well, lim-er. Try a more powerful color, it needs to be the same, but different.