MyDogDNA

BRANDBOOK
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

Lets face it. Before, we werent very good

at creating one consistent experience.
Weve changed. We will have one voice, one
look and one behavior on all surfaces and
screens. When you are small and agile, its
even more important to act, look and feel
like one. We just cant aord a new hairstyle
every day.The MyPetDNA experience feels
the same regardless of day, screen, weather
or mood.

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

THE NEW BRAND IN A NUTSHELL

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

SLOGAN
Heres our new slogan.

V.1 One line Slogan

KNOW YOUR PET

V.2 Three line Slogan

KNOW
YOUR
PET
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

LOGO
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

LOGO
2 rules:
Respect the safe area around the logo
Mind its minimum size of use

x
2x

Print media : W = 15 mminimum dimension:M

x
x

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

LOGO SAFE AREA AND POSITION

y

x
x
x

y
x

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

LOGO PARTNER COBRANDING

The relationship between MyPetDNA and its partners is signaled by using specic versions
of the logo. When the partners business includes the use of MyPetDNA technology as a
service, the Powered by logo is to be used.

V.2 Vertical

POWERED BY

POWERED BY

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

COLOR
PALETTE
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

A PRECISE
BRAND WITH
A HUMANITY
TOUCH

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

Our tone of voice is scientific and humane.

We know exactly what to do, and our customers does.
Put clear imaginery, precise color shades
and balanced type.

10

USE THE COLORS PRIMARY COLORS

Make your favored combinations with this dened set of primary colors. 1 color for the background, 1 color for the headline. If you want to
highlight any words in the headline, please use black as the basic color and the highlight color for the word(s) you want to highlight.

RGB

121. 191. 66

169. 223. 151

0. 153. 204

123, 191. 219

247. 247. 247

HEX

#79bf42

#a9df97

#0099cc

#7bbfdb

#f7f7f7

#999999

#000000

360 C

358 C

7688 C

2905 C

663 C

7 C

Black C

37. 0. 65. 25

24, 0, 32, 13

100. 25. 0. 20

44. 13. 0. 14

0. 0. 0. 3

0. 0. 0. 40

0.0.0.100

PMS

CMYK

152.152.152

0.0.0

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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COLOR PALETTE RGB

Primary colors

+ Hues

UX Exclusives

121.191. 66

169.223.151

144.202.98

155.206.153)

38.154.202)

120.196.225)

109.109.109

32.,32.32

111.223.111

174.214.173)

71.173.212)

145.208.231)

135.135.135

67.67.67

140.233.140

194.224.193)

111.193.223)

170.219.237)

163.163.163

109.109.109

170.242.170

213.235.214)

156.213.234)

197.231.242)

163.163.163

154.154.154

200.252.200

234.244.233)

156.213.234)

225.243.249)

223.223.223

193.193.193

88.198.39

190.31.3

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

0.153.204

254.195.7

12

123.191.219

17.134.193

247. 247.247

38.38.38

152.152.152

0.0.0

COLOR PALETTE HEX

Primary colors

+ Hues

UX Exclusives

#F7F7F7

#535353

#000000

#79bf42

#a9df97

#0099cc

#7bbfdb

#80C450

#9BCE99

#269ACA

#78C4E1

#6D6D6D

#202020

#97CF6F

#AED6AD

#47ADD4

#91D0E7

#878787

#434343

#B0DA8F

#C2E0C1

#6FC1DF

#AADBED

#A3A3A3

#6D6D6D

#C9E7B3

#D5EBD6

#9CD5EA

#C5E7F2

#C1C1C1

#9A9A9A

#E4F3D9

#EAF4E9

#CBEAF3

#E1F3F9

#DFDFDF

#F5F5F5

#66cc33

#cc3300

#ffcc00

#ffcc00

#33333

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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LOGO COLOR COMBINATIONS

Selection of hues for background colors.

Primary colors

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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NO-NOS LOGO COLOR COMBINATIONS

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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LOGO B&W
The black version of the logo is used to create rhythm when used with the headline system.
Prefer the colored versions of the logo to the white version, use the white if its the only possibility to achieve a readable output. On partner materials and in their digital channels these
can be used if required.

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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TYPO
GRAPHY
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

17

WE ARE
SMART
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

18

We have things to say and we say them out

clear. Thats why big distinct headlines are a
key element of our identity. There are surely
some rules, but when you go big with typo
and smart with color, you wont do big mistakes. Lets get our voice out there.

TYPOGRAPHY
PRINT

WEB

Headline

Headline

Helvetica Neue Light

Sub-headline

Helvetica Neue Bold

Body text

Helvetica Neue Regular

Helvetica Neue Light

Sub-headline

Helvetica Neue Bold

Body text

Helvetica Neue Regular

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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TYPOGRAPHY UX
WINDOWS

ANDROID

iOS / MAC OS

Product naming

Product naming

Product naming

Roboto Light

Helvetica Neue Thin

Headline

Headline

Segoe WP Light
Headline

Segoe WP Light
Sub-headline

Roboto Thin

Helvetica Neue Thin

Sub-headline

Sub-headline

Segoe WP SemiLight

Roboto Light

Helvetica Neue Light

Body text

Body text

Body text

Segoe WP Regular

Roboto Regular

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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Helvetica Neue Regular

TYPOGRAPHY BACKUP FONT

ARIAL
Headline

ARIAL CLEAR
Sub-headline

Arial CLEAR
Body text

Arial Regular

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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USE OF
TYPE
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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THE QUICK
BROWN FOX
JUMPS OVERTHE
LAZY DOG
THE QUICK
BROWN FOX
JUMPS OVERTHE
LAZY DOG

THE FOX
JUMPS OVER
THE FENCE

USE BIG
HEADLINE
FOR PRINT
THE FOX
JUMPS OVER
THE FENCE

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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TYPOGRAPHY CENTER ALIGNED HEADLINE

Lets make it tight. Not too much air between
the lines or the letters. The main headlines
are always centered and the main focus of
the layout. Compact does it.After setting
your font size (pe. 70 pt), set the leading to
that same value (70 pt) and then decrease
the leading to 86%. That should give you a
value of about 60 pt - that proportion is the
default setting for the line spacing on the
headlines.The kerning for the headlines is
Metrical and the Tracking is -50. For smaller
headlines some adjustments are necessary
for legibility. Font sizes below 28pt should
have a leading proportion of 70% and tracking of 40.

THE QUICK
BROWN FOX
JUMPS OVER
THE LAZY DOG

70 pt
60 leading

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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TYPOGRAPHY LEFT ALIGNED HEADLINE

As a secondary option headlines can be
aligned to the left. This is specially useful
online or if the framing of the image works
best with this alignment.

THE QUICK
BROWN
FOX JUMPS
OVER THE
LAZY DOG

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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TYPOGRAPHY HIERARCHY AD

THE FOX
JUMPS OVER
THE FENCE

Headline

Helvetica Neue Light

Sub-headline

Helvetica Neue Bold

Parci dolorit arument, quas modignitem

estrum quam, aci cuptate pore non preri
volupta tibeaqu idebist otatio.

Body text

Helvetica Neue Regular

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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Mil eumquiatur? Rorestrum ev-eres eos idendi nobis dolorerrorit

occumqu atecturi omnis aut utet laceperrori dolore cus neseque la
doloremporro magni od quiatur a sunditate cuptas dolestrunt, cus
ipiendis into el magnis soluptiunt dunt volorem oditis deratiis mos
mi, aut porecerate maximin cto-tatusa porestr uptaepe litiass
un-dellupicid utem. Quisquam cusa nimus dis niam, cus destis
undi ute consedi genimo ommodic-ipsa nonsenient ellentio eicia
so-lore nonet quis voluptatur mo-luptae plignat ut eum laut di tem
quas voles conserum re poribus seraere riatatur ad et autas aut
quam, in niti a non elis ipsam ullit eosam ut aut unt faccatiam, simus
ma aut lab ipsanie nihilias molu-pidem aut que expero mod que
dolorat inusamus rempore por si dissum re volore simincto et laut
quatiis event.Lenduscia sundi totatiat.Agnima as endio. Itas maiossim volupta cullabo. Te dolores non et quos sim vendemodit, ea
vitisto ipsandelicia nistio di ut oditi ut la que el in num faciissite volores vo-lupta sitius quiandis iduntum ven-dipsam.

TYPOGRAPHY RATIO

THE FOX
JUMPS OVER
THE FENCE
Parci dolorit arument, quas modignitem estrum
quam, aci cuptate pore non preri volupta tibeaqu
idebist otatio.

Mil eumquiatur? Rorestrum ev-eres eos idendi nobis dolorerrorit oc- cumqu atecturi omnis aut utet laceperrori dolore cus neseque la doloremporro magni od quiatur a sunditate cuptas dolestrunt, cus ipiendis into el magnis soluptiunt dunt volorem oditis deratiis mos mi, aut
porecerate maximin cto-tatusa porestr uptaepe litiass un-dellupicid
utem. Quisquam cusa nimus dis niam, cus destis undi ute consedi

Font Size Ratio

Headline 96pt
Leading 76pt
Tracking -50

1:4
Sub-headline 24pt
Leading 26pt
Tracking -10

1:1.5

Body 18pt

Leading Auto
Tracking -25

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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TYPOGRAPHY BACK-UP FONT

Headline

ARIAL CLEAR

THE FOX
JUMPS OVER
THE FENCE

Sub-headline

Arial Regular

Body text

Arial Regular

Parci dolorit arument, quas modignitem estrum quam,

aci cuptate pore non preri volupta tibeaque vehicule
idebist pelatio dignite otatio.
Mil eumquiatur? Rorestrum everes eos idendi nobis dolorerrorit occumqu atecturi omnis aut utet laceperrori dolore cus neseque la doloremporro magni.Occum num quas et omnimil igenduc iendipi squatio.
Et vendest iorectur? Qui dipsandem. Menihil ignimol oruptat ureptur a

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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NO-NOS TYPOGRAPHY

THE FOX
JUMPS OVER
THE FENCE
Parci dolorit arument, quas
modignitem estrum quam,
aci cuptate pore non preri.
Mil eumquiatur? Rorestrum ev-eres eos idendi nobis
dolorerrorit occumqu atecturi omnis aut utet laceperrori
dolore cus neseque la doloremporro magni od quiatur a
sunditate cuptas dolestrunt, cus ipiendis into el magnis
soluptiunt dunt volorem oditis deratiis mos mi, aut porecerate maximin cto-tatusa porestr uptaepe litiass un-dellupicid
utem. Quisquam cusa nimus dis niam, cus destis undi ute
consedi genimo ommodic-ipsa nonsenient ellentio eicia
so-lore nonet quis voluptatur mo-luptae plignat ut eum laut
di tem quas voles conserum re poribus seraere riatatur ad et

THE FOX
JUMPS OVER
THE FENCE

the fox
jumps over
the fence

Parci dolorit arument, modignitem

estrum quam, aci cuptate pore non
preri volupta tibeaqu idebist otatio.

Parci dolorit arument, quas modignitem

estrum quam, aci cuptate pore non preri
volupta tibeaqu idebist otatio.

Mil eumquiatur? Rorestrum ev-eres eos idendi nobis

dolorerrorit occumqu atecturi omnis aut utet laceperrori
dolore cus neseque la doloremporro magni od quiatur a
sunditate cuptas dolestrunt, cus ipiendis into el magnis
soluptiunt dunt volorem oditis deratiis mos mi, aut porecerate maximin cto-tatusa porestr uptaepe litiass un-dellupicid
utem. Quisquam cusa nimus dis niam, cus destis undi ute
consedi genimo ommodic-ipsa nonsenient ellentio eicia
so-lore nonet quis voluptatur mo-luptae plignat ut eum laut
di tem quas voles conserum re poribus seraere riatatur ad et

Mil eumquiatur? Rorestrum ev-eres eos idendi nobis

dolorerrorit occumqu atecturi omnis aut utet laceperrori
dolore cus neseque la doloremporro magni od quiatur a
sunditate cuptas dolestrunt, cus ipiendis into el magnis
soluptiunt dunt volorem oditis deratiis mos mi, aut porecerate maximin cto-tatusa porestr uptaepe litiass un-dellupicid
utem. Quisquam cusa nimus dis niam, cus destis undi ute
consedi genimo ommodic-ipsa nonsenient ellentio eicia
so-lore nonet quis voluptatur mo-luptae plignat ut eum laut
di tem quas voles conserum re poribus seraere riatatur ad et

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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HOW TO USE
HEADLINES?
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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HEADLINE TEXT AREA

TEXT AREA

x
x
x

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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HEADLINE TEXT AREA, EXCEPTION

Up to 5 lines of text.

THE FOX
JUMPED OVER
THE FENCEAND ESCAPED
IN THE WILD.
MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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HEADLINE TEXT AREA, EXCEPTION 2

x

y1

TEXT AREA

y2

x
x
y1 = y2

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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HEADLINE TEXT AREA, EXCEPTION

Up to 3 lines of text.

THE FOX
JUMPED OVER
THE FENCE

THE FOX
JUMPED OVER
THE FENCE

y1

y2

y1

y1 = y2
y2

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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y1 = y2

HEADLINE TEXT AREA, EXCEPTION 2

y1

THE
FOX
JUMPS.
y2

y1 = y2

y1

THE FOX
JUMPED
OVER THE
FENCE AND
ESCAPED
IN THE
WILD.

y2

y1 = y2

MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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MyDogDNA BRAND BOOK AND IDENTITY GUIDELINES

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