2. Introduction
This document contains guidelines
regarding Furever Home brand
elements and how to implement them.
The guide should be used by designers
and marketers as a resource to ensure
that Furever Home maintains a brand
that is represented both consistently
and accurately. Please reference this
guide when making decisions about how
to visualize the brand so that a unified
experience is delivered by our campaign.
Table of Contents
The Logo
Primary Mark 03
Secondary Mark 05
Tertiary Mark 07
Clearing 09
Sizing 10
Integrity 11
Color System
Color Palette 13
Color Usage 14
Type System
Typography 18
Visual Hierarchy 19
Visual Language
Iconograpy 22
Web Banners 23
Social Media 25
Photography 26
See It In Action
Brand System 28
Sample Applications 29
Brand Guide 02.21.19 1
4. Primary Mark
This is the primary version of our logo
and should be used whenever possible.
The relationship between dog graphic
and type has been created to strike a
balance between these two elements that
form the logo as a unit. As such, these
two elements should remain as they are
shown here unless otherwise stated.
Brand Guide 02.21.19 3
furever
H O M E
5. Black and White
In instances where the logo must be in
black and white, use one of the primary
marks shown here. Please use the black
version when the logo is on a white
background and use the white version
when the logo is on a black background.
furever
H O M E
furever
H O M E
Brand Guide 02.21.19 4
6. Secondary Mark
If the primary mark cannot be utilized,
the secondary mark can be utilized in its
place. The secondary mark takes into
account various possible applications of
the logo that require a horizontal
orientation rather than a vertical one.
Once again, the relationship between
dog graphic and type has been created
to strike a balance between these two
elements that form the logo as a unit.
As such, these two elements should
remain as they are shown here unless
otherwise stated. furever
H O M E
Brand Guide 02.21.19 5
7. Black and White
In instances where the logo must be in
black and white, use one of the secondary
marks shown here if the primary mark
cannot be used. Please use the black
version when the logo is on a white
background and use the white version
when the logo is on a black background.
Brand Guide 02.21.19 6
furever
H O M E
furever
H O M E
8. Tertiary Mark
If the primary or secondary marks
cannot be utilized, the tertiary mark can
be utilized instead. The tertiary mark
takes into account various possible
applications of the logo that allow for
only a very small amount of available
space. Consider the primary and
secondary marks first before resorting
to the tertiary mark. Please use the
Furever Home logo in its primary,
secondary, or tertiary form only since
they have been created to maintain
proper balance as a unit.
Brand Guide 02.21.19 7
furever
H O M E
9. Black and White
In instances where the logo must be in
black and white, use one of the tertiary
marks shown here if the primary or
secondary marks cannot be used.
Please use the black version when the
logo is on a white background and use
the white version when the logo is on a
black background.
Brand Guide 02.21.19 8
furever
H O M E
furever
H O M E
10. Clearing
By using the height of the “f ” as a basis
for standard measurement, clearing
space can be created effectively at any
size for the primary, secondary, and
tertiary marks. It is important that no
elements or graphics encroach on the
clearing space of the logo so that it
stands out in all applications. Please note
that the given clearing space is only a
minimum and that providing additional
space for the logo is always acceptable.
furever
H O M E
Brand Guide 02.21.19 9
furever
H O M E
furever
H O M E
11. Sizing
To ensure readability in all applications,
it is imperative that the logo is never
used smaller than the minimum sizes
shown here. The primary and tertiary
marks may shrink down to a width no
less than 0.4 in. or 38 px. The secondary
mark may shrink down to a width no
less than 0.8 in. or 77 px.
Brand Guide 02.21.19 10
furever
H O M E
furever
H O M E
0.4 in. / 38 px
0.4 in. / 38 px
0.8 in. / 77 px
furever
H O M E
12. Integrity
It is very important to maintain the
legibility and clarity of the logo across
all applications. Please refer to this
guide when determining what can be
done to the logo without negatively
effecting its readability or integrity.
These rules apply to the primary,
secondary, and tertiary marks.
Brand Guide 02.21.19 11
furever
H O M E
Do not stretch the logo.
Do not use the logo in
colors outside of our
brand palette.
Do not add a stroke to
the logo.
Do not rotate the logo.
Do not use the logo on
complex photos that
hinder legibility.
Do not lock the logo up
with additional text.
Do not place the logo on
colors with minimal contrast.
Do not apply any effects
or gradients to the logo
Do not use the logo on
gradient backgrounds
furever
HOME furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
charity walk
14. Color Palette
Consistent colors are an important part
of maintaining a consistent brand. The
colors shown on this page are separated
into primary and secondary palettes.
The primary color palette should be
used most often, especially when
considering logo color. In instances
where the primary color palette is not
suitable, or where a pop of color is
desired, the secondary color may
be considered as an accent color.
Brand Guide 02.21.19 13
Primary
Secondary
Pantone 303 C
C96 M72 Y52 K57
R1 G41 B57
#012939
White
C0 M0 Y0 K0
R255 G255 B255
#FFFFFF
Pantone 396 C
C16 M1 Y100 K0
R225 G224 B0
#E1E000
Pantone 3262 C
C88 M0 Y40 K0
R0 G187 B179
#00BBB3
Pantone Cool Gray 5 C
C31 M25 Y26 K0
R179 G177 B177
#B3B1B1
15. Color Usage
Primary Mark
In order to ensure brand and color
consistency, it is vital to consider the
ways in which the color palette can be
applied to the logo. Take note that the
top two marks both maintain the teal
color of the dog while only “furever”
changes in color between the two. These
two options should be used whenever
possible. Alternatively, any of these
three brand palette colors shown here
can also be utilized in instances that
require a single color logo. The color
should be applied as either the logo
color or the background color when the
logo needs to be reversed in white.
Note that the secondary brand color
should never be used on the logo. The
secondary brand color should be used
as merely an accent to provide contrast
and visual interest on other elements.
Brand Guide 02.21.19 14
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
Two Color
One Color
16. Color Usage
Secondary Mark
In order to ensure brand and color
consistency, it is also vital to consider
the ways in which the color palette can
be applied to the secondary logo. Take
note that the top two marks both
maintain the teal color of the dog while
only “furever” changes in color between
the two. These two options should be
used whenever possible. Alternatively,
any of these three brand palette colors
shown here can also be utilized in
instances that require a single color logo.
The color should be applied as either the
logo color or the background color when
the logo needs to be reversed in white.
Note that the secondary brand color
should never be used on the logo. The
secondary brand color should be used
as merely an accent to provide contrast
and visual interest on other elements.
Brand Guide 02.21.19
Two Color
One Color
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
15
17. furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
furever
H O M E
Color Usage
Tertiary Mark
In order to ensure brand and color
consistency, it is also vital to consider
the ways in which the color palette can
be applied to the tertiary logo. Take
note that the top two marks both
maintain the teal color of “home” while
only “furever” changes in color between
the two. These two options should be
used whenever possible. Alternatively,
any of these three brand palette colors
shown here can also be utilized in
instances that require a single color logo.
The color should be applied as either the
logo color or the background color when
the logo needs to be reversed in white.
Note that the secondary brand color
should never be used on the logo. The
secondary brand color should be used
as merely an accent to provide contrast
and visual interest on other elements.
Brand Guide 02.21.19 16
Two Color
One Color
furever
H O M E
furever
H O M E
19. Typography
In order to provide a consistent and
unified look, only the Furever Home
brand typefaces should be used on all
material. Abside and Bell MT are the
typefaces that should be used. The two
typefaces provide a variety of weights,
sizes, and characteristics that enable a
visual heirarchy to be created in the
messaging we send to our audience.
The heavy and geometric nature of
Abside makes it a great header option
and pairs nicely with Bell MT, whose
curvy and delicate serifs make for good
body text that is legible at smaller sizes.
Please note that Abside has many more
font options like “Round 1” or “Smooth”.
These options should not be used. Please
keep within Abside regular and oblique.
Brand Guide 02.21.19 18
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCD123
Oblique
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCD123
Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCD123
Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCD123
Semibold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCD123
Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCD123
Abside
Bell MT
20. Visual Hierarchy
There are different ways to create a
visual heirarchy that follows the brand
guides of Furever Home. However,
this suggested format is the ideal way
to use these typefaces to make our
message clear. Refer to this page if help
is needed to understand how the type
should operate.
Brand Guide 02.21.19 19
Come Join Us!
To Support Local Pet Rescues
Furever Home has organized a fun run to bring the local
community as well as numerous pet rescues and shelters
together for a good cause. Around 7.6 million pets enter
animal shelters every year. It is though the care and
generosity of these rescue and shelter programs that
these animals find a good home and are given proper
care before they find their furever home.
Dogs and cats like these are saved due to the help of
shelters and the local community who supports them.
It is though the care and generosity of these
rescue and shelter programs that these
animals are given proper care...
Header
Abside Regular 24 pt.
Subheader
Abside Oblique 15 pt.
Body Text
Bell MT Regular 10 pt.
Caption
Bell MT Semibold 8 pt.
Pull Quote
Bell MT Bold 12 pt.
23. Iconography
Icons may be used for various materials
and are an integral part of the visual
language of the brand. These icons are
in keeping with the established style of
the logo and should be used only in this
flat and simple style, adding detail only
where necessary for clarity. Any
additional icons that are created in the
future should resemble an identical style
and feel that makes the Furever Home
brand cohesive.
Brand Guide 02.21.19 22
24. Every pet deserves a home.
468 x 60 px
Web Banners
It is important that digital material
remains consistent with the brand guide.
In order to understand how our brand’s
elements and style translate to an online
format, sample advertisement banners
have been created. Note how layouts
are clean and simple and follow the set
brand pallete.
Brand Guide 02.21.19 23
Every pet
deserves a home.
furever
H O M E
Every pet deserves a home. furever
H O M E
Every pet
deserves
a home.
Learn More
furever
H O M E
Every pet
deserves a home.
468 x 60 px
728 x 90 px
300 x 250 px
160 x 600 px
furever
H O M E
furever
H O M E
Learn More
Learn More
26. Social Media
As the online presence of Furever Home,
it is imperative that all social media
accounts representing the brand should
maintain a consistent appearance.
Shown here are the profile pictures for
the most common social media platforms.
Each one features our primary mark on
the navy background color and
maintains proper clearing space as
specified on page 9. Please use these for
all social media accounts and maintain
these color and size regulations if new
accounts are created in the future.
Brand Guide 02.21.19 25
Twitter FacebookInstagram
400 x 400 px
*Profile pictures not to scale
110 x 110 px 180 x 180 px
furever
H O M E
furever
H O M E
furever
H O M E
27. Photography
Proper photographs can make a big
impact on our audience and make our
brand more memorable. Although the
mission of Furever Home addresses
harsh and upsetting things, the
photographs used in all material should
be light and warm, emphasizing the bond
we share with our furry friends. Our
message should remain hopeful and
positive. Please take caution with
photographs of pets that could appear
either sad or lost.
Brand Guide 02.21.19 26
29. Brand System
By utilizing the logo, color system, type
system, photographs, and other visual
language properly, a cohesive message
of hope and positivity is sent out to our
audience. All of these elements should
be carefully considered and combined
to create all material for Furever Home.
In the following pages, you will see
examples of these elements at work and
how they can operate together.
Brand Guide 02.21.19 28
furever
H O M E
Bell MT
Abside
