PET CENTRE For LOVERS Passion, For Pets
Brand Manual
Content Page 1
Using Guidelines
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Learn about us
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Our Story
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What are we like?
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How do we sound?
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The hub of animal celebration
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Toolkit
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Imagery
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Brand Device
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Application
PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Using Guidelines These guidelines are a reference to help create consistency across all forms of communication with or by Pet Lovers Centre (PLC) communications and to help one understand what to do and what not to do when it comes to our logo, colour palette, typography, layouts and other graphic elements. On the following pages, each brand element is explained in depth with detailed rationales, therefore adding up to a greater PLC brand presence.
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Learn about us Pet Lover’s Centre is known, as it’s name, a place where people who
Mission
love pets are welcomed. It is the one pet supply brand out there
We translate the love and passion for pets into highly
that does not discriminate and provides for all animals, no matter
rewarding, loving and fun experiences. We offer our
what kind.
customers quality care, lifestyle enhancement, excellent accessibility and no nonsense value.
For people who are proud to call themselves pet owners, Pet Lover’s Centre is the way to go to showcase your Pet Pride. With our carefully curated campaign, you will be sure to find an avenue that’s just the right one for you.
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Vision The PLC Group is Asia Pacific's Leader in pet care services.
Our story Pet Lover’s Centre prides themselves in catering to the needs of our customers in terms of caring for animals and such. While we believe in this, we also trust that your pets are to be celebrated! Not only will we care for them, we will also recognise their unique identities as valuable family members in our community.
Objective To recognise our pets’ unique identities as valuable family members in our community. To emphasize PLC’s slogan ‘All Passion, All Pets”
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
#PetPride
What are we like? INCLUSIVE - We believe that every pet is special and that nobody should be left behind. No matter who you are, and
Empowering
where you come from, there will always be a place for you. FREEDOM - Pets deserve the best, and we trust that we can
Supportive
help them feel more confident about themselves. ARTISTIC - The various colours of the brand and the organic shapes aim to pull in a wide audience due to its ability to evoke strong emotions and a sense of freedom and self-expressiveness.
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Non-discriminatory
How do we sound? Empowering
We love using words like “our” and “we”. We believe, in the spirit of pet pride, to be inclusive of all and to encourage the celebration of each and every one of our identities.
Supportive Non-discriminatory
Other words we like: Companion Friend Love Unique Equa Respect
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
The hub of animal celebration
Natasha!
Anybody who would be proud to have an animal companion is welcome here at Pet
Teddy!
Lovers Centre.
For example, here’s Natasha, a 22 year old Youtuber. She loves showing her family and friends her adventures with her 4 pets through her content that also consists of lookbooks and DIY guides. She cares about how she and her pets look and feel, and frequently records them with her cameras. She also loves making new things for her pets to wear and other crafty items for her home and self.
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Timmy!
Edgar!
Maya!
Toolkit The identity elements are a toolkit used to
Typography
Colour Scheme
express Pet Lovers Centre. The PLC toolkit comprises of the logo, wordmark, logo
Poppins Regular
lock-ups, a family of typefaces and a
Poppins Extra Bold
vibrant colour palette. When used correctly,
Signatura Monoline Script Regular
all of the components help create a strong visual identity. The following pages examine each element in depth. Logos
PET CENTRE For LOVERS Passion, For Pets 7
PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Logo Variations
PET CENTRE For LOVERS Passion, For Pets
PET CENTRE For LOVERS Passion, For Pets
PET CENTRE For LOVERS Passion, For Pets
Toolkit
Logo Elements
Symbol
PET LOVERS CENTRE For Passion, For Pets Wordmark
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Toolkit
Logo Grid 21x
6x
PET LOVERS CENTRE For Passion, For Pets
2x
2x
x = 3mm
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
6x
Toolkit
Logo Clearspace
PET LOVERS CENTRE For Passion, For Pets 2x
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Toolkit
Logo Misuse
1. Do not toggle opacity.
4. Do not change placement of typography.
7. Do not place border around logo.
2. Do not scale out of porportion.
5. Do not outline.
8. Do not warp logo.
3. Do not change the direction of the symbol.
6. Do not change colours.
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PET CENTRE ForLOVERS Passion, For Pets
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For Passion, For Pets
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PET CENTRE ForLOVERS Passion, For Pets
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
For Passion, For Pets 8
PET CENTRE ForLOVERS Passion, For Pets
PET LOVERS CENTRE
Imagery Photos used for PLC should be of people taking photos of themselves with their animal companions. These photos depict the pride these people have for their pets and, in turn, translate the concept of ‘Pet Pride’. The placement of these photos should be behind the brand device, like so.
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Brand Device The secondary graphic represents the pet’s mark on the world as they take charge of their own identity. The crooked lines look hand-drawn and emphasises the personal style of the new brand.
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Brand Device
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Use & Misuse
Application
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Application
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Application
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Application
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Application
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Application
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES
Application
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PET LOVER’S CENTRE BRAND IDENTITY & GUIDELINES