Guidelines for the use of the Kennel Club and UKAS logo for Kennel Club Assured Breeders
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1 Guidelines for the use of the Kennel Club and UKAS logo for Kennel Club Assured Breeders
2 Contents Purpose of these guidelines 3 Introduction to the Kennel Club and the Assured Breeder Scheme 4 Introduction to UKAS 5 Definition 6 Form and display of the Kennel Club and UKAS logo 7 The colour palettes 7 Background colour 8 Exclusion zone 8 Minimum size 9 Printing 10 Displaying the Kennel Club and UKAS logo 10 Wording
3 Purpose of these guidelines As a Kennel Club Assured Breeder, you may use Scheme literature and logos to promote your litters to prospective puppy buyers and others. These guidelines aim to provide a simple reference outline for the correct usage of the Kennel Club and UKAS logo in conjunction with your own promotional materials, such as your website, stationery, clothing and advertising. Please note that the use of the Kennel Club and UKAS logo must adhere to these guidelines. If you have any doubt as to the correct application of the logo, you should refer to the Kennel Club Assured Breeder Scheme by ing web.admin@thekennelclub.org.uk. 3
4 Introduction to the Kennel Club and the Assured Breeder Scheme The Kennel Club is the UK s largest organisation dedicated to protecting and promoting the health and welfare of all dogs. Besides being a voluntary register for pedigree and crossbreed dogs, we offer dog owners and those working with dogs an unparalleled source of education, experience and advice on puppy buying, dog health, dog training and dog breeding. The aim of the Kennel Club Assured Breeder Scheme is to promote responsible dog breeding. The Kennel Club Assured Breeder Scheme promotes good dog breeding practice. There are a number of basic principles that Assured Breeders must agree to follow, which encourage the breeding of healthy, well-adjusted puppies. In return you will be able to use the scheme literature and logo to promote your litters. 4
5 Introduction to UKAS UKAS was appointed as the sole national accreditation body in the UK, by The Accreditation Regulations 2009 (statutory instrument No 3155/2009), responsible for assessing and accrediting the competence of conformity assessment bodies. It operates under a Memorandum of Understanding with the Secretary of State for Business Innovation & Skills (Secretary of State), who has licensed UKAS to use the national accreditation logo and national accreditation symbols featuring the Royal Crown, and to sublicense the use of the national accreditation symbols to UKAS accredited organisations. What is UKAS Accreditation? The Kennel Club is the only organisation accredited by the United Kingdom Accreditation Service (UKAS) to certify dog breeders, under the Kennel Club Assured Breeder Scheme. This means that the Kennel Club is recognised as an impartial and competent inspector by the government s sole national accreditation body. This gives the puppy buying public additional confidence that Kennel Club Assured Breeders are committed to meeting and maintaining high standards for caring for the health and welfare of their puppies and breeding bitches, and are the best point of contact for buying a healthy, happy puppy. All members of the Scheme will require a successful Assessment Visit before being able to register their litter with the Kennel Club within the rules of the Scheme. 5
6 Definition The Kennel Club and UKAS logo This means the logo used to indicate accredited status, and the logo issued by the Kennel Club to Assured Breeders to indicate they are certified by the Kennel Club under the terms of the Assured Breeder Scheme. The Assured Breeder Scheme logo cannot be used solely with the UKAS logo, as the Scheme is not accredited by UKAS - the Kennel Club is. The Kennel Club and UKAS logo can only be used by certified Assured Breeders. Any non-certified Assured Breeders must only use the normal Assured Breeder Scheme logo. The Assured Breeder Scheme logo can either be displayed on its own, away from the Kennel Club and UKAS logo, or above the Kennel Club and UKAS logo. The Assured Breeder Scheme logo should be same width, and no wider than the box for the Kennel Club and UKAS logo. 6
7 Form and display of the Kennel Club and UKAS logo The Kennel Club and UKAS logo shall be displayed only in the appropriate form, size and colour detailed in these guidelines. The Kennel Club and UKAS logos should always be used together in a fixed relationship. Digital artwork can be supplied on request from the Kennel Club or downloaded from your MyKC account. Do not redraw or modify the master artwork in any way. The colour palettes The colour swatches used throughout the document are to be used to match for final print and are standard Pantone colours. PANTONE is a registered trademark of Pantone Inc. Pantone 356 Pantone 356 CMYK Black The Kennel Club and UKAS logo may be reproduced in either black and white or the colour scheme as detailed in these guidelines. Alternatively, the Kennel Club and UKAS logo may be printed or displayed in a single colour, which is the predominant ink colour of the document, or, in the case of a pre-printed letterhead, the predominant ink colour of the letterhead Assured Breeders should base all reproductions of the Kennel Club and UKAS logo on the master versions as shown in these guidelines which are available as electronic files from the Kennel Club or can be downloaded from your MyKC account. CMYK 95% Cyan 0% Magenta 100% Yellow 27% Black Black Reversed-image versions of the Kennel Club and UKAS logo are also available. The images included at these guidelines are for illustration only. Redrawn approximations shall not be used. 7
8 Background colour The coloured logotype should be produced on a suitable coloured background that does not impinge upon the legibility of the logo. Exclusion zone To ensure the logo always appears to its best advantage, a minimum area of clear space has been defined around it. The diameter of the centre of the Kennel Club logo defines the clear space and must be observed at all times. Other images or typography must not be used within the borders indicated by the dotted line. Note: The dotted line and measure bars do not print. 8
9 Minimum size The Kennel Club and UKAS logo shall normally have a minimum height of 20mm. Any enlargement or reduction shall retain the same proportions as those of the masters reproduced in this publication. 20mm The Kennel Club and UKAS logo and the product certification number shall be considered as a single entity for purposes of enlargement or reduction. Irrespective of the height of reproduction, the Kennel Club and UKAS logo must, in the opinion of the Kennel Club, be legible, with no infilling. 20mm When the the Kennel Club and UKAS logo is printed on an unfolded portion of stationery sized no greater than A4, it shall be displayed in a size no larger than 30 mm high. On larger portions of unfolded stationery the size may be proportionately increased. 9
10 Printing Embossed, relief, or die-stamped versions may be used. The the Kennel Club and UKAS logo may be reproduced as watermark. The Kennel Club and UKAS logo may be displayed on On the breeder s puppy pack On the breeder s business card On the breeder s kennel stationery Adverts in the dog press, e.g. Our Dogs, Dog World and Dogs Monthly On the web e.g. breeders personal websites and puppy sales websites Where the Kennel Club and UKAS logo is reproduced electronically the following applies: (a) the Kennel Club and UKAS logo is to be reproduced so that infilling does not occur (b) degradation and/or distortion of the Kennel Club and UKAS logo graphic is avoided (c) electronic versions of the Kennel Club and UKAS logo shall be obtained from webadmin@thekennelclub.org.uk 10
11 Wording As a Kennel Club Assured Breeder, you may use the following phrases to describe your relationship with UKAS and the Kennel Club: You can say: l The Kennel Club is UKAs accredited to certify me, as an Assured Breeder, against the requirements of its Assured Breeder Scheme. l The Kennel Club is the only organisation accredited by the United Kingdom Accreditation Service (UKAS) to certify dog breeders, under the Kennel Club Assured Breeder Scheme. This means that the Kennel Club is recognised as an impartial and competent inspector by the government s sole national accreditation body. This gives the puppy buying public additional confidence that as a Kennel Club Assured Breeder, I am committed to meeting and maintaining high standards for caring for the health and welfare of their puppies and breeding bitches, and are the best point of contact for buying a healthy, happy puppy. You cannot say: l As an Assured Breeder, I am accredited by UKAS. l I am a member of the Assured Breeder Scheme, which is accredited by UKAS. l The Assured Breeder Scheme is accredited by UKAS. l The Kennel Club is a UKAS accredited authority. If you have any further questions about appropriate wording referring to UKAS, and your relationship as an Assured Breeder to UKAS, please webadmin@thekennelclub.org.uk. 11
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