PARTNER GUIDELINES UPDATED OCTOBER 2015
TABLE OF CONTENTS 1 2. VIP PETCARE BRAND ASSETS a. Who is Our Client? b. Full Brand Positioning c. Mission and Core Values d, Brand Story e. Brand Story Continued f. Brand Story Continued 3. VIP PETCARE LOGO a. Signature Logo b. Logo and Naming Conventions c. Color Variation d. Logo Do Nots 4. VIP PETCARE COLORS a. Core Colors b. Accent Colors 5. VIP PETCARE FONTS a. Font Guidelines 6. VIP PETCARE IMAGERY a. Photography Guidelines
VIP PETCARE BRAND ASSETS 2 The VIP Petcare core Brand Assets include our: VIP Petcare Physical Brand VIP Petcare Brand Positioning VIP Petcare Brand Story These assets allow us to understand our client and differentiate our Brand from our competitors. Together they allow us to be unique, distinctive, relevant and consistent over time and across geographies. These assets further ensure that we are promoting and developing our promise: Keeping Pets Healthy, Happy and Safe & Real Vets. Real Care. Real Value
PET LOVE 2a WHO IS OUR CLIENT? The VIP Petcare typical client is the Pet Lover. Pet Lovers have unconditional love for their pets and treat them like members of the family. A Trusted Companion Our clients are demographically focused in terms of age & gender. They are 80% women between the ages of 42 and 60. 80% of the pets who visit our clinics are dogs. Our brand communicates to Pet Lovers and their values. Our marketing is targeted to attract our typical client. Or Best Friend MY CHILD
ATTRIBUTES OF OUR BRAND INNOVATIVE LEADERSHIP: VIP Petcare is constantly expanding what can be delivered as wellness services, moving the industry forward and finding new and innovative technologies and services to bring veterinary care to an ever wider number of pets. FRIENDLY: VIP Petcare employees are engaging, patient, friendly, approachable and work to put clients and their pets at ease. CARING: We truly about the care and comfort our clients pets. We strive to provide the best possible care and to help clients take the best possible care of their pets. PROFESSIONAL: We run a tight ship. We constantly optimize our clinic and wellness center operations to ensure fast service, short wait times, effective processing of pet tests and vaccinations in an organized, frustration-free experience. CONVENIENT: Our services are accessible and flexible, so we can always be where our customers need us in terms of location, times and services. KNOWLEDGEABLE: Employees know and understand the preventative, diagnostic, chipping and well care options available and are honest in their application of this knowledge. They understand pros and cons and effectively advise clients on the best medical choices for their pets. 2b VIP PETCARE FULL BRAND POSITIONING Our full Brand Positioning articulates the benefits of VIP Petcare and provides a language for consistently communicating those benefits. The positioning provides our team, partners and our agencies the central premise for all Brand marketing and sales activities, communications, and experiences. The VIP Petcare Brand Positioning defines our desired attributes, core values and Brand Promise. Together, these make up the VIP Petcare full Brand Positioning. HIGH VALUE: We provide an extremely high level of quality care at a price that makes veterinary services available to anybody.
MISSION VIP Petcare is dedicated to improving the lives of pets and the people who love them. We do this by extending the availability of high value pet preventative and wellness veterinary services to all pet owners. CORE VALUES CUSTOMER CARE: We do whatever it takes to provide our clients and their pets with the best quality of veterinary care in a safe and friendly environment. PROFESSIONALISM: We are knowledgeable, capable, efficient, organized and courteous. 2c VIP PETCARE MISSION AND CORE VALUES We distill our Brand Positioning down to our Mission and Core Values. These provide the central ideas for all Brand strategies and communications. Everything we do must ultimately reflect and be true to our Mission and Core Values. HONESTY: We are truthful in our explanations and statements and sincere in our efforts to deliver the best value, advice and service for pets and their owners. PASSION ABOUT PETS: We love your pets almost as much as you do! EXPERTISE: We are committed to knowing and understanding best practices in veterinary medicine and we consistently apply these practices to our services and recommendations. INNOVATION: We relentlessly pursue excellence, evolving constantly to find better ways to deliver pet wellness and serve our clients. TEAMWORK: We work together, respecting each other s strengths and doing whatever it takes to deliver an exceptional experience for our human and furry clients every time.
WE ARE A PROGRESSIVE AND ENTREPRENURIAL FAMILY Created in 1995 by Will Santana and Ken Pecoraro, entrepreneurial roots drive the VIP Petcare family and attitudes even today - from their desire to constantly move forward to their partnerships with local businesses. We began with a van and two friends, and VIP Petcare is rooted in both relationships and fun. 2d VIP PETCARE BRAND STORY STARTED FOR THE BENEFIT OF PETS AND PET LOVERS VIP Petcare was started to provide affordable pet vaccinations, but has evolved to stand for preventive and ethical petcare, promoting a healthy lifestyle for all pets. We care about our family member, both our clients and their pets. Every pet matters, and we have heard stories about each and every one of them.
PROFESSIONAL, KNOWLEDGABLE AND UNDERSTANDING, VIP PETCARE EXPERTS AND PET LOVERS VIP Petcare Experts VIP Pet Lovers Our Professional Veterinarians Our Caring staff Highly Trained and Educated Ongoing Training Continuing Education Continuing Education 2e VIP PETCARE BRAND STORY STATE OF THE ART SYSTEMS & PROVEN PRACTICES/PROTOCOLS State-of-the-art systems provide Practices and Protocols information available online 24/7 Up-to-date and effective vet Simple vet practices and services Easy to Use More products Detailed Records Available Proven Vet Practices
WE LISTEN TO YOU AND CATER TO YOUR PET S NEEDS, ETHICALLY TREATING YOUR PET LIKE IT S OUR OWN We Listen, Care and Educate We are Open, Honest & Ethical Listening & Providing Right Answers No Hidden Fees Caring About Your Stories Pricing is Clearly Stated Exactly What You Want Educating Clients 2f VIP PETCARE BRAND STORY WE PROVIDE THE FINEST VETERINARY CARE IN ACCESSIBLE AND CONVENIENT LOCATIONS IN YOUR NEIGHBORHOOD Finest Veterinary Care Trusted Over 2000 Locations Nationwide! Current Effective
VIP PETCARE LOGO 3 The VIP Petcare Brand identity is composed of visual and verbal elements that represent our products, services and promise to consumers. The VIP Petcare Brand logo is the face of our unique character and is the first point of connection to our customers and clients. When used correctly and consistently, our Brand identity communicates exceptional veterinary service with a caring touch.
3a SIGNATURE LOGO The VIP Petcare signature logo has five basic elements. These five components together make the VIP Petcare standard signature. vip (very important pet/person) care (our standard of service) 1. The word VIP representing Very Important Pet/Person. pet (representing the pets we care for) 2. The word pet representing the pets for whom we care. 3. The word care is the signature standard of service and friendly approach of VIP Petcare. 4. The engaging iconographic dog and cat that represent our caring side. 5. The iconographic of the paw with a medical sign that represents the medical expertise of our veterinary staff. Additional Wellness Center Text to be used at Wellness Centers Only
3b THE LOGO & NAMING CONVENTIONS Gotham Book typeface - 80% black Nestled neatly underneath petcare The VIP Petcare signature logo is composed of five basic elements, but a sixth tagline element may be added when a specific part of VIP Petcare products or services needs to be defined. This sixth element should always be added underneath the logo in the exact position shown here. Our two main taglines are Keeping Pets Healthy Happy & Safe and Real Vets. Real Care. Real Value.
PREFERRED USAGE THREE COLOR 3c COLOR VARIATIONS There are four color variations for the VIP Petcare signature logo LIMITED USAGES 1. Three-color (blue, green & orange) is the Preferred Usage. ONE COLOR - GREYSCALE BLACK, 80% BLACK, %60 BLACK ONE COLOR - BLACK 2. One-color (black and gray or black only) are Limited Usage. The black version is only to be used in black ink reproductions, such as newspaper advertising or in-house informal documents. ONE COLOR - REVERSE 3. One-color (Reverse white) Limited Usages. In special cases where the logo may not read out of a dark background it may be reversed out.
3d LOGO DO NOTS DO NOT SCALE PARTS OF THE LOGO INDEPENDENTLY DO NOT MOVE OR ALTER PARTS OF THE LOGO INDEPENDENTLY The VIP Petcare signature logo is a unique expression of the Brand. To properly display the signature logo, please keep it in its correct form. All five key elements must be properly maintained in the standard format to keep the strength of the Brand. DO NOT REASSIGN SIGNATURE COLORS OF THE LOGO DO NOT ADD ELEMENTS TO THE SIGNATURE Some common logo misuses are displayed here. vip petcare DO NOT CHANGE THE LETTERFORMS OF THE SIGNATURE TO ANOTHER TYPEFACE DO NOT STRETCH OR DISTORT THE SIGNATURE
VIP PETCARE COLORS 4 The VIP Petcare color palette is a key element of our Brand personality and materials. Our colors must remain consistent within all of our materials and over time. These colors portray a mood and tone that bring to life the VIP Petcare Brand.
VIP Blue (or Pantone 285) C-90 M-48 Y-0 K-0 R-0 G-119 B-189 HEX#0077BD Accent Green (or Pantone 7489) C-56 M-2 Y-78 K-5 R-115 G-181 B-100 HEX#73B564 Accent Orange (or Pantone 1665) C-0 M-79 Y-100 K-0 R-240 G-92 B-34 HEX#F05C22 Rich Black CMYK: 60/40/40/100 RGB: 0/0/0 HEX#000000 4a CORE COLORS The four core color variations for the VIP PetCare signature logo, art elements and design are key to the strength of our communication materials. Blue is the dominant color and should be used as the core communication driver. Green and Orange are used as accent colors to complement the blue. Black is used as a typography color. White is used to give clear space around messages for readability. Please see section 7 for samples of color usage. White CMYK: N/A RGB: 255/255/255
Dark Gray CMYK: 0/0/0/70 RGB: 109/110/112 Light Gray CMYK: 0/0/0/20 RGB: 209/210/212 4b ACCENT COLORS There are two accent color variations for the VIP Petcare color palette. These colors can be used in the graphic elements that appear in the materials. Please see section 7 for samples of color usage.
VIP PETCARE FONT 5 The VIP Petcare Fonts help develop our Brand personality. Our signature logo, colors, and fonts portray a consistent look and feel that embraces our core values of Customer Care, Professionalism, Honesty, Passion About Pets, Expertise, Innovation, and Teamwork. Consistency should be the goal of our communication materials, and this will help build strong Brand recognition.
MAIN USAGE Gotham Light Gotham Book Gotham Medium Gotham Bold LIMITED USAGE Gotham Light Italic Gotham Book Italic Gotham Medium Italic Gotham Bold Italic BODY TEXT - DOCUMENTS Montserrat Light Montserrat Regular Montserrat Bold 5a FONT GUIDELINES Gotham is the primary font and will be used in all logo graphics and promotional or point-of-sale materials. It has a simple, friendly, easy-to-read feel, combined with a professional look that reinforces our Brand core values. The weights we will use are Light, Book, Medium, and Bold. Italics may be used for emphasis but should not be used for body copy or headlines. Our secondary font is called Montserrat and should be used on all memos, documents, and non-point-of-sale materials.
VIP PETCARE IMAGERY 6 The VIP Petcare imagery and photography portray our Brand personality along with the signature logo, colors and fonts. The art elements created and the photography samples selected for the VIP Petcare Brand reinforce the consistent look and feel that embrace our Core Values. Visual consistency should be the goal of our communication materials, and this will help build strong Brand relationships.
6a PHOTOGRAPHY GUIDELINES The VIP Petcare photography represents Pet Lovers and caring Petcare Experts. The style and tone of our client photography portrays carefree and happy Pets and Pet Lovers in relaxed lifestyle environments. In our communication materials we strive to use male and female, old and young, and various races, depending on the audience and message. When representing our Petcare Experts, we strive for Caring, Engaging, Professional & Polished and Trustworthy imagery of our Veterinarians interacting with pets. The images shown here were selected from stock sources or photo shoots. When additional images are required, please match the tonality shown here.