Extended Media Kit

Last updated January 28, 2020

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: January 2020]

Table of Contents

  1. Text Formatting
    1. Titles
      1. FieldHaven Feline Center
      2. 2nd Chance Ranch
      3. Champy’s Champions
      4. Classics, Cats & Cabernet
      5. Community/Cat Assistance Team
      6. FieldHaven Marketplace
      7. Mature Cats for Mature People
      8. Snap It Up! Thrift Shop
      9. Spay/Neuter Assistance Program
      10. Tenth Life Club Fund
      11. Trap, Neuter, Return
    2. Formatting, Writing, and Grammar
      1. Addresses
      2. Alignment & Readability
      3. Date
      4. FANBOYS
      5. Lists (In Sentences)
      6. Numbers
      7. Overused Words
      8. Phone Numbers
      9. Punctuation
      10. Spacing
      11. Time
    3. Colors
      1. FieldHaven Feline Center
      2. Classics, Cats & Cabernet
      3. 2nd Chance Ranch
    4. Typography
      1. Headings
      2. Body Text
      3. System Fonts
    5. Logos
      1. 2nd Chance Ranch
      2. Classics, Cats & Cabernet
      3. FieldHaven Feline Center
      4. FieldHaven Marketplace

Contacts

Executive Director

Joy Smith
[email protected]

Public Relations and Media

Rochelle Barcellona
[email protected]

Video

Ryan Pingree
[email protected]

Website, Graphics, and Branding

Vic Morgan
[email protected]

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.

  • YES: FieldHaven
  • YES: FieldHaven Feline Center
  • NO: Fieldhaven
  • NO: Fieldhaven Feline Center

All words in the title must be capitalized.

  • YES: FieldHaven Feline Center
  • NO: 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.”

  • YES: FieldHaven
  • YES: FieldHaven Feline Center
  • NO: 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.

  • YES: 2nd Chance Ranch
  • NO: 2nd Chance Ranch or 2nd Chance Feral Ranch
  • NO: Second Chance Ranch or 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.

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).

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, but the full title is preferred where possible.


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.”

  • YES: Classics, Cats & Cabernet
  • NO: Classics, Cats and Cabernet or Classics, Cats, and Cabernet
  • NO: Classics, Cats, & Cabernet

COMMUNITY/CAT ASSISTANCE TEAM

Acronym

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

  • YES: CAT
  • NO: C.A.T. or c.a.t.
  • NO: C-A-T or c-a-t
  • NO: C/A/T or 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.

  • YES: Community/Cat Assistance Team (CAT)
  • NO: Community/Cat Assistance Team
  • NO: Community Assistance Team (CAT) or Community Assistance Team
  • NO: Cat Assistance Team (CAT) or Cat Assistance Team
  • NO: Cat/Community Assistance Team (CAT) or 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 MATUREE PEOPLE

Name Presentation

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

SPAY/NEUTER ASSISTANCE PROGRAM

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.).

  • YES: Spay/Neuter Assistance Program (SNAP)
  • YES: SNAP
  • NO: S.N.A.P.
  • NO: s.n.a.p.
  • NO: S/N/A/P
  • NO: 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 preferred. Never refer to the program as SNAP Program due to word redundancy (Spay/Neuter Assistance Program Program).

  • YES: Spay/Neuter Assistance Program (SNAP)
  • YES: SNAP (Spay/Neuter Assistance Program)

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.”

  • YES: Spay/Neuter Assistance Program (SNAP)
  • NO: Spay-Neuter Assistance Program (SNAP)
  • NO: Spay, Neuter Assistance Program (SNAP)
  • NO: Spay & Neuter Assistance Program (SNAP)
  • NO: Spay and Neuter Assistace 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.

TENTH LIFE CLUB FUND

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).

  • YES: Tenth Life Club (TLC) Fund or Tenth Life Club Fund
  • YES: Tenth Life Club (TLC) or Tenth Life Club
  • NO: TLC (Tenth Life Club) or TLC (Tenth Life Club Fund)
  • NO: 10th Life Club or 10th Life Club Fund
  • NO: 10th Life Club or 10th Life Club Fund

TRAP, NEUTER, RETURN

Acronym

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

  • YES: TNR
  • NO: T.N.R. or t.n.r.
  • NO: T-N-R or t-n-r
  • NO: T/N/R or 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 preferred. Never refer to the program as “Trap, Neuter, Release.”

  • YES: Trap, Neuter, Return (TNR)
  • YES: TNR (Trap, Neuter, Return)
  • NO: Trap, Neuter, Release
  • NO: Trap, Neuter, Release (TNR)
  • NO: 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 if possible.

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 Roboto Light. It should not be italicized or underlined. Bold text should be used sparingly for hierarchy.


Header Text

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

DATE

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.

  • YES: November 1
  • YES: November 1, 2019
  • YES: November 2019
  • NO: November 1st or November 1st
  • NO: November 1st 2019 or November 1 2019
  • NO: November, 2019

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 SENTENCE)

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.

  • YES: Tabbies, calicos, and Persians
  • NO: 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.

The words are: really, very, that, just, then, totally, completely, absolutely, literally, definitely, certainly, probably, actually, basically, virtually, start, begin, began, begun, rather, quite, somewhat, somehow, said, down, up, wonder, ponder, think, thought, feel, felt, understand, realize, 

PHONE NUMBER

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.

  • YES: (916) 434-6022
  • NO: 916.434.6022
  • NO: 916-434-6022
  • NO: 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, no spaces, periods, dashes, or slashes, and should have a space between the time and AM or PM (e.g. 10 AM).

  • YES: 10 AM, 6 PM, 11:30 PM
  • NO: 10 A.M., 10 am, 10 a.m., 10am, 10AM, 10A, 10a, 10

3. Colors

FIELDHAVEN FELINE CENTER

Teal

HEX:
#036669
CMYK:
(0.9714,0.0286,0.0000,0.5882)
Pantone:
20-0173 TPM, 18-4834 TCX, or P 126-7 C

Gold

HEX:
#FFC900
CMYK:
(0.0000,0.2118,1.0000,0.0000)
Pantone:
109 U, 116 C, or 13-0859 TPG

CLASSICS, CATS & CABERNET

Salmon

HEX:
#EF6060
CMYK:
(0.0000,0.5983,0.5983,0.0627)
Pantone:
17-1656 TPG, 17-1647 TCX, or 2034 U

Off-White

HEX:
#E1E1E1
CMYK:
(0.0000,0.0000,0.0000,0.1176)
Pantone:
11-4303 TCX, 12-4304 TPG, or P 179-2 C

2nd CHANCE RANCH

Purple

HEX:
#660032
CMYK:
(0.0000,1.0000,0.5098,0.6000)
Pantone:
7421 XGC, 2357 C, or 7421 C

4. Typography

HOW TO INSTALL FONTS

For Mac
  1. Step One: Download the FieldHaven branding kit.
  2. Step Two: Open the “Fonts” folder.
  3. Step Three: Select the font file and double-click on it.
  4. Step Four: Font Book will open. Click “Install Font.”
  5. Step Five: Finished!
For Windows
  1. Step One: Download the FieldHaven branding kit.
  2. Step Two: Unzip the folder.
  3. Step Three: Open the “Fonts” folder.
  4. Step Four: Right-click the font file and click “Install.”
  5. Step Five: Finished!

HEADINGS

Headings should be made in Montserrat Bold or Montserrat Black. If a thinner version of the font is more fitting of a graphic project, it is acceptable to use Light, Regular, or Semibold on a case-by-case basis.

BODY TEXT

Body text is always Roboto Light. For a heavier version, use Roboto Bold.

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 Rochelle Barcellona ([email protected]) or Vic Morgan ([email protected]) for approval before publishing.