Humane Society of the Lehigh Valley
Brand Book
INTRODUCTION
Table of Contents OUR BRAND What is our brand? Uniforms and employee appearance
BRAND VOICE Overview/History Communicating with the client
BRAND ELEMENTS Logo
Our logo Logo configurations Logo elements Logo and brand colors Logo clear space and minimum size Incorrect logo usage
Typography Fonts/Headings and subheads
Illustration and Imagery Iconography Imagery
BRANDED SAMPLES Letterhead and business cards Pet starter kit Pet shuttle
humane society
INTRODUCTION
About these guidelines
The following pages describe our brand strategy, kind-hearted love for animals, and the visual elements we use to express the way we care for the Humane Society of the Lehigh Valley.
Our Brand
OUR BRAND
What is our brand?
Brand Essence A Lifesaving Animal Shelter
Customer Promise Each animal in our care is special to us. Therefore, our concern for these animals is deep and our commitment to them extends even beyond the time they leave our doors.
Brand Attributes • Committed • Caring • Genuine • Loving
OUR BRAND
Uniforms and Interior Appearance
The overall look and feel that we want our employees to display is comfort and care. In order to care for each and every animal that walks through our door, we want our employees to feel comfortable while performing to the best of their abilities. These tshirts are the only piece of a uniform that we have our employees wear. It is easily washable and comfortable for moving around and playing with the animals.
Brand Voice
BRAND VOICE
Overview/History
The Lehigh County Humane Society was a pioneer in establishing the humane movement in Pennsylvania. In 1906, along with four other Humane Societies, this group organized The Federation of Pennsylvania Humane Societies. The Federation resolved to meet once per year to discuss mutual issues and to have experts in child abuse and animal welfare conduct seminars to help solve these pressing problems. To this day, over 100 years later, this group, now around 45 members strong, still meets yearly for the purpose of addressing animal welfare problems. The services the LCHS provides for the citizens and animals of Lehigh County are many and varied. From the outset, and to the present day, The LCHS has had an open-door policy. This means that all homeless animals brought to its doors will find sanctuary. Upon entering the shelter, each animal is examined, medicated if necessary, housed and fed. Aggressive efforts are made to find each one of these animals new homes. Frequently, we collaborate with reputable adoption partners such as breed rescues and foster groups.
Some Important Things We Do For the Citizens and Animals of Lehigh County • Provide food, medical care and a safe haven for abandoned and owner relinquished animals. • Rescue sick or injured animals-24 hours each day- seven days each week. • Find life-long homes through our aggressive adoption program. • Investigate cruelty and enforce the PA Anti-Cruelty Laws. • Reduce pet overpopulation through our low-cost spay and neuter program. • Present professionally designed educational programs throughout the community. • Sponsor regularly scheduled low-cost vaccinations clinics. • Reunite lost pets with their human companions. • Provide dog licenses which must be purchased yearly. • Offer rental of humane traps for pesky wild animals. • Work in partnership with other humane agencies to re- home homeless animals.
BRAND VOICE
Communicating with the Client
What it sounds like • knowledgeable, confident, and caring • thorough and specific • friendly, warm and never overly formal • responsible, professional, and dependable • caring, throughtful, and proactive • helpful and service oriented
How it comes to life • confident language and attitude • fact-based information • explicit details • friendly and optimistic • simple and clear • two-way street • “you” focused language • helpful tone and resourceful tools • proactive behavior • going above and beyond
Brand Elements
BRAND ELEMENTS - LOGO
Our Logo
The new Humane Society of the Lehigh Valley logo represents the interconnected, evolving relationship humans have with their pets. The holding cat symbol helps us tell the story of our way of bringing a family together and our ability to generate love and affection towards all animals. This brand identity is symbolic of our willingness to shelter all lost animals and unite them with the family they deserve. As our brand evolves, the logo will be emblematic of our commitment to taking care of the animals as well as the clients who are searching for their new family member.
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BRAND ELEMENTS - LOGO
Logo Configurations
Our logo has two configurations: vertical and horizontal. Vertical: two options of the primary configuration The primary configuration is the Humane Society of the Lehigh Valley vertical logo and should be used wherever possible.
Horizontal: secondary configuration Use the secondary Humane Society of the Lehigh Valley horizontal logo only when vertical space is limited.
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Vertical primary configurations (option 1 and 2)
Horizontal secondary configuration
BRAND ELEMENTS - LOGO
Logo Elements
Symbol - Dog, caressed by it’s owner, symbolizing a loving friendship that will last a lifetime
Logo
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Wordmark - A bold yet playful typeface that pairs well with the symbol to bring unity to the design
Symbol - Partial dog symbol used in the primary logo, placed slightly over the wordmark
Logo Wordmark - Acronym that stands for Humane Society of the Lehigh Valley and uses the same typeface as the primary logo
BRAND ELEMENTS - LOGO
Logo and Brand Colors Primary
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Secondary
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Background colors
HSLV Red
Black
HSLV Blue
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White
Brand colors
HSLV Blue
HSLV Red
HSLV Gold
Black
CMYK (83, 76, 0, 0) RGB (64, 97, 173) HEX (3f60ac)
CMYK (15, 100, 90, 27) RGB (161, 22, 35) HEX (a11623)
CMYK (11, 29, 100, 0) RGB (229, 179, 35) HEX (e4b222)
CMYK (0, 0, 0, 100) RGB (0, 0, 0) HEX (000000)
BRAND ELEMENTS - LOGO
Logo Clear Space and Minimum Size Clear space X
X X
X
X X
X
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X
X
Horizontal configuration
X Vertical configuration
Minimum size
1.125” .94”
1.22”
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.78”
BRAND ELEMENTS - LOGO
Incorrect Logo Usage
humane society humane society Do not change the spacing between the symbol and the wordmark
Do not reproduce the symbol without the wordmark
Do not reproduce the wordmark without the symbol
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humane society Do not alter the proportions of any of the logo elements
humane society Do not add a line or shape to the logo
Do not compress or stretch the logo
humane society Do not reproduce the logo in alternate colors
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Do not use the logo to create patterns
humane society Do not outline the logo
humane society Do not add graphic elements to the logo
humane society Do not use a blurred or pixeled version of the logo
humane society Do not place the logo in a shape or box
BRAND ELEMENTS - TYPOGRAPHY
Fonts/Headlines and Subheads
Primary Typeface
Headlines/Subheads
Branding
Headline: Branding Bold 20pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Example:
Subhead: Branding Medium 12pt Body: Branding Light 10pt
How to care for your dog The Essentials First
Branding Thin Branding Light Branding Semilight Branding Medium Branding Semibold Branding Bold Branding Black
When caring for your new family member, remember to...
BRAND ELEMENTS - ILLUSTRATION AND IMAGERY
Iconography
Cat Face - Simplified cat face with a loving heart nose.
Tennis Ball - A recognizable icon that shows a playful animal waiting to be adopted.
Heart - A soft heart that ressembles the love you will have for your new family member.
Bone - Symbol of the playfulness that comes with the adoption of a new dog.
Dog Face - Simplified face of a loving dog waiting to find a forever home.
BRAND ELEMENTS - ILLUSTRATION AND IMAGERY
Imagery
White and Blue - Images should be shown in frames symbolizing the family photos you hang in your home. The frames can be on white or HSLV Blue. The photos are playful and can how humans with the animals as long as the animal is the main focal point.
Branded Samples
BRANDED SAMPLES
Letterhead and Business Cards
Logo - Fixed in the upper left hand
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corner of the 8.5x11 inch sheet of paper with proper spacing around. The back of the paper is HSLV Red with our brand iconography. This letterhead can also be presented in HSLV Blue with the alternate logo.
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Tracy Steinbach Large Dog Vaccine Specialist
humane society
hslv.com |
(610) 797-1205 | 640 Dixon Street, Allentown, PA 18103
email:
tsteinbach@hslv.com
phone:
(610) 797-1205
address: 640 Dixon Street Allentown, PA 18103
Colleen Kinder Cat Groomer
humane society
Humane Society of the Lehigh Valley 640 Dixon Street Allentown, PA 18103
humane society
email:
ckinder@hslv.com
phone:
(610) 797-1205
address: 640 Dixon Street Allentown, PA 18103
humane society
Tracy Steinbach
Red Business Card - Main cat
Large Dog Vaccine Specialist
logo on the front with information in matching red color. The back includes the red pattern that has our brand iconography.
email:
tsteinbach@hslv.com
phone:
(610) 797-1205
address: 640 Dixon Street Allentown, PA 18103
Colleen Kinder Cat Groomer
humane society
email:
ckinder@hslv.com
phone:
(610) 797-1205
address: 640 Dixon Street Allentown, PA 18103
Blue Business Card - Alternate blue version with other main logo. Fonts stay the same on both business card options.
BRANDED SAMPLES
Pet Shuttle and Pet Starter Kit
The HSLV branded pet shuttles are ideal for transporting your new friend home with you. This item comes in all sizes for all sizes of pets. The shuttle is given when a pet is adopted and then is encouraged to be used when transporting your pet from place to place. It is constructed with cardboard and can easily be folded down for convenient storage.
The HSLV branded starter kit will help you get on your feet when you bring home your new family member. This care package is given when you adopt your pet and each is different for each different type of pet. This starter kit is for a new dog.
Collar - Branded dog collar (fits most) can be adjusted to fit your new family member.
Food Sample - HSLV Red branded cup that contains a small portion of dog food.
Tennis Balls - Two branded tennis balls for you and your new dog to play fetch with.
Potty Bags - Two HSLV Red poop bag rolls to carry with you on those long walks you’re going to take.
Leash - Branded four feet long dog leash perfect for walking your animal.
humane society hslv.com |
(610) 797-1205 | 640 Dixon Street, Allentown, PA 18103