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Brand guide

Tendling brand guide: logo, colors and fonts

Tendling helps independent pet sitters run their business, so pet owners can relax while they're away. Everything we make should feel like a sitter you'd hand your keys to: kind, organized and quietly reliable.

Download the brand kit

Logo

A heart that grows

A sprout growing out of a heart, with a paw inside. It stands for tending: caring for something so it grows, whether that's a pet or a small business.

Tendling logo for light backgrounds
Tendling logo for plum backgrounds
Tendling app iconTendling app icon, smallTendling app icon, smallest

Logo versions

Tendling stacked logo
Stacked
Tendling stacked logo in cream
Stacked, for plum
Tendling one color plum logo
One color, plum
Tendling one color cream logo
One color, cream
Tendling name in ink
Name only, ink
Tendling name in cream
Name only, cream
Tendling icon on a cream tile
Icon, cream tile
Tendling icon on a honey tile
Icon, honey tile
Tendling sprout and heart in plum
Symbol only, plum
Tendling sprout and heart in cream
Symbol only, cream

Do

  • Leave space around the logo at least as wide as the heart.
  • Use the plum version on light backgrounds and the cream version on plum.
  • Use the app icon alone where space is tight (phone icons, favicons, profile pictures).

Don't

  • Recolor, stretch, rotate or add shadows to the logo.
  • Put the logo on busy photos without a solid panel behind it.
  • Retype "Tendling" in a different font.

Color

Plum and honey on cream

  • Plum

    #6B3A5B

    Main brand color. Logo tile, primary buttons, links.

  • Honey

    #D9A441

    Warm highlight. Logo symbol, underlines, small accents. Never for body text on cream.

  • Cream

    #FBF6EE

    Page background. Gives everything a warm, paper-like feel.

  • Ink

    #3A2233

    Headings and body text. A soft plum-black, never pure black.

Status colors (green, amber, blue, red) are only for showing state, and always come with an icon and words, never color alone.

Checked outDeposit dueUp nextMissed check-in

Illustration & icons

Drawn with the same gentle line

Our drawings borrow from the logo: rounded plum outlines with honey filling in one warm detail, like an ear, a heart or a leaf. Use them to brighten empty screens, emails and printed pieces.

Six Tendling drawings: a dog on a leash, a sleeping cat, a house with a heart and key, a food bowl with a paw, a calendar with a sprout, and a camera with a heart

Do

  • Keep to two colors: plum outlines, honey for one detail.
  • Use rounded ends and one even line thickness.
  • In the app, use simple line icons with rounded ends, always next to a word.

Don't

  • Add shading, gradients or extra colors.
  • Use a drawing as the only way to explain something.
  • Mix in cartoon styles or emoji-like faces.

Photography

Real moments, soft light

Photos show the quiet, everyday care a good sitter gives: a walk, a nap, a hello at the door. Warm daylight, homes that feel lived in, and pets as the star.

  • A dog walker with a beagle on an autumn sidewalk

    On the go

  • A sitter greeting a golden retriever on a rug

    At home together

  • A tabby cat asleep by a sunny window

    Calm and cozy

Do

  • Use natural window or outdoor light with warm tones.
  • Shoot at the pet's eye level, with the pet in focus.
  • Show people from the side or behind, hands and leashes in frame.
  • Leave calm, empty space for words when a photo will hold text.

Don't

  • Use studio backdrops, flash or heavy filters.
  • Show pets stressed, in costumes or in unsafe spots.
  • Show real clients' faces, house numbers or keys without permission.

Templates

Ready to share

Starting points for social posts, emails and flyers. Keep one short headline, one photo or drawing, and the logo with room around it.

Printables

For the front door

Print pieces sitters can leave behind or hand out. Swap in your own name and contact details before printing.

Ads

Talking to sitters

Ads speak to independent in-home sitters and walkers, the people who run the business, not to pet owners.

Typography

Two fonts, one voice

Headings · DM Serif Display

Aa Tendling

Keep the tails wagging.

A soft, expressive serif. Use regular weight for headings and italic for one accent word or phrase per heading, never a whole paragraph.

Body · Fira Sans

Aa 0O Il1

A clear, welcoming sans serif for everyday reading, from visit notes to bookings and messages.

Body text at least 16px. Use bold for labels and emphasis.

  1. Page title48px
  2. Section heading30px
  3. Card heading20px
  4. Body16px
  5. Small print14px

Interface

The pieces we build with

Buttons

Tags

For your sitters

Accent bullets

  • Dog walkers
  • Drop-in visits
  • Overnights

Every button and link is at least 44px tall so it's easy to tap.

tendling.io/app/today

Product previews

Good morning, Maya

Show the real product in a simple browser frame, always with made-up pets.

Voice

Talk like a sitter you'd trust

Plain words, short sentences, the pet's name whenever we know it. Warm, never cutesy. Reassuring, never salesy.

  • Your visit with Biscuit is confirmed for Tuesday at 9:00.

    Booking #4821 status updated to CONFIRMED.

  • Gate codes stay locked until the day of the visit.

    We leverage AES-256 encryption at rest.

  • Something went wrong saving this. Try again in a moment.

    Error 500: unexpected failure.

Downloads

Brand files