Our Brand

OUR MISSION

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

WHO

STRATEGIC TARGET (LONG-TERM)

Active Dog owners in the United States, willing to use electronic training collars.

PRIME PROSPECT (SHORT-TERM)

Active dog owners in the United States that walk, jog, run, hike, bike, cross country ski, etc. (Athletes and Explorers)

Exclude active dog owners that participate in water activities (bird hunting, swimming, etc.) and those whose dogs are under 30lbs.

WHAT

OVERALL EQUITY

Healthier and happier dogs (aspirational emotional).

BENEFIT EQUITIES (EMOTIONAL)

'Only' virtual dog leash that automatically keeps your dog near you when you're on the go.

Uses AutoProx™ A patent pending technology that continously measures how far the dog is from the owner and then automatically notifies the dog when it's approaching the boundary.

BRAND CHARACTER

PERSONALITY, IMAGE OR ATTITUDE OF BRAND

Active, Outdoors, Approachable, Performance.

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.

BRAND HIERARCHY

Company: Heel
Product Name: Heel Virtual Dog Leash™
Model: Roam 350™
Tagline: Off Leash. In Control®
Hashtags: #HeelVirtualDogLeash, #OffLeashInControl, #HealthierAndHappierDogs

LOGOS

Right click and select "Save Image As" to download the logo file you need. Add a ".png" file extension to the name of the file when saving.
Please adhere to the guidelines published below each logo image to ensure brand consistency.

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
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
Uppercase / ALL CAPS

Tracking: +195
Default Leading
PARAGRAPH
TEXT

Open Sans
Regular / 400
Default Lettercase

Default Tracking
Default Leading