Dechra Brand Guidelines

DECHRA SPECIFIC BRAND GUIDELINES

DECHRA SPECIFIC BRAND GUIDELINES

We have two styles of imagery

LIGHT IMAGERY Most of the light images will be used as internal pages in leaflets, brochures, flyers etc. They should be light and clear images and ideally have an area that can be cloned or made bigger to include text or a message. These images should all fade into a ‘light’ background, but not be made to look washed out or dated. Where humans are present in the imagery, they should not be looking directly at the camera, they should be involved in their work. Blending Images An image should fill the whole page, you may need to add/clone the background to make this work. If the image does fade to white, keep the grey tint by setting the image to multiply.

DARK IMAGERY For all cover images a black cover is required. Ideally the dog/cat should not be looking directly at the camera, but if the shot is engaging and interesting then this is permitted. The main image shows how these photos will utilised. They should be blurred out on the body and focussed on the head. Do not use images of brachycephalic dog breeds such as Pugs or Bull Mastiff. Blending Images You will need to make sure that the black background blends tonally with both images (cat and dog) if applicable - and not leave any form of hollogram/mark of different blacks, as this will show up on a print document.

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