Table of contents. DNA Dog food
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1 Brandmanual
2 Table of contents Welcome p.1 Brand Identity p. 2 Logo p. 3 Profile colours p.5 Typograpgy p.6 Infographic brochure p.7 Products p.8 Point at sale p.9 Print guidence p.10
3 1 Welcome! Welcome to DNA Dog food brand guidelines. These guidelines are designed to help everybody involved in the production of our communications and they also play an important role in building our brand. Please take time to read and understand them: The design principles have been carefully considered and developed to ensure that our visual identity is consistent all around the world. They will continue to evolve as our requirements grow to become a fully comprehensive guide for all identity applications.
4 2 Brand Identity DNA Dog-food is based on the dog s four main features. Age Activity level DNA Size. The uniqueness of DNA dog-food, is that the scientific research shows that the dietary habits of a dog should be based on the dog s DNA. By adding the right properties in relation to the DNA of the dog, one has come forward to a complete and nutritious dog food. DNA Dog food is suitable for all dog owners who want to give their dog proper food based on dogs DNA. Research also shows that all dogs are actually hybrids. So by putting together the right combination of nutrients, DNA dog-food is a distinctive treat that gives your dog the right and important nutrition.
5 3 Logo Primary logo: The logo is available in colour and grey (grayscale).primary logo (colour) and secondary logo (grey). Primary logo (main logo) should always be preferred if technically possible. Logo colours: The logo should either be reproduced in colour on a white background or light surfaces (shown for example) or grey on a dark background colour. PS: Logo shall not be reproduced with a box / frame. The examples are designed to show colour combinations. DNA Dog food
6 4 Logo Logo placed on images: The logo should only exceptionally be rendered directly on images. In such cases exclusively grey logo on dark images, and primary logo will be used on bright images. Not so: The primary logo must not be reproduced on other colour bottoms than mentioned over. Only exception is where the background is max 25%. Primary logo must not be placed on a green, blue, black, grey or orange background. Graphic dog The dog shall always be involved in all profiling material. The colour should always be black, or minimum 40%. The dog must show on all printed materials such as in letterheads, spreadsheets and presentations. It should always be included as an item, as well as the logo. DNA Dog food
7 5 Profile Colours Consistent and correct use of colour is very important so that the brand DNA Dog food is clear and recognizable in all contexts. DNA Dog food s colour palette consists of four colours in addition to black. These colour codes must be used. C: 3 M: 70 Y: 100 K: 0 C: 59 M: 49 Y: 49 K: 42 All material should be transparent, easy to C: read, 75 clear and airy. M: 0 Surfaces should not be overloaded with information. Y: 100 The Black is included as a colour in this profile, K: 0 in order to emphasize the right shade of black. There are many types of black colours, and DNA Dog food s black is optimal leaflets, when saturation is below 300%. C: 75 M: 0 Y: 100 K: 0 C: 0 M: 0 Y: 0 K: 100 C: 19 M: 17 Y: 22 K: 7
8 6 Typography It is important to consistently use typography that makes DNA Dogfood s profile work and be clear. We have consistently chosen to use a font to create an impression of reliability, and that you build up a clear visual identity. Timeburner is DNA Dog food s profile font. This font will be used on all profiling material. On letter templates (Word), spreadsheet (Excel) and presentations (PowerPoint) from DNA Dogfood, Din Regular must be used. DIN condensed Web is used on the Web. This font will be used on all printed materials, and can be used in regular and alternate bold (see ex. Below). Primarily, the Regular and alternate Bold used in combination. This is to get good readability. Logo ABCDEFGHIJKLMNOPQRSTUVWXYZ TimeBurner Bold Brochure ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz DIN Alternate Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ TimeBurner Bold Alternative text font ABCDEFGHIJKLMNOPQRSTUVWXYZ DIN Regular
9 7 Infographic brochure The design and placement of elements in brochures is important. Key elements must be highlighted for the message to be reached forward. There should always be a continuous basis so that the brochure has the same colour / background inside and out. The brochure is designed in horizontal A4 size. Its folded in half by the middle. It shall be a continuous interaction. To put a personal touch on profiling, the logo and dog icon shall always be placed on the front of the brochure. This will give Buyers an easy recognition of what they are buying. Photos can be used i brochures, but needs to reflect be related to DNA Dogfood.
10 8 Products DNA Dog food deliver three types of dog food: Senior Adult Puppy They are separated with colour codes to easy see the different types. The box is produced with recycled glossy paper. The handle is made of recycled plastic. The box contains 10 kg.
11 9 Point of sale DNA Dog food products must be placed together in the store. Its important that the three products shows equally. The logo must always be displayed on top. The brochure should be placed on the side of the stand and at the counter in the store. The shelves must be DNA Dog foods own produced shelves. They must be green. DNA Dog food
12 10 Print guidance Fold marks DNA Dog food
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