BRAND GUIDELINES
CONTENTS
01 COMPANY BACKGROUND
COMPANY BACKGROUND
Mission Statement
We support our community by rescuing animals and providing neutering and spaying services instead of euthanization.
COMPANY BACKGROUND
Values
COMPASSION
& ADVOCACY
Caring for the welfare and protection of animals.
COMMUNITY
& EDUCATION
Building relationships with locals through education.
COMMITMENT & TRANSPARENCY
Determination to save animal lives’ by operating with integrity.
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COMPANY BACKGROUND
About Us
We are a charitable animal welfare organization that provides spay and neutering services instead of euthanasia. We are committed to making a huge difference. Our organization is completely run by volunteers and supported by local residents, donors, adoption centers, and other organizations in our community. In turn, we are able to work with local vets to offer these services through subsidies for low-income families.
02 TARGET AUDIENCE
TARGET AUDIENCE
Target Audience
The primary target audience of FFL are people living in or close to Belleville that have low-income and are in need of support for pet services, and those who are looking to become foster pet parents or adopt pets.
The foster pet parents and potential adopters both value supporting the community and endorsing compassionate causes. They want to participate in helping with the welfare of local pets who are in need of care and a good home. Foster pet parents are completely voluntary and absorb all costs associated with taking care of the foster pets. Those adopting are interested in creating a difference in their community and share a love of animals within the primary target audience.
The secondary target audience of FFL are donors and donations that support the company’s services through financial assistance. This includes individuals as well as other organizations and adoption centers.
Like the previous target, this group also believes in supporting the community and endorsing compassionate causes. They also have shared values including being empathetic and kind. This group is passionate about investing their finances and/or necessary supplies to make a difference in their local community.
TARGET AUDIENCE
Personas
Low-Income Individual/Family Javier
• 23 years old
• Lives in Trenton, Ontario
• Makes $34,000 / year
• Works as a sales clerk in a retail store
• Owns 1 dog
• Wants to take the best care of her that he can
• Can’t afford pet insurance
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Personas
• 29 years old
• Lives in Shannonville, Ontario
• Makes $75,000 / year
• Works full-time as a licensed mechanic
• Has been fostering pets for 10+ years
• Currently fosters 4 pets
• Wants to help the community through pet care
Foster Volunteer Larissa
TARGET AUDIENCE
Personas
Donor - Individual
Ranjit
• 52 years old
• Lives in Peterborough, Ontario
• Single, retired philanthropist
• Always looking to support welfare in the surrounding area
• Wants to use his money to benefit others
• Volunteers in his spare time
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Personas
Donor - Organization
Walmart
• Located in Belleville, Ontario
• Supports local pet rescues
• Provides donations of pet food and litter
• Wants to help support the community
03 BRAND VOICE
BRAND VOICE
Personality, Tone & Style
Fixed Fur Life’s Brand Voice uses these phrases to communicate with its audience across all platforms. They reflect our values and mission to our target audience.
Empathetic
04 TYPOGRAPHY
TYPOGRAPHY
TYPOGRAPHY
QUICKSAND
Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 (.,:;?!$%&@*%#)
Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 (.,:;?!$%&@*%#)
SOURCE SANS (PRO)
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 (.,:;?!$%&@*%#)
Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 (.,:;?!$%&@*%#)
Used for the text in the logo.
Use for titles and headings.
May also be used for singular words or short phrases.
Use Bold to add emphasis.
Used for all text outside of titles and headings.
Never use this for the logo.
Use Bold to add emphasis.
05 COLOURS
COLOURS
COLOURS
RGB 13/44/72
CMYK
98/80/45/45
#0d2c48
PRIMARY
Navy can be used as a background colour, in the logo text and for text colour.
RGB 46/87/73
CMYK
80/44/69/36
#2e5749
SECONDARY
Green may be used as another text colour and to add visual variety.
RGB 191/81/44
CMYK
18/80/96/7
#bf512c
ACCENT
Orange should be used for adding more colour in branding and promotional materials.
RGB
218/155/42
CMYK
14/41/100/0
#da9b2a
ACCENT
Yellow should be used for adding more colour in branding and promotional materials.
06 IMAGERY
IMAGERY
Photography Images should pertain to foster animals, volunteer work, events, and any other relevant imagery that supports the brand. Ensure all images used are in-focus and nongraphic.
IMAGERY
Illustrations
These images should all be flat and simple.
The following links are templates created in Canva with directions on how to create marketing materials:
Square Social Template
Landscape Social Template Basic Poster Template
See “Branding In Application” for more examples.
Adopt Me
IMAGERY
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Assets / Icons
These are examples of other images that are made to support marketing materials. They may be used on the website and other advertising channels like social media or print.
See “Branding In Application” for more examples.
07 LOGO
Primary LOGO
This is the Primary logo for Fixed Fur Life. It should be used the majority of the time where space allows. It should only be used against a white background.
LOGO
Variations
The only acceptable variations of the logo.
LOGOMARK
Use when the logo needs to be small.
STACKED
Use with circular or square spacing.
WHITE LINEAR
Only use against a dark background.
BLACK LINEAR
Only use against a light background.
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Clear Space
Minimum clear space.
LOGO
Usage
The only acceptable variations of our logo.
It is best to use the PRIMARY logo, however use the other variations where appropriate.
PRIMARY
LOGOMARK STACKED
See “Branding In Application” for more examples.
WHITE LINEAR BLACK LINEAR
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Misuse
Do not alter the colours of any versions of the logo. Use them only as presented.
Do not use the logo against a background that compromises the visbility and readability.
08 BRANDING IN APPLICATION
BRANDING IN APPLICATION
Bandana
This section contains examples of what the logo could look like when it’s being used. This image shows the Stacked Logo because it fits best on the bandana.
BRANDING IN APPLICATION
Volunteer T-Shirt
Here the Stacked Logo is shown as an example of what a volunteer t-shirt could look like.
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Social Media
The Primary Logo and the Logomark are shown in this example.
The Primary Logo is shown in a horizontal space, whereas the Logomark is shown within a smaller space so that it is more legible.
BRANDING IN APPLICATION
Social Media
This example shows the Logomark as part of a post on Facebook.
Print Advertising
This example shows the White Linear Logo against one of our Navy brand colour.
BOTTLE
DRIVE Empties for Paws
Donate your empties to one of our drop off locations to help Fixed Fur Life save and rescue animals.
fixedfurlife.com
fixedfurlife@outlook.com
@fixed_fur_life