15
Brand Guidelines Print and Digital
Brand GuidelinesPrint and Digital
TABLE OF CONTENTS
Messaging / Tone 4
Logo 6
Typography 7
Imagery 8
Digital Guidelines 9
Email Templates 12
4
Messaging and Tone
FOR THE LOVE OF EXOTIC ANIMALS.There’s a special group of people who love exotic animals. Whether you work with these animals in a zoo or keep one as a pet, we’re here to support your animal’s health with nutritionally-complete food specifically created for exotic species.
GREAT FOOD STARTS WITH GREAT INGREDIENTS
SCIENCE-BASED DIETS
SATISFACTION GUARANTEED
PROFESSIONAL
UNCONVENTIONAL
CONVERSATIONAL
HONEST
DISTINCT
PRACTICAL
LIGHT-HEARTED
INFORMATIONAL5
Logo
WITH TAG LINE WITHOUT TAG LINE
FED BY ZOO PROFESSIONALS LOGO
The spacing above and below the logo should be at least three ti mes the height-length of the lett er “X” in Exoti c.
The spacing on the sides of the logo should be at leasttwice the height-length of the lett er “X” in Exoti c.
The spacing above and below the logo should be at least three ti mes the height-length of the lett er “X” in Exoti c.
The spacing on the sides of the logo should be at least twice the height-length of the lett er “X” in Exoti c.
The spacing above, below and to the left and right of the logo should be at least two ti mes the height-length of the lett er “X” in Exoti c.
This logo is to be used on packaging. The primary color is pur-ple, but can appear in black and white where appropriate.
6
Typography - Typefaces
Lato Bold ABCDEFGHIJKLMNOPQRSTU-VWXYZ abcdefghijklmnopqrstu-vwxyz 0123456789
Lato Regular ABCDEFGHIJKLMNOPQRSTU-VWXYZ abcdefghijklmnopqrstu-vwxyz 0123456789
Lato Light ABCDEFGHIJKLMNOPQRSTU-VWXYZ abcdefghijklmnopqrstu-vwxyz 0123456789
FOR THE LOVE OF EXOTIC ANIMALS
Mazuri® is a world leader in quality exotic animal nutrition for virtually every living exotic animal.
Aquatic Animals, Birds, Fish, Insects, Primates, Reptiles and more.
Headlines should be Lato Bold and should be uppercase.
Body copy should be Lato Regular and should be sentence case.
Use Lato Light sparingly. Lato Light can be used for headlines, body copy and callouts, when appropriate.7
Imagery
GROUP SHOTS
ANIMAL TEXTURES
ANIMAL ICONS
INDIVIDUAL ANIMAL SHOTS
Group lifestyle images should be used with Mazuri company-wide messaging. These images bring fun and friendly emoti ons a message. They should be used in marketi ng materials when appropriate. All photography should have a white background.
Animal prints like iguana skin, fl amingo feathers and cheetah fur can be used as background imagery. These can be used in marketi ng materials such as website and emails.
Type can be placed on top of animal texture images ONLY if the typography maintains legibility.
Animal iconography can be used singularly or grouped together to create a patt ern. The icons can be any color.
If placed on a color background, icons should be white.
If text is overlayed on top of the icon patt ern, the patt ern should be at 10% opacity.
Patt erns should be used as background for headers (i.e. Amazon Storefront, blogs or emails) and for promoti onal bars on website, social or emails.
Individual animal images should be used when talking about an individual species
of animal. These images should be used in more product-focused messaging.
8
Digital Brand Guidelines
Color Palett e
User Interface
#FFFFFF
#8765AB
Butt on: #D42367
Font: #FFFFFF
#4A48AF
#E3DAED
#231F20#D2D3D5 #333333 #000000
LATO 16
25 px margin
15 px margin5 radius corner
LATO 1615 px margin
LATO 16
purpleBTN CTA Homepage container CTAPrimary CTA
Lato 16
100 px margin 100 px margin
20 px margin
20 px margin
footerlinks - 16 Lato MediumFooter Links
Font Size: 16 px | Initi al Case | Line Height: 32
18 px margin above and below text
BACK BY POPULAR DEMAND — FREE SHIPPING ON ALL ORDERS 10 LBS. AND UNDER
Alert Banners
Promoti on Banners
Alert banner should be full width and placed directly above
the header navigati on.
Promoti on banner should be full width and placed directly
above the header navigati on.
Font Size: 14 px | Initi al Case | Font Color: #FFFFFF | Butt on Color:
#D42367
Text should be centered within the alert banner.
Font Size: 16 px | Upper Case | Font Color: #FFFFFF | Butt on Color: #8765A
Text should be centered within the promoti on banner.
System Maintenance: The system is undergoing planned maintenance between 7:00 and 7:30 pm CST today.
10
Typography
H1 - LATO BOLDHeadline (homepage)
Font Size: 36 px | Uppercase | 15 px margin above and below text
H1 - LATO BOLDHeadline (product detail and article page)
Font Size: 36 px | Uppercase | 15 px margin above and below text
H2 - LATO Homepage
Font Size: 30 px | Uppercase | 20 px margin above and below textH3 - LATO
Product Landing Page Headline
Font Size: 24 px | Uppercase | 15 px margin above and below text
20 px margin left and right of text
H3 - Lato MediumFooter Headline
Font Size: 24 px | Uppercase | 5 px margin above and below text
10 px margin left and right of text
H3 - Lato Medi-
Panel Page cc Heading
Font Size: 24 px | Uppercase | 10 px margin above and below text
15 px margin left and right of text
H4 - LATO BOLD
Product Page Section Headline
Font Size: 18 px | Uppercase | 18 px margin above and below text
Font color: #8765AB
span - Lato MediumSpan Price Label - Featured Product Widget
Font Size: 14 px | Initial Case | font color: #8765AB
P - Lato RegularParagraph
Font Size: 14 px | Initial Case | font color: #8765AB
Line height: 20 | Bottom Margin: 10
H5 - Lato Regular H5 - Lato Regular
Product Name Link - Featured Product Widget
Font Size: 16 px | Initial Case
font color: #333333 | font color on hover: #8765AB
RIGHTSHOPNOWHomepage Hero Text Links
Font Size: 22 px | Uppercase
H2 - LATO MEDIUMHomepage Purple Background Call-out
Font Size: 30 px | Uppercase | 10 px margin above and below text
10 px margin left and right of text
11NOTE: Arial Regular should be used for all live texts within emails.
Email Templates
Product Template
Product Descripti on
Product Details
Product Review
Primary CTA
Social Footer
Promoti on Bar
Header
Desktop / Tablet Mobile
13
Promoti on Template
Promoti on Intro with CTA
Brand / Product Details
Promoti on CTA
Social Footer
Promoti on Details
Header
Desktop / Tablet Mobile
14
General Template
Hero Copy with Primary CTA
Secondary Message
Social Footer
Hero Image
Desktop / Tablet
Mobile
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