TailWaggers Doggie Daycare & Boarding
Brand Graphics Style Guide
Edition 1
Brand Overview
Brand Position- Dependable tranquility A lot of doggie daycares focus on your dog as a pet. They utilize absurd luxury habits with an equally absurd price tag. You wouldn’t give your kids ice cream every day, so why overload your dog with that same overabundance? We’re here to be a consistent part of your routine. We provide a home away from home. It’s clean and comfortable, but we treat them like you do. They still get our love and attention, but we don’t let them jump on the couch or eat entire bags of treats. Our aim is to fit into your life seamlessly. Your dog and your family should feel just as happy at Tail Waggers as you do in your own living room. We are here to keep your life balanced, and keep your dog just as happy as we know he is with you.
Expanded Brand Position Tailwaggers is meant to be a place of serenity for the dog owners and a place of liveliness for your dogs. We provide the playtime so the families can enjoy the peacefulness of a quiet night at home after a long day, just relaxing with their dog.
Part of the family Consistent routine Comfortable Energetic
Key Messages Consistency: We strive to keep the same environment you’ve created in your own home. The dogs at Tail Waggers aren’t overwhelmed by too many toys, too many treats, or too many dogs. We want your dog to be comfortable here. We want to be a part of your life. Satisfaction after a long day: Rather than you coming home to a torn-up couch at the beginning of a long week, we make sure your dog is energized during the day, in a safe and constructive way. When your dog has been busy all day, you can be on the same level of happy sleepiness in the evening; your energy can be in sync instead of strained. Benefits to owners -giving your life balance -easing your worry -at an everyday price -dog is monitored and cared for while you’re away Benefits to dogs -socialization -energy release is healthy rather than destructive -pleasantly tired
Layouts and Grids
Generally, the grid to use for layouts is 7 high by 3 wide. When creating this grid, be sure to fit it to the margins rather than to the page.
For example, the specific details for this page are:
Spacing Details
In general, objects are centered, vertically and horizontally. This helps to reinforce our concepts of comfort and stability. Plenty of “free space” is left around the content for the same reasoning. Do not clutter compositions with too much information or too many pictures. Text should be centered, unless being used on a form or other document where numbers or words need to align to one side. In these discretionary cases, use “Align left”. See the Colors page for an example. When the logo is used, the space on the top and bottom- and edges, in a situation where it is that close- should be the same height as the letter “e” in TailWaggers.
TailWaggers Doggie Daycare & Boarding
Colors
White: RGB 255-255-255 CMYK 0-0-0-0 HexCode #FFFFFF
Blue: Pantone Solid Coated 2975 C RGB 162-220-237 CMYK 34-0-5-0 HexCode #99d6ea
Pantone Solid Uncoated 2975 C RGB 133-211-232 CMYK 44-0-7-0 HexCode #8bd5ee
Black: Pantone Solid Coated Black 6C RGB 0-0-0 CMYK 0-0-0-100 HexCode # 000000
Logos
TailWaggers Doggie Daycare & Boarding On white
TailWaggers Doggie Daycare & Boarding
TailWaggers Doggie Daycare & Boarding
On blue
On black
This is the main TailWaggers logo. Use this logo on official letterheads and clothing. Never make this logo smaller than one inch square.
In certain cases, the logo may need to be very small. The dog in the logo, named Peanut, is a representation of our company that remains understandable at very small sizes. See the Templates and Examples page for other uses for this logo.
Fonts
Euphorigenic Any time you want to write a heading or title, use this font. This looks best at larger sizes. Never use this font smaller than point size 24. Generally, the leading space between lines can be left at automatic. In situations like you see below where two font sizes are together, change the spacing so that they visually appear the same. This is not necessarily the same number. This is Euphorigenic at size 24.
This is Euphorigenic at size 48.
This is Euphorigenic at size 72. If you want to use a size larger than 48, increase the size by multiples of 12 (60, 72, 84, 96, 108, 120, etc).
In very few circumstances, Calibri can be used as the numbers instead of Euphorigenic. To see an example of this, flip to the Colors page.
Calibri This font is only meant for text that needs to be relatively small, such as in places where there are multiple paragraphs to read. Only use this font if the point size is lower than 24. This is Calibri at size 8.
This is Calibri at size 12.
This is Calibri at size 16.
This is Calibri at size 20.
This is Calibri at size 24. If you want to use a size smaller than 24, decrease the size by multiples of 4 (20, 16, 12, 8). Never use smaller than size 8.
Photography Guidelines
If using existing photos, be sure to choose ones that feature dogs in positive situations (no fighting, etc). In addition, try to avoid pictures that show the facility in unflattering situations (for example, if wall decorations are falling down). When taking new photos, be sure to use a variety of dogs. They should typically be in the TailWaggers facility, except in situations where the van is visiting. Interactions to include are: -dogs by themselves -dogs with other dogs -dogs with trainers or staff -dogs dressed up for holidays or events
Design Examples
TailWaggers Doggie Daycare & Boarding
We’re just what you’ve been looking for.
7817 West Morris Street Indianapolis, Indiana 46231 (317) 241-3701 tailwaggersplayhouse.com
Brochure
Leather Leash with Bag
Employee Shirt
7817 West Morris Street Indianapolis, Indiana 46231 (317) 241-3701
TailWaggers Doggie Daycare & Boarding
We’re just what you’ve been looking for. Services & Rates
Requirements for new members
Website
About Us
TailWaggers Doggie Daycare & Boarding
Style Guide created by Megan Carrell