General Dos
Do include all relevant logos. Unless otherwise stated, the Dechra logo should always be present, along with any necessary product brand, therapy area species, and/or Academy logos.
Do ensure the Dechra logo is visible. The Dechra logo should be white or Dechra blue, depending on which is clearest against the background.
Do use the Dechra logo in the top left position when the corporate brand leads. Dechra logo can be positioned in other corners of the artwork if necessary.
Do use the product brand, therapy area or species logos in the top left position when the product brand, therapy area or species leads. The Dechra logo should also be present in a less prominent position.
Related: See information about Brand Hierarchies & Glossary of Terms here.
Do follow product brand guidelines when using product logos. The substance can also be included if relevant.
Do use the Veterinary Perspective tagline when using the Dechra corporate brand. The colour of Veterinary Perspective tagline should match the colour of the Dechra logo used on the asset. This should always be Dechra blue or white.
Do use icons from product packaging to identify the target species, when required.
Do place pack shots on a solid background and ensure they are clearly visible.
Examples
Hierarchy A - Dechra Brand Led
The Dechra logo is the primary lead and is the most prominent logo on the page
The Dechra logo is clearly visible against the background
The product brand logo is the secondary lead and is less prominent than the Dechra logo
Correct brand colours, brand images, D-shaped device and fonts are used
The pack shot is clearly visible on the solid background
The Veterinary Perspective tagline is present
Hierarchy B - Product Brand Led
The product brand logo is the primary lead and is the most prominent logo
The pack shot is clearly visible on the solid background
Product Brand colours, images and fonts are used
The Dechra logo is the secondary lead and is less prominent than the product brand logo
Hierarchy D - Dechra Academy Brand Led
The Dechra Academy brand logo present as primary lead
Academy brand colours, images and fonts are used
The Dechra logo is the secondary lead and is less prominent than the Dechra Academy logo
Hierarchy A - Dechra Brand Led
The Dechra logo is the primary lead and is the most prominent logo
The Dechra logo is clearly visible against the background
The pack shot against a solid, brand-coloured background is clearly visible
The species icon is included in the top right corner
Hierarchy C - Therapy/Species Area Led
The therapy/species area logo is the primary lead and is the most prominent logo
Therapy area brand colours, images and fonts are used
The Dechra logo is the secondary lead and is less prominent than the therapy/ species area logo
General Dont's
Don’t use the D-shaped device on Product or Therapy/Species Area-led assets. Only use Dechra D-shaped device if it’s for a Dechra brand-led campaign/asset.
Don’t use Dechra Brand colours or fonts for Product or Therapy/Species Area-led campaigns.
Don’t use the Veterinary Perspective tagline on Product or Therapy/ Species Area Brand-led assets.
Related: See information about Brand Hierarchies & Glossary of Terms here
Don’t use Product campaign imagery with Dechra Brand elements. This includes the colour, font and D-shaped device.
Don’t use images that do not comply with Dechra Brand photographic principles. If Dechra brand-led, all images must be relevant, authentic and comply with the appropriate photographic principles.
Don’t use pack shots directly over an image.
Examples - why don't these comply?
The images should be authentic and adhere to the Dechra brand photographic principles
The arm and task it is performing does not look natural
The packshots should be separated from the background image
The Dechra font, D-shaped device and colours should not be used in a product brand-led asset
The product logo should be the most prominent
The product images should not be combined with Dechra elements, such as the D-shaped device
The Dechra Academy logo should be clearly visible against the background
Any animal imagery should be appropriate to the product.
The Dechra brand colours should not be combined with Academy assets
Product logos should not be placed inside Academy assets
Text should be in Poppins Medium as per Academy brand guidelines The Dechra logo should not be inside the D-shaped device.
The product images should not be combined with Dechra elements, including the D-shaped device
The Dechra logo should not be inside the D-shaped device
The Veterinary Perspective tagline should NOT be used in a therapy area or species-led campaign
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