Jonas’Joy
Brand Guidelines
February 2025
Table of Contents
Introduction |
Introduction
Table of Contents
To support our brand, we have developed a unique
and distinctive identity system. A creative toolkit
that includes strategy, messaging, and a visual
system with our company logo and a collection
of colors, typefaces, graphics and photography
that can be used in diferent combinations to help
us create a consistent look and feel for all of our
brand communications.
An important part of how we communicate our
Jonas’ Joy brand is how we use this system.
In order to convey a consistent and strong brand
message, we need to use the system in the same
way throughout all communications. Please take
the time to learn how to put these elements
together correctly.
For questions about these guidelines and how
to use them or to have your communications
reviewed, please email elizabeth@jonasjoy.com.
INTRODUCTION
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 02
BRAND STRATEGY
Brand Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
VERBAL BRANDING
Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06
VISUAL GUIDANCE
Visual Toolkit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08
Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09
Logos Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09
Logo Color Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Logo Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Color Palettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Color Accessibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
JJ Graphic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Color Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Approach and Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Social Media Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Visual Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
CONTACT
Contact Information . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Brand Strategy
Brand Strategy |
Brand Positioning
Brand Positioning
Creating a brand that audiences trust starts with brand strategy. It’s the set of core elements that shape the way our brand is
expressed. Brand positioning is the essence of our brand and the core ideas that support it.
PURPOSE
We create handcrafed pet toys that inspire playing with joy, while contributing to cancer treatment for the compassionate
recovery and care of our pet companions.
MISSION STATEMENT
VISION
VALUES
To help animals live longer, more
joyful lives, by engaging them in play
and supporting oncology research.
To help pets and their companions
be engaged in play with the
handcrafed toys we make, while
supporting comparative oncology
research for improved treatments
and care for our companions.
Joy, playfulness, compassion, empathy
Verbal Branding
Verbal Branding | Messaging
Messaging
OUR STORY
In June 2022, Jonas was diagnosed with lymphoma. He went
into remission quickly, thanks to a carefully thought-out protocol.
Over the next year, Jonas developed a tumor in his spleen and
a sarcoma on his side. Both were successfully removed. In May
of 2023, the lymphoma returned. He had a brief remission
before crossing the Rainbow Bridge in November 2023. The care
and compassion of his oncology team helped inspire the
creation of Jonas’ Joy.
SHORT ABOUT US (VERSION 1)
Engaging pets and their people in play, while supporting
oncology research to help animals live longer, more joyful lives.
SHORT ABOUT US (VERSION 2)
Handcrafed toys that engage pets and their people in play,
while supporting oncology research that helps animals live
longer, more joyful lives.
CARE INSTRUCTIONS
No toy is indestructible. Supervise your pet when using
to prevent damage or injury. Machine wash on delicate cycle
and dry on low for easy cleaning.
Our brand voice works in combination with our visual design elements to create communications that are immediately identifiable as
ours. When executed correctly, audiences should recognize our brand simply by the combination of how we look and what we say.
Visual Guidance
Logos
Color variations
Colors
Typography
Graphics
Social Media
Photography
Typ
Graph
SWEET SANS PRO BOLD
AaBbCcDdEeFfGgHh
SOURCE SANS PRO REGULAR
AaBbCcDdEeFfGgHh
Visual Guidance |
How we present ourselves visually has an incredible impact
on how people think about us. That means developing
a visual language that communicates an engaging and
dynamic brand message easily recognized by our customers.
Afer all, a visual style isn’t simply a well-crafed logo; it’s
a combination of design elements – colors, fonts, graphics,
and images. Taken together, they give you the tools
to develop every kind of Jonas’ Joy communication.
Visual Toolkit
Visual Toolkit
Visual Guidance |
Vertical logo
Symbol
Horizontal logo
OVERVIEW
The Jonas’ Joy logo has been carefully designed to reflect
our brand values – from the choice of typeface, to the
color, size, and placement of the symbol. As well as being
our initials (JJ), our symbol represents playfulness with
the nose and smile of a dog. Only the approved digital files
should be used to reproduce the logo.
The Jonas’ Joy logo and trademark (™) exist in a fixed
relationship and should only appear in this lock-up.
The ™ symbol protects and maintains our brand. Do not
alter the size or placement of the trademark or leave
the ™ of.
LOGO OPTIONS
We have developed two logo options that meet both the
creative and practical needs of our communications.
These include a horizontal and vertical version of the logo.
Each logo may be used to best suit the space in which
it will be displayed.
Along with these logos, a symbol is also available for use.
The symbol may be used as a stand-alone graphic; however,
do not use the symbol as a bullet. See the JJ Graphic page
for more information on how it can be used.
Logos and Symbol
Logos
10
Visual Guidance |
Full-color positive logos
Full-color reversed logos – version 1 and 2
1-color logos – positive and reversed
COLOR LOGOS
Our logo may only be used in the color combinations shown
to the right. Use the most appropriate variation of the
Jonas’ Joy logo for your communications. No other colors
may be used as a background for the full-color logos.
It is not recommended to use these logos over an image
as they may be dificult to read. If used on an image, avoid
busy areas and make sure there is enough contrast between
the logo and image.
1-COLOR LOGOS
When reproduction requirements prevent the use of the
full-color logos (CMYK or PMS), a 1-color black or reversed
logo may be used.
If a logo is needed over an image, these 1-color variations
may be used when the full-color logos are not legible.
Logo Color Variations
Logo Color Variations