# Pet Air Valet — Brand Guide

> © 2026 Pet Air Valet. All rights reserved. **Strictly confidential — internal use only.** The contents of this guide are the copyrighted property of Pet Air Valet and must not be reproduced, distributed, or shared with third parties without prior written consent.

A single reference for everything that makes Pet Air Valet look, sound, and move the way it does. Sixteen sections, one source of truth — for humans and models writing, designing, or building for the brand.

> **Tone in one line:** calm · clear · formal but warm · expert without sounding distant · caring without sounding sentimental · confident without sounding promotional. Like a capable travel concierge who understands that dogs are family.

---

## Contents

1. [Logo & Wordmark](#01--logo--wordmark)
2. [Primary Palette](#02--primary-palette)
3. [Extended Palette](#03--extended-palette)
4. [Display Type](#04--display-type)
5. [Body Type & Eyebrow](#05--body-type--eyebrow)
6. [Iconography](#06--iconography)
7. [Illustration Style](#07--illustration-style)
8. [Radii](#08--radii)
9. [Shadows](#09--shadows)
10. [Motion & Glow](#10--motion--glow)
11. [Buttons](#11--buttons)
12. [Feature Card](#12--feature-card)
13. [Alert Banner](#13--alert-banner)
14. [Navigation](#14--navigation)
15. [Service Offering](#15--service-offering)
16. [Language Guide](#16--language-guide)

---

## 01 · Logo & Wordmark

The mark: a line-drawn dog profile held inside a gold ring, used as-is. The wordmark is Inter Extrabold, uppercase, with wide letterspacing. The mark does the charm; the wordmark does the name.

### Lockups

- **Primary lockup · on white** — mark at 112px beside the wordmark.
- **On midnight · primary marketing surface** — the default dark-background pairing.
- **On golden · mark in midnight** — accent panels, editorial.
- **Compact · nav height** — mark at 44px with a small wordmark; used in the site header.
- **Full brand lockup** — mark at 180px, wordmark at extra-large, tagline "Fly Together, In-Cabin.", with `petairvalet.com` in small caps beneath.

### Mark size ladder

| Context | Size |
| --- | --- |
| Hero | 120px |
| Card | 72px |
| Nav | 44px |
| Favicon | 28px |

### Clear space

Maintain clear space equal to **½ the ring radius** on every side of the mark.

### Approved colourways

- **Golden · primary** — the default mark.
- **Midnight** — on cream or light surfaces.
- **White · reversed** — on midnight surfaces.
- **White · on black** — high-contrast, editorial only.

A single SVG master lives at `assets/img/pav-mark.svg`. The mark is rendered through a CSS mask, so any `background-color` on the wrapper drives the colourway. No separate files to manage.

---

## 02 · Primary Palette

Four colours, held strictly. Warm cream paper, deep midnight for text, golden for accents, and a single pop of terracotta reserved for the call to action. No cool blues. No pure white. No saturated primaries.

| Role | Name | Hex | HSL |
| --- | --- | --- | --- |
| Primary · ink | Midnight Blue | `#15263B` | `hsl(213 45% 16%)` |
| Canvas · background | Cabin Cream | `#F6EDDF` | `hsl(39 45% 93%)` |
| Accent · rings & rules | Golden | `#E3C07C` | `hsl(41 66% 69%)` |
| CTA · conversion | Warm Terracotta | `#C45B3B` | `hsl(25 51% 53%)` |

**Rules.** Cabin Cream is the page — never white. Terracotta is reserved for the single conversion CTA on a view. Golden is for rings, rules, and small accents — not for filled areas.

---

## 03 · Extended Palette

Contextual tints for seasonal surfaces, editorial callouts, status states. Use sparingly — the strict four remain the dominant voice.

| Role | Name | HSL |
| --- | --- | --- |
| Section tint · 20% | Seat Tan | `hsl(35 40% 67%)` |
| Editorial · cool | Slate Teal | `hsl(200 20% 36%)` |
| Editorial · nature | Deep Forest | `hsl(143 21% 29%)` |
| Accent · warm | Bronze | `hsl(30 38% 47%)` |
| Soft accent | Champagne Rose | `hsl(25 35% 66%)` |
| Alert · warm | Golden Amber | `hsl(37 91% 55%)` |
| Status · success | Status Green | `hsl(133 100% 32%)` |
| Surface · soft | Concierge Cream | `hsl(40 33% 98%)` |

Extended colours never outnumber the primary four in a given view. Golden Amber is reserved for the alert banner; Status Green is only used for success states.

---

## 04 · Display Type

Noto Serif carries every headline. Tight tracking, short leading. Weights 500 and 600 for display; 700 for the occasional pull moment. Fluid scale — `clamp()` — never fixed px.

| Role | Family · weight | Size (clamp) | Tracking |
| --- | --- | --- | --- |
| Display | Noto Serif 500 | `clamp(36px → 60px)` | `-0.024em` |
| H1 | Noto Serif 600 | `clamp(28px → 40px)` | `-0.02em` |
| H2 | Noto Serif 600 | `clamp(22px → 30px)` | `-0.015em` |
| H3 | Noto Serif 500 | `20px` | `-0.008em` |

Serif only for headlines — no exceptions. Italics are reserved for emotional pulls. Short leading keeps the serif silhouette sharp. No all-caps at display sizes.

---

## 05 · Body Type & Eyebrow

Inter handles body, UI, labels, captions. Noto Serif takes over again for editorial leads and taglines. Eyebrow chips precede every section on a page.

| Role | Family · weight | Size / leading |
| --- | --- | --- |
| Lead | Noto Serif 400 | `20 / 30` |
| Tagline | Noto Serif 400 italic | `20` |
| Body | Inter 400 | `16 / 26` |
| Body small | Inter 400 | `14 / 22` (secondary) |
| UI label | Inter 600 | `15` |
| Caption | Inter 400 | `12` |
| Eyebrow | Inter 600 · uppercase | `0.14em` tracking |

**Eyebrow examples.** Your Journey · How It Works · Scheduled Routes · Humane Travel.

Body copy is Inter only — never Noto Serif. Eyebrows are always uppercase, 0.14em tracked, Inter 600.

---

## 06 · Iconography

Lucide as the library. Stroked, 1.5 weight, rounded caps. Icons match surrounding text colour; on feature cards they sit inside a terracotta-tinted circle.

### Principles

- **Recognisable first** — every glyph reads as a concrete object at a glance.
- **Stroked only** — line weight 1.5 for decorative; 2 for UI chrome.
- **Rounded caps** — Lucide's default; friendly, humane, never sharp.
- **Match the ink** — colour inherits from surrounding text, except the feature-card pattern.

### Utility set · UI chrome

Plane · PlaneTakeoff · MapPin · Calendar · Shield · Sparkles · Headset · FileText · FileCheck · Users · Home · Compass · Paw · Check · ChevronDown · ArrowRight.

---

## 07 · Illustration Style

Calm, sun-lit optimism. Dogs and their people together, in cabin, shown with warm light and simplified forms. Soft geometry, flat shading, gentle gradients. Never stressful, never clinical.

### Signature set

Six compositions · flight & travel vocabulary.

1. **Lift-off** — stylised aircraft lifting off a runway on a midnight field.
2. **Companion** — seated dog silhouette in midnight on a cream field, with a small terracotta collar dot.
3. **Route** — golden field showing a dashed arc between two location pins with a plane at the apex.
4. **Together** — cream silhouettes of a person walking a harnessed dog on a midnight field.
5. **Cabin view** — oval aircraft porthole with warm golden horizon and sun, viewed from a midnight cabin.
6. **Papers** — cream travel document with a paw-print badge and terracotta tag on a midnight field.

### Rules

- **Late-afternoon light.** A slender rim highlight along seat edges, window frames, the top of a dog's muzzle. Soft long shadows.
- **Warm neutrals.** Sand, cream, oat, deep navy. Harnesses in desaturated blue for gentle contrast.
- **Minimal faces.** Eyes as dots, noses as simple shapes. No breed stereotypes. Relaxed posture, clear silhouettes.
- **Never** — cargo, crates, queues, harsh fluorescent light, saturated neon. No airline liveries or identifiable people.

### LLM / artist prompt block

> Calm, premium illustration of a dog travelling in cabin with its human. Vector-style, soft geometry, flat colours with gentle gradients, warm sunlight from the window, subtle rim highlights on seat edges and the dog's muzzle, minimal facial detail, warm neutrals with deep navy accents, clean negative space, no airline logos, no cargo imagery.

---

## 08 · Radii

10px base. 16px for cards. 20px for images. 999px for buttons — always full pill. Corners are soft-but-geometric; nothing squared.

| Token | Value | Use |
| --- | --- | --- |
| `--r-sm` | 6px | Small controls, chips |
| `--r-md` · base | 10px | Inputs, default surfaces |
| `--r-lg` | 14px | Secondary cards |
| `--r-2xl` · cards | 16px | Feature cards |
| `--r-3xl` · images | 20px | Images, hero art |
| `--r-4xl` · sections | 28px | Large surfaces |
| `--r-full` | 999px | Buttons and chips — always |

Buttons and chips are always a full pill. No exceptions.

---

## 09 · Shadows

A narrow system. Soft for cards, elegant on hover, a golden glow reserved for the logo. No inner shadows, no neumorphism, no frosted glass except on the nav bar.

| Token | Value | Use |
| --- | --- | --- |
| `--shadow-sm` | `0 1px 3px rgba(0,0,0,.1)` | Buttons |
| `--shadow-soft` | `0 4px 22px rgba(0,0,0,.08)` | Cards · default |
| `--shadow-elegant` | `0 8px 32px rgba(21,38,59,.12)` | Cards · hover lift |
| `--shadow-glow` | `0 0 40px rgba(227,192,124,.3)` | Logo · hover only |

---

## 10 · Motion & Glow

Movement is restrained — present where it earns attention, absent everywhere else. One signature animation: the golden glow-pulse, reserved for the single conversion CTA on a screen. A long, slow cadence so it reads as breathing, not blinking.

### The `cta-pulse` animation

| Spec | Value |
| --- | --- |
| Name | `cta-pulse` |
| Duration | 10.8s · infinite |
| Easing | `ease-in-out` |
| Reserved for | One conversion CTA per screen |
| Paused on | Hover · active · `prefers-reduced-motion` |
| Glow colour | Terracotta at 19% · 28px blur |

### Glow principles

- **One at a time.** Only the primary CTA on a view ever pulses. If two buttons pulse, neither does.
- **Slow & ambient.** A full cycle runs ~11s. Fast glows feel anxious; slow glows feel like breathing.
- **Glow, not grow.** Only the shadow breathes. The button never scales, translates, or shifts colour.
- **Never** — on success states, on destructive actions, on form fields, on more than one element per view, or when `prefers-reduced-motion` is set.

### Keyframe

```css
@keyframes cta-pulse {
  0%, 100% { box-shadow: 0 4px 12px hsla(25 51% 40% / 0.20),
                          0 0 0 0   hsla(25 75% 58% / 0); }
  50%      { box-shadow: 0 10px 26px hsla(25 51% 40% / 0.30),
                          0 0 28px 4px hsla(25 75% 58% / 0.19); }
}
```

---

## 11 · Buttons

Full-pill. Depth through shadow — never a colour shift on hover. A gentle glow-pulse is reserved for the single conversion CTA on a screen; every other button sits still.

### Variants

Terracotta primary · midnight secondary · golden accent · ghost tertiary · link inline.

### Sizes

44 · 48 · 54 · 60 — every size clears the 44px mobile hit target.

| Token | Height | Use |
| --- | --- | --- |
| `btn--sm` | 44 | Dense UI, nav |
| `btn` (default) | 48 | Default body buttons |
| `btn--lg` | 54 | Section CTAs |
| `btn--xl` | 60 | Hero CTAs |

### States

Hover deepens the fill and lifts the shadow. Press scales to `0.98`. Loading uses `aria-busy="true"` + spinner. Disabled sets 0.5 opacity, no pointer events. Icon-only buttons always include `aria-label`.

### On midnight

Golden becomes primary on dark. Terracotta holds. Ghost flips to a soft wash.

---

## 12 · Feature Card

White on cream. A gold-at-15% border, a rounded-16 corner, a soft shadow that rises to elegant on hover. Icon slot is a terracotta-at-15% circle; the icon itself is terracotta.

### Anatomy

- **Surface** — `--card` (white) on the cream page.
- **Border** — 1px gold at 15%.
- **Radius** — `--r-2xl` (16px).
- **Shadow** — `--shadow-soft` at rest → `--shadow-elegant` on hover.
- **Icon slot** — terracotta-at-15% circle, terracotta stroked icon inside.
- **Body** — H3 title + short paragraph, single point each.

Never use a feature card on a midnight surface — the white-on-cream pattern is the identity.

---

## 13 · Alert Banner

Reserved for urgent humanitarian messaging — Gulf-region assistance, last-minute availability. Solid amber fill with a soft warm halo; copy stays crisp, nothing moves.

### Default · full width

One status dot, clear plain language, a single pill-shaped action.

> **Urgent — Gulf region:** We are organising in-cabin dog flights at cost for our community. Groups forming now — availability is limited. → *Register for Assistance*

### Compact · in-page strip

Half height, same halo, same language discipline.

> **3 seats left** · Doha → London · Thursday 24 Apr → *Reserve*

Reserved for urgency only — not a marketing surface. Always uses `role="alert"`.

---

## 14 · Navigation

A 56 px header. Logo left, primary links centre, socials and a terracotta Contact Concierge button right. The active route earns a gold underline. On scroll, the bar becomes cream at 90% opacity with a saturated blur.

### States

- **Default · top of page** — transparent on cream.
- **Scrolled** — blurred cream with a hairline gold rule.
- **On midnight** — editorial / footer-style, transparent with a golden hairline.

### Rules

- Header height: **56px**.
- Active indicator is the only visual state for the current route — no bold text, no filled chip.
- Contact Concierge is **always terracotta**; on midnight it keeps its terracotta fill.

---

## 15 · Service Offering

What Pet Air Valet does, in plain language. One primary service, one signature mode of working, one side door. Ethical commitments built in, not bolted on.

### Core philosophy

**Dogs are family. Fly Together, In-Cabin.**

Pet Air Valet provides a humane, dignified, and calm travel solution that honours the bond between you and your dog. Our mission is absolute peace of mind by managing every detail of your journey.

### 01 · Primary service — Scheduled, shared-cabin journeys

Premium shared in-cabin dog travel across Europe, the Gulf and South America. A small, exclusive group of clients — around ten dogs and their owners — on one charter aircraft.

- **Shared-charter model** — coordinated journeys on premier charter aircraft, on a published schedule.
- **The in-cabin experience** — your dog travels in the main cabin with you, never in a separate or stressful hold.
- **Network access** — new destinations are added to the schedule based on client demand.

### 02 · Signature mode of working — End-to-end concierge management

A dedicated concierge is your single point of contact. They manage every aspect of your journey — flight, paperwork, training, ground, support.

- **Flight coordination** — all logistics with the underlying top-tier charter provider, from scheduling to flight planning.
- **Documentation & compliance** — we coordinate with a network of accredited vets and customs agents on your behalf. We do not issue documentation ourselves.
- **Pre-flight preparation** — a session with a recognised local trainer to ensure your dog is comfortable in the in-cabin environment.
- **Ground arrangements** — calm, private terminals and onward travel.
- **Dedicated support** — 24/7 around your travel days.

### 03 · Side door — On-request charters

For travel outside our scheduled network, we coordinate private, bespoke charters. Arranged by speaking to a concierge — never the headline.

### Ethical & social commitments

Built into the service, not bolted on.

- **Carbon extraction** — all flights climate-neutral by default through a verified partnership for high-quality carbon removal.
- **Community support** — 10% of company profits donated to local dog-supporting organisations in the cities we serve.
- **Humane advocacy** — we advocate for dogs and families always flying together — in cabin, never in the hold.

---

## 16 · Language Guide

Calm · clear · formal but warm · expert without sounding distant · caring without sounding sentimental · confident without sounding promotional.

### Seven principles

1. **Dogs are family.** Use respectful language. Mention the dog before the human where natural.
   - *Example:* "We will guide you through the steps for Luna's journey."

2. **Pet-first wording.** When both are mentioned, start with the dog.
   - *Example:* "We will review Daisy's travel requirements and then confirm the options for your journey."

3. **Formal but warm.** Professional UK English. Courteous, human, grounded. Never casual sales language.

4. **Quiet confidence.** State what Pet Air Valet does in plain terms. Concrete wording over adjectives.

5. **No over-claims.** Avoid *always, guaranteed, never, perfect, best*. Prefer *in most cases, where possible, we aim to*.

6. **Clarity first.** Short sentences. Short paragraphs. One point at a time.

7. **No dangling "this".** Always follow *this* with a noun.
   - *Use:* "This checklist sets out the required documents."
   - *Avoid:* "This is important."

### Word choice

**Preferred:** specialist travel concierge · in-cabin charter journey · beside them · single point of contact · coordinate · guide · confirm · documentation checklist · travel window · destination requirements · dog · family dog · journey.

**Avoid:** white-glove · ultra-luxury · exclusive · unparalleled · world's best · elite · VIP treatment · flawless · seamless · pet unit · animal load · shipment · transport solution.

### Ready-made phrases

**Use**

- We will guide you through the next steps for Luna's journey.
- We will confirm the documentation requirements for your destination.
- We will coordinate the process with the relevant parties.
- Please share your preferred travel date window.
- The aim is to keep Bruno comfortable and beside you in the cabin.

**Never**

- We offer an unmatched luxury experience.
- Everything will be completely seamless.
- We guarantee a stress-free process.
- This will all be taken care of.
- Your pet will receive VIP treatment.

### Summary

Dogs first. Clear next steps. Calm, caring, credible language.

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*Pet Air Valet — Brand Guide, v1.0 · April 2026 · Fly Together, In-Cabin.*

*© 2026 Pet Air Valet. All rights reserved. Strictly confidential — internal use only.*