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BRAND MANUAL

IDENTITY GUIDELINES VERSION 01 AUGUST 2016

TIP TOP K9 BRAND MANUAL

TABLE OF CONTENT

03 / Introduction 07 / The Logo 17 /

Color Palette

19 /

Typography

24 / Stationery 29 / Imagery

INTRO DUCTION

/ BRAND IDENTITY

01.1

INTRODUCTION ABOUT US Tip Top K9 provides dog obedience training services.

For the last 8 years we have helped Tulsa and Oklahoma dog owners every year ﬁx bad behavior and enjoy their furry companion even more!! We are dog trainers in Tulsa who have a passion to train dogs and help people to better enjoy their dogs. Dogs are pack animals and the better people understand how to interact with their dog and how to train their dog the more they will enjoy their pet! We got started full time about 8 years ago to help people be able to enjoy their dog off leash, in the house, or anywhere. Our trainers all love dogs and want them to have the best lives possible, not just be stuck in the back yard but to have freedom and be able to be trusted by their owners. Here at Tip Top K9 we do not train for competition obedience or agility, but our focus is on off leash obedience and manners. We want the average dog owner to be able to take their trained dog anywhere and everywhere off leash with them. We specialize in training aggressive dogs and dogs with issues. No dog is too hard, we have seen many dogs saved from being put down that were labeled “red zone” or “un-ﬁxable” by other trainers.

01.2

DOG TRAINING SERVICES

A summary of our service provision

Issues our dog trainer handle include - Behavioral issues (anxiety, jumping, digging, licking, humping, jumping on furniture) - Leash pulling - Dog Aggression - People Aggression - Crate Training - Potty Training - Dog Dominance - Obedience Training - Manners (No begging at table, sit and wait at the door humans ďŹ rst!) - Human training (Normally half the training is human)

Training services we do not offer include - Protection training (i.e. bite training, guard dog and or commonly referred to as attack dog training) - Service dog training we do not train service dogs, seeing eye dogs or assistance dogs - Therapy dog training we do not train therapy dogs, we have trained many dogs that are or have become therapy dogs as obedience and manners and social skills is the #1 habit needed to become a therapy dog, we give them the skills to be able to pass the Canine Good Citizen test and become a therapy dog but this is not one of our focuses. - Agility Training As of yet we do not have a facility set up for agility or ďŹ‚yball or any of the dog sports.

One other thing about us is we operate differently than most other dog trainers in Oklahoma. We do not sign every client and dog up for just any of our packages. We like to come meet you and your dog and ďŹ nd out how where your little buddy currently is training wise, where you would like them to be and how much time you do or do not have for training and then we will either recommend or customize a package based off your needs and your budget.

Call today at 918-268-8176 to schedule a FREE demonstration or an in-home assessment so we can come out and meet you and your dog and see if we are a good ďŹ t!!

THE LOGO

/ BRAND IDENTITY

02.1

PRIMARY LOGOTYPE How we want our brand to be represented.

Tip Top K9’s ofﬁcial logo is the primary representation of Tip Top K9 brand. This logo is a unique trademark used to identify all the brand’s properties, products, services and communication material.

02.2

SECONDARY LOGOTYPE Black version of the logo

The black version of the logo usage should be very exceptional and limited. If the Tip Top K9 ofďŹ cial logo cannot be printed or displayed in color, the logo can appear in black and gray. White is the preferred background color for this option.

02.3

GRAPHIC ELEMENT Brand Icon, Symbol or Mark

02.4

BRAND WORDMARK

Standalone brand wordmark

“Tip Top K9” is the ofﬁcial wordmark that represents our brand. The wordmark must be presented use Roboto Slab font, bold typeface. The wordmark colors should be featured as described below.

Tip Top K9 Tip Top K9 Tip Top K9 Tip Top K9

02.5

LOGO CLEAR SPACE

This is the area of logo isolation from other grahic elements.

The Clear space has been established to ensure logo visibility and impact. Maintaining the Clear space zone between the logo and other graphic elements such as type, images, other logos, etc. .5X .5X

Ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements. The logo should be surrounded by clear space equal to half the height of the logotype (x = the logo height in the illustrations below).

02.6

MINIMUM LOGO SIZE The smallest size of logo presentation

The Minimum size has been carefully established to ensure our logo is reproduced correctly in smaller sizes. At Minimum size, the logo is still clearly legible and provides a strong level of identiďŹ cation. When using a lower-quality printing technique (i.e. screenprinting), it is recommended that the logo be used in a larger size. The logo must never be used in a smaller size than the size described on the right. For printed applications (i.e. offset printing), the width of the logotype should not be reduced less than 27 mm. For screen applications (i.e. a website or banner), the width of the logotype should not be reduced any smaller than 78 pixels.

97 Pixels / 34 MM

02.7

LOGO ON BACKGROUND Colors that make our brand to stand out.

Red and black colors are the preferred background colors for this option.

02.8

LOGO PLACEMENT

The right way to position the logo when using print media.

Proper placement of the logo increases the visibility of the brand. TipTop K9 logo is typically anchored to the top or bottom left of collateral, with at least one logo height (x) of space from the edge

X X

02.9

LOGO INCORRECT USAGE Inappropriate use of our logo.

Do not alter the Tip Top K9 logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions.

Do not condense the logo

Do not stretch the logo

Do not rotate the logo

Do not ďŹ lter the logo

Do not alter the logo color arrangement

Do not use tints on the logo

COLOR PALETTE

/ BRAND IDENTITY

03.1

OFFICIAL BRAND COLORS

Colors that make our brand to stand out.

Our Corporate colors are a distinct and crucial part of our identity as they make our brand instantly recognizable. When applied consistently, our Corporate colors also provide a strong visual link across various materials and communications and set our company apart from the competitors. No colors other than the ones speciďŹ ed below may be used.

80%

60%

40%

20%

RED 80%

60%

40%

20%

BLACK

PMS

: 485 C

CMYK : 6, 100, 100, 1 RGB

: 220, 30, 37

HEX

: #DC1E25

PMS

: 419 C

CMYK : 70, 67, 64, 74 RGB

: 34, 31, 31

HEX

: #221F1F

TYPO GRAPHY

/ BRAND IDENTITY

04.1

CORPORATE TYPEFACES Our brand’s ofﬁcial fonts

Clear communication is an essential part of the Tip Top K9 brand. Used consistently, typography plays a signiﬁcant role in reinforcing the brand. Tip Top K9’s corporate font is Roboto Slab with typefaces; thin, light, regular and bold. These should be used for all print materials, events, and copy set in online graphics when possible.

ROBOTO SLAB THIN LIGHT REGULAR BOLD

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz @#$%*()=+/{}][/? 0 1 2 3 4 5 6 7 8 9

04.2

SECONDARY FONT Recommended alternative font

Rokkitt is the recommended font for Tip Top K9 brand in case where Roboto Slab is not availabe. The font should be featured both in print and web.

ROKKITT LIGHT REGULAR BOLD

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz @#$%^*&/\=<>? 0 1 2 3 4 5 6 7 8 9 11 10

04.3

CORPORATE TYPOGRAPHY Typefaces hierarchy

Typography is another important element of our brand. By controlling the type styles and alignment used, we further strengthen the visual distinctiveness of Tip Top K9.

Used to introduce the overall piece

FO R H E A D I N G U S E

ROBOTO SLAB POINT 24 0R POINT 28

Used to introduce section Used to describe paragraph

This is a Sub head, Roboto Slab Pt 12 / Pt 14 This is a small title, Roboto Slab Pt 11 / Pt 12 This is a body paragraphy, Roboto Slab Pt 12

Bullets used to list point/items. Custom spacing shoul be used.

â€˘ This is a bullet, Roboto Slab Pt 10 / Pt11 â€˘ This is a bullet, Roboto Slab Pt 10 / Pt11 Line height should be 1.5 to create space between bullets

Used to highlight the main idea

This is a callout, Roboto Slab Pt 12 / Pt 14

Used as a call to action with a period at the end.

This is a call to action, CTA. Roboto Slab Pt 20 / Pt 24

04.4

BRAND NAME

Tip Top K9 the brand name

Tip Top K9 Tip Top K9 Tip Top K9 Tip Top K9

CORPORATE STATIONERY

/ BRAND IDENTITY

05.1

CORPORATE BUSINESS CARD Use as formal introduction

Business cards are cards bearing business information about a company or individual. They are shared during formal introductions as a convenience and a memory aid.

Below is the proposed layout with the primary elements of the Tip Top K9 stationery system of the business card. The business cards will be used for all ofďŹ cial contact and communication of Tip Top K9. Dimension 85mm x 55mm - business card standard Print CMYK

Front Side

Benjamin Kokan Training Coordinator

1430 Haines Ave, Suite 108-186 Rapid City, SD 57701 USA benk@scod.com www.scod.com +14 400 487 642 +14 406 787 041

Back Side

05.2

CORPORATE LETTERHEAD Exchanging conďŹ dential information

A letterhead is the heading at the top of a sheet of letter paper (stationery). That heading usually consists of a name and an address, and a logo or corporate.

Below is the proposed layout with the primary elements of Tip Top K9 stationery system for the letterhead. The letterhead will be used for the effective communication that is going out of Tip Top K9 Company. Dimension 297 x 210 mm - letterhead standard Print format CMYK

TO THE HUMAN RESOURCE MANAGER

Dear Markson Makatz, RE - APPLICATION FOR JOB INTERVIEW Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui ofďŹ cia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Your Sincerely, Markson Frank

Markson Frank

1430 Haines Ave, Suite 108-186 Rapid City, SD 57701 USA +14 400 487 642 +14 406 787 041

info@scod.com www.scod.com

05.3

CORPORATE ENVELOPE

Information mailing purpose

The Tip Top K9 envelope or mailing label should be used for all mailed correspondence. To the right is the proposed layout with the primary elements of the Tip Top K9 stationery system of the envelope. Dimension 220 x 110 mm - Envelope Stardand Print CMYK

1430 Haines Ave, Suite 108-186 Rapid City, SD 57701 USA

info@scod.com www.scodcom

+14 400 487 642 +14 406 787 041

05.4

EMAIL SIGNATURE For marketing and branding purposes

Email signature is used to provide the recipient with your name, e-mail address, business contact information, or Web site URL. A signature ďŹ le, or sig as it is often called, can easily be created in most e-mail clients. You will have the option to always attach the signature to all outgoing e-mails, or add the signature in speciďŹ c outgoing e-mails. Tip Top K9e-mail signature therefore should comprise of; the company logo, name of the and designation of the email owner plus company contact information.

Benjamin Kokan Training Coordinator

1430 Haines Ave, Suite 108-186 Rapid City, SD 57701 USA benk@scod.com www.scod.com +14 400 487 642 +14 406 787 041

CORPORATE IMAGERY

/ BRAND IDENTITY

06.1

IMAGE MOOD I Brand corporate image

The images you choose should lend well to your message. Make sure they support what youâ€™re trying to say, whether thatâ€™s visually representing your message, or acting as an accent.

06.2

IMAGE MOOD II Let the image tell the story

TIP TOP K9 BRAND ...... helping people to better enjoy their dogs.