CVM Styleguide

Brand &
Style Guide.
May 2015
19303 Fremont Ave. N., Seattle, WA 98133 | T:206.546.7569 | F:206.546.7458 | cvmusa.org

2 Christian Veterinary Mission Brand & Style Guide
CVM’s mission is to
challenge, empower
and facilitate veterinary
professionals to serve
others by living out
their Christian faith.

3
This book is a guide to the Christian Veterinary
Mission brand. We hope this book helps you
better understand our new look and our strategic
identity, as an organization that is devoted to
sharing the love of Christ through veterinary
medicine.
Our brand helps us share our unique story in a compelling way. It makes us memorable.
Christian Veterinary Missions’s brand highlights our strengths and positions us well
amongst other organizations.
The purpose of this book is to help you know how to use our logo, and adapt other brand
elements into materials that you may produce. When Christian Veterinary Mission has
unity in appearance and message, it strengthens the organization as a whole. We need to
have the same story, and the same look. We are an organization called to excellence in
our programs, and we hope to extend that ideal into all of our marketing materials.
3 Our brand
4 The meaning
6 Our logo
10 Our fonts
11 Installing fonts
12 Our colors
13 Our Photos
15 Contact us

Primary meaning
Christian Veterinary Mission’s logo is a visual representation of our story. The icons within
the logo illustrate four main ideas: the cross represents our foundation in Jesus Christ, the
Rod of Asclepius shows our desire to challenge veterinary professionals to live out their
faith through their profession, the sheep represents the animals that are a bridge to rela-
tionships, and the globe represents the reach of our ministry.
Our logo symbolizes our diversity and brings
our purpose, foundation in Christ and the glob-
al impact of veterinary medicine together in
one graphic story. In 2013, over 43,000 people
heard the Gospel through our ministries.

Our logo comes in two different versions. A hori-
zontal and vertical one. The horizontal version
has an alternate version with abbreviated text.
1. Primary horizontal logo
This is the primary version of the logo
that should be used as the default
2. Vertical logo
The vertical logo should be used for
narrow documents or to achieve a cer-
tain design objective.
3. Mark
This version should be used when the
name will not be legible because the
logo is small.
Our brand theme
Beyond our logo, our design team has produced a set of elements that should be used
across our brand. With consistent usage, this look will help us become recognizable at
a glance, and unified in our appearance across the world. These include specific colors,
photo treatments, logo usage and more.
The Christian Veterinary Mission Journal
The “Christian Veterinarian” journal produced by the Seattle office should be the primary
reference point for design direction, along with this brand book. Our designers produced
the journal after the logo, but attention to all other elements. Because of that, the careful
design of the journal has been used as a reference point for nearly all other design
direction. Likewise, if you are producing materials outside the Seattle office, look to the
journal for guidance about our brand theme.
Note. All versions of the logo come in a black and white variation as well
as black with no halftones variation. These should be used when color is
not an option. The white and no halftone version may be used on a case-
by-case basis and need approval.

Do’s and don’ts. How to effectively use our logo.
Do’s
1. Maximum & Minimum Size
To ensures readability, the Christian Veterinary Mis-
sion logo should not be printed larger than 2.8” wide
or less than 1.85” wide and 200 pixels wide for the
web. There should always be 1/2 the height of white
space around the logo.
2. Dark backgrounds
Use the white version of the logo on a dark back-
ground to provide contrast with the background.
The white version of the logo requires approval from
Creative Director.
1.
2.
1/4”
1/4”
1/4”
1/4”

9
Don’ts
3.
5.
6.
4.
3. Bad colors!
Don’t put the logo on backgrounds with colors that
clash.
4. Pictures
Don’t use the negative logo on backgrounds that are
too cluttered.
5. Transform
Don’t squish, rotate, or add any embellishments to the
logo.
6. Out with the old
Don’t use our old logo.
7. Squashed
Don’t compress the logo vertically when you resize it,
make sure to maintain the aspect ratio.
8. Condensed
Don’t compress the logo horizontally, keep the proper
proportions.
7.
8.

Klinic Slab
The Klinic Slab type family is our primary font. It’s a type-
face that’s approachable yet professional. Klinic Slab Bold
is used for headlines within body text and Klinic Slab
Book/Italic are used for body text.
Our typeface is part of how we tell our story.
Klinic Slab Book
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-
nopqrstuvwxyz1934567890
Klinic Slab Book Italic
Klinic Slab Bold
Klinic Slab Bold Italic
*All numbers must be in Tabular Lining: 1234 vs 1234
(Select text > Character Panel > Open Type options > Tabular Lining)
Aa

11
Mission Gothic
The Mission Gothic type family is our secondary font.
It’s a typeface that’s clean yet fresh. Mission Gothic Bold
is used for headlines, Mission Gothic Light is used for
subheads, and Mission Gothic Regular Italic is used for
callout quotes.
AaMission Gothic Light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstu-
vwxyz1934567890
Mission Gothic Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstu-
vwxyz1934567890
Mission Gothic Bold
*All numbers must be in Tabular Lining: 1234 vs 1234
(Selecttext>CharacterPanel>OpenTypeoptions>TabularLining)

TFArrow Medium
The TFArrow Medium typeface is our logo font. It’s a
typeface that’s professional and youthful. It should only
be used as a part of our logo.
AaTFArrow Medium

13
Windows 7
The easiest way to install a font is to double-click on a
font file to open the font preview and select ‘Install’. Keep
in mind that you must be an Administrator on the target
machine to install fonts.
Windows Vista
To install a TrueType or OpenType font on Windows Vista,
right-click on the font file and then select ‘Install’. You can
also drag or paste a font into the Fonts Control Panel.
Note: In Windows Vista if you double-click on a font the
‘Install’ button is not available in the font preview. This is
a new feature in Windows 7.
Windows XP
To add a new font to your computer:
1. From the ‘Start’ menu select ‘Control Panel’, then select
the ‘Appearance and Themes’ category.
2. Select ‘Fonts’ from the ‘See Also’ panel at the left of this
screen.
3. On the ‘File’ menu, select ‘Install New Font...’
4. Click the drive and folder that contain the fonts you
want to add.
5. To select more than one font to add, press and hold down
the CTRL key, click the fonts you want, then click on ‘OK’.
Installing fonts on your computer can be
confusing. Here are some easy instructions
to help you out.

Our colors help us stand out. They are variations
that have been carried over from the old brand to
maintain consistency for our donors and benefi-
ciaries.
Uniqueness & Approachability
After looking at the colors used in our previous branding, we saw the colors were lacking an
attractive and youthful quality. These new variations on those same colors are largely unique
to us. The light blue and dark blue are cool colors which are indicative of our approachability
as an organization.
CVM Light Blue
PMS 2985 C
CMYK: 60, 0, 0, 0
RGB: 68, 200, 245
HEX: #44c8f5
CVM Light Blue75% CVM Light Blue 50% CVM Light Blue 35%
CVM Dark Blue
PMS 654 C
CMYK: 92, 67, 10, 32
RGB: 0, 58, 112
HTML: #144477
CVM Green
PMS 368 C
CMYK: 50, 0, 100, 0
RGB: 141, 198, 63
HTML: #8dc63f

15
Our photos help us tell the story of what God is
doing through veterinary medicine.
Relationships
We highly value relationships, and above all, our relationship with Jesus Christ compels us to
love and serve others with the talents, skills, and experience he has given us, and in so doing,
to introduce others to Christ. We want our photos to reflect the importance of relationships.
1. Veterinary professional, client and
animal
The optimum photo that represents
what CVM does should have three
individuals: a veterinary professional,
a client or national, and an animal.
2. Veterinary professional and client
Show relationship with two individu-
als: the veterinary professional, and
the client or national. This leaves out
the animal aspect, but still maintains
relationship.
3. Two or more veterinary profession-
als
When showing relationship between
veterinary professionals, whether stu-
dents or in practice, use two individu-
als at minimum.

1. 2.
3.

17
Whether it comes to usage for our logo, designing or printing brochures, or any other
design questions, please contact us. We also want to be a resource for you in telling the
Christian Veterinary Mission story. We’re here for you and are honored to be on your
team, as we seek to be transformed into something better. And only by the grace of God
can that happen. Thank you, and enjoy our new brand!
Call or email us. We want to help you through
any of your design dilemmas.
Jonathan Steck
Fundraising and
Communications Director
(206) 546-7368
jsteck@cvmusa.org
Melissa Sims
Marketing Coordinator
(206) 289-7954
msims@cvmusa.org

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