Brand Guidelines 1
Table of Contents 3 Mission Statement 4 Logo Standards Black & White Logo sizing
10 Typography Typeface Type Use and sizing
12 Applications
Exclusions zones
Stationery
Unacceptable Usage
Merchandise
8 Color Color Palette Pantone, Hex, RGB
Signage
15 Naming Files
What are we about? Dorchester Paws rebrand is an important step in our organization’s growth. Our focus has shifted, our goals are changing, and our opportunities are substantial. Improving our facilities, driving more contribution of time, talent and funding, and expanding our ability to accommodate more animals are key drivers in our decisions. As we continue to work toward achieving our no-kill shelter certification in 2018-2019, we are committed to saving the lives of animals who otherwise may have been euthanized. As we expand our space and plan for the development of an on-site spay and neuter clinic, it’s important to ensure our visual and verbal messages depict the brand we are becoming rather than how we were once known. Our fonts are clean, our logo is simple, and our color palette is as bright as our future!
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Logo Standards 1in X 1in Black On White
Medium Black On White
Large Black On White
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1in X 1in White On Black
Medium White On Black
Large White On Black
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Logo Standards Exclusion Zone
Line Art Exclusion Zone
Exclusion Zone
Exclusion Zone
2p Stroke
Exclusion Zone
Minimum Size
Your Community Animal Shelter Your Community Animal Shelter
The smallest logo should be represented is 1� high
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Unacceptable usage
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Color
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Color Backgrounds
Pantone: 3025 C Hex: #004d71 RGB: 0, 77, 113 CMYK: 100, 65, 37, 21
Pantone: 7548 C Hex: #c700 RGB: 255-199-0 CMYK: 0-23-100-0
Pantone: 3025 C Hex: #004d71 RGB: 0, 77, 113 CMYK: 100, 65, 37, 21
Pantone: 7548 C Hex: #c700 RGB: 255-199-0 CMYK: 0-23-100-0
Pantone: 219 C Hex: #e11383 RGB: 225-19-131 CMYK: 6-99-9-0
Pantone: 356 C Hex: #007934 RGB: 0-121-52 CMYK: 96-27-100-15
Pantone: 219 C Hex: #e11383 RGB: 225-19-131 CMYK: 6-99-9-0
Pantone: 356 C Hex: #007934 RGB: 0-121-52 CMYK: 96-27-100-15
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Typography Fira Sans Condensed /18 Variations
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Thin
Light
Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Thin Italic
Light Italic
Medium Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Extralight
Regular
Semibold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Extralight Italic
Italic
Semibold Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Black
Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ Bold Italic
Black Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Extrabold
Black 47p 50p-Leading
Medium 12p 350p-Leading
Black 47p 50p-Leading
Black 40p 45p-Leading
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ Extabold Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _
Your Community Animal Shelter
Medium 11p 350p-Leading
Black 40p 45p-Leading
Black 75p 50p-Leading
Your Community Animal Shelter Medium 21 p 350p-Leading
Black 75p 50p-Leading
*Designed to integrate with the character of the Mozilla FirefoxOS, the Fira typefaces also aim to cover the legibility needs for a large range of handsets varying in screen quality and rendering. The Fira font family comes in 3 widths, all accompanied by italic styles. The package also includes a Mono Spaced variant.
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Applications
LetterHead
Business Cards
Your Community Animal Shelter
Your Community Animal Shelter
Kim Almstedt
kalmstedt@frwspca.org Fax: (843) 871-3820
136 Four Paws Lane• Summerville, SC •29483
Office: (843) 871-3820
(843) 871-3820
Septempeer 14, 2017 Jane Doe SPCA JaneneDoe@gmail.com
Dear Jane Doe,
Kim Almstedt
kalmstedt@frwspca.org Fax: (843) 871-3820 Office: (843) 871-3820
136 Four Paws Lane • Summerville, SC 29483
Your Community Animal Shelter Kim Almstedt
kalmstedt@frwspca.org Fax: (843) 871-3820
136 Four Paws Lane• Summerville, SC •29483
Office: (843) 871-3820
(843) 871-3820
Kim Almstedt
kalmstedt@frwspca.org Fax: (843) 871-3820 Office: (843) 871-3820
136 Four Paws Lane • Summerville, SC 29483
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Kim Almstedt Dorchester Paws 136 Four Paws Lane Summerville, SC 29483 (843) 871-3820
franceswillis.org
Rack Card
T-Shirt Become A Monthly Donor Consider a recurring monthly gift that’ll help change the animals lives of Dorchester County. Together, as a community, we can help change and make history.
Grand-Paw: $100 a month= four days of care. Receive a yearly postcard, magnet, t-shirt, and entrance to our annual meeting. Paw Pal: $50 a month= two days of care. Receive a yearly postcard, magnet, and entrance to our annual meeting.
Your Community Animal Shelter
As the only public shelter in Dorchester County, Dorchester PAWS serve over 3,5OO animals each year and help as many as 300 on a daily basis. We are leading the no-kill movement in Dorchester County. Our dedicated staff, board of directors, and community members is making history by taking care of each and every animal in our shelter so that no animal is hungry, abused, or unloved.
Our Mission Dorchester PAWS will strive to instill humane principles into society through the prevention of cruelty to animals. Dorchester PAWS will feed the hungry, shelter the homeless, reunite lost pets with owners, and through adoptions, find homes for as many stray animals as possible. Dorchester PAWS will practice animal kindness, fight overpopulation by encouraging spaying and neutering, and champion responsible pet ownership through public education.
Paw Pal: $25 a month= one day of care. Receive a yearly postcard on an animal and entrance to our annual meeting.
Make a difference, volunteer your time Volunteering at Dorchester PAWS is not only self-rewarding, but necessary. As a non-profit organization, we rely heavily on our volunteers to assist our staff. Our volunteers help with everything, from cleaning duties, socializing our animals, events, to educating our community. When a volunteer comes in our facility, we look at them as a member of our family and welcome them with open arms. Without volunteer we wouldn’t be able to continue our goal of saving every animal in Dorchester County.
Help make a difference by: • Kennel Cleaning
• Fosters
• Laundry/Dishes
• Landscaping
• Cat Socialization
• Dog Walker
• Dog Behavior Training
• Admin Assistant
For Information contact kknight@frwspca.org
Where Do Your Dollars Go? Do you know far your dollar goes? At Dorchester PAWS, every dollar makes a difference. Your dollars goes directly towards:
Medical Needs
Food
Bag
Daily Care
On an average Dorchester PAWS cares for 3,500 animals per year. It costs our shelter approximately $22,000 to care for each animal each day. If you would like to join our growing monthly giving program or would like more information, please contact Kelly Harrold at kharrold@frwspca.org.
Contact: 843-817-3820 info@frwspca.org
Hours: Mon, Tue, Thu, Fri, Sat, Sun: 12-5pm Wednesday: Closed
136 Four Paws Lane, Summerville, SC 29483
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Application Signage
Envelope
Your Community Animal Shelter
136 Four Paws Lane, Summerville, SC 29483
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Naming Files When receiving files from the designer, they will label each in according , so that there is no disruption or confusion. You will also have all the files you need at your leisure.
4DPBOL.eps The first two characters designate the number colors of the file. 4C=Process Color BW=Black/White 2C=2 Pantone Colors 3C=3 Pantone Colors
4CDPOL.eps Two to four characters following the color designation is the name of your file.
4CDPOL.eps The dot and appendix at the end of the file note the file type. EPS=EPS File JPG=JPEG file TIF=TIFF file GIF=GIF file
4CDPOL-M.tif Tiff files are always formatted for a Mac or PC. Just prior to the dot on a tiff file, you will always see an M or a P. M=Mac format file P=PC format file
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