Dependable
The loop never drops a walk, a reminder or a payment. We earn trust by being boringly reliable.
THE PAWLOOP BRANDGUIDELINES & RESOURCES ✳
Made for dog people.
Keeping the
loop going.
How we look, sound and show up — for the people who’d rather be out walking dogs than wrestling with software.
01 / BRAND FOUNDATIONSSCROLL TO EXPLORE
01THE BRAND
At the heart of it
One simple platform
for dog people.
PawLoop helps independent dog walkers and small walking businesses run their whole operation from one place: recurring walk bookings, customer and dog profiles, daily schedules, automated reminders and payments.
“
We replace the scattered mix of notebooks, group chats and spreadsheets with one calm, dependable loop.
Warm
Plain-spoken and human. We name the dogs and talk to walkers like people, not “users”.
Simple
One clear action per moment. Calm canvas, confident structure, no clutter.
02LOGO & MARK
The mark
A hidden friend
in the letter P.
Our wordmark carries a dog’s profile in the negative space of the P. “Paw” sits in navy; “Loop” picks up the coral. Keep the two-tone relationship intact and never redraw the letterforms.
PRIMARY · LIGHT BACKGROUNDS
REVERSED · NAVY / PHOTOGRAPHY
The icon
The P-mark stands alone as an app icon, favicon and avatar. It is logo-only — never use it as a UI button.
Give it room
Leave clear space on all sides equal to the height of the dog mark. The wordmark should be at least 24px tall on screen or 14mm in print.
03COLOUR
Two colours, used with care
Structure in navy.
Energy in coral.
Navy gives structure; coral gives energy. Coral is precious — use one primary action per view, plus key highlights. Never let it flood a screen.
Coral accent scale
From a whisper of warmth to a stronger accent.
Neutral slate scale
Quiet supporting surfaces and readable text.
Semantic status
Use meaning consistently in product interfaces.
The PDF shows the supporting scales visually without printing every hex value. Those scale values are site-ready references; the two primary colours and status values above are specified exactly.
04TYPOGRAPHY
Three rounded voices
Type with a little
personality.
Each font has a job. Baumans makes us recognisable. Poppins keeps actions and headings clear. Nunito gives longer copy an easy, friendly rhythm.
BRAND & DISPLAYBAUMANS · REGULAR
PawLoop
Good morning, Sam — £612 this week.
The wordmark face, logos, hero and screen headlines, eyebrows, big numbers. One weight — never faux-bold; lean on size and coral for emphasis.
Download BaumansINTERFACEPOPPINS
Add booking
Regular · Medium · SemiBold · Bold
Buttons, navigation, table headers and dense headings.Get the font filesBODYNUNITO
Clear, friendly copy
Bella’s recurring Tuesday & Thursday walks, reminders and payment — all handled.
Longer explanations and everyday reading.Download NunitoSuggested type scale
4XL / Baumans 36Walks today
2XL / Baumans 25Walks today
LG / Poppins 18Walks today
BASE / Nunito 15Walks today
05VOICE & TONE
Sound like a good colleague
Calm. Plain-spoken.
Encouraging.
We talk to the walker as “you”, name dogs and clients directly, and write everything in sentence case. No jargon. No emoji. A useful message beats a clever one.
✓ WE SAY
- “Add booking”
- “Heads up — Bella’s walk is tomorrow at 9:00 AM.”
- “Nice work. Bella’s walk is logged.”
- “Tom has an invoice due in 2 days.”
× WE DON’T
- “Create New Appointment”
- “Notification: upcoming service event”
- “Action completed successfully ✅”
- “Leverage seamless payment synergy”
Our words
booking (not appointment) · walk · client (the dog’s human) · the loop (the recurring schedule) · route · reminder · invoice.
Numbers & money
Be friendly and explicit. Times as 9:00 AM, dates as Tue 2 Jun, UK-first money as £32.00, durations as 45 min. One exclamation mark per screen, max.
06UI & IMAGERY
Soft, confident components
Room to breathe.
Clear next steps.
Use 14px default radii, hairline borders paired with soft navy-tinted shadows, and gentle 150–220ms motion. Cards use border and shadow — never a coloured left stripe.
A LITTLE INTERFACE SNAPSHOTPAWLOOP UI
✓ Walked◉ Paid◷ Pending! Overdue↝ Recurring⌖ Riverside route
B
Bella ↝ RecurringTom Bradley · Labrador
9:00 AMIcons
Lucide: clean rounded line icons at about 2px stroke on a 24px grid. They inherit text colour; active states go coral. The dog-in-P mark remains logo-only. No emoji.
Photography
Warm, natural and candid — real dogs and owners outdoors in daylight, masked into rounded rectangles. Never cold, studio-clinical or stocky.
Motion
Quick and functional: 150–220ms soft ease-out, fades and small slides. A playful paw-bounce after a walk is marked done, used rarely.
07ASSET LIBRARY
Everything in one place
Find the right file
for the moment.
All supplied images are here at their original resolution. Browse by family, inspect the variants and download an individual file with one click.
About the flipped backgrounds: the supplied flipped files mirror the whole image, including the wordmark. Use the standard version whenever a PawLoop mark must read correctly.
08DOWNLOADS
The useful extras
Take the guide
with you.
Grab the original brand PDF, local font files, and a plain CSS token sheet. The site itself runs entirely from static files.
Brand guidelines · v1.0The original 10-page reference documentColour & type tokensBrand values ready for a stylesheetBaumans · RegularBrand and displayPoppins · RegularInterface textPoppins · MediumInterface textPoppins · SemiBoldInterface headingsPoppins · BoldDense headingsNunito · VariableBody text · weights 200–1000
These fonts are distributed under the SIL Open Font License. Baumans licence · Poppins licence · Nunito licence.