Visual Guidelines
A comprehensive guide to keeping the PAWS Nutrition visual identity consistent and recognizable across all platforms and materials.
Effortless Canine Wellness
PAWS Nutrition is a premium pet supplement brand setting a new standard for clean, effortless canine wellness that fits into everyday routines. Our visual identity reflects warmth, trust, and a deep love for pets.
Love for Pets
Every product is designed with the well-being and happiness of pets in mind.
Natural Ingredients
Committed to natural and healthy nutrition for every stage of life.
Premium Quality
Rigorous quality standards in every product we offer.
Innovation
Constantly evolving to offer the best in animal nutrition.
Our Voice
PAWS's communication is simple, playful, and credible. We speak with knowledge without overcomplicating, always from a love for pets.
Tone Example
“We believe every dog deserves to live at their healthiest; every wag, every walk, every day. That belief is rooted in real science that’s made simple to love.”
Our Logo
The PAWS logo combines a stylized paw with modern typography, representing our connection with pets and our commitment to quality.
Background Variants
Clear Space
The clear space ensures the logo has enough room to breathe and maintain its visual impact.
- The minimum clear space around the logo must be equal to the height of the 'P' in 'Paws'
- Never place graphic elements or text within this protected area
- This space guarantees legibility and visual respect for the brand
Logo Usage
Correct
- Use the logo in the official corporate colors
- Maintain original proportions when scaling
- Respect the minimum clear space area
- Use backgrounds that provide good contrast
Incorrect
- Stretch or distort the logo
- Change the colors of the logo
- Add effects like shadows or glows
- Rotate or tilt the logo
- Place on backgrounds with poor contrast
- Modify the typography of the logo
Spatial Disengagement
Proper spacing between the logo and tagline ensures visual breathing room and maintains brand integrity across all applications.
Primary Anchor
The PAWS logo acts as the primary visual anchor and should be placed in the upper-left corner, always respecting the "X" clear space (the height of the "P").
Spatial Disengagement
To prevent visual suffocation, the tagline ("Sprinkle the Good Stuff™") must never crowd or overlap the primary logo.
Tagline Placement
Anchor the tagline at the bottom of the creative (near the CTA button) to act as a narrative closer right before the purchase decision.
Trademark Formatting
The trademark symbol (™) must always be formatted as superscript and set at exactly 50% of the tagline's text size.
Application Examples
Premium
Nutrition
for Your Pet
Sprinkle the Good Stuff™
Logo positioned in bottom-left for better visual balance
Text right-aligned to contrast with the logo position
Instagram-style CTA bar for higher conversion
Trademark (™) at 50% size as superscript
Sprinkle the Good Stuff™
Bad layout with
centered text
Logo oversized and centered (visual suffocation)
Tagline crowding the logo directly beneath
No clear space "X" respected around logo
Trademark (™) not properly sized as superscript
Trademark Formatting Guide
Visual Example
Sprinkle the Good Stuff™
CSS Implementation
.tagline {
font-size: 24px;
}
.tagline sup {
font-size: 50%; /* 12px */
vertical-align: super;
}Always use relative sizing (50%) rather than fixed pixel values to maintain proportional scaling across different sizes.
Brand Personality
How we speak is as important as what we say. Our voice is scientific yet accessible, professional yet warm, and always dog-first.
“We believe every dog deserves to live at their healthiest; every wag, every walk, every day. That belief is rooted in real science that’s made simple to love.”
Voice Attributes
Empathetic
We understand the deep bond between humans and dogs.
Authoritative
Our claims are backed by rigorous nutritional science.
Simple
Complex science translated into actionable love.
Optimistic
Every day is an opportunity for a healthier wag.
The "Why" Behind the Tone
This example demonstrates our balance of emotional resonance ("every wag, every walk") with scientific credibility ("rooted in real science").
Brand Colors
Our color palette is carefully selected to convey warmth, trust, and professionalism. Each color has a specific purpose in our visual communication.
Primary Colors
PAWS Dark Blue
Main text, dark backgrounds, and navigation elements.
PAWS Cream
Main background, breathing spaces, and content areas.
PAWS Red
Main brand color. Use in CTAs, accents, and highlighted elements.
Secondary Colors
PAWS Pink
Soft accents, decorative elements
PAWS Bright Blue
Information, interactive elements
PAWS Yellow
Highlights, positive alerts
Recommended Combinations
Primary Combination
RECOMMENDEDFor use in most materials
Warm & Cozy
For emotional content
Fresh & Modern
For informational content
Joyful & Energetic
For promotions and offers
Accessibility
Clinical Accessibility: As a science-backed medical brand, our designs must comply with strict legibility standards. Body copy must always remain Navy Blue or White.
Typography System
PAWS Nutrition uses a two-font system: Public Sans for titles and Aptos for subtitles and body text.
Public Sans
PAWS NUTRITION
Official brand font for all main titles and headlines. Strong, geometric, and highly readable.
Aptos
Premium nutrition for happy, healthy pets
Official brand font for subtitles, complementary text, and body. Clean and professional.
Scale Controls
Scale Ratio: Major Third
Each level is 25% larger than the previous one.
Design Tool Application
In Figma, Illustrator, or Canva, multiply your base size by 1.25 for each level of hierarchy.
Live Preview
Every pet deserves to live at their healthiest; every wag, every walk, every day. That belief is rooted in real science that’s made simple to love.
Brand Font Assets
Aptos Brand Font
Complementary & Body Font
Public Sans
Primary Title Font
Main Titles
- Use Public Sans for H1 and H2
- Keep headlines bold and geometric
Subtitles & Body
- Use Aptos for H3, H4 and Body Text
- Minimum 14px for body readability
Grid & Vertical Rhythm
Our spacing system is based on an 8px grid, ensuring consistency and visual balance across all brand materials and digital interfaces.
Spacing Control
Spacing Rules
- 1Always use multiples of 8px for vertical spacing between main blocks.
- 2Use 16px or 24px for internal padding in cards and components.
- 3Maintain at least 64px of breathing room between major sections.
Move the slider to visualize how vertical spacing affects the composition.
Iconography
Our custom icon set is designed to be clear, friendly, and consistent across all platforms.
These icons are specifically crafted to maintain legibility and impact even at their smallest and most minimal scale. Download them in SVG or PNG formats in our core brand colors.
Categories
Icon Size
48px
Bone
dogs
Collar
dogs
Delivery
science
Dog Standing
dogs
Dog Sitting
dogs
Dog Head
dogs
Dog House
dogs
Leaf
science
Made in USA (Circle)
science
Made in USA (Square)
science
Paw
dogs
Quality
science
Microscope
science
Test Tube
science
Atom
science
Innovation
science
Visual Language
Beyond the logo and colors, PAWS uses a set of visual elements that reinforce our identity and create memorable experiences.
Photography Guide
How to capture the essence of PAWS
Happy Pets
Photographs of healthy, active, and happy pets in natural or home environments.
Artistic Compositing
Artistic photomontages and AI-assisted imagery are permitted, provided they maintain an ultra-realistic appearance and avoid unrealistic exaggerations.
Emotional Connection
Showing the relationship between pets and their owners, moments of affection.
Product in Context
Products shown in real-use situations, not just in the studio.
Iconography Styles
Our visual language favors soft, rounded corners and stylized forms that convey warmth. We avoid using sharp edges, flat borders, or rigid square margins in our icons and UI elements to maintain a friendly and organic appearance.
Line
Thin stroke icons for interfaces
Solid
Filled icons for emphasis
Duo-tone
Brand color combination
Digital Interface & UI Design
Our digital products are designed to be intuitive and clean, ensuring the PAWS identity feels cohesive and recognizable across every pixel of the user experience.
Main Website
Landing page and product pages
Mobile App
Nutritional tracking application
Email Marketing
Email templates
Web Interface Example
Need more resources or have questions about brand applications?