Dechra Brand Guidelines

Tone of voice.

Vetoryl has it’s own verbal identity. It’s how the brand expresses itself in words, and it’s just
as important as our visual identity. As writing is usually our first opportunity to make an impression, it’s important we spend time to get it right. We want to help you pick the right words and messages so you can apply them in the right places. But whilst we may have lots to say, we should always aim to keep things simple and minimal. Less is more, so lets make our point with the least words possible.

Here’s a simple guide as to how the brand should communicate.

Vetoryl is...

Vetoryl is not...

Edgy Flash Funny
 Brash Flippant Complex Unapproachable Long-winded
 Over-confident

Energetic Lively Invigorated Positive Optimistic Understanding Caring Measured Accurate Modern

Professional Restorative

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