1. 2016 Brand Guidelines
© 2016 if it barks | All Rights Reserved

2. LOGO
Master Logo
The if it barks master logo should be used at all times. Where not possible, one of
the logo variations should be used. This is to make sure the logo and brand are
used in a consistent manner across all communications.
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines

3. LOGO
Logo Variations
The if it barks logo has been designed so it can be used with any of our Primary and
Secondary Color Palette. This allows the logo and brand to be flexible in it's usage. With
strong use of colour being used throughout all of our marketing communications it is
essential that our logo has the flexibility to work with all of our brand assets.
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines

4. SPACING AND SIZING
Isolation Area
Minimum Size
X
X
XX
X The if it barks logo should always be surrounded by a
minimum area of space. The area of isolation ensures that
headlines, text or other visual elements do not encroach on
the logo. The area is defined by using the height of the “s”
letter from the If it barks logo. A margin of clear space
equivalent to this height is drawn around the logo to create
the invisible boundary of the area of isolation.
There are no predetermined sizes for the if it barks logo. Scale and
proportion should be determined by the available space, aesthetics,
function and visibility.
There is no preset maximum size for the if it barks logo. However,
minimum sizes are shown on the right These sizes have been set to
safeguard the integrity of the logo at all times.
if it barks logo isolation area. This area of separation is a minimum and should be increased wherever possible.
100px
23 px
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines

5. COLORS
Primary Color Palette
Barks Red
HEX: #F16651
CMYK: 0, 58, 67, 5
PMS: 7416 C
RGB: 241, 102, 81
Barks Orange
HEX: #FAB117
CMYK: 0, 29, 91, 2
PMS: 1235 C
RGB: 250, 177, 23
Barks Blue
HEX: #009FE3
CMYK: 100, 0, 0, 0
PMS: 2171 C
RGB: 0, 159, 227
Barks Navy
HEX: #02546E
CMYK: 98, 24, 0, 57
PMS: 302 C
RGB: 2, 84, 110
The Primary Palette should be used in all occasions for if it barks marketing communications.
The palette has been designed to give a bold and exciting direction to the brand, offering flexibility
in the design of an literature off and online. Percentage tints can be used of any of these colours.
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines

6. COLORS
Secondary Palette
Shades Of Gray
Sandwisp: HEX: #F3DD93 - RGB: 243, 221, 147 - SCSS: $color-sandwisp
Yuma: HEX #C0B58A - RGB: 192, 181, 138 - SCSS: $color-yuma
Red Robin: HEX #882E1E - RGB: 136, 46, 30 - SCSS: $color-red-robin
Atlantis: HEX: #A3CE62 - RGB: 163, 206, 98 - SCSS: $color-atlantis
Eastern Blue: HEX : #1A8E9C - RGB: 26, 142, 156 - SCSS: $color-eastern-blue
Wild Blue Yonder: HEX: #6E7DBA - RGB: 110, 125, 186 - SCSS: $color-wild-blue-yonder
Monte Carlo: HEX: #81D2C7 - RGB: 129, 210, 199 - SCSS: $color-monte-carlo
The Secondary Palette should be used as a guide for the tone of a color. We intend for the secondary palette to be ever evolving, offering an
endless palette to choose from. The main use of the secondary palette is in the creation of icons and illustrations that will be used across the
board to help demonstrate the core benefits of if it barks products. We will also be using the secondary palette to create unique secondary
brands for each one of if it barks' products. Percentage tints can be used of any of these colours.
A selection of grayscale colors for background or text color use.
Dark Gray
HEX: #444444
RGB: 68, 68, 68
Gray
HEX: #898989
RGB: 137, 137, 137
Silver
HEX: #CCCCCC
RGB: 248, 248, 248
White
HEX: #FFFFFF
RGB: 255, 255, 255
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines

7. TYPOGRAPHY
Our Font Families
Web Fonts
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%^&*()Aa
Font Family: Lato Bold
Object: Headings
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%^&*()Aa
Font Family: Roboto Slab Light
Object: Body Copy
Our font families should be used for all communications. This to
ensure the consistent look and feel of all literature off and
online.
Lato should be used for all header and sub header text, where
Roboto Slab should be used for all other copy (body, quotes etc).
To ensure a consistent look, make sure fonts are used in a
consistent manner and the weights of the font have been
considered, using heavier weights for headers and the highlight
key messages.

8. TYPOGRAPHY
Web Styles
Heading Styles
Body Copy Styles
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines
Heading 1 Heading 1 Heading 1 Heading 1
Hero Title
Text Color: All Main Colors
Font: Lato Bold - 48px
*use only for hero titles
Heading 2
Heading 2
Text Color: #444444
Font: Lato Bold - 36px
Heading 3Heading 3
Text Color: #444444
Font: Lato Bold - 24px
Heading 4Heading 4
Text Color: #444444
Font: Lato Bold - 21px
Bacon ipsum dolor amet landjaeger ribeye drumstick, pastrami
leberkas swine cow. Prosciutto sirloin jerky rump venison beef
ribs ham pork loin doner t-bone strip steak short ribs corned
beef leberkas. Biltong pork short ribs salami landjaeger
drumstick tri-tip andouille tongue. Venison shank burgdoggen
filet mignon meatloaf brisket.
Body Copy
Text Color: #444444
Font: Roboto Slab Thin - 16px

9. TYPOGRAPHY
Web Styles
Combinations
© 2016 if it barks | All Rights Reserved2016 Brand Guidelines
This Is A Heading
Bacon ipsum dolor amet landjaeger
ribeye drumstick, pastrami leberkas
swine cow. Prosciutto sirloin jerky
rump venison beef ribs ham pork loin
doner t-bone strip steak short ribs
corned beef leberkas. Biltong pork
short ribs salami landjaeger
heading: text-transform: capitalize
text-align: Left
This Is A Heading
Bacon ipsum dolor amet landjaeger
ribeye drumstick, pastrami leberkas
swine cow. Prosciutto sirloin jerky
rump venison beef ribs ham pork loin
doner t-bone strip steak short ribs
corned beef leberkas. Biltong pork
short ribs salami landjaeger
heading: text-transform: capitalize
text-align: center
This Is A Heading
Bacon ipsum dolor amet landjaeger
ribeye drumstick, pastrami leberkas
swine cow. Prosciutto sirloin jerky
rump venison beef ribs ham pork loin
doner t-bone strip steak short ribs
corned beef leberkas. Biltong pork
short ribs salami landjaeger drumstick
heading: text-transform: capitalize
text-align: justify