Brand Guide

Because of our wonderful supporters and partners in Clarksville, Montgomery County, and the surrounding communities, Mikaela’s Mutt Motel quickly became a recognized and respected name. Protecting our name and reputation is critical to continued success saving Mutts in our community. To that end, our Brand Guide is intended to guide approved users of our trademarks when displaying our Brand.
_{Please note, use of Mikaela’s Mutt Motel trademarks is only authorized with written permission from Mikaela’s Mutt Motel.}

Our Brand Guide is best viewed on a desktop. Please visit on a desktop or download the PDF version.

Click the paw to expand

Note: The Logo marks are generally preferred in marketing and promotional material. The Name marks are generally preferred in more formal material.
Logo	Logo with Tagline
Name (Stacked)	Name

Name with Tagline

Do	Don’t
Ensure every element of any mark used is clear and legible.	Do not display any mark that is too small to be legible. When working in small applications, use marks without the tagline.
Do
Don’t

Do	Don’t
Maintain established aspect ratios for all marks when scaling.	Do not alter the established aspect ratio for any mark when scaling.

Do	Don’t
Display only approved color combinations of all marks.	Do not alter the colors of any marks.

Do
When using the logo (with and without the tagline) and paw print marks, maintain a square protected area with sides equal to the radius of the mark.
When using the stacked name, maintain a protected area equal to the height of one of the three portions of the name on all sides of the mark.
When using the the horizontal name (with and without the tagline), maintain a protected area equal to the height of the name on all sides of the mark.
Don’t
Do not encroach the protected area of any mark with any other marks.

Do
Consider the color, brightness, and busyness of the background when choosing which marks to display. The Brand Kit includes folder names indicating which marks should be displayed with various backgrounds. The following chart also provides guidance.

Light solid and gradient backgrounds

Dark solid and gradient backgrounds

Light busy backgrounds

Dark busy backgrounds

Don’t
Do not use a mark that does not stand out against the background
Do not use any name mark on a busy background.

Effective use of color can convey a message before a single word is read. Our color palette guides the design of marketing and communication material. Consider the audience, medium, and message when using color in design.

Primary Palette

Mutt Motel Blue

Mikaela’s favorite color

Ace Tan

Color of Ace’s hair

RGB: 3,205,209

HEX: 03CDD1

CMYK: 81,2,0,18

PMS: 3115 C

RGB: 184,172,106

HEX: B8AC6A

CMYK: 0,7,42,28

PMS: 4515 C

Addie Brown

Color of Addie’s hair

Lucky Gray

Color of Lucky hair

RGB: 102,88,13

HEX: 66580D

CMYK: 0,14,84,60

PMS: 133 C

RGB: 230,231,222

HEX: E6E7DE

CMYK: 0,0,4,9

PMS: 7527 C

Buddy Black

Color of Buddy’s hair

Sparky White

Color of Sparky’s hair

RGB: 0,0,0

HEX: 000000

CMYK: 0,0,0,100

PMS: Black C

RGB: 255,255,255

HEX: FFFFFF

CMYK: 0,0,0,0

Extended Palette

Mutt Motel Blue

Ace Tan

Addie Brown

Lucky Gray

RGB: 241,238,225

HEX: F1EEE1

RGB: 224,222,207

HEX: E0DECF

RGB: 179,240,241

HEX: B3F0F1

RGB: 234,230,210

HEX: EAE6D2

RGB: 209,205,182

HEX: D1CDB6

RGB: 154,235,237

HEX: 9AEBED

RGB: 227,222,195

HEX: E3DEC3

RGB: 194,188,158

HEX: C2BC9E

RGB: 129,230,232

HEX: 81E6E8

RGB: 220,214,181

HEX: DCD6B5

RGB: 179,172,134

HEX: B3AC86

RGB: 104,225,227

HEX: 68E1E3

RGB: 212,205,166

HEX: D4CDA6

RGB: 163,155,110

HEX: A39B6E

RGB: 79,220,223

HEX: 4FDCDF

RGB: 205,197,151

HEX: CDC597

RGB: 148,138,86

HEX: 948A56

RGB: 53,215,218

HEX: 35D7DA

RGB: 198,189,136

HEX: C6BD88

RGB: 133,121,61

HEX: 85793D

RGB: 28,210,214

HEX: 1CD2D6

RGB: 191,180,121

HEX: BFB479

RGB: 117,105,37

HEX: 756925

RGB: 3,205,209

HEX: 03CDD1

RGB: 184,172,106

HEX: b8ac6a

RGB: 102,88,13

HEX: 66580d

RGB: 230,231,222

HEX: e6e7de

RGB: 3,185,188

HEX: 03B9BC

RGB: 166,155,95

HEX: A69B5F

RGB: 92,79,12

HEX: 5C4F0C

RGB: 207,208,200

HEX: CFD0C8

RGB: 2,164,167

HEX: 02A4A7

RGB: 147,138,85

HEX: 938A55

RGB: 82,70,10

HEX: 52460A

RGB: 184,185,178

HEX: B8B9B2

RGB: 2,144,146

HEX: 029092

RGB: 129,120,74

HEX: 81784A

RGB: 71,62,9

HEX: 473E09

RGB: 161,162,155

HEX: A1A29B

RGB: 2,123,125

HEX: 027B7D

RGB: 110,103,64

HEX: 6E6740

RGB: 61,53,8

HEX: 3D3508

RGB: 138,139,133

HEX: 8A8B85

RGB: 2,103,105

HEX: 026769

RGB: 92,86,53

HEX: 5C5635

RGB: 51,44,7

HEX: 332C07

RGB: 115,116,111

HEX: 73746F

RGB: 1,82,84

HEX: 015254

RGB: 74,69,42

HEX: 4A452A

RGB: 41,35,5

HEX: 292305

RGB: 92,92,89

HEX: 5C5C59

RGB: 1,61,63

HEX: 013D3F

RGB: 55,52,32

HEX: 373420

RGB: 31,26,4

HEX: 1F1A04

RGB: 69,69,67

HEX: 454543

RGB: 1,41,42

HEX: 01292A

RGB: 37,34,21

HEX: 252215

RGB: 20,18,3

HEX: 141203

RGB: 46,46,44

HEX: 2E2E2C

Secondary Palette

Mutt Motel Accent Blue

Accent to Mutt Motel Blue

Unbothered Blue

A relaxing, calm blue. Represents the new, easy life our Mutts will have.

RGB: 18,136,144

HEX: 128890

CMYK: 88,6,0,44

PMS: 321 C

RGB: 22,106,134

HEX: 166A86

CMYK: 84,21,0,47

PMS: 315 C

Loyal Blue

A comforting blue. Represents the loyalty we have for all of our Mutts.

Sunshine Yellow

A bright, vibrant yellow. Represents the bright future for our Mutts.

RGB: 30,30,200

HEX: 1E1EC8

CMYK: 85,85,0,22

PMS: 2736 C

RGB: 247,250,50

HEX: F7FA32

CMYK: 1,0,80,2

PMS: 101 C

New Horizon Orange

A soft, vibrant orange. Represents the sunrise on the new horizon of our Mutts lives.

Rescue Red

A dark, serious red. Represents our passion for our Mutts.

RGB: 254,179,68

HEX: FEB344

CMYK: 0,30,73,0

PMS: 1365 C

RGB: 213,55,82

HEX: D53752

CMYK: 0,74,62,16

PMS: 710 C

Peaceful Purple

A gentle purple. Represents the peace our Mutts will have in their new life.

Greener Pasture

A soft, light green. Represents the better days ahead for our Mutts.

RGB: 155,122,213

HEX: 9B7AD5

CMYK: 27,43,0,16

PMS: 2655 C

RGB: 183,218,143

HEX: B7DA8F

CMYK: 16,0,34,15

PMS: 7486 C

Rosie Gold

A golden pink. Represents the precious value of every single Mutt.

Smokey Gray

A dark gray. Primarily used for photo-overlay backgrounds.

RGB: 224,191,184

HEX: E0BFB8

CMYK: 0,15,18,12

PMS: 7611 C

RGB: 164,148,147

HEX: A49493

CMYK: 0,10,10,36

PMS: 436 C

Secondary Extended Palette

Mutt Motel Accent Blue	Unbothered Blue	Loyal Blue	Sunshine Yellow	New Horizon Orange	Rescue Red	Peaceful Purple	Greener Pasture	Rosie Gold	Smokey Gray
RGB: 208,231,233 HEX: D0E7E9	RGB: 208,225,231 HEX: D0E1E7	RGB: 210,210,244 HEX: D2D2F4	RGB: 253,254,214 HEX: FDFED6	RGB: 255,240,218 HEX: FFF0DA	RGB: 247,215,220 HEX: F7D7DC	RGB: 235,228,247 HEX: EBE4F7	RGB: 241,248,233 HEX: F1F8E9	RGB: 249,242,241 HEX: F9F2F1	RGB: 237,234,233 HEX: EDEAE9
RGB: 184,219,222 HEX: B8DBDE	RGB: 185,210,219 HEX: B9D2DB	RGB: 188,188,239 HEX: BCBCEF	RGB: 253,254,194 HEX: FDFEC2	RGB: 255,232,199 HEX: FFE8C7	RGB: 242,195,203 HEX: F2C3CB	RGB: 225,215,242 HEX: E1D7F2	RGB: 233,244,221 HEX: E9F4DD	RGB: 246,236,234 HEX: F6ECEA	RGB: 228,223,223 HEX: E4DFDF
RGB: 160,207,211 HEX: A0CFD3	RGB: 162,195,207 HEX: A2C3CF	RGB: 165,165,233 HEX: A5A5E9	RGB: 252,253,173 HEX: FCFDAD	RGB: 255,225,180 HEX: FFE1B4	RGB: 238,175,186 HEX: EEAFBA	RGB: 215,202,238 HEX: D7CAEE	RGB: 226,240,210 HEX: E2F0D2	RGB: 243,229,227 HEX: F3E5E3	RGB: 219,212,212 HEX: DBD4D4
RGB: 137,196,200 HEX: 89C4C8	RGB: 139,181,195 HEX: 8BB5C3	RGB: 143,143,228 HEX: 8F8FE4	RGB: 251,253,153 HEX: FBFD99	RGB: 255,217,162 HEX: FFD9A2	RGB: 234,155,169 HEX: EA9BA9	RGB: 205,189,234 HEX: CDBDEA	RGB: 219,237,199 HEX: DBEDC7	RGB: 240,223,220 HEX: F0DFDC	RGB: 210,202,201 HEX: D2CAC9
RGB: 113,184,188 HEX: 71B8BC	RGB: 115,166,182 HEX: 73A6B6	RGB: 120,120,222 HEX: 7878DE	RGB: 250,252,132 HEX: FAFC84	RGB: 254,209,143 HEX: FED18F	RGB: 230,135,151 HEX: E68797	RGB: 195,175,230 HEX: C3AFE6	RGB: 212,233,188 HEX: D4E9BC	RGB: 236,217,212 HEX: ECD9D4	RGB: 200,191,190 HEX: C8BFBE
RGB: 89,172,177 HEX: 59ACB1	RGB: 92,151,170 HEX: 5C97AA	RGB: 98,98,217 HEX: 6262D9	RGB: 249,252,112 HEX: F9FC70	RGB: 254,202,124 HEX: FECA7C	RGB: 226,115,134 HEX: E27386	RGB: 185,162,226 HEX: B9A2E2	RGB: 205,229,177 HEX: CDE5B1	RGB: 233,210,205 HEX: E9D2CD	RGB: 191,180,179 HEX: BFB4B3
RGB: 65,160,166 HEX: 41A0A6	RGB: 69,136,158 HEX: 45889E	RGB: 75,75,211 HEX: 4B4BD3	RGB: 249,251,91 HEX: F9FB5B	RGB: 254,194,105 HEX: FEC269	RGB: 221,95,117 HEX: DD5F75	RGB: 175,149,221 HEX: AF95DD	RGB: 197,225,165 HEX: C5E1A5	RGB: 230,204,198 HEX: E6CCC6	RGB: 182,169,169 HEX: B6A9A9
RGB: 42,148,155 HEX: 2A949B	RGB: 45,121,146 HEX: 2D7992	RGB: 53,53,206 HEX: 3535CE	RGB: 248,251,71 HEX: F8FB47	RGB: 254,187,87 HEX: FEBB57	RGB: 217,75,99 HEX: D94B63	RGB: 165,135,217 HEX: A587D9	RGB: 190,222,154 HEX: BEDE9A	RGB: 227,197,191 HEX: E3C5BF	RGB: 173,159,158 HEX: AD9F9E
RGB: 18,136,144 HEX: 128890	RGB: 22,106,134 HEX: 166A86	RGB: 30,30,200 HEX: 1E1EC8	RGB: 247,250,50 HEX: F7FA32	RGB: 254,179,68 HEX: FEB344	RGB: 213,55,82 HEX: D53752	RGB: 155,122,213 HEX: 9B7AD5	RGB: 183,218,143 HEX: B7DA8F	RGB: 224,191,184 HEX: E0BFB8	RGB: 164,148,147 HEX: A49493
RGB: 16,122,130 HEX: 107A82	RGB: 20,95,121 HEX: 145F79	RGB: 27,27,180 HEX: 1B1BB4	RGB: 222,225,45 HEX: DEE12D	RGB: 229,161,61 HEX: E5A13D	RGB: 192,50,74 HEX: C0324A	RGB: 140,110,192 HEX: 8C6EC0	RGB: 165,196,129 HEX: A5C481	RGB: 202,172,166 HEX: CAACA6	RGB: 148,133,132 HEX: 948584
RGB: 14,109,115 HEX: 0E6D73	RGB: 18,85,107 HEX: 12556B	RGB: 24,24,160 HEX: 1818A0	RGB: 198,200,40 HEX: C6C828	RGB: 203,143,54 HEX: CB8F36	RGB: 170,44,66 HEX: AA2C42	RGB: 124,98,170 HEX: 7C62AA	RGB: 146,174,114 HEX: 92AE72	RGB: 179,153,147 HEX: B39993	RGB: 131,118,118 HEX: 837676
RGB: 13,95,101 HEX: 0D5F65	RGB: 15,74,94 HEX: 0F4A5E	RGB: 21,21,140 HEX: 15158C	RGB: 173,175,35 HEX: ADAF23	RGB: 178,125,48 HEX: B27D30	RGB: 149,39,57 HEX: 952739	RGB: 109,85,149 HEX: 6D5595	RGB: 128,153,100 HEX: 809964	RGB: 157,134,129 HEX: 9D8681	RGB: 115,104,103 HEX: 736867
RGB: 11,82,86 HEX: 0B5256	RGB: 13,64,80 HEX: 0D4050	RGB: 18,18,120 HEX: 121278	RGB: 148,150,30 HEX: 94961E	RGB: 152,107,41 HEX: 986B29	RGB: 128,33,49 HEX: 802131	RGB: 93,73,128 HEX: 5D4980	RGB: 110,131,86 HEX: 6E8356	RGB: 134,115,110 HEX: 86736E	RGB: 98,89,88 HEX: 625958
RGB: 148,68,72 HEX: 094448	RGB: 11,53,67 HEX: 0B3543	RGB: 15,15,100 HEX: 0F0F64	RGB: 124,125,25 HEX: 7C7D19	RGB: 127,90,34 HEX: 7F5A22	RGB: 107,28,41 HEX: 6B1C29	RGB: 78,61,107 HEX: 4E3D6B	RGB: 92,109,72 HEX: 5C6D48	RGB: 112,96,92 HEX: 70605C	RGB: 82,74,74 HEX: 524A4A
RGB: 7,54,58 HEX: 07363A	RGB: 9,42,54 HEX: 092A36	RGB: 12,12,80 HEX: 0C0C50	RGB: 99,100,20 HEX: 636414	RGB: 102,72,27 HEX: 66481B	RGB: 85,22,33 HEX: 551621	RGB: 62,49,85 HEX: 3E3155	RGB: 73,87,57 HEX: 495739	RGB: 90,76,74 HEX: 5A4C4A	RGB: 66,59,59 HEX: 423B3B
RGB: 5,41,43 HEX: 05292B	RGB: 114,32,40 HEX: 072028	RGB: 9,9,60 HEX: 09093C	RGB: 74,75,15 HEX: 4A4B0F	RGB: 76,54,20 HEX: 4C3614	RGB: 64,16,25 HEX: 401019	RGB: 46,37,64 HEX: 2E2540	RGB: 55,65,43 HEX: 37412B	RGB: 67,57,55 HEX: 433937	RGB: 49,44,44 HEX: 312C2C
RGB: 4,27,29 HEX: 041B1D	RGB: 4,21,27 HEX: 04151B	RGB: 96,6,40 HEX: 060628	RGB: 49,50,10 HEX: 31320A	RGB: 51,36,14 HEX: 33240E	RGB: 43,11,16 HEX: 2B0B10	RGB: 31,24,43 HEX: 1F182B	RGB: 37,44,29 HEX: 252C1D	RGB: 45,38,37 HEX: 2D2625	RGB: 33,30,29 HEX: 211E1D

Headings (h1-h6) should be Bold.

Headings (h1-h6) that use or tags should be Bold Italic.

Body copy (p) should be Regular.

Body copy (p) that uses or tags should be Bold.

Anchors/links (a) should be Bold

Body copy (p) that uses or tags should be Italic.

Do
Consider the audience when publishing photos/videos for Mikaela’s Mutt Motel. Our audience on TikTok is much different than our audience on Facebook. They are interested (and disinterested) in different subject matter.
Censor graphic content to provide sensitive viewers the opportunity to avoid viewing. This is especially critical on the web where platform censors are not present.	Graphic! Click to unhide/hide.
Always abide by platform standards when posting photos/videos on social media.
Consider the objective of the photo/video when publishing. All published content should be mission-related. When fundraising is the objective, content should include the pre-condition of the dog (with censors, when appropriate) and any progress to date. Follow-up or “happy tales” should be joyous and comforting.
Don’t
Do not publish any content for which Mikaela’s Mutt Motel does not hold the copyright or a license to publish.
Do not use any name, image, or likeness in marketing, advertising, or promotional content without a signed release from all subjects. Photos/videos from public events may be shared only on social media platforms as “on-scene” or “re-cap” posts. Public event material may not be used on paid-hosting sites or marketing, advertising, or promotional content without signed releases.
Do not continue to display any photo/video if a request to remove the content is received and the requestor has not signed an NIL Release. If the requestor has signed a release and is requesting for content to be removed, refer the request to the Director of Mikaela’s Mutt Motel.
Do not alter any photo/video to such an extent that the original message conveyed is changed. Cropping, color adjustments, and clarity alterations are acceptable as long as the primary intent of the content is not changed. Additionally, blurring/censoring personal information or distracting content is acceptable to draw the viewer’s focus to the primary subject of the content.

Brand Guide

Logo

Logo with Tagline

Name (Stacked)

Name

Name with Tagline

Do

Don’t

Do

Don’t

Do

Don’t

Do

Don’t

Do

Don’t

Do

Don’t

Mutt Motel Blue

Ace Tan

Addie Brown

Lucky Gray

Buddy Black

Sparky White

Mutt Motel Blue

Ace Tan

Addie Brown

Lucky Gray

Mutt Motel Accent Blue

Unbothered Blue

Loyal Blue

Sunshine Yellow

New Horizon Orange

Rescue Red

Peaceful Purple

Greener Pasture

Rosie Gold

Smokey Gray

Headings (h1-h6) should be Bold.

Headings (h1-h6) that use <em> or <i> tags should be Bold Italic.

Do

Don’t