Media Kit
For media inquiries, please contact:
Joy Smith
[email protected]
For graphic and web media, please contact:
Vic Morgan
[email protected]
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]
Table of Contents
- Text Formatting
- Titles
- FieldHaven Feline Center
- 2nd Chance Ranch
- Champy’s Champions
- Classics, Cats & Cabernet
- Community/Cat Assistance Team
- FieldHaven Marketplace
- Mature Cats for Mature People
- Snap It Up! Thrift Shop
- Spay/Neuter Assistance Program
- Tenth Life Club Fund
- Trap, Neuter, Return
- Formatting, Writing, and Grammar
- Addresses
- Alignment & Readability
- Date
- FANBOYS
- Lists (In Sentences)
- Numbers
- Overused Words
- Phone Numbers
- Punctuation
- Spacing
- Time
- Colors
- FieldHaven Feline Center
- Classics, Cats & Cabernet
- 2nd Chance Ranch
- Typography
- Headings
- Body Text
- System Fonts
- Logos
- 2nd Chance Ranch
- Classics, Cats & Cabernet
- FieldHaven Feline Center
- FieldHaven Marketplace
- Titles
Contacts
Executive Director
Website, Graphics, and Branding
Text Formatting
1. Titles
FieldHaven Feline Center
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
2nd Chance Ranch
Name Presentation
2nd Chance Ranch should always be formatted with a superscript “nd” in lowercase after the 2. Always present 2nd as a digit rather than “Second.” Never refer to the program as 2nd Chance Feral Ranch.
Correct: 2nd Chance Ranch
Incorrect: 2nd Chance Ranch, 2nd Chance Feral Ranch, Second Chance Ranch, Second Chance Feral Ranch
Champy's Catfé
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
Champy's Champions
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
Classics, Cats & Cabernet
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
Community/Cat Assistance Team (CAT)
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
FieldHaven Marketplace
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.
Mature Cats for Mature People
Name Presentation
The name of the store should be presented as “Mature Cats for Mature People.”
Spay/Neuter Assistance Program (SNAP)
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)
Snap It Up! Thrift Shop
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
Tenth Life Club
Name Presentation
The Tenth Life Club Fund should only be referenced with the word “tenth,” never 10th or 10th. 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, 10th Life Club, 10th Life Club Fund
Trap, Neuter, Return (TNR)
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)
2. Formatting, Writing, and Grammar
Addresses
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.
Alignment & Readability
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.
Dates
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 1st. 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 1st; November 1st 2019; November 1 2019; November, 2019; Sat.; Tues
"FANBOYS"
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.
Lists in Sentences
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
Numbers
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 1st, 2nd, 3rd) 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. 1st Saturday of every month), or running of an event (e.g. 15th 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.
Overused Words
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.
Absolutely
Actually
Basically
Began
Begin
Begun
Certainly
Completely
Definitely
Down
Feel
Felt
Just
Literally
Ponder
Probably
Quite
Rather
Realize
Really
Said
Start
Somehow
Somewhat
That
Then
Think
Thought
Totally
Understand
Up
Virtually
Very
Wonder
Phone Numbers
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
Punctuation
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.
Spacing
Usage
Never use more than one single space (“_”) after each sentence.
Time
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
3. Colors
Teal
HEX: #036669
Pantone: Pantone P 126-7C
CMYK: C 40% M 1% Y 0% K 59%
Dark Teal
HEX: #033537
Pantone: Pantone 547 C
CMYK: C 20% M 1% Y 0% K 78%
Gold
HEX: #FFC900
Pantone: Pantone 7548 C
CMYK: C 0% M 21% Y 100% K 0%
Off-White
HEX: #F4F4F4
Pantone: Pantone P 75-1 C
CMYK: C 0% M 0% Y 0% K 4%
2nd Chance Ranch
HEX: #660032
Pantone: Pantone 2357
CMYK: C 0% M 40% Y 20% K 60%
Classics, Cats & Cabernet
HEX: #EF6060
Pantone: Pantone 2346 C
CMYK: C 0% M 56% Y 56% K 6%
4. Typography
How to Install Fonts
For Mac
- Step One: Download the FieldHaven branding kit.
- Step Two: Open the “Fonts” folder.
- Step Three: Select the font file and double-click on it.
- Step Four: Font Book will open. Click “Install Font.”
- Step Five: Finished!
For Windows
- Step One: Download the FieldHaven branding kit.
- Step Two: Unzip the folder.
- Step Three: Open the “Fonts” folder.
- Step Four: Right-click the font file and click “Install.”
- Step Five: Finished!
Headings
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
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.
System Fonts
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.
5. Logos
2nd Chance Ranch
Only use the logo featuring the title 2nd Chance Ranch. Do not use any logos including the word “feral.” It is included in the branding kit.
Classics, Cats & Cabernet
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.
FieldHaven Feline Center
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.
FieldHaven Marketplace
Only use the logo included in the branding kit.
Final Word
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.