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CARBONDALE ANIMAL HOSPITAL

BRAND GUIDELINES


CONTENTS

INSIDE THE BRAND

i.

Cover

vii.

Typography Primary Typeface

ii.

Contents

iii.

Introduction

viii.

Brand Colors

iv.

History

ix.

Photography

v.

Logo

x.

Target Audience

Construction

Primary Audience

Mediums

Secondary Audience

Restrictions

xi.

Application Wayfinding CONTENTS

Patterns

vi.

Secondary Typeface

ii.


INTRODUCTION

OUR PURPOSE

“

Carbondale Animal Hospital believes in blending the capability of modern medicine with patient care.

INTRODUCTION

Carbondale Veterinary Hospital is proud to serve Tulsa, OK and the surrounding communities. We are dedicated to providing the highest level of veterinary medicine along with friendly, compassionate service.

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As veterinary medicine progresses, we continue to develop more advanced diagnostic, medical, dental, and surgical technology. Carbondale Animal Hospital believes in blending all the capability of modern medicine with a practical, evidence based approach to patient care.


CONSULTATION We have extensive experience and a passion for the quality of life of all the pets in his care. We gladly offer consultations for any and all preventative or medical issues that present in your loved one. From your new puppy or kitten, to dental or behavioral issues, through dermatological and orthopedic problems, and also neurological and chemotherapy consults; we are here for your pet 24 hours a day.

PROCEDURES Many pets require preventative or corrective procedures throughout their lifetime. CAH offers the state-of-the-art equipment and practical experience to skillfully accomplish both routine and extremely delicate procedures. These include dental cleaning, oral surgery, chemotherapy, and dislocation reduction to name a few of our procedures.

DIAGNOSTICS Should your pet require advanced diagnostics, Carbondale possess the technology needed to perform the most comprehensive testing in-house; including digital radiography, comprehensive blood analysis, and almost every diagnostic available at a referral hospital. We will gladly refer any specialized testing determined necessary.

SURGERY Dr. Ben Mackin is a practiced and accomplished veterinary soft tissue surgeon, successfully performing surgeries including routine lumpectomies, spays and castrations, to the challenging emergency abdominal, ophthalmic and amputative surgery. We do not perform orthopedic surgery, but will gladly refer you to DVMs or other specialists who practice the highest level of orthopedic medicine.

iii.


HISTORY

BACKGROUND

ABOUT US

HISTORY

iv.

Each individual on our team is enthusiastic about improving and expanding their skill set.

Since 1985 Carbondale Animal Hospital has served the pets of Tulsa, OKlahoma offering outstanding veterinary care throughout it’s long history. The philosophy of this small mountain town pet clinic has been steadfast and successful throughout the years; continually advancing compassionate veterinary care in a warm, welcoming environment. Carbondale Animal Hospital has been your home town Vet for many years, and Dr. Ben hopes to continue this tradition at the Animal hospital. As veterinary medicine progresses, we continue to develop more advanced diagnostic, medical, dental, and surgical technology. Carbondale Animal Hospital believes in blending all the capability of modern medicine with a practical, evidence based approach to patient care. ​ Client communication is paramount to our mutual goal. We welcome your questions, concerns, and personal views regarding your pet’s care. After all, you know your loved ones best. We truly believe that taking the time to know your family, your pets, and your goals that will hopefully serve your pet in the best way possible.

Dr. Ben Mackin graduated with a Doctorate of Veterinary Medicine from Colorado State University, The College of Veterinary Medicine and Biomedical Sciences in 2003. After working at various animal hospitals in San Diego, Boulder, and Denver, he moved to the Roaring Fork Valley to be near good friends and enjoy the mountain life in 2004. In early 2007, Ben purchased Carbondale Animal


that catered to the vision he faithfully follows: A truly compassionate, caring, and small-town practical vision of animal care that can accomplish all the medical and surgical capability necessary in an intimate, welcoming hospital.A little history of myself for you: (Switching to ‘first person’ here, just had to put out the name)… I grew up in a small fishing village just south of Boston, Ma. Thankfully, I am capable of pronouncing my "R's" thanks to my mom, the speech therapist. However, you’ll see one of my remaining Boston traits if you ever have to get blood work on your pet, I tell

you that I still have a healthy superstition regarding two things: The Red Sox, and blood draws (you just don’t say, “hooray we got the blood”, until you get it all… and you NEVER say hooray about the Red Sox until they win the world series!) After graduating from the University of California at San Diego with a Bachelor's in Science and a focus in Animal Physiology and Neuroscience, and He has worked at the Center for Reproduction of Endangered Species at the San Diego Zoo, as well as the Avian Exotic Animal Hospital in San Diego. I will always have a soft spot for exotic and zoo medicine, yet due to the

small exotic animal population in Colorado, I will continue to defer to my exotic animal betters in the area. As you can see, I like to enjoy a genuine, honest, and straight forward relationship with both my clients and patients, and have the professional medical and surgical knowledge to help us always try to make the best decision for your pet. We are thankful and dedicated to the wonderful and welcoming town of Tulsa, and are glad to continue offering quality veterinary medicine. Carbondale Animal Hospital also regularly supports the other amazing businesses, schools, events, and charities.

iv.


LOGO

CONSTRUCTION Scientific, Professional, and clean are three words the brand wanted to portray with their logo. The Logo is meant to have rounded corners with a stoke witdth of about 3pts, but varies with the scale and size of the logo. The logo mark and type must be proportional with eachother.

CARBONDALE ANIMAL HOSPITAL

The logo mark and Type can be centered vertically or horizontally aligned. The primary typeface should always be slightly larger than the secondary typeface.

CARBONDALE CARBONDALE C

LOGO

ANIMAL HOSPITAL L

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The Primary typeface OCR A STD, is placed directly .5 of an inch beneath logo mark. Following is the secondary typeface, Gotham HTF, placed directly underneath the first.


RESTRICTIONS

INCORRECT USAGE

RESTRICTIONS

When scaled up or down make sure the stroke weight remains consistant

vi.

Do not stretch the logo horizontally Do not stretch the logo vertically


RESTRICTIONS

CORRECT USAGE

Each logo mark can be used interchangeably for branding purposes

Be sure to equally scale up the logo so that the parts remain proportional

CARBONDALE ANIMAL HOSPITAL

vi.


TYPOGRAPHY

PRIMARY TYPEFACE

OCR A STD Regular

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890{}!?/”:;@$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890{}!?/”:;@$%^&*()

AaBbCc123

TYPOGRAPHY

OCR A STD Regular

vii.

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TYPOGRAPHY

SECONDARY TYPEFACE

GOTHAM HTF Regular

Bold

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AaBbCc123 Gotham HTF Light

AaBbCc123 Gotham HTF Book Condensed

AaBbCc123 Gotham HTF Bold

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl aliquip ex ea commodo. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl aliquip ex ea commodo.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl aliquip ex ea commodo.

vii.


BRAND COLORS This color usage for Carbondale is to remain clean and professional thanks to the soft blues, greys, and whites. This palette draws attention and highlights focal elements by throwing a vibrant feature color into the mix.

#454546

These colors break up lighter, gentler colors with a punchier tone for a nice contrast.

C 67% R 69 M 60% G 69 Y 58% B 70 K 43%

MATTE

#EF4147

BRAND COLORS

WATERMELON

viii.

C M Y K

0% R 239 90% G 65 72% B 71 0%


#F1F2F2

NEUTRAL C 0% R 241 M 0% G 242 Y 0% B 242 K 5% #CBEBF5

SKY

C 0% R 239 M 90% G 65 Y 72% B 71 K 0%

#ABABAA

CARBON C M Y K

35% R 171 28% G 171 29% B 170 0%


PHOTOGRAPHY

PORTRAITS

As sentient beings that sit beside us on this rock, animals are due the same respect and consideration as human models. They’re not toys or props with a pulse.”

PHOTOGRAPHY

The Carbondale brand uses photography that captures that person or animal’s unique character, charisma and personality with professional Black & white photography and portraits.

ix.


PERSONAS

PRIMARY CLIENT

Aaron

28 / Banker / Tulsa, OK

DESCRIPTION Aaron is a accountant that works at The Williams Companies in Tulsa Oklahoma. Aaron loves animals but sees the need to volunteers at animal shelters to reach more animals in need. Aaron has a dog and a cat of her own but enjoys visiting adoption clinics on the weekends in her free time. She also fosters animals that have been rescued until they find a safe and happy family. Sara has a big heart for animals and understands that there are so many in need, but can not afford to adopt any more animals than she has.

NEEDS

TARGET AUDIENCE

• More Income • A larger house • Time

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PERSONAS

SECONDARY CLIENT

Glory

1/ Black Lab/ Tulsa, Ok

DESCRIPTION Glory is a Black Lab that loves to gives kisses and hugs to anyone she’s around. She lives in Tulsa Oklahoma but would love to live in Antartica becasue of her thick coat. Glory loves daily walks to the park, playing with friends at the doggy park, and being pampered by her parents. Glory enjoys playing in the water, so getting groomed is her favorite time of the day. She enjoys playing fetch and tugawar with her owner

NEEDS • Grooming • Vaccinations • Boarding

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xi.

APPLICATION


xi.


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