Propet Brand Guide

Brand Guide

About Us

At Propét Footwear, our guiding principles have remained the same since the introduction of our first walking shoe in 1985.

We are dedicated to empowering individuals to embrace life fully by offering comfortable, protective, and stylish footwear in a comprehensive range of sizes and widths, all designed to enhance wellness.

With over four decades of experience, innovation, and an unwavering dedication to customer happiness, our brand stands as a beacon of quality craftsmanship and reliability in the industry.

Brand Mission

Our mission is to enhance the overall well-being of our customers by prioritizing

comfort, fit, quality, and style

in every pair of shoes we create, enabling them to confidently pursue their passions and activities without discomfort or compromise.

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Our Core Values

We are passionate about footwear and understanding our customers needs by listening, learning and delivering results.

Take Care with every pair. We take tremendous pride in being a trusted footwear provider for healthy feet and will never compromise on comfort, quality or excellence in fit.

Our shoes are in boxes, but we are not. We are dedicated to providing solutions for our customers by innovating, improving and embracing challenges.

Set the pace and go the extra mile everyday. We are committed to exceeding our partners expectations, acting with urgency and personally owning the outcome.

Work in stride as a team. We welcome open communication and respect the diversity of all ideas. We promote an environment where all team members can realize their fullest potential and are recognized for excellence in job performance.

OurBrandVoice

Empathetic

We understand the importance of need-based and supportive footwear in everyday life and empathize with our customers’ struggles in finding the right solution.

Knowledgeable

We are experts in footwear design and technology, providing authoritative guidance and information to our customers.

Inspirational

We inspire individuals to live active, fulfilling lives by providing footwear that supports their lifestyle.

Inclusive

We welcome everyone, regardless of age, gender, or lifestyle, and strive to make our products accessible to all.

Our Demographics

60% Women Men 40%

Our target audience is 44 - 64 years young and seeking solutions to improve the health of themselves and their family. Desires comfort with style for walking, travel, and family outings.

65+ 55-64

45-54

35-44 25-34

Our Product Offering

Recognized for our expertise in orthopedic footwear, Propét is dedicated to providing solutions that meet the needs of individuals with conditions like diabetes, neuropathy, and other foot health concerns that require special care and support.

Propét stands at the forefront of comfort and wellness, catering to a unique market that prioritizes the health and comfort of feet in all their diversity.

Our extensive range of sizes, widths, styles, and innovative design features ensure that we serve a wide audience, from those requiring extra wide options to those in search of extra depth, making Propét a go-to brand for feet of all types and sizes as well as activities of all types.

Our Brand Identity

Our brand identity consist of the following elements:

1. The Propét Logo

2. Our Brand Colors

3. Our Brand Typography

4. Our Imagery

By adhering to these brand guidelines, we will continue to strengthen the Propét Footwear brand and maintain our position as a trusted provider of comfortable, wellness-focused footwear that enriches the lives of our customers.

The Propét Logo

The Propét logo is our most important asset as a brand and must be used consistently through out all levels of communication. Only use the approved logos and variations. Do not use any other logos. Only use the approved logos. Do not use any taglines from previous years.

The red version is our preferred logo for all applications.

Clear Space and Size

The minimum clear space surrounding the logo should be equal to the height of the letter “o” in Propét, as indicated. Never let any other elements crowd this white space.

Never reproduce the logo smaller than the size shown. Always reproduce the logo in black ink at this size.

0.75” x 0.248”

Brand Name Usage

Our brand name is unique and let’s us stand out in the marketplace.

It’s Propét. Not Propet. It’s Pronounced Pro-Pay.

Use of the é with the acute accent mark above the e is preferred.

On Windows, hold down the Alt key and type 0233.

On iOS, hold down Option key and type e, then release Option key and type e again.

NOTE: In certain cases, the é can present challenges in data and CSV files. In those cases using just the e without the accent mark is acceptable.

Consistent use of the accent mark will assist in helping our customers and consumers in pronouncing our brand name correctly.

Correct Usage

Propét is based in Auburn, WA.

Incorrect Usage

Propet is based in Auburn, WA.

Our Typography

Propét’s primary typeface is clean and simple, making it easy to ready and use. Proxima Nova is available in a variety of different weights to accommodate all typeface needs.

Note: You will need to use Adobe Type Kit to download Proxima Nova for use in Adobe applications.

https://fonts.adobe.com/fonts/proxima-nova

https://befonts.com/proxima-nova-font.html

PROXIMA NOVA REGULAR

THIN THIN ITALIC LIGHT LIGHT ITALIC REGULAR ITALIC

123456789!@#$%^&*()

MEDIUM MEDIUM ITALIC

SEMI BOLD SEMI BOLD ITALIC BOLD BOLD ITALIC

EXTRA BOLD EXTRA BOLD ITALIC BLACK BLACK ITALIC

Arial can also be used as the typeface for most cases where installing fonts is an issue.

Propét’s secondary typeface is use for headlines, and features a hand drawn and playful look.

Brownhill Script is a free typeface that can be downloaded below

https://www.dafont.com/brownhill-script.font

Brownhill Script

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Use sparingly, to add character and draw attention to headlines and other elements. Do not over use this typeface.

Tag Lines

Propét currently uses 2 main tag lines. The taglines are placed under the logo and are in the Proxima Nova Typeface.

To help consumers pronounce our brand name correctly we use:

It’s pronounced Pro-Pay!

In the trade market , for wholesale and other channels we use:

SIZES & WIDTHS

Both are correct to use, our preference for any consumer marketing is the first one.

Tech Icons

We allow all of our partners to use our tech icons for use in catalogs, websites and more.

MEDICARE APPROVED

MEDICARE PENDING

DOUBLE INSOLE

PUNCTURE RESISTANT REMOVABLE INSOLE SAFETY RATED

VAPOREX®

WASHABLE WATER FRIENDLY WATERPROOF WIDE CALF

PEDRX®

SLIP RESISTANT

DUROCLOUD® FOAM

STRETCHABLE

Our Imagery

Our imagery focuses on showcasing our footwear in real-life settings, emphasizing comfort, functionality, and style.

We prioritize inclusivity in our imagery, featuring diverse individuals of different ages, genders, and backgrounds.

Brand Implementation

1.

CONSISTENCY IS KEY

Maintain consistency in the use of our logo, colors, typography, and imagery across all branding materials.

2.

PRIORITIZE ACCESSIBILITY

Ensure that our products and brand messaging are accessible to individuals with diverse needs and abilities.

3.

TELL OUR STORY

Communicate our brand mission, values, and commitment to comfort and wellness in all brand communications.

4.

LISTEN TO OUR CUSTOMERS

Actively engage with customer feedback and incorporate it into our product development and brand strategy.

5.

STAY INNOVATIVE

Continuously explore new technologies, materials, and design trends to stay ahead of the curve in the footwear industry.

Our marketing partners play a vital role in sharing our story and values, engaging customers, and providing valuable feedback that drives our mutual success. Together, we champion a lifestyle that values comfort and vitality.

Propét Asset Library