Patterson logo, imagery and icons — full reference

Source keys: [BG25 p.N] Brand Guide 2025 (authoritative) · [DS20 p.N] DesignSystem_042120 · [IMG20 p.N] ImageSpecs_042120.

1. Brand foundation `[BG25 p.4–8]`

Element	Text
Purpose	We are Patterson. We Strengthen the People Who Keep Us and Our Animals Healthy.
Vision	We will be the most indispensable partner for animal and oral health professionals, guiding them with bold solutions and a personal touch.
Values	We are Passionate. We are Focused. We are People-First. We are Always Advancing.
Brand promise (registered)	Trusted Expertise. Unrivaled Support.®
Brand equities `[BG25 p.7]`	Identical across business units: Service Excellence · Unrivaled Support · Dedicated People · Easy & Convenient · Business Solutions

Business units

Entity	Notes
Patterson Companies, Inc.	Corporate parent. HQ: 1031 Mendota Heights Road, Saint Paul, MN 55120
Patterson Dental	Own logo family `[BG25 p.19]`
Patterson Veterinary	Own logo family `[BG25 p.19]`
Patterson Logistics	Secondary-logo business unit `[BG25 p.16]`
Animal Health International (AHI)	Separate logo system `[BG25 p.22–23]`; same palette and typography as Patterson

Patterson Veterinary and AHI are equal parts of the Animal Health division and lock up horizontally as peers [BG25 p.18].

2. Logo marks `[BG25 p.13]`

Mark	What it is
The handshake	A visual representation of a handshake; commitment to strong partnerships, integrity, authenticity. Reserved for corporate communications and not to be used for business units.
Business-agnostic logo	Patterson without “Companies, Inc.” or a business unit; internal communications and unit-agnostic external materials only.
Primary logo	Simplified; handshake symbol centred over serif type.
Secondary logos	Handshake + serif type centred within a square; may bleed off the bottom (or sometimes top), or float. Secondary logos also exist for Dental, Logistics and Veterinary `[BG25 p.16]`.

3. Colorways `[BG25 p.14, p.16]`

Four options for both primary and secondary — navy, sky, dark gray (80% black), black — plus white reverse.

Colorway	When
Navy `#003767`	Considered first
Sky `#00A8E1`	Considered first
Dark gray (80% black)	Grayscale situations only
Black	Very limited printing situations only
White reverse	Very dark backgrounds

4. Clear space and sizing

Rule	Spec
Primary logo clear space, print	Height of the “P” in PATTERSON `[BG25 p.14]`
Primary logo clear space, digital	Half the height of the “P” `[BG25 p.14]`
AHI logo clear space	Height of the “A” in Animal, both versions `[BG25 p.23]`
Square/secondary logo max size	≤ ~20% of the total width of a vertical page (2“ in 8.5“×11“); ≤ ~15% of a horizontal area (1.5“ in 9“) `[BG25 p.17]`

5. Placement `[BG25 p.15, p.17]`

Primary: lower right corner or upper left. Where impractical in digital, centre in a narrow space or use the upper left in menus and banners. Square logo: lower right, upper left, bleed top/bottom, or float.

6. Co-branding `[BG25 p.18]`

A context where Patterson has ownership, partial ownership, alliance or partnership with a product or service. Patterson must always visually remain the dominant brand and always sits on the left. Partner logo on the right, proportionally slightly smaller. Separated by a vertical rule (1 pt for a 3.5“-wide logo). Horizontal format preferred; vertical acceptable when necessary.

7. Unique branding `[BG25 p.21]`

Brand entities — the Patterson logo associated with a niche market pursuit; the Patterson brand paired with a text-only treatment (e.g. “Education Center”).
Sponsorship branding — Patterson shares the page with another brand without reading as a co-brand. Logo proximity is flexible as long as they are spatially separated; clarifying text (e.g. “Sponsored by Patterson Dental”) helps.

8. Prohibited `[BG25 p.20, p.23]`

9. Favicons `[BG25 p.48–49]`

The Patterson logo is a protected asset; changes are not allowed. Exception: the hands-only favicon may be modified (color or background) on social media only, under all of:

Change made by the corporate marketing team, on social platforms only.
Must coincide with a month-long observance agreed in advance by leadership including business unit leadership.
Business partners must commit to a steady content cadence for the whole month.
Maximum twice per year; never for one-off events (e.g. Earth Day).
Never for customer marketing campaigns; never shared outside corporate marketing.

Documented examples: Facebook header for Black History Month; LinkedIn header for Pride Month.

10. Photography `[BG25 p.33–39]`

Tone must map to at least one Patterson value. Depict clean, healthy people, animals and environments and innovative products and technology. Crop artfully to focus on the subject.

Category	Value	Rules
Product `[p.34]`	Focused	Good lighting, soft shadows. Web: individual products on a white sweep. Multiple products: clean, contemporary, minimal contrasting backgrounds, shallow depth of field
Interaction `[p.35]`	People-First	Good exposure, lots of natural light. Shallow DoF. Authentic, not clichéd or staged. Clothing must accurately represent a real-life setting
Patient/procedural `[p.36]`	Always Advancing	Actual scenarios, not staged. High exposure, natural light, shallow DoF. Production animals must be clean — no mud or flies
Technology/equipment `[p.37]`	Always Advancing	Shallow DoF. Shot in the actual environment or on a white or gray sweep. Bright, well lit with highlight lighting
Employees `[p.39]`	Passionate	High exposure, natural light, shallow DoF. Actual work environments. Must not look staged

Dental model regulatory requirements `[BG25 p.38]`

11. Icons `[BG25 p.41–42]`, `[IMG20 p.2]`

Simple, modern, linear style; all created to the same guidelines. Icons must never overpower a piece and should not be the main visual — they are small supporting cues. Sets exist for Animal Health/Veterinary, Dental and General. Over 300 icons are available from the corporate icon library (SharePoint — see ../REFERENCES.md).

Export:

Target	Spec
Web	Vector SVG at 80 × 80px (code scales per pattern)
Email	PNG at 80 × 80px @2x

12. Image and video specs

Surface	Size	Format	Source
Marquee image (text-free, auto-locks top right)	675 × 330	—	`[BG25 p.60]`
Desktop banner ad	970 × 150	jpg	`[BG25 p.62]`
Mobile banner ad	350 × 100	jpg	`[BG25 p.62]`
Social landscape (1.91:1)	1200 × 628	png for graphics, jpg for photos	`[BG25 p.48]`
Social square (1:1)	1080 × 1080	png / jpg	`[BG25 p.48]`
Instagram portrait (4:5)	1080 × 1350	—	`[BG25 p.48]`
Instagram story	1080 × 1920	—	`[BG25 p.48]`
Video canvas	1920 × 1080 @ 72dpi	png, ai, psd (layered)	`[BG25 p.52]`
Internal email banner	1300px wide	jpg or png	`[BG25 p.44]`
Secondary email signature graphic	750px wide (max 1300 × 300)	jpg or png	`[BG25 p.44, p.30]`
Patterson Priorities newsletter	1920 × 1004	jpg or png	`[BG25 p.44]`
Inside/Patterson upper banner	1920 × 1080, crops to 1920 × 250	jpg or png	`[BG25 p.45]`
Icon	80 × 80	SVG (web), PNG @2x (email)	`[IMG20 p.2]`

Social video must be .mp4 or .mov (no animated GIFs), 30fps, ≥ 3 seconds; vertical preferred [BG25 p.48].

Video full-frame grounds by unit [BG25 p.52]:

Unit	Ground
Dental	sky `#00A8E1`
Veterinary	navy `#003767`
Corporate and AHI	white `#FFFFFF`

The logo occupies the middle third of the frame. Generic graphic opens run 2–3 seconds with a half-second transition.

Export weight [IMG20 p.1–2]: fluid images no larger than 200KB; page-intro backgrounds larger than 200KB for quality but as small as possible for load speed. All sizes are @1x.

13. Responsive imagery `[BG25 p.61]`

Images must be visually effective when cropped for desktop/tablet/phone in landscape or portrait. The reference rendering context is a Kentico CTA module.

Viewport	Crop behaviour
Desktop horizontal	Full width, cropped top and bottom
Mobile horizontal	Full height, cropped left and right
Mobile vertical	Original proportions, scalable

14. Missing assets

Primary logo in dark gray and black
Square logo in dark gray and black
The business-agnostic logo
The handshake-only mark
The hands-only favicon
The Patterson Dental / Veterinary / Logistics logo families
The eight AHI variants
The brand-promise lockup with ®
The 300+ icon library

Source of truth: plugins/patterson-brand/skills/brand-identity/references/logo-and-imagery.md in the patterson-corp repository.

Patterson logo, imagery and icons — full reference

1. Brand foundation [BG25 p.4–8]

Business units

2. Logo marks [BG25 p.13]

3. Colorways [BG25 p.14, p.16]

4. Clear space and sizing

5. Placement [BG25 p.15, p.17]

6. Co-branding [BG25 p.18]

7. Unique branding [BG25 p.21]

8. Prohibited [BG25 p.20, p.23]

9. Favicons [BG25 p.48–49]

10. Photography [BG25 p.33–39]

Dental model regulatory requirements [BG25 p.38]

11. Icons [BG25 p.41–42], [IMG20 p.2]