DogWatch

📋 1 Guidelines

🔗 Connections

Sector

Consumer goods Veterinary pet care

Region

Usa

Guideline Year

2017

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • To provide smart products for today’s pets, emphasizing freedom, safety, and peace of mind for dogs and their owners.
Core Values
  • freedom
  • safety
  • peace of mind
  • credibility
Target Audience
  • Dog owners seeking reliable, innovative pet containment and training solutions.
Personality Traits
  • friendly
  • trustworthy
  • innovative
  • professional
Visual Identity Overview
  • The visual identity centers on a clean, modern look with bold, rounded sans-serif typography, a green dog silhouette logo, and a color palette dominated by greens, greys, and accent oranges. Consistent logo usage, clear spacing, and avoidance of loud colors or embellishments are emphasized.

Categories

Brand Voice

  • Brand Messaging Our Voice

  • Tag lines should be written in sentence case. Applies to all taglines.
  • Main Message Brand Message It’s all about your dog.®
  • Supportive Message Brand Message Smart products for today’s pets.™
  • √ It’s all about your dog.® X It’s All About Your Dog.® X IT’S ALL ABOUT YOUR DOG.®

  • Brand Messaging Our Voice

  • Each tagline should be used in relation to its given product category.

  • Hidden Fence Simply the best. No getting around it. ™

  • Hidden Fence Happiness is being surrounded by freedom and safety.™

  • SmartFence The next generation of pet fencing.

  • ProFence Freedom, safety, peace of mind.

  • SmartFence The only connected Hidden Fence.

  • Stay connected with your pet.
  • Know before your dog does.™

  • Indoor Boundaries Not every place is a pet place.

  • Indoor Boundaries Come. Sit. Stay off the chair.

  • Training Products Bring out the best in your dog.™

  • BigLeash Unleash your life.™
  • BarkCollar Play more. Bark less.

  • SideWalker Walking shouldn’t be a drag.™

  • Training Products A range of solutions for every dog.

  • BigLeash Enjoy the freedom.

  • Good behavior is close at hand.™
  • Dogs will be dogs.

  • BarkCollar Be a good neighbor.

  • Restore the peace and quiet.

  • SideWalker Walk together side by side. Release the tension.

  • Tag lines should be written in sentence case. * Applies to all taglines.
Brand Imagery
  • Space around the logo. Always leave some space for the logo to breathe. Use white or neutral background.
  • Solid. Use negative logo over a color or photo. When possible, place the DogWatch logo on a white, black or green background.
  • Clarity. Do not sit the logo on images that are too bright or cluttered. Choose the photo that works for the logo, do not adjust the logo to work for an image.
  • Not Right. Do not rotate the logo.
  • No Dress Up. Do not embellish the logo with drop shadows, embossing, etc.
  • Red Alert! Do not sit the logo on LOUD colors. *Avoid: Red, Orange, Yellow, Blue & Purple.
Color Palette
  • The Primary & Secondary color palette is for use on all print collateral as well as on the website and other digital pieces.
  • The Tertiary color palette is for use as accent only and in moderation.
  • Brand Green Web: #55910C RGB: 85 152 12 CMYK: 72 18 100 4 • Logo • Text • Buttons • Primary backgrounds • Graphics
  • Light Green Web: #85B52E RGB: 133 181 46 CMYK: 54 9 100 0 • Buttons • Backgrounds • Graphics
  • Dark Green Web: #235608 RGB: 35 86 8 CMYK: 80 40 100 39 • Button Hover • Graphics - shading
  • Grey Web: #4D4B4E RGB: 77 75 78 CMYK: 66 60 55 37 • Text • Headlines on tan bkgs • Graphics on tan bkgs
  • Tan Web: #ECEBEO RGB: 236 235 224 CMYK: 8 4 11 0 • Backgrounds Only
  • Orange Web: #FF7800 RGB: 255 120 0 CMYK: 0 66 100 0 • Links • Call to action text/ background
  • Alert Orange Web: #FF4A12 RGB: 255 74 18 CMYK: 0 85 100 0 • Link Hover • Graphics - emphasis
  • The core brand color is a medium green. The green color, although prominent should be used in moderation to not dilute the impact of the main brand color. Lighter & Darker variations available when contrast is required.
  • Background (Grey and Tan tones) can be used for all brand graphics.
  • Accent colors (Red & Orange tones) are available to highlight promotions or important notices. Used primarily on digital media.
  • Do not sit the logo on LOUD colors. *Avoid: Red, Orange, Yellow, Blue & Purple.
  • When possible, place the DogWatch logo on a white, black or green background.
Typography
  • Proxima Nova is our basic typeface appropriate for all copy and used on all print and digital media.
  • Lexia is our lifestyle typeface used for both primary & secondary headlines on both print and digital media.
  • Use this Hierarchy of fonts to tell your story. Highlight your main message in the primary headline and support it using secondary and tertiary headline fonts.
  • Dealer websites use a variation of these type faces. Please contact us with any questions.
  • Primary Headline Details: Proxima Nova Extra Bold Tracking: 10 Sentence Case
  • Secondary Headline (1) Details: 50% size of Primary Headline Lexia Light Tracking: 0 Sentence Case
  • Tertiary Headline Details: 30% size of Primary Headline Proxima Nova Regular Tracking: 0 Sentence Case
  • Use For: • Cover pages / Hero Images • Brand Messaging • Page Titles • Text over main photos
  • Use For: • Interior page titles • Section headlines (only if not used as page title already) • Text on white or solid backgrounds
  • Use For: • Section headlines • Headlines for body copy
  • Don’t Use For: • Section Headlines • Lifestyle messaging
  • Don’t Use For: • Cover Page • Text over photos
  • Don’t Use For: • Cover Page • Page titles • Text over photos • Brand or lifestyle headlines
  • Lifestyle Headline Details: 80% size of Primary Headline Lexia XBold Tracking: 0 Sentence Case
  • Secondary Headline (2) Details: 30% size of Primary Headline Proxima Nova Bold Tracking: 180 Uppercase
  • Body Copy Details: Proxima Nova Regular Tracking: 0 Sentence Case
  • Use For: • Lifestyle messaging • Text over lifestyle photo • Print page titles • Text over main photos
  • Use For: • Product names • Subhead under Primary headline • Text over photo okay if legible
  • Use For: • Body Text
  • Don’t Use For: • Section Headlines / subheads • Brand messaging
  • Don’t Use For: • Full sentences or phrases • Text over photos on busy backgrounds • Section headlines • Headlines for body copy
  • Don’t Use For: • Headlines of any kind • Text over photos
Logo Usage
  • These logo lockups are to be used in all printed publications, advertising, billboards, posters, fliers, product packaging and other printed collateral.
  • All logos are available in Black & Green or the Negative version (White).
  • All logos are available in the following file formats: • Vector File (.ai & .psd) • Jpeg • PDF • PNG • EPS
  • For all print material, the dealership logo should apply the following guidelines.
    • Both logos are available in negative version (White).
  • Space around the logo. Always leave some space for the logo to breathe. Use white or neutral background.
  • Solid. Use negative logo over a color or photo. When possible, place the DogWatch logo on a white, black or green background.
  • Clarity. Do not sit the logo on images that are too bright or cluttered. Choose the photo that works for the logo, do not adjust the logo to work for an image.
  • Not Right. Do not rotate the logo.
  • No Dress Up. Do not embellish the logo with drop shadows, embossing, etc.
  • Red Alert! Do not sit the logo on LOUD colors. *Avoid: Red, Orange, Yellow, Blue & Purple.
Tone And Messaging
  • Tag lines should be written in sentence case. Applies to all taglines.
  • It’s all about your dog.®
  • Smart products for today’s pets.™
  • √ It’s all about your dog.®
  • X It’s All About Your Dog.®
  • X IT’S ALL ABOUT YOUR DOG.®
  • Each tagline should be used in relation to its given product category.
  • Simply the best. No getting around it. ™
  • Happiness is being surrounded by freedom and safety.™
  • The next generation of pet fencing.
  • Freedom, safety, peace of mind.
  • The only connected Hidden Fence.
  • Stay connected with your pet.
  • Know before your dog does.™
  • Not every place is a pet place.
  • Come. Sit. Stay off the chair.
  • Bring out the best in your dog.™
  • Unleash your life.™
  • Play more. Bark less.
  • Walking shouldn’t be a drag.™
  • A range of solutions for every dog.
  • Enjoy the freedom.
  • Good behavior is close at hand.™
  • Dogs will be dogs.
  • Be a good neighbor.
  • Restore the peace and quiet.
  • Walk together side by side. Release the tension.
  • The Registered “mark” should be used after the following Trademarks of DogWatch inc.
  • DogWatch® BigLeash® FastReact® SafeLink® It’s all about your dog.®
  • Tag lines should be written in sentence case. * Applies to all taglines.
Visual Style
  • These logo lockups are to be used in all printed publications, advertising, billboards, posters, fliers, product packaging and other printed collateral.
  • All logos are available in Black & Green or the Negative version (White).
  • All logos are available in the following file formats: • Vector File (.ai & .psd) • Jpeg • PDF • PNG • EPS
  • Space around the logo. Always leave some space for the logo to breathe. Use white or neutral background.
  • Solid. Use negative logo over a color or photo. When possible, place the DogWatch logo on a white, black or green background.
  • Clarity. Do not sit the logo on images that are too bright or cluttered. Choose the photo that works for the logo, do not adjust the logo to work for an image.
  • Not Right. Do not rotate the logo.
  • No Dress Up. Do not embellish the logo with drop shadows, embossing, etc.
  • Red Alert! Do not sit the logo on LOUD colors. *Avoid: Red, Orange, Yellow, Blue & Purple.
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