Media Kit

Last updated March 7, 2021

The following is a guide created by FieldHaven Feline Center to manage a brand identity, create a professional appearance in a modern world, and to make a recognizable presence in the fields of animal rescues, non-profit organizations, and feline welfare experts. By adhering to these standards and rules, you are helping FieldHaven maintain its identifiable appearance. To learn more about the importance of branding, please read this article.

Download the FieldHaven Branding Kit [Last Updated: March 2021]

Capitalization

The “H” in FieldHaven Feline Center must always be UPPERCASE. The proper name capitalization is FieldHaven or FieldHaven Feline Center. Never use Fieldhaven or Fieldhaven Feline Center.

Correct: FieldHaven, FieldHaven Feline Center
Incorrect: Fieldhaven, Fieldhaven Feline Center

All words in the title must be Capitalized.

Correct: FieldHaven Feline Center
Incorrect: FieldHaven feline center

Name Presentation

The name “FieldHaven” is acceptable by itself. The full title “FieldHaven Feline Center” is preferred to prevent confusion regarding what FieldHaven is to those who are not aware. Never refer to FieldHaven Feline Center as “FieldHaven Feline Rescue.”

Correct: FieldHaven, FieldHaven Feline Center
Incorrect: FieldHaven Feline Rescue

Name Presentation

2^nd Chance Ranch should always be formatted with a superscript “^nd” in lowercase after the 2. Always present 2^nd as a digit rather than “Second.” Never refer to the program as 2^nd Chance Feral Ranch.

Correct: 2^nd Chance Ranch
Incorrect: 2nd Chance Ranch, 2nd Chance Feral Ranch, Second Chance Ranch, Second Chance Feral Ranch

Name Presentation

Champy’s Catfè should always feature an accent mark over the “e.” Never refer to it as Champy Cafè, Champy’s Cafè, Champy Catfè, or Champy’s Catfe.

Correct: Champy’s Catfé
Incorrect: Champy Cafè, Champy’s Cafè, Champy Catfè, Champy’s Catfe

Name Presentation

Champy’s Champions should always be referred by its title, Champy’s Champions. Do not use the old title of Monthly Giving Program. Monthly Giving Program should only be referenced in the description of what Champy’s Champions is, such as Champy’s Champions (Our Monthly Giving Program).

Correct: Champy’s Champions
Incorrect: Champy Champions, Monthly Giving Program

Acronym

The acronym “CC&C” is always to be formatted as three Cs with an ampersand (&). There should not be any space between any characters. This is typically used for social media and promotional work. The full title is preferred where possible.

Correct: CC&C
Incorrect: C C & C, C C and C, CCandC

Name Presentation

The title is always presented as Classics, Cats & Cabernet. Always utilize an ampersand (&). Never use the word “and.” The name only contains one comma, featured after the word Classics. The order of words is always “Classics,” “Cats,” and “Cabernet.”

Correct: Classics, Cats & Cabernet
Incorrect: Classics, Cats and Cabernet; Classics, Cats, and Cabernet; Classics, Cats, & Cabernet

Acronym

The acronym “CAT” is always to be featured in all UPPERCASE letters with no periods, dashes, or slashes.

Correct: CAT
Incorrect: C.A.T., c.a.t., C-A-T, c-a-t, C/A/T, c/a/t

Name Presentation

The name of the team should always be presented as “Community/Cat Assistance Team (CAT).” It should always have the acronym in parenthesis. Never refer to the team as CAT Team due to word redundancy (Community/Cat Assistance Team Team). The order of words (community, cat) should be presented as Community first, slash, then cat (Community/Cat). Both words must always be present. No spaces between the words and the slash.

Correct: Community/Cat Assistance Team (CAT)
Incorrect: Community/Cat Assistance Team, Community Assistance Team (CAT), Community Assistance Team, Cat Assistance Team (CAT), Cat Assistance Team, Cat/Community Assistance Team (CAT), Cat/Community Assistance Team

Name Presentation

The name of the store should be presented as “FieldHaven Marketplace.” The name “The Marketplace” is acceptable under some circumstances, but FieldHaven Marketplace is preferred, as it ties the store to our brand.

Name Presentation

The name of the store should be presented as “Mature Cats for Mature People.”

Acronym

The acronym “SNAP” is always to be featured in all UPPERCASE letters with no periods (e.g. S.N.A.P. or s.n.a.p.).

Correct Spay/Neuter Assistance Program (SNAP), SNAP
Incorrect: S.N.A.P., s.n.a.p., S/N/A/P, S-N-A-P

Name Presentation

The name of the program should be presented as “Spay/Neuter Assistance Program (SNAP).” It is acceptable to present the name as “SNAP (Spay/Neuter Assistance Program),” but the former format is greatly preferred. Never refer to the program as SNAP Program due to word redundancy (Spay/Neuter Assistance Program Program).

Correct Spay/Neuter Assistance Program (SNAP)
Incorrect: SNAP Program

Hyphens & Slashes

Do not hyphenate spay and neuter as “Spay-Neuter.” Do not place a comma between spay and neuter as “Spay, Neuter.” Do not place an ampersand or “and” between spay and neuter as “Spay & Neuter” or “Spay and Neuter.” Always utilize a slash in between spay and neuter as “Spay/Neuter.”

Correct Spay/Neuter Assistance Program (SNAP)
Incorrect: Spay-Neuter Assistance Program (SNAP), Spay, Neuter Assistance Program (SNAP), Spay & Neuter Assistance Program (SNAP), Spay and Neuter Assistance Program (SNAP)

Name Presentation

Though now defunct, reference Snap It Up! Thrift Shop in all Capitalized words. Make sure there is an exclamation point (!) after the word “Up.” Only use the description “Thrift Shop,” never “Thrift Store,” when using the title.

Correct: Snap It Up! Thrift Shop
Incorrect: Snap it Up Thrift Shop, Snap It Up Thrift Shop, Snap It Up Thrift Store

Name Presentation

The Tenth Life Club Fund should only be referenced with the word “tenth,” never 10th or 10^th. It is acceptable to write the name as Tenth Life Club (TLC) or Tenth Life Club (TLC) Fund, though the latter is preferred. Never refer to the fund as TLC (Tenth Life Club) or TLC (Tenth Life Club Fund).

Correct Tenth Life Club (TLC) Fund, Tenth Life Club Fund, Tenth Life Club (TLC), Tenth Life Club
Incorrect: TLC (Tenth Life Club), TLC (Tenth Life Club Fund), 10th Life Club, 10th Life Club Fund, 10^th Life Club, 10^th Life Club Fund

Acronym

The acronym “TNR” is always to be featured in all UPPERCASE letters with no periods, dashes, or slashes.

Correct: TNR
Incorrect: T.N.R., t.n.r., T-N-R, t-n-r, T/N/R, t/n/r

Capitalization

Trap, Neuter, Return should have each word Capitalized.

Name Presentation

The name of the program should be presented as “Trap, Neuter, Return (TNR).” It is acceptable to present the name as “TNR (Trap, Neuter, Return),” but the former format is greatly preferred. Never refer to the program as “Trap, Neuter, Release.”

Correct: Trap, Neuter, Return (TNR)
Incorrect: Trap, Neuter, Release; Trap, Neuter, Release (TNR); TNR (Trap, Neuter, Release)

Presentation

Refer to addresses in the following format:

2754 Ironwood Lane, Lincoln, CA 95648

Do not abbreviate street names (e.g. 2754 Ironwood Ln). States should be abbreviated to postal abbreviations. ZIP code should be included.

Body Text

Body text is to be left-aligned to maintain readability. In cases of design, center align is acceptable if the copy is two sentences or less in length and other items on the design are center aligned. Body text in design or document work should be Museo 500. It should not be italicized or underlined. Bold text should be used sparingly for hierarchy. If access to Adobe fonts is not possible/available, Roboto Regular is acceptable.

Header Text

Headings should not be italicized, bold, or underlined. Heading text in design or document work should be Montserrat Semibold or Montserrat Bold. In some cases of design, Montserrat Light or Montserrat Black is acceptable, depending on the nature of the design.

Presentation

Single days should be presented as the month and the date (e.g. November 1). Do not use date presentations such as November 1st or November 1^st. For dates with years, present it as November 1, 2019. Always include a comma after the date. For dates that are only months and years, present it as November 2019. Do not put a comma after the month. Days of the week should be written out as their full name.

Correct: November 1; November 1, 2019; November 2019; Saturday; Tuesday
Incorrect: November 1st; November 1^st; November 1st 2019; November 1 2019; November, 2019; Sat.; Tues

Usage

“FANBOYS” is an acronym of words which should not be used to start sentences, as they are inherently fragment sentences and therefore, grammatically incorrect.

The main words in this category, with improper usage examples for context, are:

• For: The cats found their forever homes. For they were adopted by loving families.
• And: The couple was excited to bring home their new kitten. And so was their young daughter!
• Nor: The lost kitten was not found in the barn. Nor was his younger brother.
• But:Sadly, the tabby wasn’t adopted at the event. But we didn’t give up hope.
• Or: We had no idea how many kittens she was pregnant with. Or how many she had already had!
• Yet: There were so many ferals, we were unsure how we would trap them all. Yet we managed to do so.
• So: At the fundraiser, we ran out of printed adoption forms. So we used online forms instead.

Other words included in this category are “until,” “which,” and “as,” among others. In order to use sentences starting with these words properly, they must be connected by a comma.

Format

When listing three or more words or phrases in a list within a sentence (e.g. the cats, kittens, and bottle babies), always separate each item with an Oxford comma. Without the Oxford comma, the list items following the initial list item is often affected in terms of its context/meaning within the body of writing. It is good practice to include the comma when writing.

Correct: Tabbies, calicos, and Persians
Incorrect: Tabbies, calicos and Persians

Format

In writing, numbers should be presented in word format (e.g. two, three, four) if under one-hundred. After one-hundred, the formatting may be displayed as words or as digits. If the number is over one-hundred, the use of the word format with the digit in parenthesis is preferred. For example: three-hundred-fifty (350).

Ordinal Numbers

Ordinal numbers (e.g. first, second, third or 1^st, 2^nd, 3^rd) are to be displayed depending on the context of their use. In writing, use the word format (e.g. first). In the context of a contest placing, reference to day of a month (e.g. 1^st Saturday of every month), or running of an event (e.g. 15^th annual fundraiser), use the digits with ordinal indicators. The indicator must be presented with superscript and in lowercase. For numbers regarding dates (e.g. November 1), see the section on Dates.

Usage

When writing or revising, examine your writing for these words and determine whether you should delete, reduce, or change them to create a more polished, professional piece. For more information, please visit this article.

Presentation

Always present phone numbers in the following format: (916) 434-6022

The area code should always be in parenthesis and never dashed to the rest of the number (e.g. 916-434-6022). The following numbers should be connected by a dash. No periods, dashes, or slashes.

Correct: (916) 434-6022
Incorrect: 916.434.6022, 916-434-6022, 9164346022

Quotation Marks

When using quotation marks (“”), ensure any punctuation, such as a period or comma, is housed inside of the quotation examples. For example: The cats were known as the “tabby litter.” Punctuation should never be outside of the quotation marks. For example: The cats were known as the “tabby litter”.

Punctuation Marks

When using exclamation points and question marks, the limit is up to one each per sentence. Exclamation points should be used sparingly. Every sentence must end with a period, question mark, or exclamation point. When using periods, only use one per sentence. If using multiple for effect, you must use three.

Usage

Never use more than one single space (“_”) after each sentence.

Presentation

Always present the time as approved by the FieldHaven Feline Center guidelines. AM or PM should always be denoted in UPPERCASE with no spaces, periods, dashes, or slashes, and should have a space between the time and AM or PM (e.g. 10 AM).

Correct: 10 AM, 6 PM, 11:30 PM
Incorrect: 10 A.M., 10 am, 10 a.m., 10am, 10AM, 10A, 10a, 10

Headings should not be italicized, bold, or underlined. Heading text in design or document work should be Montserrat Semibold or Montserrat Bold. In some cases of design, Montserrat Light or Montserrat Black is acceptable, depending on the nature of the design.

Body text in design or document work should be Museo 500. It should not be italicized or underlined. Bold text should be used sparingly for hierarchy. If access to Adobe fonts is not possible/available, Inter Regular is acceptable.

Never use system fonts, which include, but are not limited to: Arial, Arial Black, Arial Narrow, Bradley Hand, Calibri, Comic Sans MS, Courier New, Georgia, Impact, Lucida Grande, Papyrus, Tahoma, Times New Roman, Trebuchet MS, Verdana, and Wingdings.

Only use the logo featuring the title 2^nd Chance Ranch. Do not use any logos including the word “feral.” It is included in the branding kit.

Only use the logo featuring the new salmon banner. Do not use any old versions of the logo. It is included in the branding kit.

Only use the logo featuring the full title of FieldHaven Feline Center. The correct version features teal in #036669 and text in Montserrat. It is included in the branding kit. In internal documentation, use the black outline version of the logo.

Only use the logo included in the branding kit.

Before publishing any written content or design work, ensure it has met the criteria instituted by FieldHaven Feline Center’s official branding guide. Please send graphic work to Vic Morgan ([email protected]) for approval before publishing.