TSSIR Brand Standards Manual

Page 1



we have a treat for you


Tri-State Shiba Inu Rescue 2018

contents. Part I Introduction 6 Part II Our Look 10 Our Colors 14 Dos & Don’ts 20

Part III Our Words 28 Our Gear 30 Contact 34

what is a brand?

why use a brand?

A brand is more than just a logo. It is the entire identity of a company or organization.

In an age ruled by an abundance of search engine results and social networking, it has never been more important to engage with the people behind the screens. This is especially true for brands like ours that exist almost entirely on digital platforms.

Every single bit of content, imagery, or product created and presented to the public contributes to a brand’s overall image.


Tri-State Shiba Inu Rescue 2018

First impressions are everything. Data shows that users typically navigate off of a webpage within the first 10 seconds. Having a clean and consistent identity creates trust and credibility during those crucial moments. That’s just one great example of why a brand is important.

who are we?

We are Tri-State Shiba Inu Rescue, a non-profit organization dedicated to rehabilitating our dogs. We are recognized by the state of Ohio as a 501(c)(3) public charity. However, we receive no financial compensation for our work. 100% of all donations received go directly to helping our dogs.

what we do 8

Tri-State Shiba Inu Rescue 2018

We save, rehabilitate, and find loving homes for abandoned and mistreated dogs in Ohio, Kentucky, Indiana, and West Virginia. Although we primarily take in dogs of the Shiba Inu breed, we have taken in a variety of different breeds and mixes. We will never turn away a friend in need.

why we do it

what we promise

At Tri-State Shiba Inu Rescue, our vision is to raise awareness against animal cruelty and the existence of thousands of puppy mills across the country who neglect and abuse their dogs.

To support our animals throughout their entire healing process, and, above all ensure their proper placement into loving furever homes.

We hope to make an impact in our local community by rescuing as many pups as we can get our paws on and finally giving them the happy and carefree homes they deserve.



We keep what’s at the heart of our rescue at the heart of our brand


Tri-State Shiba Inu Rescue 2018

HTML: #FF6D22 RGB: 255 109 34 PMS: 1585 C CMYK: 0 62 97 0


Tri-State Shiba Inu Rescue 2018


HTML: # FCAF17 RGB: 252 175 23 PMS: DS 18-1 C CMYK: 0 35 100 0

HTML: # 1D3D6B RGB: 29 61 107 PMS: DS 201-1 C CMYK: 100 85 35 15


when to use them. There are several different approved color variations of our logo, all of which utilize only the colors of our brand. Please keep in mind the following points when making color selections for use in the logo. These color rules apply to both the logomark and logotype, whether used together or separately.


•Never change or reverse the colors in the logo mark, unless printing in one color or black & white. •Only place the logo on white or an approved color background with color choices shown. •When placing the logo on a black background, use only the white knockout version shown. •Never place the logo on a photo, pattern, or semi-transparent background.

Tri-State Shiba Inu Rescue 2018

primary logo on white



black & white


icons. The following are the only icons approved for web or print usage. These icons should be utilized for web applications such as social media platforms or any online presence which requires an avatar to be set. To retain as much integrity in our logomark and brand as possible, the minimum size allowed is 50x50 pixels. If required, please refer to the color section of this manual for how to select colors for printing in single color, grayscale, or black & white. The minimum size allowed for a printed icon is 1 inch wide.


Tri-State Shiba Inu Rescue 2018

dos &


safe space do’s 50% “r” height 100% “r” height

Indicated by the purple square, this area must always be equal to or greater than the full height of the “r” in rescue. 22

Tri-State Shiba Inu Rescue 2018

Always position content around the required safe space to prevent overlap of the logo and give some breathing room.

& don’ts. 50% “r” height 100% “r” height

Don’t put content inside the safe space frame. Ever.

That includes adorable puppy pics and cute shapes.

rotation do’s


Tri-State Shiba Inu Rescue 2018

& don’ts.

Never rotate the logo in any direction. Simple.

scaling do’s

The minimum size for any digital version of the logo which contains the logotype is 100 pixels wide. 26

Tri-State Shiba Inu Rescue 2018

The minimum size for any printed version of the logo which contains the logotype is 1 1/2 inches wide.

The minimum size an icon can be scaled down to is 50x50 pixels.

& don’ts.

Don’t scale the logo below the minimum size, or else the logotype will become difficult to see, if not illegible.

Don’t squash or stretch the logo or icon. Always constrain proportions when scaling.

Never scale the logo or icon to a point where it goes out of the boundaries of the page or is otherwise cut off.

headers & subheaders

body copy

Futura PT Demi

abcdefghijklm nopqrstuvwxyz

abcdefghi jklmnopq rstuvwxyz 28

Tri-State Shiba Inu Rescue 2018

Futura PT Book





it’s just good business.


Tri-State Shiba Inu Rescue 2018

let’s talk. Please send creative inquiries to sdholden@live.com Contact Tri-State Shiba info@tristateshiba.org tristateshiba.org


Tri-State Shiba Inu Rescue 2018

Created by Sarah Holden, 2018