OUR MISSION

To enable pursuit of your passions with your best friend by your side.

SERVING DOG OWNERS ON-THE-MOVE

BUYER PERSONAS

THE EXPLORER

THE CAMPER

THE RUNNER / BIKER

BRAND VOICE

Innovative, Adventurous, and Friendly.

At Heel, we're tech-savvy dog lovers devoted to helping active adventurers explore the great outdoors with their furry companions safely by their side. Our laid-back yet serious approach ensures that every outdoor enthusiast, from rural wanderers to trailblazing hikers, can trust our innovative wireless technology to keep their dogs close while they focus on the adventure ahead. With a fun, friendly, and casual tone, we speak directly to the vibrant community of dog owners aged 30-55 who prioritize health, activity, and the joy of shared outdoor experiences with their beloved pets.

LOGOS

Right click and select "Save Image As" to download the logo file you need.
Please adhere to the guidelines published below each logo image to ensure brand consistency.

  • For use with lighter background colors

    Download 
  • For use with darker background colors

  • Use only when solid black is required

  • Use only when solid white is required

  • For use with lighter background colors

  • For use with darker background colors

  • Use only when solid black is required

  • Use only when solid white is required

COLOR PALETTE

  • HEX:
    #333C2E
    RGB:
    51, 60, 46
    CMYK:
    58, 43, 62, 48

    Secondary Green used on icons and symbols

  • HEX:
    #546051
    RGB:
    84, 96, 81
    CMYK:
    53, 34, 54, 30

    Primary Green used on Logo wordmark

  • HEX:
    #B6BBB4
    RGB:
    182, 187, 180
    CMYK:
    23, 15, 21, 3

    Tertiary Green used mostly as an occasional background color

  • HEX:
    #FFF
    RGB:
    255, 255, 255
    CMYK:
    0, 0, 0, 0

    White used for type, icons and symbols

  • HEX:
    #F1B257
    RGB:
    241, 178, 87
    CMYK:
    2, 29, 84, 0

    Primary Yellow on Logo Wordmark used for type and main accent color

  • HEX:
    #AD824B
    RGB:
    173, 130, 75
    CMYK:
    17, 38, 80, 11

    Secondary Yellow used minimally as an accent color

TYPOGRAPHY

Heel™ exclusively uses the Open Sans font family in Extra Bold and Regular styles.
Refer to our website to familiarize yourself with how we use these fonts.

  • PRIMARY
    HEADINGS

    Open Sans

    Extra Bold / 800
    Uppercase / ALL CAPS

    Default Tracking
    Default Leading

  • SECONDARY
    HEADINGS

    Open Sans
    Extra Bold / 800
    Default Lettercase

    Default Tracking
    Default Leading

  • SUB
    HEADINGS

    Open Sans
    Regular / 400
    Default Lettercase

    Tracking: +195
    Default Leading

  • PARAGRAPH
    TEXT

    Open Sans
    Regular / 400
    Default Lettercase

    Default Tracking
    Default Leading

SYMBOLS AND ICONS

Right click and select "Save Image As" to download the icon files you need.

  • Graphic representing Heel's proximity-based boundaries

    Adjustable Boundaries

  • Graphic icon with a small lightning bolt inside of it

    Automatic Correction

  • Graphic representing Heel's 2-way communication

    2-way Communication

  • 3 icons representing Heel's correction modes including a sound icon, a static correction icon, and a vibration icon

    Correction Modes

  • Graphic icon of a circle with an x in the center representing the Heel Remote and a smaller circle representing the collar

    Autoprox™ Correction

  • Vector image with dark green background and topographical lines

    Heel™ Topo Map

  • Graphic representation of a hiker focused on the distance while their dog explores within a boundary surrounding the hiker

    Focus Graphic

    Internal use only / not for affiliate use

  • Graphic representation of Heel's proximity based boundary showing a hiker in front of mountains with their dog off leash within a boundary surrounding the hiker

    Hiking Boundary Graphic

    Internal use only / not for affiliate use

  • Boundary Options Graphic

    Internal use only / not for affiliate use

BRAND IMAGERY

Right click and select "Save Image As" to download the image files you need.

Close up of a Golden Retriever wearing the Heel™ ROAM 350™ Training Collar
Heel™ ROAM 350™ Remote resting on a hiking pack
Hand holding the Heel™ ROAM 350™ Remote and pressing a button
Golden Retriever wearing a Heel™ ROAM 350 Training Collar looking away from camera with a cooler in the background and a grill in the foreground
Heel™ ROAM 350™ remote resting in a camp chair cup holder while dog owner pets his Golden Retriever
Coonhound sniffing the ground near a river wearing the Heel™ ROAM 350™ Training Collar
Golden Retriever wearing a Heel training collar standing in field in front of mountains

PRODUCT IMAGES

Right click and select "Save Image As" to download the product images you need.

Heel™ ROAM 350™ Remote hovering over the training collar with active connection lights on
Heel™ ROAM 350™ remote and training collar side by side on a white background
Heel™ ROAM 350™ Collar on a white background
Heel™ ROAM 350™ remote with a lanyard connected on a white background
Heel™ ROAM 350™ Remote on a white background