SPECIFIC Brand Guidelines

DECHRA SPECIFIC BRAND GUIDELINES

“Our tone of voice has its own distinct sound. One that sets us apart from our competitors and really represents who we are.”

TONE OF VOICE Tone of voice is how the character of your business comes through in your words, both written and spoken. It’s not about what you say, but rather the way that you say it, and the impression it makes on everyone who reads or hears you. Key points you need to adhere to: Tone is professional; we need to be warm, but we also need to be professional. Copy that tries too hard can sound patronising. So keep it punchy but appropriate. No Jargon; communications should flow and correspond, we want people to engage and most importantly, understand us. SPECIFIC; Always written in full capitals and bold. In the first header/title page it must contain the TM. Following copy however need not use the TM, but should still be in capitals and bold. Signature bottom; Veterinary Pet Nutrition will always be the sign off at the bottom of the design, and where applicable, to include the Dechra logo along side.

13