Positioning Statement Visual Strategy Guide
Table of Contents
1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide
Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide
1.0 // Positioning Statement Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms
Ferretopia.com connects ferret owners to in home or boarding care-givers for ferrets and ferret businesses of any age, size, health condition, and behavioral mannerisms. Our ferret care give team has a wide range of experience and expertise from ferret owners to vet technicians and even licensed ferret breeders. At Ferretopia.com, we connect you with the best caregivers for your beloved ferrets. We help you find long and short term care, ferret play dates, proper ferret nutrition, ferret veterinarian experts, and even ferret breeders. Ferretopia.com even makes healthy snacks for your ferret friends. Ferretopia.com: the best care for your ferret.
9.0 Food Products 10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide
2.0 // Primary Identifier Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 2.1
Logo Color Variations
2.2 Brand Signature Variations 2.3 Minimum Size 2.4 Clear Space 2.5 Unacceptable Use 3.0 Color Palette 4.0 Typefaces 5.0 Business System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Products 10.0 Promotional Items
The ferret is a unique and curious animal. They are of the mustelid family and are related to weasels. They have long slender bodies and a long tail. This illustration represents the unique qualities known to the ferret.
Ferretopia.com | Visual Strategy Guide
2.1 // Logo Color Variations Table of Contents
The logo can be used in a number of ways a places. Depending on the available color and contrast of the background, the
1.0 Positioning Statement
following color variations may be used. In cases of Black and
2.0 Primary Identifier 2.1
white, the logo can be in black, reversed out in white on black, in grey or reversed out in white on grey. The logo can be printed in
Logo Color Variations
one color in cases where the background color is the same as one of the logo colors or in instances where there is poor
2.2 Brand Signature Variations
contrast.
2.3 Minimum Size 2.4 Clear Space 2.5 Unacceptable Use 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide
2.2 // Brand Signature Variations Table of Contents 1.0 Positioning Statement
Version A:
and a word-mark. The symbol is made up of a teal ferret with an signature A
symbol
2.0 Primary Identifier 2.1
The primary Identifier or version A, is comprised of a symbol
Logo Color Variations
orange circle around the ferret. The word mark “ferretopia.com” sits below the symbol and is created using the font Plantin bold and colored in a dark grey.
wordmark
2.2 Brand Signature Variations 2.3 Minimum Size 2.4 Clear Space
Version B:
The secondary Identifier or version B, is comprised of a symbol and a word-mark. The symbol is made up of a teal ferret with an
3.0 Color Palette
symbol
signature B
2.5 Unacceptable Use
orange circle around the ferret. The word-mark is removed. This can be used where the logo is too small for clear legibility of the word-mark.
4.0 Typefaces 5.0 Business Stationery System
7.0
Mobile App
8.0 Employee Uniforms
Version C:
symbol
signature C
6.0 Website
wordmark
The tertiary Identifier or version C, is comprised of a symbol and a word-mark. The symbol is made up of a teal ferret with an orange circle around the ferret. The symbol is 2x as tall as the word-mark. The word mark “ferretopia.com” sits to the right of the symbol and is created using the font Plantin bold and
9.0 Food Products
colored in a dark grey. This can be used where in more
10.0 Promotional Items
horizontal formats where word-mark legibility is important.
Ferretopia.com | Visual Strategy Guide
2.3 // Minimum Size Table of Contents 1.0 Positioning Statement
Logo Version:
Version A:
Version B:
2.1
Logo Color Variations
1 Inch
2.0 Primary Identifier
2.2 Brand Signature Variations
2.4 Clear Space
1/2 Inch
2.3 Minimum Size
2.5 Unacceptable Use
4.0 Typefaces
1/4 Inch
3.0 Color Palette
5.0 Business Stationery System
7.0
Mobile App
8.0 Employee Uniforms
Below 1/4 Inch
6.0 Website nothing below 1/4 inch
9.0 Food Products 10.0 Promotional Items
Minimum size requirements for brand signatures A, B, and C. Never reproduce brand signature below 1/4”
Ferretopia.com | Visual Strategy Guide
Version C:
2.4 // Clear Space Table of Contents 1.0 Positioning Statement
Version A:
2.0 Primary Identifier 2.1
Logo Color Variations
2.2 Brand Signature Variations 2.3 Minimum Size 2.4 Clear Space 2.5 Unacceptable Use 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System
Version C:
6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Provide for enough room around the logo equal to the f and p from ferretopia.com in Plantin Bold. (fp)
Ferretopia.com | Visual Strategy Guide
Version B:
2.5 // Unacceptable Logo Usage Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 2.1
Logo Color Variations
2.2 Brand Signature Variations 2.3 Minimum Size
Never place word-mark over the symbol.
Never distort logo .
Never stretch logo.
Never use outlines of logo.
Never place word-mark above symbol.
Never use off brand colors.
Never place logo on off brand colors.
Never swap logo colors.
Never apply filters or textures.
2.4 Clear Space 2.5 Unacceptable Use 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide
2.5 // Unacceptable Logo Usage Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 2.1
Logo Color Variations
2.2 Brand Signature Variations 2.3 Minimum Size
Never use gradient on logo.
Never place logo on same colors.
Never change the angle of the logo.
Never use a drop shadow.
Never place logo over a gradient
Never change logo opacity.
Never use inner glow.
Never multiply symbol.
2.4 Clear Space 2.5 Unacceptable Use 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
ferretopia.com Never change word-mark typeface
Ferretopia.com | Visual Strategy Guide
3.0 // Color Palette Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette
Cool Teal
Soft Beige (32%)
Pantone 124-16C
Pantone 454-U
R=0 G=152 B=15
R=204 G=197 B=171
C=82 M=20 Y=42 K=0
C=20 M=17 Y=34 K=0
hex #009899
hex #ccc5ab
4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Deep Orange
Dark Grey
Pantone 48-7C
Pantone 447-U
R=240 G=73 B=62
R=94 G=98 B=95
C=0 M=87 Y=80 K=80
C=62 M=51 Y=54 K=24
hex #f0493e
hex #ccc5ab
The colors chosen for our company represent the playful and quirky qualities of a ferret. The cool teal is the calm subdue and sleepy side of the ferret, as they sleep up to 20 hours a day. The bold and deep orange is their wild and vibrant side as they dook and play with wild energy. Ferretopia.com | Visual Strategy Guide
4.0 // Typefaces Table of Contents
Century Schoolbook, Bold 20pt
Headlines
2.0 Primary Identifier
Roboto, Bold 13pt
Subheads or important information
3.0 Color Palette
Roboto, Light 11pt
1.0 Positioning Statement
4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items Roboto, Light 7pt
Ferretopia.com | Visual Strategy Guide
Body Copy. Text that is used to provide information to the consumer through paragraph form on the website, letters, or the mobile app. Body Copy. Text that is used to provide information to the consumer through paragraph form on the website, letters, or the mobile app. Body Copy. Text that is used to provide information to the consumer through paragraph form on the website, letters, or the mobile app. Body Copy. Text that is used to provide information to the consumer through paragraph form on the website, letters, or the mobile app. Captions, footnotes, disclaimers, and other tertiary information.
5.0 // Business Stationery System Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier
Ferretopia.com, LLC 2434 South Holden Road Greensboro, NC. 27407 P: 1.267.406.7100 W: ferretopia.com
3.0 Color Palette October 23, 2021
4.0 Typefaces
Mr. Charlie Jacobs 328 North Main Street Sellersville, PA 18960 Dear Mr. Jacobs,
5.0 Business Stationery System 6.0 Website 7.0
Mobile App
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Andrea Tscheschlog General Manager a.tscheschlog@ferretopia.com
Ferretopia.com, LLC 2434 South Holden Road Greensboro, NC. 27407
Ferretopia.com, LLC 2434 South Holden Road Greensboro, NC. 27407
Mr. Charlie Jacobs 328 North Main Street Sellersville, PA 18960
P: 1.267.406.7100 W: ferretopia.com
Sincerely,
8.0 Employee Uniforms Andrea Tscheschlog Chairmain, President & CEO
9.0 Food Products
Ferretopia.com, LLC 2434 South Holden Road Greensboro, NC. 27407
Mr. Charlie Jacobs 328 North Main Street Sellersville, PA 18960
10.0 Promotional Items
Mailing Label (Crack & Peel Sticker)
The overall size of the paper is 8.5” x 11”. Only print on cream
The overall size of the envelope is 9.5” x 4.15”. Only print on
colored paper.
cream colored paper.
The Business card is 3.5” x2”. It should be printed full color on
The mailing label is 3.5” x 5.75”. It should be printed full color on
white card-stock only.
white Crack & Peel Sticker only.
Ferretopia.com | Visual Strategy Guide
6.0 // Website Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
The ferretopia.com website features our bold color palette and
The mobile app download screen instructs users how to find
bright full color images. The welcome page features links to get
and download the mobile app.
started with a ferretopia.com membership to access membership features and articles related to ferret ownership.
Ferretopia.com | Visual Strategy Guide
6.0 // Website Table of Contents
Welcome Screen:
1.0 Positioning Statement 2.0 Primary Identifier
Home
Ferret Boarding
Ferret Sitting
Day Care / Group Play
Become a Caregiver
3.0 Color Palette 4.0 Typefaces
How To Get Started Getting started is as easy as 1,2,3! Click on the link below to go to
5.0 Business Stationery System
our mobile app download screen. Or, set up an account and we will email you a link to download the app on your mobile device.
6.0 Website 7.0
Get the App
Mobile App
Create an Account
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items Elderly Ferret Care
Special Diets
Long Term Boarding
As ferrets reach the ages of 5, they often develop health
Ferrets are obligatory carnivores, meaning they require a
Going away for long periods of time may seem impossible
problems that require daily medications. Read more for
diet high in protein. This article outlines the best raw and
when you have ferrets. Ferretopia.com can connect you
advice and care for your elderly ferrets
kibble diets for your ferret.
with long term boarding options. Learn more here.
Ferretopia.com | Visual Strategy Guide
Log In
6.0 // Website Table of Contents
App Download Screen:
1.0 Positioning Statement 2.0 Primary Identifier
Home
Ferret Boarding
Ferret Sitting
Day Care / Group Play
Become a Caregiver
3.0 Color Palette 4.0 Typefaces
Mobile App
5.0 Business Stationery System
set up an account and we will email you a link to download the app
Getting started is as easy as 1,2,3! Click on the links below to go to download our mobile app of Google Play or Apple App Store. Or, on your mobile device.
6.0 Website 7.0
Get Started
Mobile App
8.0 Employee Uniforms 9.0 Food Products
Elderly Ferrets
Special Diets
Ferret Travel
Long Term Care
10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide
Log In
7.0 // Mobile App Table of Contents
The ferretopia.com mobile app features our bold color palette
1.0 Positioning Statement
and bright full color images. The welcome page features links
2.0 Primary Identifier
membership features and articles related to ferret ownership.
to get started with a ferretopia.com membership to access
3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
7.1
App Launch Icons
Get Started
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Elderly Ferrets
Special Diets
Ferret Travel
Long Term Care
Ferretopia.com | Visual Strategy Guide
7.1 // App Launch Icons Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
7.1
App Launch Icons
ferretopia.com app
VSG
8.0 Employee Uniforms VSG
9.0 Food Products 10.0 Promotional Items
Visual Strategy Guide
The ferretopia.com mobile app launch icon features the ferret illustration from the logo centered on a deep orange field. The Visual Strategy Guide app launch icon features the a cropped image of the white symbol with the letters VSG in the upper left corner on a deep orange field. Ferretopia.com | Visual Strategy Guide
8.0 // Employee Uniforms Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com employee uniforms feature white shirts and baseball caps with the full color primary logo on the front.
Ferretopia.com | Visual Strategy Guide
9.0 // Food Products Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com will make and sell healthy ferret snacks made from freeze dried chicken and duck.
Ferretopia.com | Visual Strategy Guide
10.0 // Promotional Items Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Advertising items and promotional swag will feature the full color primary logo on the front.
Ferretopia.com | Visual Strategy Guide
10.0 // Promotional Items Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Advertising items and promotional swag will feature the full color primary logo on the front.
Ferretopia.com | Visual Strategy Guide
Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide
Positioning Statement Table of Contents 1.0 Positioning Statement 2.0 Primary Identifier 3.0 Color Palette 4.0 Typefaces 5.0 Business Stationery System 6.0 Website 7.0
Mobile App
8.0 Employee Uniforms 9.0 Food Products 10.0 Promotional Items
Ferretopia.com | Visual Strategy Guide