welcome to the d3o brand bible.
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introduction
Our brand is our most valuable asset. D3O is an ‘ingredient’ brand and patented technology that gives our customers a performance advantage. D3O adds an aura of innovation and trust that is central to the functional performance of the final product. A strong emotional connection with our consumers is a must. The strength of our brand is critical to our success. Our brand will only be strong if it is used consistently.
RESPECT IT, TRUST IT, VALUE IT, TREASURE IT, love it
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D3O BRAND BIBLE
Introduction
introduction
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our history
D3O is a British-based impact protection solutions company that markets a unique patented technology that is used to produce a shock absorbing material. This high performing branded material is used to provide a wide range of integrated products in the motorcycle, sport, electronics, footwear, and PPE markets. We were born out of the 2006 Winter Olympics, where we provided protective-wear solutions to the US and Canadian ski teams. With no compromise on protection, we changed the protection market with a range of light‑weight, flexible and breathable protectors. Today, we continue to challenge and lead the world of impact protection and shock absorption with innovative, pioneering solutions for our customers.
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D3O BRAND BIBLE
OUR HISTORY
OUR HISTORY
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our brand personality
We are passionate about what we do. Anything is possible. The D3O brand is:
innovative bold pioneering technical passionate
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D3O BRAND BIBLE
our brand personality
our brand personality
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our VALUES
As a ‘trustmark’ brand, it is important that we hold certain values. Our values are reflected in our basic principles:
Protection Safety Respect Performance
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D3O BRAND BIBLE
our a
our values
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our tone of voice
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D3O BRAND BIBLE
The language and visual artwork we use in our communication should reflect our brand personality. Our ‘tone of voice’ throughout our marketing communications should be:
our tone of voice
our tone of voice
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our logo
The D3O logo consists of three elements: the D3O name (always accompanied by the registered trademark symbol), the orange mesh symbol and the Impact Protection tag line - all placed on black rectangular background. The logo must be used as is and should not be modified under any circumstances without permission.
Stacked lOGO Main version for all applications
horizontal lOGO Secondary version, to be used when necessary due to space constraints or size optimization
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D3O BRAND BIBLE
our logo
our logo
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5.1
our logo: elements
When used in its primary configuration, the logo must follow the compositive patterns proposed to ensure its legibility. These include: correct colour usage, proportions, clearspace and typeface - all of which are specified on the right.
Typefaces
Akzidenz Grotesk Light Extended
Gotham Bold D3O Orange values
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D3O BRAND BIBLE
our logo: elements
Gotham Book
Spot: Pantone速 Hexachrome Orange C
Process: C=0 M=60 Y=100 K=0
on screen
HEX: #F7901E
R=245 G=130 B=32
our logo: elements
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5.2
tactical logo application
When applied to product or marketing communication within the military/defence sector, the D3O logo colour element should be switched from orange to green.
Typefaces
Akzidenz Grotesk Light Extended
Gotham Bold D3O Green values
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D3O BRAND BIBLE
tactical logo application
Gotham Book
Spot: Pantone速 7503 C
Process: C=33 M=28 Y=58 K=0
on screen
HEX: #B3AA7E
R=179 G=170 B=126
tactical logo application
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5.3
SECONDARY LOGO CONFIGURATION
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D3O BRAND BIBLE
A secondary version of the D3O logo may be used only when being applied to an area of limited space, where primary logo usage compromises the visibility of the D3O logo.
secondary logo configuration
secondary logo configuration
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5.4
our logo: incorrect usage
Our logo is our most valuable brand asset and should be respected accordingly. Here are some common mistakes made in application of logos. The logo should not be distorted in any form. It is important to constrain proportionally when re-sizing. Never place a graphic or text within the logo’s non‑approachable space. Incorrect ‘orange’ colour association: D3O’s distinctive signature orange is a key feature of the D3O brand. In no instance, unless with prior permission of D3O, should a similar coloured material be used next to D3O material in such a way that might infer greater area of D3O coverage than is actually the case.
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D3O BRAND BIBLE
our logo: incorrect usage
our logo: incorrect usage
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the ‘d3o orange’: incorrect colour association
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D3O BRAND BIBLE
D3O’s distinctive signature orange is a key feature of the D3O brand. In no instance, unless with prior permission of D3O, should a similar coloured material be used next to D3O material in such a way that might infer greater area of D3O coverage than is actually the case.
our logo: incorrect usage
our logo: incorrect usage
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Gotham abcdefghijklmnopqrstuvwxyz0123456789 Medium
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ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“” abcdefghijklmnopqrstuvwxyz0123456789
Medium
our typefaces
We have two corporate typefaces: Gotham and Helvetica Neue.
ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“” abcdefghijklmnopqrstuvwxyz0123456789
Bold
Gotham is primarily used for specifically designed marketing communication tools.
ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“” abcdefghijklmnopqrstuvwxyz0123456789
Bold Italic
Helvetica Neue is our default font and should be used for all other forms of brand communication.
ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“”
Helvetica Neue abcdefghijklmnopqrstuvwxyz0123456789 65 Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“” abcdefghijklmnopqrstuvwxyz0123456789
66 Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“” abcdefghijklmnopqrstuvwxyz0123456789
75 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“” abcdefghijklmnopqrstuvwxyz0123456789
76 Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ @#$%^&*()-_=+,.!?‘’“”
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D3O BRAND BIBLE
our typefaces
our typefaces
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our strapline
make an impact. Simple and to the point. It’s what we aim to do as a brand and what our products do for our customer. Our strapline applies across all our market sectors. We apply it to our marketing communication materials wherever appropriate, but not in a manner that detracts from our primary branding.
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D3O BRAND BIBLE
our strapline
our strapline
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our stationery
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our stationery
Our family of stationery comprises of business cards, compliments slips, corporate letter head and continuity paper. All have been formatted to a set template and should not be altered without prior approval.
our stationery
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on-product branding
Our on-product branding is strategically vital. As the ‘added value ingredient’ inside our partner products, it is imperative that our brand, product and technology story is visible for our end consumers. We offer a number of different swing tags and on-product labels.
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on-product branding
on-product branding
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and finally... If in doubt, call us. We’re quite friendly and would love to talk. +44 (0)1273 418 600 D3O Lab, 69 North Street, Portslade, East Sussex, BN41 1DH www.d3o.com