Pet Air Valet Brand Guide · v1.0
Brand guide
The Design System — Sixteen sections

Fly Together,
In‑Cabin.

A calm, premium brand system for a dog-first travel concierge. Cream paper. Deep midnight. A single pop of terracotta. Fifteen parts that describe how Pet Air Valet looks, sounds, and moves.

Primary palette
4 colors
Typography
Noto Serif · Inter
Components
16 sections
Tone
Quiet, humane
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.

Download Primary Palette · .md
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%)
03

Extended Palette

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

Download Extended Palette · .md
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%)
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

Download Display Type · .md
Display · Noto Serif 500 · clamp 36→60 · -0.024em

Your dog flies with you — in the cabin.

H1 · Noto Serif 600 · clamp 28→40 · -0.02em

Premium shared in-cabin dog travel across Europe, the Gulf and South America

H2 · Noto Serif 600 · clamp 22→30 · -0.015em

A calm, humane way for families to travel together

H3 · Noto Serif 500 · 20 · -0.008em

How a Pet Air Valet journey comes together, step by step

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.

Download Body Type & Eyebrow · .md
Lead · Noto Serif 400 · 20 / 30

Dogs are family. Every journey begins with a call to your dedicated concierge — one person who manages flight logistics, coordinates accredited vets and customs experts on your behalf, and walks beside you on the day. Small groups of around ten dogs and their owners, sharing one cabin.

Tagline · Noto Serif 400 italic · 20

Fly Together, In-Cabin.

Body · Inter 400 · 16 / 26

Select a departure hub to see our next scheduled journeys with in-cabin availability. We coordinate each journey with a top-tier charter partner and add new destinations to the schedule as client demand grows.

Body small · Inter 400 · 14 / 22 · secondary

Your concierge coordinates with accredited local veterinarians and customs agents on your behalf — import permits, health certificates, pre-flight training with a recognised trainer, and private-terminal access at both ends.

UI label · Inter 600 · 15

Boarding confirmed · Gate B14 · 09:40

Caption · Inter 400 · 12

Flights are climate-neutral by default. 10% of company profits go to local dog-supporting organisations in the cities we serve.

Eyebrow · Inter 600 · uppercase · 0.14em tracking
Your Journey How It Works Scheduled Routes Humane Travel
How It Works

One concierge. From first call to final doorstep.

Your dedicated concierge is your single point of contact — managing flight coordination, documentation, pre-flight training, and ground arrangements at both ends.

Reach your concierge by phone, WhatsApp or email from the moment you reserve. On the day, they accompany you through private-terminal check-in and boarding, and stay in contact with anyone meeting you on arrival.

Dedicated 24/7 support around your travel days.

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.

Download Iconography · .md
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
Color inherits from surrounding text, except the feature-card pattern.
Utility set · UI chrome Stroked · quiet · 1.5 weight · import from lucide-react in production
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.

Download Illustration Style · .md
Signature set Six compositions · flight & travel vocabulary
Stylised aircraft lifting off a runway on a midnight field.
Lift-off01
Seated dog silhouette in midnight on a cream field, with a small terracotta collar dot.
Companion02
Golden field showing a dashed arc between two location pins with a plane at the apex.
Route03
Cream silhouettes of a person walking a harnessed dog on a midnight field.
Together04
Oval aircraft porthole with warm golden horizon and sun, viewed from a midnight cabin.
Cabin view05
Cream travel document with a paw-print badge and terracotta tag on a midnight field.
Papers06
Hero illustration Used once per page, as the emotional anchor.
Dog seated at feet beside human in a sun-lit aircraft cabin; calm, simplified illustration.
In-cabin calm Window → dog → human

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.

Download Radii · .md
sm6px
md · base10px
lg14px
2xl · cards16px
3xl · images20px
4xl · sections28px
Full pill · 999px · buttons 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.

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

Download Motion & Glow · .md
Live — hover to pause
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 When motion earns its place.

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 
@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.

Download Buttons · .md
Conversion CTA · the only animated button One per screen. Pulse is slow (~11s), half strength, quiets on hover.
Book now · terracotta
Reserve · golden
Plan a Journey · xl
Variants Terracotta primary · midnight secondary · golden accent · ghost tertiary · link inline.
Primary
Secondary
Accent
Ghost
Link
Sizes 44 · 48 · 54 · 60 — every size clears the 44px mobile hit target.
sm · 44
md · 48 · default
lg · 54
xl · 60 · hero
States Hover deepens the fill and lifts the shadow. Press scales to 0.98.
Default
Loading
Disabled
Icon-only
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.

Download Feature Card · .md

Trusted Partners

We partner with recognised trainers, experienced aviation operators, and trusted local experts at departure and arrival.

Documentation Concierge

Your concierge coordinates with accredited vets and customs agents so every permit, certificate and endorsement is in place.

In-Cabin, Always

Your dog travels in the main cabin beside you. Never in the hold. Never apart.

Climate-Neutral by Default

Every journey is offset through a verified partnership for high-quality carbon removal — built into the price, not sold as an add-on.

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.

Download Alert Banner · .md
Default · full width One status dot, clear plain language, a single pill-shaped action.
Compact · in-page strip Half height, same halo, same language discipline.
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.

Download Service Offering · .md

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 modelCoordinated journeys on premier charter aircraft, on a published schedule.
  • The in-cabin experienceYour dog travels in the main cabin with you, never in a separate or stressful hold.
  • Network accessNew 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 coordinationAll logistics with the underlying top-tier charter provider, from scheduling to flight planning.
  • Documentation & complianceWe coordinate with a network of accredited vets and customs agents on your behalf — we do not issue documentation ourselves.
  • Pre-flight preparationA session with a recognised local trainer to ensure your dog is comfortable in the in-cabin environment.
  • Ground arrangementsCalm, private terminals and onward travel.
  • Dedicated support24/7 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.
CO₂
Carbon extraction

All flights climate-neutral by default through a verified partnership for high-quality carbon removal.

10%
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. Like a capable travel concierge who understands that dogs are family.

Download Language Guide · .md
Seven principles Pulled directly from the voice guidelines.
  1. Dogs are familyRespectful language. Mention the dog before the human where natural.We will guide you through the steps for Luna's journey.
  2. Pet-first wordingWhen both are mentioned, start with the dog.We will review Daisy's travel requirements and then confirm the options for your journey.
  3. Formal but warmProfessional UK English. Courteous, human, grounded. Never casual sales language.
  4. Quiet confidenceState what Pet Air Valet does in plain terms. Concrete wording over adjectives.
  5. No over-claimsNo always, guaranteed, never, perfect, best. Use in most cases, where possible, we aim to.
  6. Clarity firstShort sentences. Short paragraphs. One point at a time.
  7. No dangling "this"Always follow this with a noun.This checklist sets out the required documents — not: This is important.
Word choice Preferred on the left, avoid on the right.

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 · 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.

Ready-made · 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.

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

Pet Air Valet — Brand Guide A one-page reference for the visual and verbal system behind Pet Air Valet. Source of truth for every product, marketing, and design decision.
Version 1.0
April 2026
Fly Together, In-Cabin.

© 2026 Pet Air Valet. All rights reserved. Strictly confidential. The contents of this brand guide — including copy, imagery, and design assets — are the copyrighted property of Pet Air Valet and provided for internal reference only. No part may be reproduced, distributed, or shared with third parties without prior written consent.