BRAND GUIDELINES
2019
01 WHO WE ARE O U R S T O RY
W H AT W E D O
OUR MISSION
TA P FA M I LY
BRAND PERSONALITY
Table of Contents
02 BRAND IDENTITY OUR BRAND LOGOS
CORRECT & INCORRECT LOGO USE
BRAND GRAPHICS
C O L O R PA L E T T E
TYPOGRAPHY
T Y P O G R A P H Y PA I R I N G S
PHOTOGRAPHY STYLE
O U R I M A G E L I B R A RY
03 BRAND SYSTEM IN-CONTEXT EXAMPLES
MERCHANDISE
WEB PRESENCE
04 CONTACT
Who We Are O U R S T O RY W H AT W E D O OUR MISSION TA P FA M I LY BRAND PERSONALITY
01
Our Story
The Animal Pad was founded in 2010 by 
 Stephanie Nisan because of a dire need 
 for action in the local shelter systems. Millions of dogs are put to sleep every year in shelters across America and TAP aims to greatly reduce the amount of dogs that are euthanized every day by educating the public on the importance of spay/neutering their pets, adopting vs. buying, and treating dogs with the love and respect they deserve.
WHO WE ARE
4
What We Do
The Animal Pad is a non-profit, all breed dog rescue that focuses on saving dogs from high kill shelters and the streets of Mexico. We get them vet care, place them in foster homes and then find them loving forever families. A few years ago, we turned our attention to the street dogs of Mexico as there is very little help for them. Since then, we have developed a large rescue network in Baja California and we have 
 a sister shelter in Ensenada that we focus on taking dogs from whenever funds allow.
WHO WE ARE
5
Our Mission ‌is to build, operate and maintain a no-kill animal sanctuary. This would be the model to expand into other cities, and help others who would like to create similar shelters.
Our current focus is rescuing dogs from high kill shelters in Southern California and Mexico. We get them the vet care they need, find foster homes, rehabilitate them and facilitate adoptions into loving homes.
Our TAP Family
The Animal Pad is only able to do what 
 we do through the eorts of a wide network of volunteers, fosters, donors, sponsor organizations, and adopters. It truly takes a village. And we are always looking for help! The Animal Pad is seeking new avenues for fundraising, veterinary and pet supply connections, and anything else that can assist TAP in helping these innocent souls.
WHO WE ARE
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WHERE SINGLE ANIMALS GO TO FIND LOVE.
Our Brand Personality APPROACHABLE We’re crazy dog ladies in disguise! We like to think of ourselves as a "hip rescue!" who does things a little differently.
QUIRKY Our name "The Animal Pad" is originally inspired by "The Bachelor Pad" - and our tagline is "where single animals go to find love.”
INCLUSIVE We have an all female board of directors (though we have many male volunteers as well!)
TRUSTWORTHY Although we don’t take ourselves too seriously, we do take our service and commitment seriously. You can trust we’ll be working in a professional and sophisticated manner, always.
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Brand Identity OUR BRAND LOGOS CORRECT & INCORRECT LOGO USE BRAND GRAPHICS C O L O R PA L E T T E TYPOGRAPHY T Y P O G R A P H Y PA I R I N G S PHOTOGRAPHY STYLE O U R I M A G E L I B R A RY
02
Our Brand Logos P R I M A RY L O G O
BRAND IDENTITY
VIEW & DOWNLOAD
A P P R O V E D S E C O N D A RY L O G O V E R S I O N S
10
Correct & Incorrect Logo Use
BRAND IDENTITY
The most common logo used will be the black logo on a white or light-colored background to ensure contrast and legibility.
Do not rotate or skew the logo in any way. It should always sit right-side up with its square proportions.
If there is a case of a black or dark-colored background, make sure the alternate white logo is used so the logo still stands out.
Do not add any effects to the logo, that would affect the original colors and don’t frame it or add a drop shadow. The logo should sit flat on a brand-friendly background.
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Brand Graphics
BRAND IDENTITY
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Brand Graphics (continued)
BRAND IDENTITY
BRAVECTO: WHAT’S ON TAP?
FLEAS TICK US OFF!
DOUBLE TAP FOR BRAVECTO
I’D TAP THAT!
BRAVO BRAVECTO!
TAP: WELCOME TO THE BARK SIDE
13
Color Palette P R I M A RY C O L O R S
ACCENT COLORS
FRESH GREEN
CHARCOAL BLACK
BRIGHT WHITE
HEX: #8BC53F
HEX: #231F20
HEX: #FFFFFF
RGB: 139 / 197 / 63
RGB: 35 / 31 / 32
RGB: 255 / 255 / 255
CMYK: 50 / 0 / 100 / 0
CMYK: 0 / 0 / 0 / 100
CMYK: 0 / 0 / 0 / 0
BRAND IDENTITY
VOLUNTEER ORANGE
COMMUNITY BLUE
HEX: #EF873A
HEX: #7CC7F5
RGB: 239 / 135 / 58
RGB: 124 / 199 / 245
CMYK: 0 / 61 / 99 / 0
CMYK: 51 / 4 / 0 / 0
PLEASE NOTE
HEX or RGB color formulas should be used for digital art. CMYK color formulas should be used for printed art.
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Typography Helvetica Neue ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890¿?!*.; VIEW & DOWNLOAD
BRAND IDENTITY
DIN CONDENSED ABCDEFGHIJKLMN OPQRSTUVWXYZ ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890¿?!*.; VIEW & DOWNLOAD
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Typography Pairings Heading
Helvetica Neue, Bold
Subheading
DIN Condensed, Bold ALL CAPS
Body Text
Helvetica Neue, Regular
Headings in primary brand colors THE SUBHEADINGS IN PRIMARY BRAND COLORS OR OVER ACCENT COLORS Body copy in black or white. 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. CAPTIONS LOOK LIKE THIS.
Captions & Buttons
BUTTONS ARE SQUARE & IN BRAND COLORS.
Helvetica Neue, ALL CAPS GREEN
BRAND IDENTITY
BLACK
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Photography Style
The photography used for The Animal Pad should be bright, airy and hopeful. We want to showcase the special moments between our animals and our volunteers, as well as some that are focused on the animals themselves.
Reference our image gallery on the next slide for examples of excellent photography to use.
BRIGHT AIRY HOPEFUL
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Our Image Library
VIEW & DOWNLOAD
BRAND IDENTITY
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Brand Systems IN-CONTEXT EXAMPLES MERCHANDISE WEB PRESENCE
03
In-Context Examples JOIN US FOR TAP FOUNDER STEPHANIE’S
BRAVECTO BIRTHDAY BASH
WHERE SINGLE ANIMALS GO TO FIND LOVE
Wednesday, September 4th 6-9PM Two Seven Eight
AN ALL-BREED DOG RESCUE
3687 Fifth Ave
501C3 NON-PROFIT
ADOPT | VOLUNTEER | FOSTER | DONATE
HELP US RAISE ENOUGH FUNDS TO TREAT THE ENTIRE ENSENADA SHELTER! 25% of all sales go directly towards TAP’s 4k goal! Exclusive TAP merchandise available
ADOPT | VOLUNTEER | FOSTER | DONATE
BRAND SYSTEMS
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In-Context Examples www.theanimalpad.org
AN ALL-BREED DOG RESCUE 501C3 NON-PROFIT
contact@theanimalpad.com @theanimalpad
Kelly Dembicer MARKETING DIRECTOR +1 (916) 705-4667
kelly@theanimalpad.com
www.theanimalpad.org
@theanimalpad
AN ALL-BREED DOG RESCUE ADOPT | VOLUNTEER | FOSTER | DONATE
BRAND SYSTEMS
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Merchandise PAT C H E S
BRAND SYSTEMS
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Web Presence WEBSITE
BRAND SYSTEMS
FA C E B O O K
I N S TA G R A M
23
Contact
04
HEADQUARTERS SAN DIEGO, CALIFORNIA, USA
Thanks!
CONTACT NAME K E L LY D E M B I C E R
PHONE NUMBER (916) 705-4667
EMAIL ADDRESS K E L LY @ T H E A N I M A L PA D . C O M Â