BFF Brand Kit & Style Guide
Mission Statement
Elevate the standard of pet care in Ontario by fostering trust, transparency, and community engagement, ensuring every pet and owner experiences unparalleled care and connection.
Visual Identity
Logo Usage
Primary Logo: The "BFF" wordmark, symbolizing the enduring bond between pets and their owners. Benefits from the ‘Halo Effect’ of the term BFF to accelerate trust, and hints at the familiar identity of dogs as “Man’s best friend”.
Colour Variations: Utilize the primary pink palette on white backgrounds; for darker backgrounds, employ the use of a white background circle or rectangle to surround the logo.
White Space & Sizing: Maintain a strong white space presence at all times. Font sizing should NOT surpass the height of the of the "B" in the logo to ensure Logo Dominance at all times.
Incorrect Usage: Do not alter the logo's colours, proportions, distance between characters, or orientation. Avoid placing the logo on clashing backgrounds or backgrounds which do not provide a strong contrast.
Colour Palette
Primary Colours
Pink: #ff7bac
White: #ffffff
Grey: #808285
Secondary Colours
Soft Blue: ##a2c9e8
Typography
Primary Font: Open Sans Light, for headings and prominent text.
Secondary Font: Open Sans Regular, for sub headers and less prominent text which requires some visual dominance.
Emphasized Font: Open Sans Light Italic, for quotes, and subtle emphasis. Do Not Over Use.
Usage Guidelines: Maintain consistent font sizes and weights across all platforms to ensure readability and brand consistency. Maximize white space to emphasize quality of content over quantity of content.
Photography Style
Photography style guide MUST be followed at all times. Photographs in petcare will be scrutinized for safety and must reflect perfection in the environment.
Photography MUST be social media ready to ensure clients can easy share and tag BFF on all platforms.
Background
Clean, clear of all distracting elements.
Composition
Shoot on an upward angle to capture blue sky in the background. This will frame your subjects face and enhance the dimension of the photo.
Imagery
Bright, happy, panting, emotional.
Emotional Appeal
A tongue out on a blue sky background is ideal because it conveys a happy, well exercised dog and clients want to be engaged in beautiful sunny days. Success: When a client sees your photo, and thinks "I wish I was there too."
Always shoot following a good run or happy times. Photography conveys the emotion and engages the client.
Correct Use for Dog Boarding
Blue Sky, Upward Angle, Bright Colours, Emotion, Tongues Out.
Correct Use for Dog Walking
Bright Colours, Emotion, Tongues Out.
Brand Applications
Digital Platforms
Website & App: Reflect the brand's colour palette and typography. Incorporate user-friendly interfaces with intuitive navigation.
Social Media: Consistent use of visuals and tone. Engage the community through stories, updates, and interactive content.
Physical Spaces
Facility Design: Clean, calm, pleasant smell. Open layouts with transparent viewing areas, reinforcing the brand's commitment to transparency.
Signage: Utilize the primary colour palette and typography to create a cohesive and welcoming environment.
Marketing Materials
Print Collateral: Brochures & flyers should align with brand guidelines, ensuring consistent messaging and visuals.
Merchandise: Branded items like T-shirts, leashes, and poop bags should feature the logo and adhere to the color palette. T-shirts are screened in-house to ensure brand consistency.
Brand Values & Differentiators
Core Values
Transparency: Open communication and operations, exemplified by live facility cameras and daily "Pupdates".
Trust: Building lasting relationships with clients through consistent and compassionate care.
Correct Use of Brand in Marketing Initiatives
Puppy Power Hour: Free Puppy Social emphasizes commitment to community safety by socializing pups at a young age.
Late Nights & Blinking Lights: Free BFF LED dog collars. Emphasizes BFF's commitment to safety by providing bright lights on collars for the winter.
Poop Bags: Free BFF Poop bags with "I pick up after my pet, even when nobody is looking." Emphasizes commitment to clean and safe community and reflects the cheeky nature of the 'Cool Brand".
Unique Selling Propositions
Cage-Free Boarding: Providing a stress-free environment that mirrors the comfort of home.
Fair Pricing Guarantee: Competitive pricing with a no-questions-asked refund policy.
Innovative Technology: An AI-driven app that automates daily updates, ensuring clients are always informed.
Achievements
Awards
Voted Best in Toronto within 12 months
Nominated for Business of the Year in Prince Edward County in 24 months
Media Features
Monocle Magazine
Get Leashed Magazine
Brand Recognition
Approached by the city of Toronto to use the BFF brand on a permanent park at Ontario Place as part of the waterfront revitalization project.
Internal Culture & Recognition
Team Alignment
Culture: A workplace that values empathy, continuous learning, and a shared passion for animals.
Training: Regular workshops and training sessions to uphold service excellence and brand values.
Employee Recognition:
BFF Heart Award: celebrates the individual who 'puts their full heart into everything they do.'
BFF Spirit Award: celebrates the individual who 'embodies the spirit of what the BFF brand is all about.'
Future Vision
Scalability
Expansion Plans: Introduce the BFF model to other urban centers, maintaining brand consistency and quality.
BFF Ecosystems: Collaborate with complementary service providers to enhance referrals and trust.
Innovation
Technology Integration: Continuously refine the proprietary BFF App to include features like custom payment gateway, health tracking, and personalized AI recommendations.
Community Programs: Launch initiatives that further integrate BFF into local communities, strengthening our brand presence.