Our style
Our name – we’re ‘PitPat’, not ‘Pitpat’, ‘pitpat’, ‘pit pat’ or ‘Pit Pat’ .
Vocabulary – we’re talking to everyday humans so our vocabulary should reflect that. Stay away from getting too technical.
Contractions – contractions like ‘it’s’, ‘you’re’ and ‘can’t’ are preferred, especially when speaking directly to our audience.
Focus on the pet parent not us – as a rule, your writing should include more ‘you’ than ‘we.’
Choose simple words – if you wouldn’t use it in everyday conversation it shouldn’t be in your writing. For example use ‘help’ instead of ‘assist’ and ‘buy’ instead of purchase.
Our products
PitPat product names (please note the use of capitalisation)
| Product official name | Short form/Name of products in range |
| PitPat Dog GPS Tracker | PitPat GPS |
| PitPat Dog Activity Monitor | - |
| PitPat Food | PitPat Light, PitPat Adult, PitPat Puppy, PitPat Senior |
| PitPat Weighing Bowl | - |
| PitPat Starter Pack | PitPat Adult Starter Pack, PitPat Puppy Starter Pack, PitPat Senior Starter Pack, PitPat Light Starter Pack |
Our brand colours
Primary colour: Orange. Pantone 7417 C
Primary colour: Charcoal. Pantone 431 C
Secondary colour: Bright Grey. Pantone 7541 C
Accent colour: Ochre. Pantone 1375 C
Accent Colour: Havelock Blue. Pantone 2718 C
