Style G u i d e
Table of Content Company Statement
2
Logo Statement
3
Color Palette
4
Typography
5
Stationery
6
Business Letter
7
Applications
8
Size and Margins
13
Inappropriate use
14
1
Company Statement The mission of Zen Pets is to provide safe, affordable, high quality pet supplies for loving owners. Our inventory will always be stocked with the newest and best accessories, beds, crates, food, and more. We look to save as many dogs and cats from “kill� shelters and place them into loving and proud families. It is our hope and mission to make all animals safe and happy. In respect to our saved pets we will provide them with open spaces to run, play, and be free to be a pet. Every family that comes to use for their newest member will be from then on apart of our family. We will provide training lessons, if requested, for owners and their pets to bond and learn. In doing so, will support families in their efforts to reach their goals. In total at Zen Pets we hope to make all animals equally loved and cared for in every family and home.
2
Logo Statement This logo was designed to represent unity of animal and family. It shows a cat and dog intertwined in a ying yang. Ying and Yang has always represented unity and clam. By applying this symbol to the logo it reflects the company’s mission statement of provide loving and happy homes.
3
Color Palettes
Logo Invert
The core elements make the pet supply and rescue instantly recognizable. They create the basis for the visual identity. These elements are: • Our logo • Our color palette • Our typefaces
Color Palette
Logo Black and White
4
Pantone 7468 C
Pantone 2405 C
Pantone 362 C
C: 97 M: 46 Y: 26 K: 3
C: 32 M: 100 Y: 1 K: 0
C: 73.48 M: 15.28 Y: 100 K: 2.33
R: 0 G: 114 B: 152
R: 181 G: 0 B: 140
R: 78 G: 157 B: 45
#007298
#B5008C
#4D9C2D
Typography Book Antiqua
Helvetica CY
Regular ab c d e f g h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz ,.;:<>/?!@#$%0123456789
Regular abcde f ghi n op q rst u v abcdefghijklmnopqr ,.;:<>/?!@#$%012
j klm w x yz stuvwxyz 3456789
Bold ab c d e f g h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz ,.;:<>/?!@#$%0123456789
Bold abcde f ghi n op q rst u v abcdefghijklmnopqr ,.;:<>/?!@#$%012
j kl M w x yz stuvwxyz 3456789
Italic a b c d e f g h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz ,.;:<>/?!@#$%0123456789
Bold Oblique
Bold Italic a b c d e f g h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz ,.;:<>/?!@#$%0123456789
a b c d e f g h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz ,.;:<>/?!@#$%0123456789
5
Stationery
ELAYNE TELLER
PHONE: (914)-426-9153 FOUNDER & CEO. 186 FOREST RD. WALLKILL, NY 12589 EMAIL: ETeller@hvc.rr.com
186 FOREST RD. WALLKILL, NY 12589
ZEN PETS SUPPLY AND RESCUE 186 FOREST RD. WALLKILL, NY 12589路 ZENPETSSUPPLY.COM
6
Business Letter All letters should be typed in accordance to the measurements and positions specified. Specifications are displayed with proper measurements in the image.
2
1/8”
October 29th, 2012
The typeface suggested is Book Antiqua. If book Antiqua is not available Times New Roman would work. Typesize should be at 12 points.
Charles Ruiz 92 Coach Lane
1 ” Newburgh, NY 12550 Dear Mr. Ruiz: Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from "de Finibus Bonorum et Malorum" by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.
1
1/8”
Sincerely,
Elayne Teller
1
3/4”
ZEN PETS SUPPLY AND RESCUE 186 FOREST RD. WALLKILL, NY 12589· ZENPETSSUPPLY.COM
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Application Website
Website: The website is to be used to help the costumer see what Zen Pets has to provide in supplies, events, our history, or help make it easier to adopt a pet. It should be always operational.
Phone app: The phone app is to be a useful tool where the costumer can order items â&#x20AC;&#x153;on the goâ&#x20AC;? and pick them up in store quicker. It is also a place where the costumer can quickly check and see if there are any events they wish to be apart of.
Home
About
Suppys
Home The Adotables
About Contact Suppys
The Adotables
Contact
Home
About
Suppys
Home The Adotables
About Contact Suppys
The Adotables
Phone app
Success Story
Success Story This pup made it to his Fur-ever home with a great family!
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8
This pup made it to his Fur-ever home with a great family!
EVENTS
EVENTS Everyday Licienih illaborit et qui am quis audam rem. Rum ipid ex et veresti unducit alia doluptat alibust ibusanturit eatius est, cumquate im voloribus, endus rem nonempe le
Hilights Licienih illaborit et qui am quis audam rem. Rum ipid ex et veresti unducit alia doluptat alibust ibusanturit eatius est, cumquate im voloribus, endus rem nonempe le
Everyday Licienih illaborit et qui am quis audam rem. Rum ipid ex et veresti unducit alia doluptat alibust ibusanturit eatius est, cumquate im voloribus, endus rem nonempe le
alibust ibusanturit eatius est, cumquate im voloribus, endus rem nonempe le
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Contact
Applications T-shirt:
Shirt
The Branded T-shirt should be worn by all members of the staff. With the typeface logo on front, and just plan logo on the back.
Dog Jacket: The dog jacket is a fashionable and comfortable accessory to be sold. This item can also be given away as prizes to help spread the storeâ&#x20AC;&#x2122;s name.
Dog Jacket
9
Applications
Dog Bowl
Dog Bowl: The Branded Dog Bowl should not only be sold to costumers, but also be used for the dogs that are currently being taken care of at the store.
Dog Tags: These are easy promotions that could be handed out for free. Every dog should have a tag, this provides the easiest way to spread oneâ&#x20AC;&#x2122;s name.
Dog Tags
10
Applications Store Sign: The store sign should be the logo placed over the door way. By having it as your sign, it will help make the logo more recognizable.
Store Sign
11
Applications
Billboard
Billboard: The Billboard should be simple and easy to see. By having the logo large, people can quickly look and recognize the store.
Shopping Bag:
Pets Supply and Rescue
The shopping bag is what every happy costumer is going to be leaving with. The logo should be centered and unaltered. The bag may also mimic the same design as the billboard.
Shopping Bag
12
Size and Margins The construction of Zen Petâ&#x20AC;&#x2122;s Logo is essential to the image of the company. By placing the logo with margins around all sides and keeping it a consistent size makes the image look crisp and clean.
5/8
5/8
Logo Margins
When ever using words around this logo be sure to consider the spacings shown in the image. Nothing should be put in the margins. The margins are there to keep the image readable and to enhance itâ&#x20AC;&#x2122;s appearance.
5/8
5/8
7 Actual Size (1/2â&#x20AC;?)
Smallest
W: 1.5035 in H: 0.7829 in 4
13
Inappropriate use The logo should stay consistently the same size and scale. It should not be centered unless the format itself is very small and the logo takes up more than two thirds of the entire format. The logo can be used vertically. In this case it should always be read from bottom to top and not the other way round Do not squish the logo.
Do not rotate it diagonally.
Do not stretch the logo.
Do not flip logo image
Do not use two colors. Only
Do not turn cut logo off or
one color should be used.
turn it backwards.
These are just a few ways that the logo should not be used. If you are not sure about your placement of this logo please contact Satairadesigns@hvc. rr.comWW
Can use logo with Black and
14