Vital Choice Brand Guidelines
Rules for Use of Vital Choice Brand Components by 
Affiliates, Partners, and Wholesale Customers


Vital Choice Wild Seafood & Organics is one of the most recognizable brands selling wild seafood, organic fare, and whole-food supplements direct to consumers via the Internet. All aspects and identifiers of our brand – including images, text, design, color, and composition – represent who we are to our customers and are key components – or “elements” – of our brand.

We want to help our affiliates, partners, and wholesale customers grow their businesses; at the same time, we take very seriously every representation of the Vital Choice Wild Seafood & Organics brand, whether print or digital, graphic or text. We protect these representations diligently, because accurate representations of our brand best serve us all.

So we ask our affiliates, partners, and wholesale customers, bound to us by written agreement, to understand that our brand cannot be presented in any way not approved by us. Nor can our brand be associated with or linked to any statements or images that we find inaccurate or objectionable. Nor can you incorporate in any way any Vital Choice elements into your own product name, service names, trademarks, logos, or company names, unless Vital Choice has approved this in advance.

Generally, this means that you must not copy or imitate the characteristic “look & feel” of the Vital Choice Wild Seafood & Organics brand, which includes but isn’t limited to our web design properties, brand packaging, distinctive color combinations, typography, graphic design, icons, and imagery. Don’t create marks, logos, slogans, or designs that are confusingly similar to ours; and don’t use any Vital Choice brand elements in any way that suggests common, descriptive, or generic meaning.


Rules for Graphic representations:

We will supply you with all graphic brand elements you may need for display – i.e., logos, web banner ads, and print ads. Many elements in standard sizes are available to you upon request; please allow two weeks for production of custom elements, according to exact specifications (dimensions in pixels for digital and inches for print) provided by you.

You cannot modify the elements supplied by us in any way, including resizing. They must be used as supplied by us.

In addition:

Don’t display any Vital Choice brand element as the most prominent element on your web page or characteristic print page.

Don’t display a Vital Choice brand element that in any manner implies an imagined relationship, sponsorship, or endorsement by Vital Choice.

Don’t show any Vital Choice web page, or show any screenshot of any Vital Choice web page, without prior approval by Vital Choice.

Don’t display any brand element relating to Vital Choice on any web site that in the sole opinion of Vital Choice contains illegal or objectionable content. This definition includes but is not limited to content that is misleading, unfair, defamatory, infringing, libelous, disparaging, obscene, or otherwise objectionable to Vital Choice.

You must supply us with draft presentations of web pages or print pages showing our elements in place before you take them live or send them to press. Please send these draft presentations to Arnie Klaus at arnie@vitalchoice.com.


Rules for Text representations:

When writing about Vital Choice Wild Seafood & Organics, please present our company name in one of these ways, exactly as they appear here:

Vital Choice Wild Seafood & Organics
Vital Choice Seafood
Vital Choice

When referring to any Vital Choice products, please use the proper product name and the > ™ < or the > ® < mark, as required, as shown on the product label or packaging. For example, the proper name of our canned wild salmon is Wild Red™. If you are uncertain about the proper name of any product, please contact Arnie Klaus at arnie@vitalchoice.com for corroboration.

In addition:

Don’t include any content or text that implies an imagined relationship, sponsorship, or endorsement by Vital Choice.

Don’t include any content or text that could reasonably be interpreted to suggest that it represents the views or opinions of Vital Choice or that it has been authored by Vital Choice personnel unless it is an attributed quote used by permission of Vital Choice, procured in advance.

You must supply us with draft presentations of web pages or print pages showing text relating to Vital Choice in place before you take them live or send them to press. Please send these draft presentations to Arnie Klaus at arnie@vitalchoice.com.


Rules for Web & Search Engine activities

You may not purchase any Vital Choice trademarked or brand-related keywords in any search engine. This includes the use of words created expressly for use in search engines by modifying Vital Choice trademarked or brand-related keywords in any way, including hyphenation, combination, or abbreviation.

In addition:

Don’t register Vital Choice trademarked or brand-related names as part of top-level or second-level domain names.


Thanks for your cooperation!

We believe that following these rules will help us all excel. If you have any questions, please contact Arnie Klaus at arnie@vitalchoice.com.



For orders, questions, or assistance call 800-608-4825 any day or time. © 2014 Vital Choice Wild Seafood & Organics, Inc. All Rights Reserved