Logo Usage
Our logo is the cornerstone of our brand. Use these approved variations and follow the spacing & sizing rules to maintain clarity and recognition.
Primary Logo
Default for most usesMonochrome
Dark backgrounds or printIcon Mark
Favicons & social avatars✅ Do
Maintain clear space
Always leave a margin equal to the height of the paw icon around the logo.
Use approved backgrounds
Place on solid white, light gray, or dark charcoal for optimal contrast.
❌ Don't
Stretch or distort
Never alter the aspect ratio, add shadows, or change font weights.
Use unauthorized colors
Stick to the brand palette. No gradients or neon effects.
Brand Colors
Our colors evoke warmth, trust, and vitality. Use them consistently to create a cohesive visual experience.
Primary Orange
Forest Green
Sunshine Yellow
Charcoal
Cloud Gray
Pure White
Typography System
Clean, highly readable, and modern. We use a system-ui stack for performance and consistency across devices.
Headings (H1-H3)
Use for section titles, campaign headers, and key value propositions. Keep contrast high against light backgrounds.
Body & Paragraphs
Use for articles, descriptions, and instructional text. Maintain a maximum width of 65ch for optimal readability.
UI & Labels
Use for buttons, tags, captions, and navigation. Keep it concise and action-oriented.
Voice & Tone
We speak like caring experts who genuinely love pets. Our tone is warm, knowledgeable, and occasionally playful.
🐾 Warm & Empathetic
We understand that pets are family. Acknowledge emotions and celebrate milestones.
📚 Expert & Trustworthy
Back recommendations with science. Avoid jargon; explain simply.
✨ Playful & Lighthearted
Pets are joyful. Let that show in headlines and CTAs without sacrificing clarity.
Imagery Guidelines
Authentic, bright, and pet-centered. Every image should feel like a snapshot of real, happy pet-parent moments.
Shoot during golden hour or near large windows. Avoid harsh flashes or heavy filters.
Never use overly posed, artificial, or generic stock photos. Authenticity wins.
Frame shots so the animal's eyes are visible and centered. Crop tight for emotional impact.
Use earthy tones, soft backgrounds, and cozy settings that align with our palette.
Download Assets
Get vector files, high-res PNGs, and complete guideline documents. Keep your brand consistent everywhere.