The Fall Creek Veterinary Medical Center brand.
Everything a print shop, sign maker, embroiderer, advertising partner or new hire needs to use the mark correctly: the approved files, the colors, the type and the rules. Version 1.0, issued September 14, 2026, for review by the owners.
One badge. Rebuilt from the largest file on hand.
The practice had no vector logo. The biggest artwork anywhere was a 530 pixel PNG on the 2016 website. Nothing on this page is a copy of that PNG. The badge, the panels, the creek and the cross were redrawn to measured proportions; the dog, the cat, the paw and the "Fall Creek" lettering were traced at eight times scale and cleaned up; the small capitals were re-set in a matching open-licensed typeface at the measured size and spacing. Laid over the PNG, the rebuild matches to within the blur of the source.
The logo pack holds all 63 files with a short read-me. The brand guide is the full standard, version 1.0, issued September 14, 2026. If something here and the guide ever disagree, the guide wins. If the original vector artwork ever turns up, it supersedes all of this.
The rule that prevents most mistakes
Choose the lockup by the shape of the space. Choose the theme by the background color. Choose the file format by the medium. Then do not modify anything. Send outsiders two things: the brand guide and the specific file they need. Nothing else leaves the building.
Six lockups. One drawing.
Use the largest lockup the space allows. The badge is not a substitute for the logo when there is room for the logo. Every artwork is available as SVG for screens, PDF for print and sign shops, and PNG with a transparent background for everything else.
Horizontal logo
The default, the logo as drawn: badge on the left, "Fall Creek" and the small capitals on the right. Business cards, letterhead, print ads, the website, anything with room.
Files: fcv-logo-[theme] as SVG, PDF and PNG (1600 px).
Stacked logo
Badge centered above the wordmark. Square-ish spaces: social posts, ad squares, a shirt back, a banner stand.
Files: fcv-logo-stacked-[theme] as SVG, PDF and PNG (1600 px).
Inline logo
Badge, "Fall Creek" and the small capitals on one line. Shallow strips: email signatures, sponsor banners, the top of a form.
Files: fcv-logo-inline-[theme] as SVG, PDF and PNG (2400 px).
The badge
The badge on its own: dog and cat, the creek, the cross and the paw. Use it where the name already appears elsewhere on the piece, or where the full logo would be too small to read.
Files: fcv-mark-[theme] as SVG, PDF and PNG (1024 px).
Square tile
The top square of the badge, the dog and cat on green and orange. Avatars, favicons, app tiles and directory listings. It survives the circle crop most platforms apply. The website favicon has always shown this crop.
Files: fcv-tile-[theme] as SVG, PDF and PNG (1024 px).
Wordmark
Rare. "Fall Creek" over VETERINARY MEDICAL CENTER without the badge, for when the badge would be too small or already appears on the piece.
Files: fcv-wordmark-[theme] as SVG, PDF and PNG (1600 px).
Every file follows one naming pattern: fcv-[lockup]-[theme].[format]. If a file name does not match that pattern, it is not an approved file.
Give it room.
The badge is busy on purpose: two animals, a creek and a cross in a small space. It only reads when nothing crowds it.
Clear space on every side equals half the badge width, measured from the badge, never from the words.
Clear space
Keep a margin on all four sides equal to half the width of the badge. If the badge is one inch wide, keep half an inch clear all the way around. For every lockup, measure from the badge, not from the lettering. This applies to type, rules, photo edges, the edge of a sign panel and the trim line of a printed piece. When in doubt, give it more room.
Minimum size
Below these sizes the paw turns into a dot and the creek stripes close up. Embroidery needs more room than ink; send the one-color badge file and do not let the shop digitize from a PNG.
| Lockup | Screen | Embroidery | |
|---|---|---|---|
| Horizontal logo | 1.25 in wide | 150 px wide | Badge only |
| Stacked logo | 1 in wide | 120 px wide | Badge only |
| Inline logo | 2.5 in wide | 260 px wide | Badge only |
| Badge | 0.4 in tall | 32 px tall | Badge, 1 in tall, one-color file |
| Square tile | 0.25 in | 16 px, the favicon | Not for embroidery |
Do not redraw it.
None of these are acceptable on anything carrying the practice name.
- Never stretch or squash.
Scale both dimensions together.
- Never rotate or tilt.
The badge sits square, always.
- Never recolor.
Navy, orange and green are fixed. No teal badge, no red cross.
- Never put the full-color logo on navy.
The wordmark disappears. Use the on-dark file, or the white one-color file.
- Never crop the badge in any way but the tile.
The tile is the one approved crop. Do not cut the badge at the creek or crop out the cross.
- Never add a shadow, glow, bevel or outline.
Flat, as drawn.
Also never
- Retype the name. The lettering in the logo is outlined artwork. Setting "Fall Creek" in a serif next to the badge is not the logo.
- Redraw the dog, the cat or the paw. Ask for the file instead.
- Use a screenshot, the old 380 pixel website logo, or a copy pulled off Facebook. Ask for the file. It takes five minutes.
- Put the badge inside a circle or a rounded box. It is already a container; the square tile exists for the one case that needs a crop.
- Add a tagline, a phone number, a year or a service list inside the clear space. Set that type outside it.
- Place the logo on a photograph unless the area behind it is plain and light, or plain and navy.
Navy does the work. Orange and green stay in the badge.
Navy is the voice of the brand. Orange is for the badge and for the one thing on a page you want someone to click. Green appears in the badge and almost nowhere else. Never substitute a close color because a press or a supplier finds it easier. No Pantone number has been assigned; for offset work, match to a proof rather than to the numbers.
The brand color. The creek, the cross panel, the wordmark, headlines, buttons, the footer.
- HEX
- #2A3990
- RGB
- 42 57 144
- CMYK
- 71 / 60 / 0 / 44
The right panel of the badge. Calls to action and accents. Never for text on white.
- HEX
- #F7931E
- RGB
- 247 147 30
- CMYK
- 0 / 40 / 88 / 3
The left panel of the badge. Small accents only, such as a check mark. Never for text.
- HEX
- #8CC63F
- RGB
- 140 198 63
- CMYK
- 29 / 0 / 68 / 22
The dog, the cat, the creek water and the cross. Text on navy.
- HEX
- #FFFFFF
- RGB
- 255 255 255
- CMYK
- 0 / 0 / 0 / 0
Body text on screen. The text color on orange buttons.
- HEX
- #1E2340
- RGB
- 30 35 64
- CMYK
- 53 / 45 / 0 / 75
Orange text and small labels on white or cream. Never in the logo itself.
- HEX
- #AA5F00
- RGB
- 170 95 0
- CMYK
- 0 / 44 / 100 / 33
The website background. Warmer than plain white, and intentional.
- HEX
- #FFF9F4
- RGB
- 255 249 244
- CMYK
- 0 / 2 / 4 / 0
Soft tints behind sections and photos on the website.
- HEX
- #FFE9DC
- RGB
- 255 233 220
- CMYK
- 0 / 9 / 14 / 0
Which pairs are legible
Measured contrast ratios. The threshold for normal size text is 4.5 to 1.
| Combination | Ratio | Verdict |
|---|---|---|
| Aa Navy on white | 10.07 : 1 | Use freely. The wordmark, headlines, body text. |
| Aa White on navy | 10.07 : 1 | Use freely. The footer, dark panels, the white one-color logo. |
| Aa Ink on orange | 6.68 : 1 | The correct way to set type on an orange button. |
| Aa Deep orange on white | 4.83 : 1 | For orange labels and links on light backgrounds. The brand orange darkened just enough to pass. |
| Aa Navy on peach | 8.60 : 1 | Use freely. |
| Aa Orange on white | 2.30 : 1 | Fails. Never set text in brand orange on white. |
| Aa White on orange | 2.30 : 1 | Fails. Never put white type on an orange fill. |
| Aa Green on white | 2.05 : 1 | Fails. Green is a panel color, not a text color. |
Lettering inside. Outfit and Figtree outside.
The words inside the logo are artwork. Everything around the logo is set in two open-licensed typefaces, and keeping that system short is what keeps it consistent.
The typefaces
Outfit for headlines, a clean geometric sans set at medium weight with tight letter spacing. Figtree for everything else: body text, buttons, labels, forms. Both are free from Google Fonts and both are already self-hosted on this site. In Word or Google Docs, Century Gothic and Arial are acceptable stand-ins.
The wordmark
"Fall Creek" is outlined artwork in a Goudy Old Style-type bold face, with no live text and no font file. It cannot be edited, re-kerned or retyped. Scale it, do not set it. The line VETERINARY MEDICAL CENTER is set in Cabin, letterspaced, and lives inside the artwork too.
How to write our contact information
Fall Creek Veterinary Medical Center
9667 Geist Crossing Drive, McCordsville, IN 46055
317-336-8900 · [email protected]
Mon to Fri, 7 AM to 6 PM. Doctor appointments and grooming by appointment.
Phone as digits with hyphens, no parentheses. "Fall Creek Vet" is fine in conversation and in short headlines; the full name goes on anything printed.
What we do not say
We are not an emergency hospital and never describe ourselves as one. Say "we reserve emergency appointments each day" and point to the after-hours clinics. Client reviews run verbatim with the name as published. Nothing is invented, and nothing is paraphrased into a quote.
Send the right file.
Most brand damage happens at this step. Someone needs a logo, grabs whatever is nearest, and a blurry copy with a white box ends up on a banner.
| Medium | Format | Which file, and why |
|---|---|---|
| Sign shop, vehicle lettering, banner | Vector, scales to any size, opens straight into Illustrator with live paths. Send the one-color file for cut vinyl. | |
| Commercial print: cards, brochures, forms | Same file. Tell the printer the CMYK builds on this page and that no Pantone is assigned. | |
| Website and email signature | SVG | Smallest and sharpest at every screen size. Already in use on this site. |
| Social profile and avatar | PNG | The square tile, color, 1024 px. Most platforms crop to a circle, and the tile survives that crop. |
| Word, Google Docs, slides, forms | PNG | Transparent background, so it sits on any color without a white box. |
| Embroidery and screen print | The badge on its own, one-color, vector. Never let a shop digitize from a PNG or a photo of a scrub top. | |
| Directory listings: Google, AAHA, Yelp | PNG | Square tile, color, 1024 px. Upload as supplied. |
Ask before you print.
Nothing carrying the practice name goes to production without someone looking at a proof. That habit costs a day and saves reprints.
Step 1
Request the file
Ask Root Worldwide, or take it from this page, with the medium and the finished size in mind. Do not use a file already on hand unless it came from this kit.
Step 2
Send a proof back
A PDF proof, a photo of a sample, or a screen mockup. Anything installed on the building, a vehicle or a uniform gets looked at before it is made.
Step 3
Get written approval
Email is enough. Approval comes from Dr. Risser or Dr. Luth, or from Root Worldwide acting for them. Verbal approval at the front desk does not count.
Step 4
Send back the final artwork
Whatever the shop produced goes back into the brand folder, so the next vendor starts from the right file.
Who may use the mark
| Who | Terms |
|---|---|
| Doctors and staff | On practice materials, scrubs, signage and vehicles, using approved files. |
| Vendors and printers | Only for work commissioned by the practice, and only for that job. |
| Partners, rescues, event sponsors | Written permission per use. Listing the practice as a sponsor is not automatic permission to reproduce the badge. |
| Anyone else | No. Report unauthorized use to Root Worldwide. |
Need something that is not here?
If this page does not answer it, the answer is not yes by default. Ask first.
Files and artwork
Root Worldwide keeps the master artwork and sends the correct file the same day. Ask before recreating anything. rootww.com
Brand approval
Dr. Jerry Risser and Dr. Aaron Luth, owners, have final say on any use of the name or mark. Kristen at the front office is the day-to-day contact for the website and printed materials: [email protected].
Brand Identity Guide, version 1.0, issued September 14, 2026. The PDF is the controlling document; this page mirrors it. Superseded versions are not valid for production.