Yeti EnginesLet’s talk

The Yeti Engines brand

Serious about the work.
Full of character.

A practical guide to the identity we’re building: clear words, confident type and pets with a little personality.

A bearded collie beside a terrier and yellow pencil

01 / Identity

Let the logo be the logo.

Use the supplied artwork. Keep its proportions, lettering and angled Engines panel together. Give it clear space of at least the height of the capital E on every side.

Yeti Engines navy logo
Navy on white or a light background. Download SVG
Yeti Engines white logo
White on navy. Download SVG

Avoid redrawing the lettering, stretching the mark, enclosing it in a decorative shape or using it over busy artwork. Partner logos keep their own colours and generous separation.

02 / Colour

A small, recognisable palette.

Navy

#042657

Headlines, body text, the logo and primary actions.

Yeti yellow-green

#E9F58C

Welcoming sections, highlights and small illustration accents.

White

#FFFFFF

The main canvas. Space for the words and drawings to breathe.

Supporting green

#266655

Occasional emphasis, dates and supporting details.

Supporting text: #4B5F72. Fine rules: #D6E0E3. Use navy text on yellow-green; keep white text for dark backgrounds. The demo’s alternative brand colours show partner customisation, not additional Yeti brand colours.

03 / Typography & voice

Easy to recognise. Easy to read.

HEADLINES / POPPINS

Pet insurance.
With personality.

Use medium or semibold weight for clear emphasis. Keep line breaks natural, with enough room between letters and lines.

BODY & INTERFACE / DM SANS

Your audience knows you.
The comparison should feel like you, too.

Use regular weight for paragraphs, medium for labels and semibold for emphasis. Aim for 16px or larger body text, with comfortable line spacing.

Sound like someone who knows the work.

Explain what the engine does, who it helps and what happens next. Use everyday language and specific benefits. Keep warmth in the writing without letting pet puns take over. Experience and authority come from evidence, not inflated promises.

04 / Illustration library

Different pets. The same hand.

Mostly dogs, with a few cats. Give each illustration its own placement across the marketing pages. When a drawing repeats, create a new drawing for that slot and preserve the surrounding layout and content. This reference gallery intentionally shows the collection together; company logos and real team portraits may recur where relevant. Each has its own character, but the rough navy ink, open white space and small yellow-green accents keep the collection together. The original walking pair is the reference for every new drawing.

A terrier carrying a yellow lead beside a small cat

The original walking pair

Primary style reference. A terrier carries a yellow lead while a small cat walks alongside.

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A corgi holding a yellow pencil

The pencil-carrying corgi

A bright-eyed corgi trotting along with a pencil held in its mouth.

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A setter standing alert with a feathered coat

The standing setter

A poised setter standing alert, its feathered coat drawn in loose strokes.

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A beagle beside a poodle

The beagle and poodle

A steady beagle and a curly poodle, side by side.

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A Labrador sitting beside a small puppy

The Labrador and puppy

A calm Labrador sitting beside a small puppy.

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A dog and cat at a computer

The desk companions

A dog and cat together at a computer, heads tilted at the screen.

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More of the family