ProBalance Brand Style Guide

Brand Manual & Guidelines

Introduction

By browsing through pages of this document, we hope to guide you through the design assets
of our brand identity system with lists of guidelines on the application of the elements.
Let’s take a dive into ProBalance’s ‘pawfect’ world.

Content List

01 Brand Background 02 Logo Design 03 Brand Colour 04 Typography

Mission and Vision Logo Variation Core Colour Typefaces
Tone of voice Iconmark & Concept Brand Colour Palette
Evolution of Logo
Minimum Clearance
Logo Scaling
Preferred Logo Application
Unacceptable Logo Application

05 Graphic Assets 06 Application 07 Terms & Conditions

ProBond Envelope Dry Food Packaging Product Display Stand
ProBond Application Name Card Wet Food Packaging Sampling Booth
ProLink Letterhead Can Food Packaging Dog Essentials
ProLink Application Invoice Corporate Uniform Instagram Feed Posting
Parcel Bag Lanyard & ID Card Instagram Story Posting
Carton Box Event Billboard Facebook Profile
Delivery Van Event Banner Corporate Website

Brand Background

PROBALANCE | STYLE GUIDE | BRAND BACKGROUND

Mission & Vision

ProBalance aspires to be No.1 Pet Care Specialist.
Being an international brand founded in 2011,

we promise to produce uncompromising pet nutritions to
all pets through our products that reach highest quality and

standards with strict packing regulations and
premium ingredient source.

01

PROBALANCE | STYLE GUIDE | BRAND BACKGROUND

Our Voice

Humble, Friendly, Caring and Reliable are always the best voices that we hold.
We belive that these qualities are the ones that connect us to the customers
and the furkids. We are sincere and we are always here for you.

02

Design Approach

PROBALANCE | STYLE GUIDE | DESIGN APPROACH

With premium quality and affordable price, ProBalance wants to deliver the sense of belonging to every pawrent.
We features Everyman as the brand archetypes as connection between pet and human is always our priority.
We want it to be simple and direct to deliver the premium and professional sides of ProBalance.

03 02



PROBALANCE | STYLE GUIDE | LOGO DESIGN Primary Logo

Logo Variable

The typography logo features the brand
name of ProBalance in Linux Libertine
Slanted (Bold Slanted) and the tagline,
MORE PLAY in Baloo Bhaijaan 2 (Bold).

An iconmark of a paw is implied in the ‘O’,
symbolising the friendly voice within the brand.

The colour applied in the brand name,
‘ProBalance’ is greyish black (393838)
to indicate the sophistication of the
premium brand and the corporate color,
PawRed (D50F2F) is applied in the tagline,
‘MORE PLAY’.

Secondary Logo

04

PROBALANCE | STYLE GUIDE | LOGO DESIGN

Icon Mark & Concept

Dog Paw

Implied line
- Indicating dog leash
- A line connecting pet and human

05

PROBALANCE | STYLE GUIDE | LOGO DESIGN

Evolution of Logo

Original Logo 1st Draft 2nd Draft
3rd Draft 5th Draft
6th Draft

06

PROBALANCE | STYLE GUIDE | LOGO DESIGN

Evolution of Logo

Few fresh upgrades in terms of the colour, lockups and typography are made in our new logo.
We want to remain the basic essence of our original logo and keep it recognizable within our customer groups.

Old Logo Proposed Logo

07

PROBALANCE | STYLE GUIDE | LOGO DESIGN Primary Logo

Minimum Clearance

To ensure the integrity of the logo,
no other elements or subject
should intersect the sides of the
logo. X indicates the minimum

clearance space around the logo.

X = 1/2 height of logo

Secondary Logo

08

PROBALANCE | STYLE GUIDE | LOGO DESIGN Digital Print
150 px 40 mm
Logo Scaling 75 px 20 mm
16 px 10 mm
To ensure readability and logo effectiveness,
the minimum sizes of the logos are as shown. 09
Please do not resize the logos smaller
than the dimensions stated here.

PROBALANCE | STYLE GUIDE | LOGO DESIGN

Preferred Logo Application

Colour logo on pale background is the most preferred option followed by white on PawRed background.

Colour on pale background White on PawRed background White on black background

Colour on pale background White on PrawRed background White on black background

10

PROBALANCE | STYLE GUIDE | LOGO DESIGN

Preferred Logo
Application

Colour logo should be used on
light coloured images while
white logo should only be used
on dark coloured images to reach
maximum visibility.
The logos should always be placed
at the corners of image material and
not blocking the main subject.

Logo application on image background

11

PROBALANCE | STYLE GUIDE | LOGO DESIGN

Unacceptable Logo Application

To remain the consistency of our logo, misapplication of logo is strictly no accepted.

DO NOT recolour the logo DO NOT outline the logo DO NOT apply gradient on the logo

DO NOT resize the logo DO NOT distort or warp the logo DO NOT change the font nor
manipulate the paw icon

12

C: 8 M:100 Y:82 K:2 M:100 Y:82 K:2

C: 8 M:100 Y:82 K:2
C: 8 M
:100 Y:82 K:2
C: 8

Brand Colour

PROBALANCE | STYLE GUIDE | BRAND COLOUR

Core Colour

The corporate colour of ProBalance’s
branding is PawRed. PawRed symbolises
energetic and excitement, the traits that
a healthy dog should hold. When you see
red, you think about ProBalance.

PawRed

HEX: D50F2D
C: 8 M:100 Y:81 K:2

13

PROBALANCE | STYLE GUIDE | BRAND COLOUR PawRed Ruby Red

Brand Colour HEX: D50F2D HEX: B72D35
Palette C: 8 M:100 Y:81 K:2 C: 14 M:100 Y:80 K:5

The colour palette applied for White Smoke Grey
ProBalance’s brand identity symbolises
traits such as premium and professional HEX: FFFFFF HEX: 686464
to deliver the sophisticated side of C: 0 M:0 Y:0 K:0 C: 54 M:47 Y:45 K:34
the brand.
Dark Grey Fog Grey

HEX: 393838 HEX: ECECEC
C: 66 M:59 Y:55 K:62 C: 9 M:6 Y:7 K:0

Pale Pink

HEX: FCF5F5
C: 0 M:6 Y:3 K:0

14

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PROBALANCE | STYLE GUIDE | TYPOGRAPHY

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15

Graphic Assets

PROBALANCE | STYLE GUIDE | GRAPHIC ASSETS ProBond

ProBond

Inspired from the implied line of the paw icon,
the ProBond is a bar shape that uses our
corporate colour, PawRed.
It represents the connection between the pets
and humans, an aspect which ProBalance always
prioritise. It also represents the bond between
ProBalance with the furkids and their customers.
The ProBond bar will be applied at the top and
bottom in the branding materials.

Application of ProBond in branding visuals.

16

PROBALANCE | STYLE GUIDE | GRAPHIC ASSETS Unacceptable Application

ProBond Application Guides

Suggested Application

Do not outline ProBond Do not change the colour of ProBond

ProBond should be placed at the top and bottom
of the visuals all the time.

Do not over-thickened ProBond Do not apply ProBond
only at the bottom or top of visual

17

PROBALANCE | STYLE GUIDE | GRAPHIC ASSETS ProLink

ProLink

ProLink is the thinner version of ProBond that
comes as a line. It uses the same colour with
ProBond and it shares the same meaning
with ProBond.
The ProLink will be applied as organic lines
or modified into simple shapes around
the subjects in the branding materials.

Application of ProLink in branding visuals

18

PROBALANCE | STYLE GUIDE | GRAPHIC ASSETS Unacceptable Application

ProLink Application Guides

Suggested Application

Do not overlap ProLink above Do not recolor ProLink with colour that is
the subject not included in official brand colour palette

ProLink could be used with or without ProBond.
The colour of ProLink could be changed to other
colour stated in the official brand colour palette.

(Please refer to page _ for brand colour palette).

Do not over-thickened ProBond Do not convert ProLink into dashed line

19

Application

PROBALANCE | STYLE GUIDE | APPLICATION 1

Envelope No 6, Jalan Pahat 16/8A, Section 16 Shah Alam,
40200 Selangor Darul Ehsan, Malaysia.
Our envelope is designed in a simple +603 5518 3360
and professional look for official usage.
The ProBond and icon applied Front
reflects the identity of ProBalance.
2
1 Logo, Sender address & Company number
2 ProBalance’s tagline
3 ProBalance’s website, e-mail & Whatsapp

number

3 www.probalance.com.my [email protected] +6011-5506-6289

DL 110mm Back 21

220mm

PROBALANCE | STYLE GUIDE | APPLICATION

1

Business Card Front

The front of our business card features Mr. CHOY PY 3
PawRed with our logo in the centre and
icon mark in the background. The back Linktree QR Code
contains the contacts and details with QR code
of Linktree that direct access to digital links No 6, Jalan Pahat 16/8A, Section 16 Shah Alam,
of the cardholder. 40200 Selangor Darul Ehsan, Malaysia.

1 ProBalance’s logo 2
2 Linktree’s QR Code
3 Cardholder’s name and position

4 Cardholder’s details and contacts

+6011-5506-6289 4

[email protected]

www.probalance.com.my

50.9mm Back

88.9mm

22

PROBALANCE | STYLE GUIDE | APPLICATION No 6, Jalan Pahat 16/8A, Section 16 Shah Alam, 4
1 40200 Selangor Darul Ehsan, Malaysia.
Letterhead
+603-5518-3360
ProBond that symbolises connection between
pet and human is applied at the letterhead. Dear Connie Baker,
Icon in PalePink is applied as form of watermark
at right bottom corner to add creative flair to ProBalance® is an International brand that was founded in 2011. Since our inception,
the letterhead. we have been devoted to producing Uncompromising Pet Nutrition for pets so they can
have more meaningful memories together. Our commitments to produce the highest quality
1 ProBalance’s logo products ensured that we maintain strict packing regulations to serve our customers with fresh
2 Body copy - Font size: 12pt, Leading: 18pt and natural products. We are driven to continuously improve our product formulations,
3 ProBalance’s website, e-mail and Whatsapp number offering unique feeding experiences for furkids of all life stages.
4 ProBalance’s address and phone number
We aspire to produce the best nutritional diet for all pets and it is our mission to provide
297mm uncompromising pet nutrition so you can have more meaningful memories with your pets.
210mm As a pet-loving company, doing good starts with the people. We believe in providing the
best quality products for your pets and responsive customer support to ensure your concerns
are taken seriously and followed through. Our strong-willed team embraces a nurturing
culture, fostering creative initiatives that lead to new ideas and trends to introduce new and

2 improved feeding experiences.

Together with our committed partners who bridges opportunities together, we have made
our presence in Brunei, Singapore, Indonesia, Thailand, Taiwan, China, Philippines and we
are still expanding our business around the world. We are looking for like-minded partners to
continue bridging lives with us to different parts of the world. Write to us if you are interested
to be one of our partners. Get in touch with us, we appreciate to hear from you soon.

Sincerely,

PY oy

Mr. PY Choy
Marketing Manager
ProBalance Malaysia

3 www.probalance.com.my [email protected] +6011-5506-6289

Front

Back

23

PROBALANCE | STYLE GUIDE | APPLICATION 1 No 6, Jalan Pahat 16/8A, Section 16 Shah Alam, 2
40200 Selangor Darul Ehsan, Malaysia. 4
Invoice 3 +603-5518-3360

Same template of letterhead is applied Item Description INVOICE
in the invoice to remain consistency in
official paper document. 5 Quantity Price (MYR) Total (MYR)

1 ProBalance’s logo Grand Total (MYR)
2 ProBalance’s address and phone number
3 Customer details Remarks:
4 Invoice details
5 Description of goods or services sold 1. Buyer may only apply for exchange for the conditions stated below:
6 Terms & Conditions a) Wrong Item(s) was delivered;
7 ProBalance’s website, e-mail and Whatsapp number b) Item(s) different from the agreed description/not as advertised;
8 Customer’s authorised signature c) Item(s) with physical damage;
d) Faulty/defective Item(s);
297mm
6 e) Counterfeit/Fake Item(s); or
210mm 8f) Such other circumstances which may be prescribed by us from time to time.

2. An invoice must accompany products returned for exchange. Authorised Signature
3. All sold products are strictly not refundable.
4. No Request will be entertained after the 3rd day from the time of receipt of the items.
5. Exchange is only available for the replacement of the item with same value.

7 www.probalance.com.my [email protected] +6011-5506-6289

Front

Back

24

PROBALANCE | STYLE GUIDE | APPLICATION Stationery Set

Folder Cover Envelope

Folder & Business card
Invoice
Letterhead

25

PROBALANCE | STYLE GUIDE | APPLICATION

Parcel Bag 1
2
The parcel bag is used to deliver small quantity order
of our canned food. It features PawRed and icon with 3
friendly greeting line to interact with the customers.

1 Greeting line
2 ProBalance’s logo
3 ProBalance’s Facebook & Instagram accounts

Material:
PE Plastic

26

PROBALANCE | STYLE GUIDE | APPLICATION 1 3
2 27
Carton Box

The carton box is used to deliver big sized-items
such as the kibbles.

1 ProBalance’s logo
2 Package handling label
3 Greeting line

Material:
Cardboard - 70cm (L)* 50cm (H)* 40cm (W)

PROBALANCE | STYLE GUIDE | APPLICATION 1
2
Delivery van
3
The delivery van features the corporate colour,
PawRed and dark grey that represents ProBalance. 28
The logo, tagline and icon are printed on the van
to create higher brand exposure and engagement
through the delivery process.

1 ProBalance’s logo
2 Tagline & icon
3 Advertising line & icon

PROBALANCE | STYLE GUIDE | APPLICATION

Dry food packaging 1
2
Icon and ProBond are added in the packaging
whereas the dog model and colour of flavour* is 3
remained as the old packaging to remain the recognition
of customers towards the packaging upon purchasing.

*Beef flavour is changed from red to green to avoid
visual conflict with ProBond

1 ProBalance’s logo 4
2 Subject model & icon 5
3&4 Product details 29
5 Barcode

Material:
Laminated film PE plastic with inner aluminium polyester

PROBALANCE | STYLE GUIDE | APPLICATION 1
2
Wet food packaging
30
The new wet food packaging uses the same
dog model and colour of flavour* as the old packaging
to remain the recognition of customers towards the
packaging upon purchasing. Pictures showing the
flavours are changed to deliver clearer message.

*Beef flavour is changed from red to green to avoid
visual conflict with ProBond

1 ProBalance’s logo
2 Subject Model & product details

Material:
Aluminium foil cover with PET plastic tray

PROBALANCE | STYLE GUIDE | APPLICATION 1 2
3
Canned food packaging
31
ProBond is added in the new canned food packaging
whereas the dog model and colour of flavour* is remained
as the old packaging to remain the recognition of
customers towards the packaging upon purchasing.

*Beef flavour is changed from red to green to avoid
visual conflict with ProBond

1 Subject Model
2 ProBalance’s logo
3 Product details

Material:
Aluminium can

PROBALANCE | STYLE GUIDE | APPLICATION 1 3
2 32
Corporate Uniform

The corporate uniform featuring
corporate red and dark grey helps
extending brand awareness to
the audience and it can represent the
identity of the employees as well.

1 ProBalance’s logo
2 Icon
3 Tagline & icon

Material:
100% Cotton

PROBALANCE | STYLE GUIDE | APPLICATION 1

Lanyard & ID Card 2
3
The lanyard and ID tag is used for
employee’ identification verification.
Paw icon is implemented at the background
to deliver friendly approach.

1 ProBalance’s logo and icon
2 ProBalance’s logo
3 Employee’s photo & information

Material:
Polyester lanyard & Plastic ID card

33

PROBALANCE | STYLE GUIDE | APPLICATION 1
2
Event Billboard 3

The event billboard that works 34
as a directory guide. The billboard
could create higher brand exposure
and engagement with visitors.

1 Event name & information
2 Event logo & ProBalance’s logo
3 Booth location

PROBALANCE | STYLE GUIDE | APPLICATION 1 11
2 22
Event Banner 3 33
3
The event standing banner that works
as a directory guide. The billboard 35
could create higher brand exposure
and engagement with visitors. It also
contains more informations about
ProBalance’s activities & deals.

1 Event logo & ProBalance’s logo
2 Event details
3 Booth information

PROBALANCE | STYLE GUIDE | APPLICATION 4 1
2
Product Display Stand 3
36
The product display stand is used to
display products. It can be used in exhibition
or physical stores. It features the corporate
colour with logo, icon and taglines to create
higher brand engagement with audience.

1 ProBalance’s logo
2 Product’s advertising line
3 Tagline & icon
4 Dog’s imagery

Material:
Cardboard - 100cm (L)* 150cm (H)* 50cm (W)

PROBALANCE | STYLE GUIDE | APPLICATION 1
2
Sampling Booth

The sampling booth is usually used to
display product and free sampling.

1 ProBalance’s logo
2 Display panel wih logo & icon

Material:
PVC - 81cm (L)* 206cm (H)* 39cm (W)

37

PROBALANCE | STYLE GUIDE | APPLICATION

Dog essentials

Some essentials for the dogs that would be given away
as free gifts by ProBalance to the customers.
PawRed, logo and icon are applied to create higher
brand engagement and exposure.

Dog bowl

Dog collar

38

PROBALANCE | STYLE GUIDE | APPLICATION

Instagram Feed Posting

Instagram is one of the main social media platform that
will be used for promotional purpose. The visuals should
always present the bright, caring and professional approach
of ProBalance.
Visuals should features happy healthy dogs
and products as the main subjects with the graphic assets
including ProBond & ProLink.
Logo should present in every feed post visuals and icon
should be applied whenever possible.

39

PROBALANCE | STYLE GUIDE | APPLICATION

Instagram Story Posting

Instagram story features the product
and dogs as the content to create higher brand
exposure and engagement with the audience.
The design approach is same as feed post visuals.

40

PROBALANCE | STYLE GUIDE | APPLICATION

ProBalance’s presence on Facebook.
We use secondary logo as the
profile photo on Instagram & Facebook
to quarantee the visibility of the logo.
Facebook post should share the same
design approach with Instagram’s visual.

The captions uses friendly tone of voice with emojis to deliver the caring approach

41