Built for the world’s harshest climates. Represented to the highest standard.
A practical guide for every team, dealer and partner creating communications for Arctic Spas® hot tubs, All-Weather Pools, technology and support.
Confidence, earned.
Arctic Spas® is a premium North American hot tub and All-Weather Pool brand shaped by cold-climate experience, purposeful engineering and a belief that luxury should make everyday life better.
Every expression should feel capable, warm and precise. Lead with human benefit, support it with demonstrable engineering, and make ownership feel reassuringly simple.
Start with real customer needs: comfort, recovery, family time, confidence and ease.
Show how Arctic innovation improves the experience, not technology for its own sake.
Communicate long-term quality, serviceability and local support with proof.
Keep the brand human. Warmth, humour and pleasure belong beside engineering rigour.
Protect the polar bear.
The polar bear and Arctic Spas wordmark form a controlled brand asset. Use approved master artwork only. Never trace, typeset, redraw or rebuild any part of the logo.
Primary digital use
Use the approved full-colour master on white or quiet light backgrounds.
Reserve at least 1x on all sides, where x is the height of the registered-mark symbol in the supplied lock-up grid.
Never reproduce the mark below 10 mm in print. For digital use, keep the complete lock-up at least 120 px wide and check legibility at final size.
SVG or EPS for production; transparent PNG only where vector artwork is not supported. Do not use screenshots.
Required
- Keep the bear, wordmark and registration symbol together.
- Scale proportionally from a corner.
- Use the approved full-colour, black or white version.
- Choose a background that preserves clean edge contrast.
- Keep dealer identity separate and subordinate.
Never
- Stretch, rotate, crop, outline or add effects.
- Change the red, recolour individual parts or reduce opacity.
- Place the mark inside a shape it was not supplied with.
- Let text, photographs or page edges enter the clear space.
- Use the bear alone unless an approved isotype file is supplied.
Give the mark room to lead.
The protected area is part of the logo, not unused space. No headline, partner mark, legal copy, image focal point or edge may enter it.
Warmth against the elements.
Arctic red signals confidence and warmth. Black, grey, white and mist create the engineered, premium foundation. Blue is reserved for All-Weather Pools or clearly water-led information.
Logo red
#A32035 · RGB 163 32 53
Pantone 201 C
Digital action red
#A3001B · RGB 163 0 27
Buttons and active states
Process black
#231F20 · RGB 35 31 32
Pantone Process Black C
Cool grey
#797D82 · RGB 121 125 130
Pantone Cool Grey 8 CP
All-Weather blue
#007FBC · RGB 0 127 188
Pantone P 109-15 C
White
#FFFFFF · RGB 255 255 255
Primary light ground
Mist
#F2F2F2 · RGB 242 242 242
Section background
Line grey
#D9D9D9 · RGB 217 217 217
Rules and boundaries
Clear, modern and built to last.
Digital communications use a disciplined sans-serif system that supports premium editorial scale while remaining highly legible across markets and devices.
Use Bold 700 for H1-H3, short statements and navigation emphasis. Use sentence case; avoid long all-capital headlines.
H1 56-104 / 0.93H2 40-76 / 1.02Tracking -2% to -5%Use Regular 400 for body copy and Bold 700 for labels and controls. Keep paragraphs concise and line length near 45-75 characters.
Body 16-20 / 1.6Label 11-13 / 1.3Fallback ArialPremium without pretence.
Speak like an experienced guide: confident, warm, specific and useful. We sell a better daily ritual supported by serious engineering - not a list of parts or inflated superlatives.
Begin with connection, recovery, comfort, simplicity or peace of mind.
Explain the feature or service that makes the benefit credible.
Use qualified, supportable claims. Avoid “best”, “never” and “guaranteed” without current evidence.
Capable, approachable and quietly proud. Never caricature regional language.
More time in the water. Less time looking after it.
Spa Boy® helps monitor and maintain ideal water conditions, reducing routine care from around 30 minutes to about 30 seconds.
The world’s greatest, most advanced spa ever made.
Vague superiority, stacked superlatives and unsupported absolutes weaken trust.
One promise, four distinct ranges.
Present every range as part of the same high-quality family. Differentiate by customer need and configuration, never by implying that an entry range is lesser-made.
Personalised performance
Lead with adaptability, premium options and a spa configured around individual comfort and hydrotherapy goals.
Proven innovation
Lead with established Arctic engineering, comfort and a considered balance of features.
The Arctic standard
Lead with essential durability, efficiency and ownership confidence - never “basic” or “budget”.
Space to move and restore
Lead with flexible fitness, family fun, hydrotherapy and year-round enjoyment.
Approved message pattern
- Benefit: what improves for the owner.
- Reason to believe: the named Arctic technology or service.
- Proof: a current specification, certificate, test or qualified statement.
- Action: explore, compare, request pricing or speak with an authorised dealer.
Claims that require verification
- Energy savings, operating costs and freeze protection.
- “Made in”, “built in” or country-of-origin language.
- Health, wellness, therapeutic or medical outcomes.
- “Best”, “only”, “first”, market leadership and dealer-count claims.
- Warranty, pricing, availability, certifications and model specifications.
Real warmth. Real environments.
Photography should make engineering desirable and ownership believable. Show refined spaces, authentic connection, material detail and performance in climates that matter.
Use natural gestures, premium but attainable settings, true product configuration and believable weather.
Leave intentional negative space for copy. Protect faces, controls, product edges and the logo from overlays.
Overprocessed skies, generic stock spas, unsafe behaviour, visual clutter, false scale or images that misstate features.
Premium means accessible.
Accessibility, performance and semantic structure are brand quality signals. Treat WCAG 2.2 AA as the release floor for public web experiences.
One H1; logical H2-H4 order; landmarks for header, navigation, main and footer.
Minimum 4.5:1 for normal text and 3:1 for large text and essential interface graphics.
Keyboard access, visible focus, 44 px targets and no essential hover-only information.
Purposeful alt text, captions or transcripts, and no autoplay audio.
Respect reduced-motion preferences and avoid movement that distracts from content.
Optimised responsive images, reserved media dimensions and restrained third-party scripts.
Local expertise. Global consistency.
Authorised dealers strengthen the brand when their identity is clear without competing with or modifying the Arctic Spas® mark.
Authorised dealerHorizontal relationship: separate identities with a neutral divider and at least 1x clear space. Arctic Spas remains the lead product brand.
Authorised Dealer seal: use this single controlled endorsement graphic for every market. It may be displayed only by currently authorised Arctic Spas dealers. Keep the complete seal intact, preserve its clear space and never add a location, URL or dealership name inside it.
Download the approved dealer seal ↗Do not publish until every box is true.
This checklist applies to corporate teams, agencies, dealers, distributors and technology partners across paid, owned, retail and event communications.
The correct approved logo file, variant, clear space and minimum size are used.
Colour tokens, hierarchy, typography and contrast match this system.
Arctic Spas®, Spa Boy®, FreeHeat™, Total Access™, Forever Floor® and other marks are styled from the current trademark register.
Performance, safety, energy, health, origin, pricing and model claims have current written support.
Images, finishes, features and availability accurately represent the promoted market and configuration.
Local identity is clear, subordinate and outside the protected Arctic Spas mark.
Keyboard, focus, headings, alt text, captions, contrast, motion and target sizes pass review.
The responsible brand owner and market/product owner have signed off on the final rendered asset.
Use masters, not copies.
Download current production files from the secure Arctic Spas Approved Assets library on DealerPanel. An authorised DealerPanel login is required. If you cannot identify the correct master, pause the job and contact the brand owner.
