BRAND GUIDELINES 2019
DART BRAND GUIDELINES 2019
CONTENTS
INTRODUCTION COLOUR PALETTE LOGO LOGO FORMATS EXCLUSION ZONE INCORRECT USE TYPOGRAPHY PHOTOGRAPHY LAYOUT
DART BRAND GUIDELINES 2019
INTRODUCTION
These guidelines define the basic elements of the Dart brand identity. There are very few rules but please take the time to read and understand how they work and how they can be used together to ensure a fresh and vital brand identity. It’s crucial that our brand identity appears correctly and consistently in every form of internal and external communication.
DART BRAND GUIDELINES 2019
PANTONE
CMYK
RGB
HEX
287C
100/75/0/0
0/80/158
#0059E
BLACK
0/0/0/100
0/0/0
#00000
SUPPORT COLOUR DARK GREY
431C
0/0/0/65
119/120/123
#77787B
SUPPORT COLOUR MID GREY
429C
0/0/0/40
167/169/172
#A7A9AC
COLOUR PALETTE Colour plays an important role in the Dart logo.
PRIMARY COLOUR DARK BLUE
The numbers indicated refer to the PANTONE® Matching colour system, CMYK, RGB and WebSafe conversions. PANTONE® Matching System and PMS are
SECONDARY COLOUR BLACK
Pantone Inc’s standard trademark for colour reproduction and colour reproduction materials.
DART BRAND GUIDELINES 2019
LOGO The Dart logo stands for professional, conservative clean, simple, friendly and Casual Corporate.
DART BRAND GUIDELINES 2019
LOGO FORMATS The Dart logo has four permitted
PRIMARY LOGO DARK BLUE
logo formats using the Dart colours, primary and secondary, both can be reversed. The colour formats are full colour, spot colour and black & white. The
SECONDARY LOGO BLACK
background should always provide contrast for legibility.
REVERSED LOGO DARK BLUE
REVERSED LOGO BLACK
DART BRAND GUIDELINES 2019
EXCLUSION ZONE For maximum impact and instant recognition, the Dart logo should not be crowded by other visual elements. Adequate white space should be left around the logo so that its prominence is not compromised. The illustration explains how much clear space
X
X
X
X
X
X
should be provided around the logo. The primary exclusion zone should always be used unless
PRIMARY EXCLUSION ZONE
restricted by size or format, then the minimum exclusion zone can be used. No graphic element should encroach within the exclusion zones.
DART BRAND GUIDELINES 2019
INCORRECT LOGO USE
X
X
VERTICAL & HORIZONTAL STRETCH
X
X
LEFT & RIGHT ROTATION
X
X
X
X
X
X
NONE PRIMARY OR SECONDARY COLOUR
With the breadth and complexity of today’s media, consistent application of the Dart logo is vital. The illustrations represent misuses that could occur. Above all, do not alter the logo in any manner.
SUPPORT COLOUR
BLACK REVERSE OR SUPPORT COLOUR
DART BRAND GUIDELINES 2019
TYPOGRAPHY MARKETING FONT AVENIR LIGHT
Avenir is the approved marketing
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz
font. To create contrast, light and
0123456789
bold weights should be used. These fonts should bet used on all marketing material, print, electronic and web.
MARKETING FONT AVENIR HEAVY
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz
Helvetica is the approved internal and digital font. To create contrast,
0123456789
regular and bold weights should be used. These fonts should be used on all internal or in-house prepared materials that may be shared between users. INTERNAL/DIGITAL FONT HELVETICA REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz 0123456789
INTERNAL/DIGITAL FONT HELVETICA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz 0123456789
DART BRAND GUIDELINES 2019
LOGO ON PHOTOGRAPHY The background should always provide contrast for legibility.
DART BRAND GUIDELINES 2019
For guidance on application of the logo or approval of collateral please contact studio@dartrealestate.com
DART BRAND GUIDELINES 2019