Easy to GiveTM ISFM Approved
Brand Guidelines

March 2023

© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

1Vision, Mission and Values

VisionA cat friendly world where each cat, owned and unowned, is treated withrespect, compassion and understanding.
MissionTo enable more people to act in a cat friendly way to improve cat welfare

ValuesEnabling

We help cats by enabling people, and one another, to understand cats’ individual needs
and perspective better so that they can act in the best interests of each cat and its

Respectfulwelfare.
We respect cats and each other.

Knowledgeable

We develop, collate and share experience, insights, skills and best practice in cat welfare.

Creative

We create innovative, pragmatic and sustainable approaches to improving cat welfare.
We balance what is tried and tested with an appetite for new ideas and challenge.

Collaborative

We work with each other, our partners and our communities to enhance cat welfare.

© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

2Primary Colour Palette
The following pink and grey Pantone colours are International Cat Care’s
primary colour palette, otherwise known as the ‘hero’ palette. These are
the umbrella brand colours and should be applied to all overarchingmaterials.
R 218
G 25
B 132

C5M 96
Y0K0

HEX #DA1984

R90

GB

9194

C0
M 0
Y0
K 70

R 109
G 111
B 114

© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

C0
M 0
Y0
K 60

R151

G 153
B 156

C0
M 0
Y0
K 40

R 224
G 225
B 227

CM
YK000
10219 C

R 240
G 241
B 241

CM
YK00047

Supporting Colour Palette

Secondary Branding
The following Pantone colours may be used in relation to content for
specific audiences.

CorporatesOwners
Multistakeholder

E6007e219 CMagenta

R 218
G 25
B 132

Unowned2026 CC5M 96
Y0K0

HEX #DA1984

R 244
G 99
B 58

CM
YK

072
760

HEX #F4633A

Commercial
Caregivers

Veterinarians

2300 C

2231 C

R 169
G 194
B 63

C 44
5M
Y 87
0K

HEX #A9C23F

0R
G 124
B 145

Breeders

7693 C

C 100
M 25
Y 32
K11

HEX #007C91

RGB

073
118

C 100
M 69
Y 30
K 15

HEX #004976

Nurses&Technicians
60% opacity© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

8About the Easy to GiveTM ISFM Approved Licensing Scheme

BackgroundMedicating cats can be extremely difficult, and a source of great stress for both owners and cats. iCatCare’s Easy to Give Awards were designed toacknowledge, reward, encourage and improve therapeutic compliance and feline welfare by recognising POM-V products that make administering
medicines to cats genuinely easier. The Easy to Give Awards were initially only available for POM-V products (or equivalent veterinary medicines
authority regulation outside the UK). Over time, this requirement has been relaxed, recognising that as data on product safety and efficacy has beengenerated, some POM-V products are recategorised as GSL (General Sale List) in some countries.
International Cat Care has recently made the decision to move away from a discretionary award to an ‘Easy to GiveTM ISFM Approved’ certification
programme. This will continue to encourage the development of veterinary products with improved compliance and provide vets and owners withconfidence in administering the product, whilst making the process of how this certification is awarded transparent.
iCatCare will consider veterinary products for Easy to GiveTM Approved certification if they are:•Innovative, safe and particularly easy for owners to administer to cats•
Minimise the number of times an owner has to administer medicine to the cat
What is assessed?
Easy to GiveTM Approved certification is made after formal and structured evaluation of the product by iCatCare. The certification is based on both theproduct and its presentation (not simply on the active ingredient) and the certification is granted within the following framework. We require:•••••

Evidence of efficacy and safety from the licensing authority* at the level of POM-V (or equivalent for products licensed and evaluated outside ofthe UK)
Additional relevant verifiable data on safety*, efficacy* or administration must be clearly displayed on the packaging including highly visible, clear
warnings where appropriate
Evidence of the ease of administration of the product
Clear and responsible owner advice and information on the product and its administration including the route, means and dosing schedule
Results of palatability trials for all oral medications where possibleThe product is then assessed externally by a selected panel of ISFM veterinarians members and structured feedback from them will be sought.

© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

9

The Easy to GiveTM ISFM Approved Product MarkThe Easy to GiveTM ISFM Approved product mark is provided to Licensees as the visual identityof the licensing scheme and is it important that it is always used correctly and consistently.

Licensees will be provided with an electronic folder containing digital and print ready file versions of the primaryand secondary product marks.

The Easy to GiveTM ISFM Approved product mark is copyright of International Cat Care Limited.
The Cat Heart icon is a trademark registered in the UK number UK00003519212.

© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

9

Product Mark - Exclusion Zone & Reproduction Size

Exclusion Zone

Reproduction size

To maximise presence, the product mark requires

The product mark wording should

clear space around it. This exclusion zone stops

always remain legible and the catother elements interfering with or distracting

icon must remain clearly

from the branding. As a rule, the minimum space

recognisable.

around should be half the height of the productmark. The Easy to GiveTM ISFM Approved web

The minimum sizes for application

address should always be positioned outside ofare as follows:

the exclusion zone when referenced.
Print

34mm x 10mm

Online195px x 60px

34mm wide
0.5x

10mm highx
0.5x0.5x© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

0.5x

11Acceptable Versions of the Product MarkThe primary Easy to GiveTM ISFM Approved product mark should be used wherever possible.
When the primary version is not suited, for example on a solid background that doesn’t provide
sufficient contrast, the one-colour secondary version should be applied.

Primary version

Secondary version

Secondary version

Magenta and white box version

Black and white box version

When neither the primary nor
secondary one-colour versions
are suitable, one of thesesilhouette versions may be usedinstead.

© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

12

Incorrect Use of the Product MarkThe integrity of theproduct mark isessential to ensure astrong branding
presence. Therefore, themaster artwork mustnot be scaled out ofproportion, rotated,

Do not scale out ofproportion

Do not position
over a similarcolour

Do not rotate

Do not position
over acomplicatedbackgroundskewed or misaligned.
The background may
have to be altered sothat the product markmaintains visual
impact. For example,
the product markshould not be
positioned over a busy,
complicatedbackground or that of asimilar colour.

© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

13

Associated Wording

iCatCare is the abbreviated form of International Cat Care. The abbreviation ICC should never be usedin association with International Cat Care. ISFM is the abbreviated form of the International Society ofFeline Medicine, the veterinary division of International Cat Care. ICCE is the abbreviated form of ourtrading subsidiary, International Cat Care (Enterprises) Limited, which manages the Easy to GiveTM
ISFM Approved licensing scheme.
The wording iCatCare may be referred to in the following circumstances:✔ When referring to the website: www.icatcare.org✔ When referring to International Cat Care in an abbreviated format, but only after it has been
identified (e.g. International Cat Care)

The wording iCatCare, ISFM or ICCE should not be used:✘ To replace any wording on the Easy to GiveTM ISFM Approved product mark✘ Alongside the Easy to GiveTM ISFM Approved product mark, except in reference to the website© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

15

Contacts

For any questions regarding these brand guidelines, or application of
the guidance in this book, please contact:
International Cat Care (Enterprises) Limited
Place Farm
Chilmark Road
TisburyWiltshireSP3 6LW
United Kingdom
www.icatcare.org
e info@icatcare.org© 2023 International Cat Care (Enterprises) Limited. All Rights Reserved.

28