For designers, partners, press, and anyone reproducing the brand. Premium, Swiss, quiet. The voice of a serious longevity company that happens to be beautiful, not a beautiful company that happens to talk about longevity.
This brand book is a working draft. It captures the brand's current voice, palette and typography — but the colors, tagline and visual identity are about to be re-evaluated in the upcoming PETVITY brand workshop. Treat this as a strong reference point, not a frozen specification. The post-workshop edition will be marked v1.0.
→ Pre-workshop reading: brand workshop prep document · the two meta-decisions and five open questions, with reference moodboard.
PETVITY is set in Italiana caps, generously letter-spaced (~14 units at display size). The hairline ornament beneath the wordmark — two short rules and a gold dot — references both Swiss precision watchmaking and a hairline ECG. The mark works on ivory, forest-deep, gold, and any soft cream. Never reverse on busy photos.
For app icons, social avatars, packaging tabs. The italic "P" inside a gold hairline ring with a soft halo. Use the mark when there isn't room for the full wordmark.
Always reserve at least one cap-height of clear space around the wordmark. Minimum digital size: 140 px wide. Minimum print size: 28 mm wide. The hairline ornament drops below 90 px — use the monogram mark below that.
No drop shadows. No outlines. No rotation. No re-coloring outside the four approved colorways. No tracking changes. No replacing the typeface. The wordmark is not a swooshable logo — treat it like a stamp.
Three primaries (Forest-deep · Gold · Ivory) carry every premium surface. Forest is the institutional voice — used for headers, navigation, footers. Gold is the emphasis — italics, accents, badges, never a flat fill of a large surface. Ivory is the page itself, the breath. Five secondary tones support typography hierarchy.
A typical PETVITY surface is ~70% Ivory, 18% Forest, 8% Gold accents, 4% imagery. Inverting that ratio (gold-heavy) makes the brand feel like a casino. Resist.
The brand uses exactly two typefaces. Italiana for display and headlines (free, Google Fonts). Inter for body, UI, captions, navigation (free, Google Fonts). No third typeface. No script accents. No marketing fonts.
The PETVITY voice is Swiss-quiet, editorially honest, vet-aware, founder-grounded. We sound like an essay in a serious magazine, not a wellness influencer. We never use exclamation marks for emphasis. We never write "amazing." We never promise. We show.
Five sanctioned tagline forms, ranked by formality. Use the longest one for institutional/press; the shortest for social and packaging.
Vertical rhythm runs in 8-point increments. Section padding is typically 80px. Container max-width is 1200px (or 760px for editorial articles). Cards use 18–24 px border-radius. Buttons are 100 px (pill) for actions, 10 px for forms.
Right-click → Save · or open the SVG and copy. All assets are licensed for partner and press use. Commercial use outside that requires written permission to press@petvity.com.
Full PETVITY wordmark · ivory/forest/gold/cream variants.
SVGThe italic-P mark · for app icons, social avatars, packaging.
SVGPremium quarterly box illustration.
SVGPlus tier semi-annual box illustration.
SVGAbstract pet silhouette with gold halo.
SVGBoilerplate, founder bio, key facts, photos.
HTMLBrand & press inquiries: press@petvity.com · Partnerships: partners@petvity.com · General: hello@petvity.com
