IN THE KIBBLE // BRAND ASSETS
=============================

inthekibble.com
Contact: info@inthekibble.com

The full media kit, including boilerplate copy, the catalog figures, the
method and the citation rules, is published at:

    https://inthekibble.com/media-kit/


WHAT IS IN THIS FOLDER
----------------------

  inthekibble-lockup.svg               Primary lockup. The master file.
  inthekibble-lockup-reversed.svg      Primary lockup for dark grounds.
  inthekibble-mark.svg                 The bag and bowl mark on its own, 1:1.
  inthekibble-wordmark.svg             The words on their own, 4.64:1.

  inthekibble-lockup-2000.png          2000px wide, transparent ground.
  inthekibble-lockup-reversed-2000.png 2000px wide, on ink (#141210).
  inthekibble-mark-1500.png            1500 x 1500, transparent ground.

SVG is the master and should be used wherever a vector can go. The PNG
exports are provided for everything else. The lettering is drawn rather
than set in a typeface, so there is no wordmark font to substitute and no
way to re-letter it correctly.


HOW TO PLACE IT
---------------

  CLEAR SPACE       33.5% of the lockup height, on all four sides.
  MINIMUM HEIGHT    26px on screen.
  ASPECT, LOCKUP    5.98 : 1
  ASPECT, MARK      1 : 1
  ASPECT, WORDMARK  4.64 : 1
  PREFERRED FILE    SVG

On dark grounds use the reversed file rather than inverting the primary
one, because the pale bag and bowl fills disappear against white contours.


COLOR
-----

  Ink              #141210   Contours, wordmark, body text, the footer ground
  Ground           #FFFFFF   The page ground and the heart cut out of the bag
  Sand             #E6E2CE   Panels, the step up off the ground
  Brick            #93292E   The action color: links, buttons, the kibble
  Brick, pressed   #74201F   Hover and active
  Lilac            #E4C5E5   Secondary panels, focus ring on dark grounds
  Teal             #256B54   Positive status
  Amber            #855209   Caution status
  Red              #B03A17   Warning status
  Logo mist        #F1F1F4   The bag panel. A brand constant, not a palette role
  Logo blush       #FBE6DE   The bowl. A brand constant, not a palette role


TYPE
----

Display type is Inter Tight at weight 500, set uppercase and tracked in
slightly. Body copy is Inter. Figures, labels and dates are set in Roboto
Mono, which is the site's machine voice. Corners are square everywhere,
borders carry the weight, and the site uses no drop shadows.


WRITING THE NAME
----------------

Three words, each capitalized, no hyphen and no run together spelling. A
browser tab reads "In The Kibble - Dog Food Reviews", but the trailing
words are a descriptor, not part of the name. On first mention:
In The Kibble (inthekibble.com).


WHAT NOT TO DO
--------------

  * Do not recolor the artwork, redraw the lettering, stretch it, rotate
    it, add a border or a shadow, or separate the bag and bowl from the
    words.
  * Do not set the mark beside a brand logo, inside a badge, or in a
    lockup that reads as a partnership. The site does not endorse foods
    and the artwork must not suggest that it does.
  * There is no approval mark, no award and no certified badge. Any badge
    built out of this artwork would claim something the site does not
    publish.


(c) In The Kibble // LABEL DATA, NOT VETERINARY ADVICE.
