brand guidelines - dox design...joyful and fashion-forward vibe that the pampered pooches is well...

b r a n d g u i d e l i n e s

go to table of contents 2Pampered Pooches Brand Guideline

Table of Contents

01 Brand Overview

4 Brand Tone + Rationale

5 Branding at a Glance

02 Logo Usage

7 Primary + Secondary Logos

8 Brand Sub-Marks

9 Spacing + Sizing Guidelines

1 0 File Types + Color Modes

03 Brand Essentials

1 2 Typography

1 3 Color Palette

1 4 Patterns

04 Brand Expansion

1 6 Web Styles

1 8 Social Media

1 9 Branded Icons

b r a n d f r a m e w o r k

This guide provides a consistent visual style for your brand. As you grow your brand, things can get messy. To keep a tidy + easily recognizable brand, we’ve created a visual structure to

make it easy to maintain brand consistency.

s e c t i o n o n e

Brand OverviewS T R A T E G Y — O V E R V I E W

T H E B R A N D T O N E + R A T I O N A L E

The brand identity creates a joyful and fashion-forward vibe that The Pampered Pooches is well known for.The brand identity offers readers a glimpse into what to expect when

visiting Pampered Pooches’ website; joyful, stylish and fun. The design

elements intentionally and thoughtfully work together to create a joyful

and celebratory look + feel reflecting the fun nature of the products

Pampered Pooches produces.

K E Y W O R D S Joyful — Calm — Playful

go to table of contents 5Pampered Pooches Brand Guideline

0 1 B R A N D O V E R V I E W Branding at-a-glance

An at-a-glance visual brand reference guide. Frame it in your office, carry in your notebook so it’s ready at all times, or laminate it if you’re into that kind of thing :)

T O T A L L Y # D R O O L W O R T H Y PR

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AaFrontage Bold

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AaFRONTAGE REGULAR

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AaRounded Elegance1 2 3 4 5 6 7 8 9 0

# 1 0 8 1 8 F

# 2 5 3 C 9 7

# F 0 7 0 5 E

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Logo UsageL O G O S — G U I D E L I N E S

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0 2 L O G O U S A G E Primary + Secondary Logo

go to table of contentsPampered Pooches Brand Guideline

The do’s and don’ts of using your logos.

» Use the logos provided in your various brand colors.

» Use the ‘primary’ logo as priority, and ‘secondary’ or ‘sub-mark’ logos as alternatives.

» Provide plenty of space around the logo. Make it big or small, just don’t make it cluttered. (See page 10 for spacing guide)

» Maintain strong contrast between the logo and background.

» Get silly and do something weird with the logo (please, and thank you!)

» Rotate, stretch, crop, skew or alter the logo.

» Obstruct or add to the logo.

» Apply effects (such as drop shadow) to the logo.

» Adjust the colors of the logo.

P L E A S E D O

P L E A S E D O N ’ T

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Brand Sub-marks

Brand sub-marks show attention to detail and allow for flexibility throughout design.

» Website favicon

» Social media profile image

» Branded stickers or stamp

» Detailing on printed or digital materials

» To create texture

U S A G E E X A M P L E S

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Spacing + Sizing Guidelines

Ample breathing room is everything when it comes to your brand.Your primary logo, secondary logo or brand marks should have a clear space margin equal to, at a minimum, half of the x-height of the logo or mark being used. No other visual elements (type, photos, your favorite cat gif) should enter this space.

This padding around the mark ensures that the logo is highly legible and will read correctly.

Be aware of legibility through sizing as well – if items within the logo becomes unreadable, do not size that small and opt for a brand mark usage instead.

T O O S M A L L U S E T H I S I N S T E A D

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File Types + Color Modes

Let’s talk some logistics, because we’re nerdy and here to help.Using the proper file types and color modes are just as important as being consistent through typography, spacing and color palettes.

Scalable vector with transparent backgrounds. Best for printed items.

Scalable vector with transparent backgrounds. Preferred for web if file type is accepted.

Raster file with transparent background. Great for web when transparency is needed.

Raster file without transparency. Great for web (typically for photos).

For printing, it is best to use the CMYK color breakdowns.

If you are printing a large run + using minimal colors, it is recommended to use the Pantone Matching System (PMS) spot colors for offset printing.

For web use, it is recommended to use the HEX (#) or RGB color values.

It is important to note that each color might appear differently on various computers/devices, due to inconsistent monitor color calibration.

F I L E T Y P E S C O L O R M O D E S

. E P S F O R P R I N T

F O R W E B. P N G

. J P G

. S V G

s e c t i o n t h r e e

Brand EssentialsT Y P E — C O L O R — P A T T E R N S

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0 3 B R A N D E S S E N T I A L S Typography


U S I N G T Y P E

Intentional typeface selections and usage will help ensure the success of your brand.Frontage Bold is the primary brand typeface. It feels both playful and joyful. You’d find this typeface used in headlines and social media posts. The secondary type is ideal for subheads. And the body copy style is best for — you guessed it — body copy.

This is an example of body copy used in a paragraph. Venenatis a condimentum vitae sapien. Placerat duis ultricies lacus sed turpis. Ultrices eros in cursus turpis massa tincidunt dui. Sociis natoque penatibus et magnis dis parturient. Venenatis urna cursus eget nunc scelerisque viverra mauris in aliquam.

This is an example of headline type. Use it sparingly, but don’t be afraid to go big and bold.

SUPPORTING TEXT FOR SUBHEADS .

F R O N T A G E R E G U L A R

R O U N D E D E L E G A N C E

F R O N T A G E B O L D

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0 3 B R A N D E S S E N T I A L S


Color Palette

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Dark Teal

Purple

Soft Teal

Coral

Mustard

Blush

Navy

Seafoam

Light Grey

H E X : #10818fC M Y K : 85,34, 39, 5

R G B : 16 , 129, 143P M S : 2231 C

H E X : #767bbbC M Y K : 58, 53, 0 , 0

R G B : 1 18 , 122 , 186P M S : 2115 C

H E X : #daf0f5C M Y K : 13 , 0 , 3 , 2

R G B : 218, 240, 245

H E X : #f0705eC M Y K : 1 , 70, 62, 0

R G B : 240, 1 12 , 94P M S : 7416 C

H E X : #f3bf35C M Y K : 5, 25, 91 , 0

R G B : 243, 191 , 53P M S : 136 C

H E X : #ecd9cdC M Y K : 6, 14 , 16 , 0

R G B : 236, 217, 205

H E X : #253c97C M Y K : 100, 92, 0 , 0

R G B : 37, 60, 151P M S : 2370 C

H E X : #9ac9c9C M Y K : 40, 7, 21 , 0

R G B : 153, 200, 200P M S : 565 C

H E X : #e2e3e2C M Y K : 5, 25, 91 , 0

R G B : 243, 191 , 53

U S I N G C O L O R

Correct color usage will anchor brand consistency across all platforms.Dark Teal is the primary brand color, which perfectly evokes the joyful and calm vibe the Pampered Pooches brand is known for. Use this key color (marked with ) most often, especially for call-to-action buttons on a website.

The accent colors allow for diversity within the brand. These colors find their spotlight in things like sub-brands such as products, singage, packaging, etc.

The neutral palette is great for background colors on your site, products and uses where you need a lighter tint of your brand palette.

See page 10, color modes section for more information on usage.

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0 3 B R A N D E S S E N T I A L S Patterns


U S I N G P A T T E R N

The unique + expressive patterns add life to the brand while still maintaining consistency to the visual core of the brand logos, colors and type.Patterns make their debut through branded collateral such as packaging, social media, footers, etc.

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0 4 B R A N D E X P A N S I O N Web Styles


Create brand consistency across platformsUse the following styles for web design. The layouts included are for concept only to show the web styles together, and are not intended to be implemented as is on your website.

G A L L E R Y C O N T A C T S H O PS T A R T H E R E A B O U T

This is an example of body copy used in a paragraph with a hyperlink inside. Venenatis a condimentum vitae sapien. Placerat duis ultricies

lacus sed turpis. Ultrices eros in cursus turpis massa tincidunt dui. Sociis natoque penatibus et magnis dis parturient. Venenatis urna cursus eget

nunc scelerisque viverra mauris in aliquam.

Accent font style

S H O P H E R E

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A main headline goes here with a call to action.

NEW hOLIDAY DESIGNS!

A main headline goes here with a call to action.

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0 4 B R A N D E X P A N S I O N Web Styles


Web element stylesType, color + web styles to consider when updating your site with your fresh new brand identity.

F A V I C O N B U T T O N S T Y L E S

N E W S L E T T E R O P T - I N F O R M

B U T T O N S T Y L E S E C O N D A R Y B U T T O N

S E C O N D A R Y H O V E RB U T T O N H O V E R

N E W S + S P E C I A L O F F E R S

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E M A I L A D D R E S S S I G N U P

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0 4 B R A N D E X P A N S I O N Social Media


Social media banner + avatar imagesWe’d recommend updating all social media banner + profile/avatar images to the same designs to reinforce brand recognition. If you are the face behind your brand, consider using your own photo in lieu of your logo. We’ve provided a branded option in case you do not have custom brand photography.

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0 4 B R A N D E X P A N S I O N Brand Icons


We loved creating these custom icons (psst, they are 100% unique, just like your brand).Use these throughout both print and web-related items to maintain brand consistency and show your audience that details matter.

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This guide was created with love by Dox Design,

which means you are now a part of the #droolworthy design club!

616-200-8628 • [email protected] • www.dox.design

brand guidelines - dox design...joyful and fashion-forward vibe that the pampered pooches is well...

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