FAITHFUL FRIENDS Branding Guidelines | 2017
Contents Our History
2
Identity
4
Logo
14
Visual System
24
Brand Extensions
34
History
WHERE IT ALL BEGAN
2 | History
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Founded in 2000 as Citizens for the Protection and Care of Animals, Faithful Friends was inspired by 80-90% of shelter animals being destroyed.
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Citizens for the Protection and Care of Animals addressed pet homelessness with shelter instead of euthanasia.
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Currently, approximately 16,000 pets become homeless in DE and over 5,000 are killed in publicly funded shelters.
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Additionally, thousands of homeless cats exist in the area and are multiplying due to lack of spaying and neutering.
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Faithful Friends is still committed to the national no-kill goal and working toward the day when all Delaware shelters save all healthy, treatable animals.
Our mission is to end the neglect, abandonment, and killing of pets in Delaware and enrich the lives of people by promoting and providing compassionate animal-related welfare and social services.
Identity
We succeed with feelings of warmth and happiness, not ones that stem from guilt and sadness.
WHO WE ARE At Faithful Friends we refer to ourselves as an animal society, sanctuary, or rescue. We’re not just a shelter, and we’re certainly not a pound. Our goal is to provide a home and love to both our animal and human clients. We succeed with feelings of warmth and happiness, not ones that stem from guilt and sadness.
6 | Identity
WHAT WE DO‌ AT A GLANCE Faithful Friends Animal Society started as a no-kill shelter, but now provides an array of services to animals, pet owners, and the people in our community. By broadening our services, we have found more ways to carry out our mission of animal welfare and social services. In addition to being a sanctuary for strays, we offer affordable veterinary care to help families keep pets and community cats healthy. In doing so, Faithful Friends prevents euthanasia and medical neglect due to financial hardships. Extensions of these services include vaccine clinics, spay and neuter programs, and a pet food bank that provides free food, leashes, collars, and bowls to those having financial trouble or supporting strays. To help reduce the stray cat problem in Delaware we have created a trap-neuter-return program to prevent excessive breeding in the wild. Help is also provided for owners that need to find new forever homes for their pets they can no longer care for.
Identity | 7
OUR PERCEPTION
Our Past
Faithful Friends
8 | Identity
Our Future
Faithful Friends
Identity | 9
AUDIENCE
The Government Official Name: Joe Age: 52 Location: Wilmington, DE Occupation: State Representative
10 | Identity
•
Joe worked as a lawyer for 20 years, and has been a state representative for 5.
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He hopes to run for Mayor of Wilmington in a couple years and is beginning to campaign.
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He grew up in the city and has dedicated himself to giving back to the community, but during his tenure as a lawyer, some of his priorities shifted.
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Joe decided to become active in his community again, which was the catalyst for his political career.
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He has 3 rescue dogs: 2 pit bulls and one beagle. His dogs are part of his family and he treats them as such.
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He has a dog walker for when life gets too busy for he and his wife. The dog walker even stays at their home to give the dogs attention while they are traveling.
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Joe likes to get his hands dirty to stay grounded—and it’s good PR as well.
The Veterinary Student Name: Kristen Age: 24 Location: Newark, DE Occupation: Full-time Student
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Kristen interns part-time at a veterinary clinic as a critical requirement for her degree.
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Her internship is unpaid, so she must work as a waitress to make ends meet.
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Between school, her internship, and work, she has no time for extracurricular activities.
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She is an animal lover, and would love a cat but has no time to provide the care and attention.
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Kristen feeds and provides for a neighborhood stray, even though she can barely afford her rent.
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She thought of taking an internship that allows her to care for animals in need, but the clinic internship was much easier to acquire.
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She’s new to the area and unaware of local organizations and shelters in need of veterinary assistance.
Identity | 11
AUDIENCE
The High School Senior Name: Chris Age: 17 Location: Wilmington, DE Occupation: Full-time Student
12 | Identity
•
Chris was never an overachiever, but he has always managed to achieve good grades.
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During his time in high school, his social life has picked up and he is struggling to maintain his GPA.
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To help boost his college applications, he plays sports and has recently started volunteering at a senior center.
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Chris finds working at the senior center rewarding; yet, depressing.
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A local shelter visits the residents of the center with puppies each month. Chris loves working with the animals and seeing the residents light up at the interaction.
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He lost his childhood pet, Romeo, last summer and will not be able to get another dog until he graduates from college.
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He’s great with animals and offers to pet-sit anytime a family member or friend leaves town.
The Retiree Name: Kate Age: 70 Location: Greenville, DE Occupation: Retired Director of DE Women’s League
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Kate has two adult children that moved to California and lost her husband to cancer three years ago.
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After retiring, losing her husband, and having a country separating her children, she chooses to keep to herself.
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She has no pets, takes great pride in appearance, and is the type that takes her shoes off when she enters her home.
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In order to keep sharp—and feed her need for control—she spends time as the President of her neighborhood’s Civic Association.
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One of Kate’s neighbors feeds the local strays, and they seem to be multiplying.
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She is determined to find the culprit and solve the stray problem that hinders her community’s appearance.
Identity | 13
Logo
Logo
Our Past
16 | Logo
FAITHFUL FRIENDS Our Future
A NEW LOOK FOR 2017 While our brand’s objective remains strong, our brand’s appearance was ready for an update… one that better suits our goals. Our operation relies on volunteers, animal lovers, our community, and the individual searching for a new family member even if they don’t yet realize it. The rebranded Faithful Friends logo is designed to be inviting enough to attract support, and bold enough to set us apart from local pet stores and kill-shelter facilities. It represents the strength of our support and the warmth in our hearts.
Logo | 17
Logo Format
FAITHFUL FRIENDS PRIMARY LOGO This is the primary logo that should be used at all times when space allows.
18 | Logo
FAITHFUL FRIENDS SECONDARY LOGO The secondary logo may be implemented for small, narrow applications less than 2� in depth.
Logo | 19
Spacing
FAITHFUL FRIENDS x-height
20 | Logo
FAITHFUL FRIENDS x-height
Space surrounding the logo should always be equal to or greater than the x-height of the words Faithful Friends.
Logo | 21
Acceptable
primary
FAITHFUL FRIENDS
primary black
FAITHFUL FRIENDS secondary
FAITHFUL FRIENDS FAITHFUL FRIENDS
22 | Logo
Unacceptable
inverse
FAITHFUL FRIENDS apply effects
FAITHFU FAITHF U L FRI FR I ENDS
drop shadow
FAITHFUL FRIENDS stretch or distort
FAITHFUL FRIENDS
alter color or type
FAITHFUL FRIENDS angle
FA I T H F U
L F R IE N D S
Logo | 23
Visual System
Typography
This Is a Headline THIS IS A SUB-HEADING This is body text. Rias ditiur? Iquidios que volorehenti sunt, quis sunt. Bisquam fugit a qui comnis int. Diones intist la nullum rero oditium ius volo explita aut quat. Ceaquia is di aliquam et dolenti asperes res es rae velictor alis eum facesentia volupti dis nisciis quaes si sequatiam id unt qui occaboratur maximped ut audisi sus exero millautem veles rehenient. Itiis minciam voluptate plibus doluptae voluptu renimi, cus aut ut vollendit aut acipsum, volore perro mos mos doluptatque pores ellaccae nos apienda quam quia num quas intium acessi receatem sequi quam, il et quiditatin cuptin re eum hil explaudi te atur sae. Tamusto quos ipsam
26 | Visual System
Headline
Georgia (regular) | 30/32, +50
ABCDEFGHIJKLMNOPQRSTUVWKYZ abcdefghijklmnopqrstuvwxyz 1234567890
Sub-heading
Avenir Next (demi bold, all caps) | 10/14, +50
ABCDEFGHIJKLMNOPQRSTUVWKYZ 1234567890
Body
Avenir Next (reg, bold, italic) | 8/12, +30
ABCDEFGHIJKLMNOPQRSTUVWKYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWKYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWKYZ abcdefghijklmnopqrstuvwxyz 1234567890
Visual System | 27
Color Palette
PRIMARY PANTONE 151 C CMYK: 0/60/100/0 RGB: 255/131/0 Hex: #ff8300
SECONDARY BLACK CMYK: 0/0/0/100 RGB: 0/0/0 Hex: #000000 Black can only be used for type, rules, and accents. Never backgrounds.
SECONDARY PANTONE 3135 C CMYK: 0/23/30/1 RGB: 0/138/171 Hex: #008aab
28 | Visual System
Graphic Style
DOGHOUSE MARK
PUPPY MARK
The puppy mark may only be used for Faithful Friends branded applications. It must never be used in place of the primary or secondary logos.
The puppy mark may only be used for Faithful Friends branded applications. It must never be used in place of the primary or secondary logos.
DOTTED RULE Weight: .75/1 pt (min/max) Primary or secondary palettes only.
Visual System | 29
Image Style
Acceptable
At Faithful Friends we identify ourselves with companionship, community, and values. We like for our audience to feel welcome, not guilty. All images associated with the brand should reflect as much.
30 | Visual System
Only well photographed, full-color images may be applied to our brand. As part of our visual system, images should bleed off the page in some fashion.
Unacceptable
Pets photographed in compromising situations or within cages should never be associated with the Faithful Friends brand. Moreover, animals under circumstances that portray them in an aggressive manner is an unacceptable extension of our brand. No black and white images.
Visual System | 31
.5”
.5”
FAITHFUL FRIENDS MODULAR GRID This grid is based on the width of the logo at small scale. Therefore the width of all elements will be proportional by design.
.25” .25”
32 | Visual System
.5”
.5”
2.16” w
1.75” h
Grid Visual System | 33
Brand Extensions
Stationery
FAITHFUL FRIENDS 12 Germay Dr. | Wilmington, DE 19804
Catherine Capodanno 555 Southampton Lane Wilmington, DE 19808
FaithfulFriends.us
36 | Brand Extensions
Jane Doe
ASSISTANT DIRECTOR
JDoe@FaithfulFriends.us
FAITHFUL FRIENDS
12 Germay Dr. | Wilm., DE 19804 302.427.8514 | fax: 302.427.8529 FaithfulFriends.us
April 20, 2017
Ms. Capodanno, On behalf of Faithful Friends, thank you for your Club’s very thoughtful contribution of $500 on April 10, 2017. We could not carry out our mission to our community and its animals without your commitment and the commitment of others like you. Since our founding in 2000, Faithful Friends has made tremendous progress in the animal welfare movement. We have helped countless animals live healthier and happier lives through our adoption services, humane law enforcement, legislation, health services, and national outreach. In recent years, we have been able to accomplish new heights in the fight against animal cruelty, and it’s all thanks to the support of people like you! We know that, together, we will be just as successful in years to come. You can also expect to receive regular updates from me on the work that we are doing throughout Delaware and our surrounding area. As Assistant Director at Faithful Friends, I invite you to contact me by phone (302.427.8514) or by email (JaneDoe@FaithfulFriends.us) for more information on any of our programs or with any questions you may have. Additionally, if you, or any of your Club members, are interested in setting up a tour of our state-of-the-art adoption center, please don’t hesitate to contact me, as I would love the opportunity to take you on a tour. Your support is significant to our success and it would be my pleasure to thank you for your gift in person and hear your thoughts on the work of Faithful Friends. Thank you again for your commitment to animal welfare; please know your generous support will have a positive impact on the lives of so many animals. Sincerely, Jane Doe Faithful Friends Assistant Director
12 Germay Dr., Wilmington, DE 19804 | 302.427.8514
FaithfulFriends.us
Brand Extensions | 37
Mobile App
38 | Brand Extensions
HOME News Puppy Hell: Horrors of Puppy Mills
Video Watch Puppies Embark on their First Day of School
FAITHFUL FRIENDS Tips of the Week
5 Essential Commands to Teach Your Dog
Well-trained but Not Well-behaved
LOAD SCREEN
HOME Access to news, video, tips, and other trending topics.
40 | Brand Extensions
HOME News FRIEND
YOUR PET
FINDER
PET TRACKER
Puppy Hell: Horrors of Puppy Mills
VETERINARY
TRAINING
YOUR PET
Video
ABOUT US
Watch Puppies Embark on their First Day of School
SHOP
GROOMING
SPECIALISTS
Tips of the Week
REPORT
5 Essential Commands to Teach Your Dog
PARK FINDER
DONATE LOCAL EVENTS Well-trained but Not Well-behaved PRODUCT FINDER
NAVIGATION
YOUR PET
Side bar supplies navigation throughout the entire app.
This feature offers useful information for pet owners. It also provides contacts and references for trusted sources within the Faithful Friends network.
Brand Extensions | 41
FRIEND FINDER
FRIEND FINDER
Serena
DOGS
Beagle Mix | Female | 8 Weeks Female | Puppy | 8 weeks
i
CATS
BIRDS
REPTILES
APPLY NOW
SMALL ANIMALS
Serious applicants only
Horsham, PA 2/28/2017 Available: Immediately Location:
Birth Date:
Refine your search:
Zip Code
Distance
Zip Code
Distance
Pet Type
Breed
Pet Type
Breed
Age
Sex
Age
Sex
Home
Media
Tracker
Events
Media Home
Home
Media
Tracker
Media
FRIEND FINDER
FRIEND FINDER (2)
The friend finder allows users to search the area for pets available for adoption.
This feature includes all pertinent details, as well as endearing behavioral traits.
42 | Brand Extensions
Events
Track
ker
PET TRACKER
PET TRACKER
Home
Media
Tracker
Events
LOCATE PET
LOCATE PET
Report lost or stolen
Report lost or stolen
DIRECTIONS Your Pet:
Your Pet:
Murphy
PET TRACKER
French Bulldog Male/6 yrs.
EventsTracker
Owners with GPS tags can locate their missing pet. This page also links directly to Faithful Friends to report a lost or stolen pet, if necessary.
Murphy
French Bulldog Male/6 yrs.
Events
PET TRACKER (2)
If located, the app will use Google maps to pin your pet and provide directions.
Brand Extensions | 43
New Pet Kit
Brand Extensions | 45
Doggy Bag
FAITHF UL FRIEND S
Faithf ulFrie nds.u s
46 | Brand Extensions
NEW PET KIT: DOGGY BAG This reusable, environmentally-friendly tote bag houses the New Pet Kit given to clients at the time of adoption. The whole kit is available at an affordable price to raise funds for Faithful Friends, while providing a cheap starter kit to new pet owners. The bag and all of its contents are also sold individually.
Brand Extensions | 47
NEW PET KIT: CONTENTS
ID Tag (Front)
48 | Brand Extensions
ID Tag (Front)
Sticker and Magnet
Water Bowl
Collar
Disposal Bag Holder
Disposal Bags
FAITHFUL FRIENDS
Brand Extensions | 49
FAITHFUL FRIENDS 12 Germay Dr. | Wilm., DE 19804 302.427.8514 | fax: 302.427.8529