Design

Logo, color, type, and real photography — one system.

The logo

A retro script wordmark — bold 1950s-athletic letters, a swoosh underline, a paw-and-sparkles crown, and a “· PET CARE ·” badge. Playful-vintage and confident.

Premier Paws Pet Care logo on white On light
Premier Paws Pet Care logo on lavender canvas On canvas
  • The script is artwork, not a font — it lives only inside the logo files and is never typeset.
  • Don’t recolor, stretch, add effects, or crop the paw-and-sparkles crown.
  • Purple-family, white, or black fields work; busy photos need a scrim.
Download the logo →

Color

One palette, anchored on Premier Violet — the one color the portal and the print flyer already share. One purple ramp, one neutral, one signature gradient.

Lead

Purple Ramp

Neutral

Supporting

Signature Gradient

linear-gradient(135deg, #7C3AED, #A855F7)

The one brand gradient, digital and print. The portal's CTA fill; print's existing "Linear" swatch confirms print already gradients — unify on this exact one. At most one gradient-filled element per card or form.

  • At most one gradient-filled element per card, two per page. The gradient is a spotlight, not a wash.
  • Lavender and Bright Violet never carry body text on white — they fail contrast. Ink is the text color on light.
  • Midnight is for large dark fields only (nav, heroes) — it is not the brand’s black.

The palette doing its job.

Signature gradient One per card — the CTA fill.
Aa
Paper on Premier Violet Knockout type on the lead color.
Bruno’s visit Today · 2:00 PM View
Portal-style card Ink on Paper, violet accent, lavender wash.

Typography

Plus Jakarta Sans is the brand’s one typeface — a geometric-humanist sans, weights 400–800. Never 300 or 900. When in doubt: one size bigger, one weight heavier than body.

Plus Jakarta Sans

400 Regular Body text

The Premier Paws effect: less stress and more peace.

500 Medium Secondary text

The Premier Paws effect: less stress and more peace.

600 Semi Bold Labels, emphasis

The Premier Paws effect: less stress and more peace.

700 Bold Headings

The Premier Paws effect: less stress and more peace.

800 Extra Bold Display

The Premier Paws effect: less stress and more peace.

Display

Heading 1

Heading 2

Body text — real clinical detail, never watered down. Licensed veterinary technician ("vet nurse").

Secondary text — timestamps, captions, helper lines.

Photography

The standard is real candid photos — phone photography of actual pets mid-walk, mid-boop, mid-recovery. No stock, no studio. The feed reads like a trusted person’s camera roll with brand-purple accents.

Black-and-white pit bull mix in a blue collar sitting on grass, mouth open in a wide grin Cream-colored dog rolling on its back on a covered front porch at dusk, legs in the air Gray Great Dane pushing its nose toward the camera lens in a playful close-up Brindle shepherd mix sitting on grass with ears perked, looking directly into the camera Red hound mix looking up from a wood floor with a happy open-mouthed smile Senior black-and-white Papillon mix in a blue bandana standing on grass, mouth open happily Scruffy blond terrier mix in golden afternoon light, close-up of its face Black-and-tan Shiba Inu with a curled tail standing on a deck, grinning at the camera
  • The pet is the subject and looks comfortable — loose body, soft eyes, natural setting.
  • Real context: home floors, porches, trails, the car harness. Not staged perfection.
  • Team photos: purple shirts, genuine mid-work smiles, no stiff posing.

V1 uses only already-public photos. Client-pet photography follows a written, revocable consent policy — first names only, never a home exterior.

Do / Don’t

Do

Anchor every surface on Premier Violet with generous white and lavender space.

Don't

Mix a second purple system into new materials.

Do

Use the signature gradient on at most one element per card.

Don't

Gradient every button, header, and divider.

Do

Real candid photos of comfortable pets.

Don't

Stock pets, AI-generated pets, or stressed animals.

Do

Ink for text on light; Paper knockout on dark fields.

Don't

Pure black text, or lavender body text on white.

Do

Lucide icons, stroke 1.5, consistent sizes.

Don't

Emoji in UI, mixed icon sets, or decorative clip art.

Iconography

Lucide is the only icon library. Stroke 1.5 on light, 2 on dark. Sizes 14 / 16 / 20 / 24.