Brand guidelines
July 2024
All the elements
that make us
Contents
Introduction
Reasons for guidelines
The connection we share with animals is one of the best parts of being human — it allows us to see the uniqueness in each animal.
It’s this connection that forms the foundation of what we do and who we are—more than a compounding pharmacy or online pharmacy platform, Wedgewood and Blue Rabbit offer a full suite of products and services to help care for each individual animal’s unique needs and to support the veterinarians who care for them. “Unique” applies to everything we offer, from our dosage forms and service levels to our specialties like equine and zoo and our next-generation software. Everything we do is rooted in our shared mission to improve the lives of animals and those who love and care for them.
Brand guidelines keep our communications consistent
• Reduces confusion
• Presents one message to the customer
• Speeds our ability to communicate
• Gives everyone who represents our brand the tools to communicate effectively
Reeses with Veterinary Technician, Terry
How we position Wedgewood
Danielle, Senior Marketing Manager, with Duncan
Danielle, Senior Marketing Manager, with Slim
Brand voice & tone
Brand voice
Respect and honor individuality
Our brand voice is our unique perspective and reflects the values we believe in — think of it as our personality. Our welcoming brand voice comes to life through our style — it is the small but significant choices we make in our communications, like using the proper language when speaking to veterinarians, or choosing a more collequial word when speaking to pet owners.
Brand tone
Distinctive, knowledgeable, approachable, collaborative, and confident
This is how we want to sound — the emotions you hear in our words. When interacting with people at every single touchpoint, a customer or consumer immediately gets a sense of who we are by our tone. Our tone is flexible to meet the needs of each touchpoint and audience, but we always maintain a reliable, trustworthy, and friendly tone in our messaging.
Speak to your audience
We ensure our message resonates by tailoring our language. When speaking with veterinarians, we use technical vocabulary, especially when referring to medications and on first mention. For pet owners, we switch to more familiar terms.
Speaking
to Veterinarians
DO
Hi Dr. Smith, we noticed the avian medication you requested is in stock.
DON'T
Hi Dr. Smith, we noticed the bird medication you requested is in stock.
Speaking
to Pet Owners
DO
We offer that compounded medication for your dog.
DON'T
We offer that compounded medication for your canine.
Be personal
We’re all in this together and speak with one another in a personal, approachable tone.
DO
Your medicine will be on its way right after you complete the payment.
DON'T
The medication shall be shipped upon completed payment.
DO
The medicine for Kentucky Gus is being prepared!
DON'T
The prescription for your animal is ready for processing.
Confident, never cocky
We can be proud of our accomplishments, services, medications, and the care we provide - but remember, we never could do this without our customers.
DO
The leading pharmacy in the U.S. — thanks to you.
DON'T
We’re the leading pharmacy in the U.S.
DO
Every animal is unique — so is the medicine needed.
DON'T
We know exactly what’s needed for each case.
DO
We believe every animal deserves the best possible products made with unmatched quality and care.
DON'T
We offer the best products with unmatched quality.
One size fits none
We recognize, honor, and celebrate individuality - and avoid cookie-cutter business cliches for the human touch.
DO
Got a question? Give us a call!
DON'T
Please contact us with questions.
DO
We hope Kentucky Gus is feeling better soon!
DON'T
Your order has been submitted.
DO
You make this all possible. Thank you!
DON'T
We appreciate your business.
Make No Claims or Comparisons.
We do not make statements or assertions about our medications or services without evidence or proof. We never state that we are better or safer than any other brand.
DO
Say “medication” or “preparation.”
DON'T
Say “product.”
Why
"Product" is used and associated with the act of manufacturing. As we do not make FDA-approved drugs, we don't want to be confused with being a manufacturer
DO
Equine-friendly
Pet-friendly
DON’T
Horse-approved
Cat-approved
DO
"Compare us.."
"We do this..."
"Benefits of using Wedgewood are..."
DON'T
Our pharmacy is better than….
DO
Our Gourmeds are flavored, which may increase compliance.
DON’T
Our EKT otic cures ear infections!
DO
We are having a special pricing on Fluoxetine today. I can place your order for Flunixin today.
DON’T
We are having special pricing on Prozac today! I can place your order for Banamine today!
DO
Highlight our quality and accreditations.
DON’T
Say any of our medications are safe or effective.
DO
"Veterinarians"
DON’T
"Vets" as an abbreviation
DO
"Looking for?..." when referring to backordered FDA drugs
DON’T
"Cant find?..." when referring to backordered FDA drugs.
When speaking or marketing to a companion animal veterinarian or owner:
Veterinary pharmacy or animal health pharmacy? Veterinary pharmacy (Animal Health pharmacy is OK)
Pet owner or pet parent? Pet parent
When speaking or marketing to both horse owners or Equine veterinarians:
Veterinary pharmacy or equine pharmacy? Equine Pharmacy.
Horse owner or horse parent? Horse owner
Field professionals or caretakers? Barn Managers, Trainers, Barn Staff, Equine Professionals, or Riders
Shelly, Pet Turtle of Brandli, Compounding Technician
Audience
Special Markets Guideline Snapshot
Speak Clearly: Avoid "Special Markets" language. Focus on Wedgewood's expertise in diverse animal care.
Highlight Specialization: Showcase comprehensive services for wildlife, research animals, and equines.
Visual Identity:
Limit Research Logos Publicly: Avoid research logos on public website and social media (pet owners, horse owners).
Consistent Messaging: Highlight specialized care within Wedgewood's broader animal health commitment.
Tailor Language: Clear language for pet owners/horse owners, research terms for vets.
We strive to bring empathy into every interaction.
Veterinary Professionals
Our tone leans approachable and knowledgeable. Veterinary Professionals are those with working animals. This is often business for them (healthy animals are very important for their livelihood), but they are people that want to be seen and heard. Especially when it comes to their livelihood.
Animal, Pet, and Horse Owners
Our tone leans knowledgeable and confident. Animal Owners want to know we’re an authority on animal care, and feel that we also care about them — we are always empathetic to their situation. Animal Owners find peace of mind when their animals are both happy and healthy.
Veterinarians
Our tone leans distinctive and knowledgeable. We are helpful partners to a practice and exceptionally respectful of a veterinarian’s time — and what they do for animals. As professionals, we are a helpful partner - an extension of their practice. As people, we celebrate big and small moments, and share the respect of the bond between animals and their owners.
Each Other
Distinctive, knowledgeable and approachable — every one of us is an individual. And all of us have a deep empathy for the lives of the animals we treat, and the people who’s lives we touch. We approach our work with a shared goal: could a call with Wedgewood be the best part of someone’s day?
Kathleen, Account Manager, with Bruno
Key messaging and RTBs
Messaging style
Everything we want to tell our audiences should be considered as a message, or a benefit (also called the “RTB/reason to believe” a message). One of our style choices is to always lead with an emotional message, based on our brand voice — and support it with a benefit that’s unique to Wedgewood.
MESSAGE
While every animal is unique, we’re known for having the exact medicine needed; even the ability to compound unique medicines.
REASONS TO BELIEVE
Over 90% of Pet Owners say this is why they choose Wedgewood!
MESSAGE
Your unique and specific needs are welcome here — we’re at your service!
REASONS TO BELIEVE
We have an entire team of pharmacists, onboarding specialists, and account managers — all ready to help you.
MESSAGE
We’ve grown to be the leading compounding pharmacy in the U.S. devoted exclusively to animal health.
REASONS TO BELIEVE
Wedgewood is recognized by 99% of veterinarians, and used by 8 in 10 veterinarians within the past year.
MESSAGE
Wedgewood.com is your gateway to the many medications, technology, and services we offer to veterinary professionals.
REASONS TO BELIEVE
More than 60,000 prescribers turn to us every year for hard-to-find medications. You can search our entire formulary of more than 40,000 preparations for 450 therapeutic agents.
Approved Statements
Approved statements for Wedgewood are carefully used to reflect our leading position and the trust we’ve earned in the veterinary community. Our approved statements are designed to communicate our strengths and the value we bring to veterinary practices while adhering to industry standards.
Highlighting MARKETSHARE & POSITION
9 out of 10 companion animal hospitals rely on Wedgewood for their compounded medications
Wedgewood Group maintains its #1 position for share of compounded medications prescribed by CA veterinarians
Unstated CAVEAT: Covetrus weakens slightly
Wedgewood is top compounding pharmacy (for CA veterinarians) with over 90% usage
CAVEAT: Steadily increasing
Over the last 40 years, Wedgewood has grown from a small, independent community pharmacy to become the nation’s largest and most trusted provider of compounded veterinary medications.
Demonstrating PREFERENCE / LOYALTY
Wedgewood pharmacy is the primary choice for 1 in 2 veterinarians (companion animal)
Unstated CAVEAT: CA veterinarians are more than 150% more loyal to Wedgewood than any other compounding pharmacy
Together, we serve more than 70,000 veterinary professionals and more than one million animals annually.
Showcasing OLP OPPORTUNITY
Over half of veterinarians are open to switching home delivery model providers
Delivery times and product margins represent top priorities for veterinary practices
Personas
We’ve created a family of personas to represent our audiences, and what matters most to each one.
Nicole, MTO Assistant Supervisor, and Kyle with Crash and Coco
Profile statements (boilerplate)
All marketing materials that we send to our partners and clients (letters, brochures, statements) should include our profile statements.
LONG (Combined WW + BR):
Over the last 40 years, Wedgewood has grown from a small, independent community pharmacy to become the nation’s largest and most trusted provider of compounded veterinary medications. Our five PCAB®-accredited state-licensed pharmacies and two FDA-registered, cGMP 503B outsourcing facilities represent the gold standard in pharmacy practice, reflecting our unwavering commitment to quality. Our recent merger with Blue Rabbit marks a significant evolution in our services, enabling us to provide veterinarians with a comprehensive pharmacy home delivery platform to streamline patient care. Together, we serve more than 70,000 veterinary professionals and more than one million animals annually. Wedgewood is more than a pharmacy – we are educators, advocates, partners, and solution providers for veterinarians, dedicated to improving the lives of animals and those who love and care for them. For more information, visit Wedgewood.com.
SHORT (Combined WW + BR):
Wedgewood is the nation’s largest and most trusted provider of compounded veterinary medications. Its recent merger with Blue Rabbit enables the company to provide veterinarians with a next-generation home delivery platform to streamline patient care and marks a significant evolution in services. Together Blue Rabbit and Wedgewood serve more than 70,000 veterinary professionals and more than one million animals annually.
Wedgewood Only for Partners:
Wedgewood is the nation’s largest and most trusted provider of compounded veterinary medication and clinical pharmacy services, serving more than 70,000 veterinarians and 1 million animals yearly. Our five PCAB®-accredited state-licensed pharmacies and our two FDA-registered, cGMP 503B outsourcing facilities represent the gold standard in pharmacy practice, reflecting our unwavering commitment to quality. Wedgewood is more than a pharmacy – we are educators, advocates, partners, and solution providers for veterinarians, dedicated to improving the lives of animals and those who care for them. For more information, visit Wedgewood.com.
Wedgewood Equine and Special Markets:
Wedgewood is the nation’s largest and most trusted provider of compounded veterinary medication, with expertise extending to the unique needs of horses, wildlife, and special markets. Our five PCAB®-accredited state-licensed pharmacies and our two FDA-registered, cGMP 503B outsourcing facilities represent the gold standard in pharmacy practice, reflecting our unwavering commitment to quality. Wedgewood is more than a pharmacy – we are educators, advocates, partners, and solution providers for veterinarians, dedicated to improving the lives of animals and those who care for them. For more information, visit Wedgewood.com.
Jaqueline, Compounding Technician, with Lilly
Messaging pillars
Our brand voice is “respects and honors individuality.” We can stand behind this message with confidence, because it reflects our company values — often called messaging pillars.
01
Empathetic
Look past our services and products, and you’ll find a collective of individuals with an emotional connection to the care we provide. This is a strength that comes from decades of growth, learning and experience — and it makes all the difference when we come together to provide solutions.
02
Exact
This is why people choose Wedgewood — exactly what is needed, when and how it’s needed. From the quality of our products and variety on dosage forms, flavors, and strengths, to next generation technology and exper, we’ve built a reputation for providing care for each individual animal’s unique needs.
03
Knowledgeable
We are a trusted resource for those trusted to care for animals. We have the ability to share what we know with Veterinarians, Pet Owners and Animal caregivers — improving animal wellbeing through education and share of knowledge.
04
Equipped
Providing exceptional service takes more than a great attitude. We’ve built an entire infrastructure to deliver this level of personalized service. As we continue to grow, we’re investing in more ways to deliver personalized, exact care — we are equipped to deliver a better experience.
Jeff, Senior Manager Continuous Improvement, with Honey
Design
Logo
We have a family of logos: our primary parent logo, and three divisional logos. How we use them is very important — follow these guidelines to help ensure brand quality.
PRIMARY
Horizontal lockup to use for most communications
SECONDARY
Stacked lockup to be used for when many elements are present and space is limited
ICON
A simple but powerful mark when the primary or secondary logos are not needed.
We never crowd our logo in order to give it room to stand out. The clear space zone around the logo should be the width of the Wedgewood "w."
We always maintain accessibility, keeping our color contrast ratio at a minimum of 4.5:1.
The Wedgewood Forest green logo (our primary logo) should be used with light-colored backgrounds. For dark backgrounds, use the White or Go Fetch colors. Our logos are available in black & white when needed.
ENSURE BRAND QUALITY
Use our logos consistently, according to this guide, with no modifications.
Don't stack the logo:
Don't rotate the logo:
Don't change the logo color:
Don't add a drop shadow:
Don't make the logo two colors:
Don't transform the logo:
Don't use the wordmark without the swirl icon:
Don't outline the logo:
Don't change the typeface or recreate the logo and icon:
Retired Logos
Email Signatures
Wedgewood & Blue Rabbit
Wedgewood Connect
Equine & Special Markets
Color
Our primary green is surrounded by a closely related family, reflecting the approachability of our brand. Fresh, inviting, and flexible, this palette gives us lots of room while staying close to what makes us Wedgewood.
Bone White
✔ Usage for text over dark background
✔ Usage for headline over dark background
✔ Usage for fill color
✔ Usage for buttons over dark background
Mostly Black
✔ Usage for text
✔ Usage for headline
✔ Usage for fill color - Use caution in large areas
✔ Usage for buttons
Off-Leash
✔ Usage for text
✔ Usage for headline
✔ Usage for fill color - Use caution in large areas
✔ Usage for buttons
Treatz Plz
✔ Usage for text
✔ Usage for headline
✔ Usage for fill color - Use caution in large areas
✔ Usage for buttons
Aquarium
✔ Usage for text
✔ Usage for headline
✔ Usage for fill color - Use caution in large areas
✔ Usage for buttons
Go Fetch
✘ Not reccommended for text on white backgrounds
✘ Not reccommended for headings
✔ Usage for fill color
✔ Usage for buttons over dark background
Pale Green
✘ Not reccommended for text on white backgrounds
✘ Not reccommended for headings
✔ Usage for fill color
✔ Usage for buttons - Watch for enough contrast
Pink
✔ Usage for text over dark background
✔ Usage for headline over dark background
✔ Usage for fill color - Use caution on large areas
✔ Usage for buttons over dark background
Pale Pink
✘ Not reccommended for text on white backgrounds
✘ Not reccommended for headings
✔ Usage for fill color
✔ Usage for buttons- Watch for enough contrast
Dark Blue
✔ Usage for text over dark background
✔ Usage for headline over dark background
✔ Usage for fill color - Use caution on large areas
✔ Usage for buttons over dark background
Electric Blue
✔ Usage for text over dark background
✔ Usage for headline over dark background
✔ Usage for fill color - Use caution on large areas
✔ Usage for buttons over dark background
Pale Blue
✘ Not reccommended for text on white backgrounds
✘ Not reccommended for headings
✔ Usage for fill color
✔ Usage for buttons - Watch for enough contrast
Typography
Two typefaces should be used within the Wedgewood brand communications.
Gelica: our primary typeface, used for headlines, never body copy.
This font is approachable, and really strong for usability. It has a nice weight range for a contemporary look & feel.
Europa: our secondary typeface
This font is used for body copy. A very clean, simple and modern sans-serif, its geometric proportions make it easy to read in thight spaces.
Substitutions: When Gelica and Europa cannot be used (such as externally-shared MS Office applications), Gelica can be replaced by Georgia, and Europa with Century Gothic.
Gelica
(Headline)
This font is approachable and has really strong usability. It has a nice weight range for a contemporary look & feel.
Europa
(Body)
This font is used for body copy. A very clean, simple and modern sans-serif, its geometric proportions make it easy to read in tight spaces.
Microsoft Office Substitutes
When Gelica and Europa cannot be used (such as externally-shared MS Office applications), Gelica can be replaced by Georgia, and Europa with Century Gothic.
Georgia
Century Gothic
Photography
Our photography, featuring our employees and their pets/animals, does a lot of work — every image can (and should) bring out the uniqueness we celebrate. We can tell strong color stories in very small spaces. We can capture and share that empathetic connection between people and animals. We can say a lot, while giving someone a smile.
However, while we often feature employees and their beloved pets, for our Special Markets, we shift the focus to the animal itself. Even without human presence, consider ways to subtly reference the specialized care we offer in photography.
Whether we are doing a photoshoot, curating employee-submitted photos or choosing stock imagery, there are a few qualities that all of our photography should share. We treat everyone with dignity — we celebrate their uniqueness, and honor them. Our world is awash in warm, sunny light to suggest both health and optimism.
THE GOAL
We show both animals and people as individuals. That means that wardrobe, expressions, environment and interactions should all be distinct and authentic to the subjects.
DO
Choose images that highlight the unique personality of animals and people
Try to capture only authentic and candid moments
Look for warm, natural lighting in your photography choices
DON'T
Never use a photo that shows an animal that looks anxious or distressed
Avoid photos that are staged, overly professional or forced
Never use photography that feels cold, clinical or sterile
Nicole, Customer Care Assistant Team Manager, with Hammy, George & Scooty
Danielle, Customer Support, with Lola Roo
Carol, Sr. Account Manager, with Cooper
Amber, Customer Care Specialist, with Mokai
Jeff, Lab Manager, and Samantha, Compliance Administrator, with Honey
Maddy, Compounding Technician, with Sonny
RaMatu, Chat Specialist and Son, Kasheem, with Ice, Dog, and Oreo, Rabbit,
Val, Email Marketing Specialist, with Brembo
Patsy, Pharmacist Supervisor, with Buster
Kathleen, Account Manager, with Bruno
Mike, Receiving Associate, with Sophie
Ashley, Workforce Planning Analyst, with Mango
Jaqueline, Compounding Technician, and Natalie, daughter, with Lilly
Hannah, Marketing Coordinator with Rigatoni and Scampi
Terry, Veterinary Technician, with Reeses
OUR REGISTERED BRANDING ELEMENTS
Appropriate Use of Branded Elements
DeliverEase®
Great Care, Delivered®
TinyTabs®
QuadTabs®
Twist-a-Taste
Gourmeds®
MediMelts®
Twist-a-Dose®
BAM®
MediMints
EZdose Micro
EZdose EarPack
Polox-a-Gel
Creative applications
When you bring our brand assets together, a story comes to life. Here, you can see it in practice. Remember this section when you need a little inspiration for your next project. And thank you for helping us tell the world about what we do, and why we do it.
In Progress
How we refer to our platforms internally and externally
Public Site: Wedgewood.com
Veterinarian Self-Service: OLO (internal), Digital ordering and prescribing tool (external)
Pet Owner Self-Service: Pet Portal (internal), Wedgewood.pet
Internal Ordering System: IOE (internal), Ecomm (internal)
Contact Information Layout
When listing hours of operations, use format:
1st – Website (with QR code when appropriate)
2nd – Email
3rd – Phone Number (123.456.7890)
When listing hours of operations, use format:
Monday - Friday 8am-11pm ET
Saturday 9am - 5pm ET
503A – Swedesboro, NJ
State-Licensed Pharmacy – Wedgewood, Scottsdale, AZ
Blue Rabbit Technology Center – Portland, ME
State-Licensed Pharmacy – Wickliffe, Lexington, Kentucky
State-Licensed Pharmacy – Brava, Novato, CA
State-Licensed Pharmacy – Wedgewood, Bakersfield, CA
503B Outsourcing Facility – Wedgewood Connect, San Jose, CA
503B Outsourcing Facility – Wedgewood Connect, Albany, OH
Analytical Testing Lab – Front Range Labs, Loveland, CO
Thank you
If you have questions regarding this guide please contact:
MEG THOMANN
Director of Communications
mthomann@wedgewood.com
HANNAH MERACHNIK
Sr. Brand Engagement Specialist
hmerachnik@wedgewood.com
© 2023 Wedgewood Pharmacy. All rights reserved.