How to make something
that feels like SitSignal.
This isn't just a folder of logos. It's the shared philosophy behind our brand — how we look, how we sound, and how we earn trust. Use it to build anything that feels unmistakably SitSignal, even without our templates.
No stretching, recoloring, or rotation.
What we're building, and why
If every other guideline disappeared, this is the one to keep. Everything else flows from it.
SitSignal helps pet parents and independent sitters build trust through clear communication, structured care, and documented visits.
Make trustworthy pet care simple.
Make finding and providing trustworthy pet care simple — through accountability, transparency, and thoughtful technology.
The most trusted pet care marketplace.
Make every booking safer, more documented, and easier — for both pet parents and sitters.
Everyone leaves a booking better.
Every booking should leave pet parents feeling informed, sitters feeling supported, and pets feeling cared for.
Trust first
Everything we build should increase confidence.
Accountability
Documentation protects everyone.
Simplicity
Pet care should never feel complicated.
Safety
People trust us with their homes and family members.
Community
Great sitters deserve great tools and recognition.
Every piece of marketing should reinforce at least one of these four.
- Reviews
- Identity verification
- Documentation
- GPS arrivals
- Secure payments
- On-platform messaging
- Pets first
- Reliable sitters
- Thoughtful updates
- Easy booking
- Simple pricing
- Fast support
How SitSignal should feel
Before a single word is written or pixel is placed, get the feeling right. SitSignal is structured, reassuring care — never a casual gig.
Our official logo pack
Download and use these assets as-is. Keep the icon clear of nearby text or edges. For the complete set, grab the full download.
Maintain ≥16px of clear space around the mark.
Use full-color paw only on light backgrounds.
Use all-white paw on dark backgrounds.
Use the primary paw for favicons and badges.
Do not rotate, skew, stretch, or recolor.
Do not add drop shadows or outer glows.
Do not place marks on busy photography.
Do not use unapproved color combinations.
Icons that feel like us
Rounded, friendly, and instantly recognizable — even at 20×20 px. One consistent stroke weight, no sharp corners, no unnecessary detail.
Rounded caps and joins, ~2px stroke at 24px, generous corner radii. Reserve solid Paw Red fills for the paw and key brand moments — keep functional UI icons in Ink.
- Apps (React Native): Ionicons via
@expo/vector-icons— our standard, already used everywhere. Rounded and friendly out of the box. - Web: Material Symbols (Rounded) via
@mui/icons-material, orbootstrap-icons— both already installed. - Pick one family per surface. Don't mix outline and filled sets in the same view.
- Need a custom mark? Match the examples on the left: 24px grid, 2px rounded stroke.
Test every icon at 20×20 px — if it's unclear, simplify it.
No sharp corners, hairline strokes, or fussy detail.
Our brand palette
Warm, trustworthy, and grounded. Use these colors to stay consistent with SitSignal's feel. Tap any hex to copy it.
Paw Red is for calls to action, important actions, and brand highlights only.
Never use Paw Red for large page backgrounds or long blocks of text.
Our type system
Fraunces for display moments. Space Grotesk for UI and body copy. (Logo design files may use different typefaces.)
built in.
Our button system
Buttons are one of our most recognizable elements — bold, tactile, and trustworthy. They're never flat: a pill shape, a solid Ink outline, and an offset shadow make them feel like physical objects that invite a tap.
- Fully rounded pill — 999px radius.
- 2px solid Ink (#3B2A1A) outline.
- Bold label, 700–800 weight.
- Comfortable horizontal padding, high contrast.
- Subtle offset box shadow for depth.
Buttons have visual weight. Keep this one system consistent across the website, apps, emails, and marketing.
Ink background, Bone text, gold offset shadow. The single most important action in a section or dialog.
White background, Ink border and text, warm beige shadow. Supporting actions that never compete with the primary.
Paw Red background, white text, Ink border and shadow. High-impact marketing only — use sparingly to keep its punch.
- Lift 2–3px.
- Shadow grows slightly.
- Optional rotation under 1°.
- Returns to original position.
- Shadow compresses.
- Immediate feedback, no delay.
- Lower opacity.
- No hover animation.
- Stays clearly readable.
Keep the fully rounded pill shape.
Keep the bold 2px Ink outline.
Preserve the offset shadow and consistent sizing.
Keep hover and press animations subtle and quick.
Don't remove the border or shadow.
No square corners, gradients, or glassmorphism.
No glows or heavy drop shadows.
No one-off button styles per page or off-system colors.
How SitSignal sounds
Warm, direct, encouraging, confident, and clear. Write like a helpful human — not a corporation. Aim for an 8th-grade reading level; every sentence should land in under five seconds.
- Structured, accountable pet care.
- Clear expectations + documented visits.
- On‑platform communication for support and safety.
- Walk tracking with live updates and summaries.
- Clear records built for trust and support.
- Buzzwords, jargon, and marketing fluff.
- "Casual gig" language that downplays responsibility.
- Unverifiable promises ("always," "never," "100%").
- Fear tactics or exaggeration.
- Short sentences. Active voice. Plain English.
- Positive wording and real examples.
- Use contractions — you're, we'll, it's.
- ~8th-grade reading level. No robot-speak.
- Structured drop‑ins with required documentation.
- Unified Home Profile keeps care details in one place.
- Arrival + departure GPS snapshots on every booking.
- Live walk tracking with post-walk summaries.
When introducing SitSignal, lead in this order. Never start with fees or technology.
- Trusted pet care marketplace
- Structured bookings
- Documentation
- Great sitters
- Excellent support
SitSignal is a pet care marketplace focused on structured, trustworthy service. The platform connects pet parents with independent sitters for house sitting, boarding, drop-in visits, and dog walks — with unified home profiles, GPS snapshots, live walk tracking, and visit documentation built into each booking. SitSignal was founded in Sacramento, California by Riley Updike and is operated by Altitude Vend Co LLC.
Photography & illustration
Real, warm, and natural. Show genuine moments of care — not staged stock. Keep illustration simple, rounded, and flat.
Should feel natural, bright, genuine, warm, and real.
- Show: eye contact, happy pets, clean homes, dogs on walks, playing, feeding, sitting together.
- Avoid: stock-looking business meetings, staged smiles, busy backgrounds, harsh filters, artificial HDR.
- Rounded corners, thick strokes, friendly shapes.
- Flat colors, minimal detail, soft shadows only when needed.
- No gradients, no glassmorphism, no skeuomorphism.
UI principles & motion
Every screen should prioritize clarity, confidence, speed, and accessibility — in that order. Buttons name the action. Motion reinforces it, never steals focus.
- Clarity
- Confidence
- Speed
- Accessibility
Buttons should always communicate the action — say what happens next.
Vague labels are fine only when context makes the action obvious.
Animations should feel soft, helpful, and quick.
- Duration: 150–250ms.
- Avoid: bouncy physics, long transitions, distracting effects.
- Motion should reinforce an action — never become the focus.
Accessible by default
Trust includes everyone. These aren't optional polish — they're requirements on every screen we ship.
Always meet WCAG AA contrast.
Minimum touch target: 44×44 px.
Never communicate information using color alone.
Every image requires alt text.
Keyboard navigation must work everywhere.
Pair icons and color with text labels.
About SitSignal
SitSignal was founded by Riley Updike to make pet care easier to trust — with clear expectations, built‑in documentation, and support‑ready records. We help sitters deliver better service, whether pet care is a side gig or their main income. SitSignal is part of the Altitude Vend Co family of businesses.
Operated by Altitude Vend Co LLCMake pet care simple to book and easy to trust.
We're building a marketplace where great sitters can grow, and pet parents always know what happened during each visit. Accountability builds trust — and trust keeps pets safe.
- Structured bookings — visits have defined times, expectations, and checklists.
- Unified Home Profiles — entry notes, pet routines, and care details in one place.
- Proof of service — required notes, media, and arrival/departure GPS snapshots.
- Support‑ready documentation — messaging and visit history stay on‑platform for safety.
- Walk tracking — live GPS route, activity feed, and post-walk summary.
- Arrival + departure GPS snapshots built into every booking.
- Visit logs with notes, photos, and task completion.
- Live GPS walk tracking with post-walk summary.
- On‑platform messaging kept for support and safety.
- Accountability builds trust.
- Clear instructions prevent problems.
- Documentation protects everyone.
- Support should be fast and human.
- Great sitters deserve great tools.
- Create a Home Profile once, reuse it for future bookings.
- See clear visit summaries and updates during each booking.
- Pay securely on‑platform and keep all communication in one place.
- Run your service with defined expectations and tools that back you up.
- Build trust through documentation and consistent reporting.
- Earn more with a sitter‑first fee structure and trust badges clients see in search.
CTAs & badges
Official "Book with SitSignal" assets and approved button styles for partner use.
Use black on light backgrounds. Use white on dark backgrounds.
Use these styles when linking to SitSignal marketing pages from partner content.