mydogdna brand book

MyDogDNABRANDBOOK

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES 1


Lets face it. Before, we werent very good at creating one consistent experience. Weve changed. We will have one voice, one look and one behavior on all surfaces and screens. When you are small and agile, its even more important to act, look and feel like one. We just cant aord a new hairstyle every day.The MyPetDNA experience feels the same regardless of day, screen, weather or mood.


THE NEW BRAND IN A NUTSHELL


SLOGAN

Heres our new slogan.V.1 One line Slogan

V.2 Three line Slogan

KNOW YOUR PET

KNOW YOUR PET


LOGO

2 rules: Respect the safe area around the logoMind its minimum size of use

x

x x

x

2x Print media : W = 15 mminimum dimen-sion:M

LOGO


xx

x

y

y

xx


LOGO SAFE AREA AND POSITION


LOGO PARTNER COBRANDING

V.2 Vertical

x

xPOWERED BY POWERED BY

The relationship between MyPetDNA and its partners is signaled by using specic versions of the logo. When the partners business includes the use of MyPetDNA technology as a service, the Powered by logo is to be used.


COLORPALETTE


A PRECISE BRAND WITH A HUMANITY

TOUCH

Our tone of voice is scientic and humane.We know exactly what to do, and our cus-tomers does.

Put clear imaginery, precise color shades and balanced type.


USE THE COLORS PRIMARY COLORS

RGB 121. 191. 66

37. 0. 65. 25 24, 0, 32, 13 100. 25. 0. 20 0. 0. 0. 344. 13. 0. 14

360 C 358 C 7688 C 663 C

0. 0. 0. 40

7 C Black C2905 C

169. 223. 151 0. 153. 204 123, 191. 219 247. 247. 247 152.152.152 0.0.0

0.0.0.100

#79bf42 #a9df97 #0099cc #7bbfdb #f7f7f7 #999999 #000000

CMYK

PMS

HEX

Make your favored combinations with this dened set of primary colors. 1 color for the background, 1 color for the headline. If you want to highlight any words in the headline, please use black as the basic color and the highlight color for the word(s) you want to highlight.


COLOR PALETTE RGB

Primary colors

+ Hues

UX Exclusives 17.134.193254.195.7190.31.3 38.38.3888.198.39

144.202.98

111.223.111

140.233.140

170.242.170

200.252.200

155.206.153)

174.214.173)

194.224.193)

213.235.214)

234.244.233)

38.154.202)

71.173.212)

111.193.223)

156.213.234)

156.213.234)

120.196.225)

145.208.231)

170.219.237)

197.231.242)

225.243.249)

109.109.109

135.135.135

163.163.163

163.163.163

223.223.223

32. ,32.32

67.67.67

109.109.109

154.154.154

193.193.193

121.191. 66 169.223.151 0.153.204 123.191.219 247. 247.247 152.152.152 0.0.0


COLOR PALETTE HEX

#79bf42 #a9df97 #0099cc #7bbfdbPrimary colors

+ Hues

UX Exclusives #ffcc00#f fcc00#cc3300 #33333#66cc33

#80C450

#97CF6F

#B0DA8F

#C9E7B3

#E4F3D9

#9BCE99

#AED6AD

#C2E0C1

#D5EBD6

#EAF4E9

#269ACA

#47ADD4

#6FC1DF

#9CD5EA

#CBEAF3

#78C4E1

#91D0E7

#AADBED

#C5E7F2

#E1F3F9

#6D6D6D

#878787

#A3A3A3

#C1C1C1

#DFDFDF

#202020

#434343

#6D6D6D

#9A9A9A

#F5F5F5

#F7F7F7 #535353 #000000


LOGO COLOR COMBINATIONS

Selection of hues for background colors.

Primary colors


NO-NOS LOGO COLOR COMBINATIONS


LOGO B&WThe black version of the logo is used to create rhythm when used with the headline system.Prefer the colored versions of the logo to the white version, use the white if its the only pos-sibility to achieve a readable output. On partner materials and in their digital channels these can be used if required.


TYPOGRAPHY


WE ARESMART

We have things to say and we say them out clear. Thats why big distinct headlines are a key element of our identity. There are surely some rules, but when you go big with typo and smart with color, you wont do big mis-takes. Lets get our voice out there.


TYPOGRAPHY

Headline Headline

Sub-headline Sub-headline

Body text Body text

Helvetica Neue Light

Helvetica Neue Bold

Helvetica Neue Regular

Helvetica Neue Light

Helvetica Neue Bold


PRINT WEB


TYPOGRAPHY UX

Helvetica Neue RegularSegoe WP Regular Roboto Regular

Roboto Light

Product naming Product naming Product naming

Body text Body text Body text

Helvetica Neue LightRoboto Light

Helvetica Neue Thin

Helvetica Neue Thin

Roboto ThinSegoe WP LightHeadline Headline Headline

Sub-headline Sub-headline Sub-headline

Segoe WP SemiLight

WINDOWS ANDROID iOS / MAC OS

Segoe WP Light


TYPOGRAPHY BACKUP FONT

Headline

ARIAL CLEAR

Arial CLEARSub-headline

Body text

Arial Regular

ARIAL


USE OFTYPE


THE QUICK BROWN FOX

JUMPS OVERTHE LAZY DOG

THE QUICK BROWN FOX

JUMPS OVERTHE LAZY DOG

USE BIG HEADLINE FOR PRINT

THE FOX JUMPS OVERTHE FENCE

THE FOX JUMPS OVERTHE FENCE


TYPOGRAPHY CENTER ALIGNED HEADLINELets make it tight. Not too much air between the lines or the letters. The main headlines are always centered and the main focus of the layout. Compact does it.After setting your font size (pe. 70 pt), set the leading to that same value (70 pt) and then decrease the leading to 86%. That should give you a value of about 60 pt - that proportion is the default setting for the line spacing on the headlines.The kerning for the headlines is Metrical and the Tracking is -50. For smaller headlines some adjustments are necessary for legibility. Font sizes below 28pt should have a leading proportion of 70% and track-ing of 40.

70 pt

60 leading

THE QUICK BROWN FOX JUMPS OVER

THE LAZY DOG


TYPOGRAPHY LEFT ALIGNED HEADLINEAs a secondary option headlines can be aligned to the left. This is specially useful online or if the framing of the image works best with this alignment.

THE QUICK

BROWN FOX JUMPS OVER THE LAZY DOG


TYPOGRAPHY HIERARCHY AD

THE FOXJUMPS OVER THE FENCE

Helvetica Neue Bold

Helvetica Neue LightHeadline

Sub-headline

Body text


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Mil eumquiatur? Rorestrum ev-eres eos idendi nobis dolorerrorit occumqu atecturi omnis aut utet laceperrori dolore cus neseque la doloremporro magni od quiatur a sunditate cuptas dolestrunt, cus ipiendis into el magnis soluptiunt dunt volorem oditis deratiis mos mi, aut porecerate maximin cto-tatusa porestr uptaepe litiass un-dellupicid utem. Quisquam cusa nimus dis niam, cus destis undi ute consedi genimo ommodic-ipsa nonsenient ellentio eicia so-lore nonet quis voluptatur mo-luptae plignat ut eum laut di tem quas voles conserum re poribus seraere riatatur ad et autas aut quam, in niti a non elis ipsam ullit eosam ut aut unt faccatiam, simus ma aut lab ipsanie nihilias molu-pidem aut que expero mod que dolorat inusamus rempore por si dissum re volore simincto et laut quatiis event.Lenduscia sundi totatiat.Agnima as endio. Itas maios-sim volupta cullabo. Te dolores non et quos sim vendemodit, ea vitisto ipsandelicia nistio di ut oditi ut la que el in num faciissite vol-ores vo-lupta sitius quiandis iduntum ven-dipsam.


TYPOGRAPHY RATIO


Parci dolorit arument, quas modignitem estrum quam, aci cuptate pore non preri volupta tibeaqu

idebist otatio.

Mil eumquiatur? Rorestrum ev-eres eos idendi nobis dolorerrorit oc-cumqu atecturi omnis aut utet laceperrori dolore cus neseque la do-loremporro magni od quiatur a sunditate cuptas dolestrunt, cus ipien-dis into el magnis soluptiunt dunt volorem oditis deratiis mos mi, aut porecerate maximin cto-tatusa porestr uptaepe litiass un-dellupicid utem. Quisquam cusa nimus dis niam, cus destis undi ute consedi

-

Font Size Ratio

Headline 96ptLeading 76ptTracking -50

Leading 26ptTracking -10

Leading AutoTracking -25

1:4

1:1.5Body 18pt

Sub-headline 24pt


TYPOGRAPHY BACK-UP FONT

Parci dolorit arument, quas modignitem estrum quam, aci cuptate pore non preri volupta tibeaque vehicule

idebist pelatio dignite otatio.Mil eumquiatur? Rorestrum everes eos idendi nobis dolorerrorit oc-

cumqu atecturi omnis aut utet laceperrori dolore cus neseque la dolo-remporro magni.Occum num quas et omnimil igenduc iendipi squatio. Et vendest iorectur? Qui dipsandem. Menihil ignimol oruptat ureptur a


ARIAL CLEAR

Arial Regular

Headline

Sub-headline

Body text

Arial Regular


Parci dolorit arument, quas modignitem estrum quam, aci cuptate pore non preri.

Parci dolorit arument, modignitem estrum quam, aci cuptate pore non preri volupta tibeaqu idebist otatio.

Parci dolorit arument, quas modignitem estrum quam, aci cuptate pore non preri

volupta tibeaqu idebist otatio.


the foxjumps over the fence

Mil eumquiatur? Rorestrum ev-eres eos idendi nobis dolorerrorit occumqu atecturi omnis aut utet laceperrori dolore cus neseque la doloremporro magni od quiatur a sunditate cuptas dolestrunt, cus ipiendis into el magnis soluptiunt dunt volorem oditis deratiis mos mi, aut porecer-ate maximin cto-tatusa porestr uptaepe litiass un-dellupicid utem. Quisquam cusa nimus dis niam, cus destis undi ute consedi genimo ommodic-ipsa nonsenient ellentio eicia so-lore nonet quis voluptatur mo-luptae plignat ut eum laut di tem quas voles conserum re poribus seraere riatatur ad et



THE FOXJUMPS OVER

THE FENCE

NO-NOS TYPOGRAPHY


HOW TO USE HEADLINES?


HEADLINE TEXT AREA

x

x

x x

x

xx

TEXT AREA


HEADLINE TEXT AREA, EXCEPTIONUp to 5 lines of text.

THE FOX JUMPED OVER THE FENCE-

AND ESCAPED IN THE WILD.


HEADLINE TEXT AREA, EXCEPTION 2

x

y1

y2x

x x

x

x

TEXT AREA

y1 = y2


HEADLINE TEXT AREA, EXCEPTION

Up to 3 lines of text.

y1

y1 = y2y2

y1

y1 = y2y2

THE FOX JUMPED OVER

THE FENCE

THE FOX JUMPED OVER

THE FENCE


HEADLINE TEXT AREA, EXCEPTION 2

.

y1

y1 = y2

y2

y1

y1 = y2

y2

THEFOX

JUMPS

THE FOX JUMPED

OVER THE FENCE AND ESCAPED

IN THE WILD.

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