BrandGuidline

LOGO USAGEThe Cats in the Kitchen logo is the single-most important asset of our brand. Treat it nicely and protect it.

Used correctly and consistently across all media, the logo is the most identifiable component in marketing the brand. The logo should be used across all marketing and corporate communications, including the web, powerpoint, printed collateral, e-business, stationery and packaging. This page outlines the details regarding correct logo usage and all who deal with our brand should become familiar with them to ensure proper and cohesive exposure.

Clear SpaceTo prevent other graphic elements from crowding the logo, a clear area equal to the width and height of the “C” in the logo should be maintained around all edges of the mark.

Logo ArtworkThe logo is available in .jpg and .png formats for on-screen needs. However, an .eps format should be used for all printed jobs. Always use an original logo file when creating new documents. Do not recreate the logo.

Primary Logo Do not re-arrange logo

Primary Logo Clear Space Do not use logo on a similar color background

Guidline

Fontdinerdotcom (used for headlines - print and web)

Futura Condensed Medium (used for small print - print and web)

AaBbCcDdEeFfGgThe quick brown fox jumped over the lazy dog.

Om Telolet Om (used for Slide N’ Serve text - print and web)

AaBbCcDdEeFfGgThe quick brown fox jumped over the lazy dog.

Headline One (used for family statements - print and web)

AaBbCcDdEeFfGgThe quick brown fox jumped over the lazy dog.

Primary Type Treatment

These fonts are used across all Cats in the Kitchen brands.For documents that will be professionally printed (packaging, labels, posters, signage, postcards, etc), for use in PowerPoint presentations or communications appearing in outside publications (magazine or newspaper advertisements) or for use on any CITK website, the preferred typeface for headings and subheadings is Futura Bold. The Futura family is used for all body copy.

Alternative Type UseWhen in need of a Alternative font treatments to Futura Condensed PT Bold - use Fontdinerdotcom or OmTelot Om.

TYPOGRAPHY Futura Bold (used for subheads - print and web)

AaBbCcDdEeFfGgThe quick brown fox jumped over the lazy dog.

Primary Parent Color Palette

Pantone 165CMYK - 0 74 94 0RGB - 255 103 27

HEX - FF671B

Pantone 186CMYK - 12 100 91 3

RGB - 207 10 44HEX - CF0A2C

Pantone 1495CMYK - 0 54 95 0RGB - 255 144 18

HEX - FF9012

BlackCMYK - 100 100 100 100

RGB - 0 0 0HEX - 000000

COLOR PALETTE - PARENT Primary PaletteThe primary parent palette consists of four main colors (+ white) that should be used as much as possible when designing for the umbrella branding.

COLOR PALETTE - CITKThese are the colors for Cats in the Kitchen cans and pouches for both original and Slide Nʼ Serve. These colors should be used appropriately and in coordinace with the matching flavor.

CHICK MAGNET

PANTONE 7739 C81 M15 Y100 K2

R47 G154 B65

HEX 2F9A41

LOVE ME TENDER

PANTONE 2603C67 M100 Y11 K2

R115 G34 B130

HEX 732282

MACK, JACK & SAM

PANTONE 1795C9 M98 Y93 K1

R217 G39 B46

HEX D9272E

PUMPKIN JACK SPLASH

PANTONE 716C3 M64 Y100 K0

R238 G119 B0

HEX EE7700

PANTONE 2408C2 M26 Y100 K0

R249 G190 B0

HEX F9BE00

PUMPKIN LICKIN’ CHICKEN

1 IF BY LAND, 2 IF BY SEA

PANTONE 647C90 M63 Y20 K4

R39 G96 B146

HEX 276092

TWO TU TANGO

PANTONE 711 C11 M98 Y92 K2

R209 G42 B47

HEX 2F9A41

LAMBURGINI

PANTONE 361C75 M4 Y100 K0

R63 G174 B42

HEX 3FAE2A

LA ISLA BONITA

PANTONE 2612C63 M100 Y11 K2

R124 G37 B130

HEX 7C2582

GOLDIE LOX

PANTONE 7555C18 M37 Y100 K1

R212 G159 B11

HEX D49F0B

KITTY GONE WILD

PANTONE 204 C2 M63 Y8 K0

R237 G128 B168

HEX ED80A8

SPLASH DANCE

PANTONE 2170C64 M28 Y8 K0

R91 G154 B199

HEX 5B9AC7

FOWL BALL

PANTONE 7572C22 M60 Y94 K8

R187 G114 B50

HEX BB7232

CHICKEN FRICK ‘A ZEE

PANTONE 7548C0 M23 Y100 K0

R255 G199 B0

HEX FFC700

PANTONE 2237C86 M31 Y42 K5

R0 G133 B142

HEX 00858E

FUNK IN THE TRUNK THE DOUBLE DIP

PANTONE 222C44 M96 Y48 K34

R112 G28 B69

HEX 701C45

CAT TIMES AT FRIDGMONT

PANTONE 321C100 M22 Y42 K2

R0 G137 B150

HEX 008996

CAT TO THE FUTURE

PANTONE 247C29 M94 Y0 K0

R193 G20 B162

HEX C114A2

CADDYSHACK

PANTONE 2728C95 M78 Y0 K0

R0 G71 B186

HEX 0047BA

MEOWISS BUELLER

PANTONE 3405C100 M0 Y83 K0

R0 G173 B104

HEX 00AD68

PANTONE 021C0 M83 Y100 K0

R255 G80 B0

HEX FF5000

THE BREAKFAST CAT THE KARATE KITTY

PANTONE 214C12 M100 Y36 K0

R213 G16 B103

HEX D51067

CAT TIMES AT FRIDGMONT

PANTONE 166 C4 M82 Y100 K0

R231 G83 B0

HEX E75300

CAT TO THE FUTURE

PANTONE 3262C88 M0 Y40 K0

R0 G188 B180

HEX 00BCB4

CADDYSHACK

PANTONE 375C46 M0 Y100 K0

R149 G214 B0

HEX 95D600

MEOWISS BUELLER

PANTONE 226C12 M100 Y26 K0

R215 G0 B109

HEX D7006D

PANTONE 7481C90 M0 Y97 K0

R0 G181 B80

HEX 00B550

THE BREAKFAST CAT THE KARATE KITTY

PANTONE 137C0 M42 Y100 K0

R255 G164 B0

HEX FFA400

CITK POUCHES

SLIDE N’ SERVE POUCHES

CITK CANS

BRAND ELEMENTSThese brand elements are to be used in order to keep consistency throughout Cats in the Kitchen branded artwork and give Cats in the Kitchen a tone of voice.

Here is a statement that speaks to the voice of Cats in the Kitchen:

Weruva's Cats In The Kitchen follows the same attributes as the Weruva Parent brand:

Approachable. Our products welcome customerswith fun names and bright colors. We entertain,educate, and teach while avoiding elitist orarrogant actions and language. We want what isbest for everyoneʼs pets.

Family. We are one big family that extends topets everywhere. Our goal is to do our best forpeople, the planet, and their pets. Weʼll nevercompromise our values just to make a sale.

Genuine. Weruva is synonymous with quality.Our products, production, and ingredients are thebest because we donʼt know any other way to doit. Weʼll be the first to tell you the truth.

Passionate. We want what is best for pets. Weshare our knowledge with everyone so that theycan become empowered to make better decisions.

Kitchen Pattern

Cat Illustrations

Leg Illustrations

Star Burst Illustrations

Kitchen Illustrations

BRAND ELEMENTS Slide N’ Serve Illustrations

Window Illustration Diamond Illustration

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