Brand Identity Usage Guidelines
Table of Contents
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iv
A Brief Company History
v
Expansions & Acquisitions
vi
Operations in the United Kingdom
vii
Corporate Culture
viii
Quality Policy
ix
Mission Statement
1
Our Companies
3
Our Brands
5
How We Conduct Business
7
Elements of the Logo
9 11
Logo Clearspace Requirements Dynamic-Air Engineering Logo Variations
13
Dynamic-Air Engineering Logo Don’ts
15 17
Logo Clearspace Requirements Graphic Styles
The Company that Harry Built... Offices in Belfast & Manufacturing in Chippenham From Family History to Corporate Future Privately Held and People First Quality in All That We Do The company that Harry built... The Dynamic-Air Engineering family of companies. Business Divisions and Extensions of Dynamic-Air Engineering, Inc. The Dynamic-Air Way
The names of the parts of the Dynamic-Air logo...
Incorporated, UK Limited, Both and Neither Examples of what not to do...
The Dynamic-Air Engineering family of companies.
Table of Contents 19 Advertisements
The Dynamic-Air Engineering family of companies.
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Style Guide: Spelling
23
Style Guide: Units of Measure
37
Appendix A:
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Appendix B:
The Dynamic-Air Engineering family of companies. The Dynamic-Air Engineering family of companies. Identity Toolkit Image Specifications
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A Brief Company History
The Company that Harry Built...
Dynamic-Air Engineering was founded in 1942, in Los Angeles California, by Harry Glascock. Harry developed what is believed to be the first fan-forced airborne convection heater for the Army Air Corps. From these beginnings Dynamic-Air established a reputation for designing and manufacturing highly reliable air management solutions custom tailored to the unique requirements of its customers.
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Expansions & Acquisitions
Offices in Belfast & Manufacturing in Chippenham
DAE opened an engineering and design office in Belfast, UK in 2010 and acquired Colston Engineering Services, Ltd., in Chippenham, UK, in 2012. Colston is supplier of electronics enclosures, lighting, and other products to the Ministry of Transportation, and Ministry of Defence. With eyes forever on the horizon, Dynamic-Air Engineering (DAE), is always exploring new markets and new ways to apply its capabilities.
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Operations in the United Kingdom From Family History to Corporate Future
Dynamic-Air Engineering may have been founded in Los Angeles, USA, but the family history stretches back to the United Kingdom. Expanding businesses into the UK in order to serve the European markets was a logical step for our existing business units.
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Corporate Culture
Privately Held and People First
Throughout its 70 year history the company has remained in the family. Even today, the third generation of ownership is still accessible to customers and employees, whom are treated like honored members of the extended family.
vii
Quality Policy
Quality in All That We Do
Our company shall provide products and services that meet or exceed the expectations of our customers. We will monitor our performance to ensure compliance with FAA Regulations, ISO 9001:2008 and AS9100:2009 Rev C requirements with the commitment to continually improve the effectiveness of our Quality Management System.
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Mission Statement
The company that Harry built...
Our personal mission of providing the most cost effective, highest quality solutions to our customers extends throughout each one of the groups listed above. Our highly skilled staff members look forward to exceeding your expectations of quality, delivery and cost at every level.
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x
Our Companies
The Dynamic-Air Engineering family of companies.
Dynamic-Air Engineering, Inc. Santa Ana, California, USA
Home office and center for all North American operations. All other businesses are either wholly owned subsidiaries or divisions of DAE, Inc.
Dynamic-Air Engineering, UK Ltd.. Chippenham UK / Belfast, UK
Engineering based out of Belfast. Sales and Manufacture based out of Chippenham.
Colston Engineering Services, Ltd. Chippenham UK
Design and Manufacturing company serving industrial and government customers in the UK and Europe, including the Ministry of Defense.
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RELIABLE MOTION SYSTEMS
2
Our Brands
Business Divisions and Extensions of Dynamic-Air Engineering, Inc.
DAE Systems
Conceptualized as a way to leverage our library of intellectual property and our engineering prowess to move from designing multiple systems components into designing complete systems. Based on our capabilities these systems would be environmental, ventilation or filtration.
MilMotion
Applying our electric motor design to customer applications in addition to our own fan and blower applications.
DAE Protection
Years of experience in supporting the military and defense lead to the ambitious pursuit of designing and manufacturing less lethal tools, weapons accessories and accurate weapons for the military, civil defense and law enforcement.
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4
How We Conduct Business The Dynamic-Air Way
5
Fan Mark
Word Mark
Deck
6
Elements of the Logo
The names of the parts of the Dynamic-Air logo...
All of the Dynamic-Air Engineering logo variations are constructed of three elements. The Fan Mark, the Word Mark and the Deck. The Fan Mark and Word Mark do not change from one division to the next. Only the Deck changes to reflect the division.
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Logo Clearspace Requirements
Minimum required whitespace around the logo...
Each of the Dynamic-Air Engineering logos requires clear space on all sides of the logo equal to ½ X height. On the left this is measured from the top, left and bottom most points on the fan mark. On the right this is from the right most tip of the “R”. This measurement is not taken from the edge of the 3D or shadow, only from the main logo.
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a. Dynamic-Air Engineering, Inc. Logo - Teal Gradient / Raised 3D b. Dynamic-Air Engineering, Inc. Logo - Teal Spot Color c. Dynamic-Air Engineering, Inc. Logo - Dark Blue Spot Color (Fax / Photocopy Forms) d. Dynamic-Air Engineering, UK Ltd. Logo - Blue Gradient / Raised 3D e. Dynamic-Air Engineering, UK Ltd. Logo - Dark Blue Spot Color (Fax / Photocopy Forms) f. Dynamic-Air Engineering, Inc & UK Ltd. Logo - Blue Gradient / Raised 3D g. Dynamic-Air Engineering Generic Logo - Blue Spot
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Dynamic-Air Engineering Logo Variations Incorporated, UK Limited, Both and Neither a.
d.
b.
e.
c.
f.
g.
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a. DO NOT use ©, ®, or ™. The Dynamic Air name and logo are not copyrighted or registered trademarks. b. DO NOT use an incomplete logo. The Fan Mark must be present. c. DO NOT use an incomplete logo. The Deck must be present. d. DO NOT use an incomplete logo. The Fan Mark cannot be used by itself. e. DO NOT use unapproved colors for the logo. f. DO NOT stretch or otherwise distort the logo. g. DO NOT use old logos. h. DO NOT use old logos. i. DO NOT use old logos .
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Dynamic-Air Engineering Logo Don’ts Examples of what not to do...
a.
f. ®
b.
g.
c.
h.
d.
i.
e.
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14
Graphic Styles
The Dynamic-Air Engineering family of companies.
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Advertisements
The Dynamic-Air Engineering family of companies.
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Style Guide: Spelling
The Dynamic-Air Engineering family of companies.
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Style Guide: Units of Measure
The Dynamic-Air Engineering family of companies.
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Appendix A:
Identity Toolkit
Logo Lockups
Primary Color Palette
Secondary Color Palette
DAE Blue
70% Gray
DAE Gradient
DAE Gradient
DAE Lt Blue
Red Accent
C 85 M 50 Y0 K0
C0 M0 Y0 K 70
PMS 321 C 318 C 321 C
CYMK 100,50,0,0 100,10,0,0 100,50,0,0
C 50 M 10 Y0 K 10
C0 M 100 Y 100 K0
R 28 G 117 B 188
R 109 G 110 B 113
RGB 0, 140, 153 154, 216, 218 0, 140, 153
RGB 0, 114, 188 0, 161, 228 0, 114, 188
R 107 G 174 B 213
R 237 G 28 B 36
Roboto Medium
Roboto Black
Roboto Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,.!?’”;:(){}<>[]|\@#$%^&*-=_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,.!?’”;:(){}<>[]|\@#$%^&*-=_+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,.!?’”;:(){}<>[]|\@#$%^&*-=_+
Containing Shapes
Container shape used for contact details in print adverts.
Graphical Elements
Common Patterns
Product Highlight Shape From Catalog Covers
Catalog Cover Background
Catalog Cover Background
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Appendix B:
Image Specifications
Dynamic-Air Engineering Catalog Image Specifications - Axials Axial type fans are always imaged from both the inlet and outlet sides. Whichever side is towards the camera is rotated between 200 and 450 anti-clockwise (fan opening moves to the right of the camera angle.) This angle should be adjusted within that range for the best aesthetic, and to reveal/highlight any unique aspects of the fan being imaged.
If there are any extra special features or selling points that must be included in marketing materials, additional images can be taken to capture these aspects.
Color Ballance
ID Plate Identification plate should be visible and the black areas should be adjusted to be visibly black.
Lead / Connector If fan has a lead and connector, fade it away with a gradient a reasonable distance from the fan.
Many fans are gray or black. Care should be taken to ballance the color so that the grays appear nuetral. Gradient mapping is acceptable to achieve neutral tones.
Illusion Regardless of depth of field clip bolt holes sharply to give illusion of more perfect focus.
Color Ballance (Cont.)
Illusion (Cont.)
If gradient map is applied, mask elements that have color to ensure image has realistic “feel”.
Also clip straight lines sharply to the same effect.
M####-#X_01 Inlet side file name is [part number]_01
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M####-#X_01 Outlet side file name is [part number]_02
Fully Clipped Image Carefully clip entire image that it can be used on any number of background colors or patterns with ease.
Dynamic-Air Engineering Catalog Image Specifications - Centrifugals Centrifugals can be configured in multiple ways. Generally we image them so that the outlet is on the bottom of the image and facing forwards with the outlet rotated between 200 and 450 in whichever direction will reveal the inlet. One image is taken from the inlet side, the other image should show the motor side of the fan.
HDR is preferred to reveal details of the impeller and other features inside the fan visible through the inlet or outlet or both.
Color Ballance Many fans are gray or black. Care should be taken to ballance the color so that the grays appear nuetral. Gradient mapping is acceptable to achieve neutral tones.
ID Plates Lead / Connector (not shown) If fan has a lead and connector, fade it away with a gradient a reasonable distance from the fan.
Identification plate should be visible and the black areas should be adjusted to be visibly black. Centrifugals often have multiple ID plates.
Illusion
Fully Clipped Image Carefully clip entire image that it can be used on any number of background colors or patterns with ease.
Color Ballance (Cont.)
Regardless of depth of field clip straight lines, sharp edges and bolt holes (not shown) sharply to give illusion of more perfect focus.
Contrast
If gradient map is applied, mask elements that have color to ensure image has realistic “feel”.
Mask and adjust areas of shaddow and highlight to accent edges between darker interior edges and exterior surfaces.
C####-#X_01 Inlet side file name is [part number]_01
C####-#X_01 Motor side file name is [part number]_02
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