Welcome to Paws Source
Paws Source exists to make premium, expert-level pet care accessible to every pet parent. Our brand is built on trust, warmth, and scientific care. These guidelines ensure our visual and verbal identity remains consistent, professional, and deeply connected to the communities we serve.
Mission
Empowering pet owners with curated products, expert guidance, and personalized care plans that improve pet longevity and happiness.
Vision
A world where every pet receives the health, comfort, and joy they deserve, regardless of budget or location.
Core Values
Authenticity, Expertise, Inclusivity, Sustainability, and Unwavering Compassion.
Logo Usage
The Paws Source logo combines a stylized paw mark with clean, modern typography. It should never be altered, stretched, or placed on low-contrast backgrounds.
Clear Space
Maintain a minimum clear space equal to the height of the paw icon on all sides. Never crowd the logo with text or other graphics.
Minimum Size
Digital: 120px width. Print: 1.5" width. Below this, use the wordmark-only version.
Backgrounds
Use the primary logo on white/light backgrounds. Use the reversed (white) logo on dark or high-saturation backgrounds.
Lockups
Partner logos should never be larger than Paws Source. Always align lockups horizontally or in a balanced grid.
Color Palette
Our colors evoke warmth, nature, and trust. Use them consistently to maintain brand recognition and accessibility standards.
Type System
We use a clean, highly legible sans-serif stack. Headings are bold and authoritative; body text is friendly and readable. Always maintain a minimum contrast ratio of 4.5:1.
Voice & Tone
Our words should feel like a trusted friend who happens to be a vet. We balance warmth with authority, avoiding fear-mongering or overly clinical language.
Empathetic
Acknowledge the emotional bond between pets and owners. Use inclusive, comforting language.
Authoritative
Back claims with data or vet approvals. Avoid absolutes like "cures" or "guarantees."
Clear & Direct
Use plain English. Short sentences. Active voice. Explain jargon simply.
Playful (When Appropriate)
Lighthearted humor is welcome in social/marketing, but never in health/safety content.
Imagery Guidelines
Photos should feel authentic, warm, and natural. Avoid heavily filtered or sterile studio shots.
Subject Matter
Feature real pets in natural settings. Highlight diverse breeds, ages, and human companions. Focus on moments of care, play, and connection.
Lighting & Composition
Natural light preferred. Soft shadows. Rule of thirds. Eye-level shots for pets. Avoid high-contrast or overly saturated filters.
Product Photography
Clean backgrounds (white or soft neutral). 45-degree angle for packaging. Show scale with familiar objects or paws.
Accessibility
Always include descriptive alt text. Ensure text overlays have sufficient contrast. Use color-blind friendly palettes in charts.
Dos & Don'ts
✓ Always
- Use approved logo files from the brand asset library
- Maintain minimum clear space and sizing
- Apply the official color hex/RGB values
- Use Inter or system sans-serif fonts
- Write in a warm, expert, and clear tone
- Feature authentic, well-lit pet photography
✕ Never
- Stretch, skew, or recolor the logo
- Place the logo on busy or low-contrast backgrounds
- Use drop shadows or outlines on type
- Use clinical, fear-based, or exaggerated claims
- Apply heavy filters or use stock-looking pet images
- Mix brand colors with unauthorized palettes
Brand Inquiries
For asset downloads, partnership approvals, or design guidance, reach out to our brand team.
Email: brand@pawssource.com
Asset Portal: assets.pawssource.com
Version: 2.1 (Updated Jan 2025)