Brand guidelines 2017
Logo The ‘Dashmote’ logo is a wordmark where the “O” is replaced by an icon. The icon is a combination of an eye and a viewfinder. The viewfinder represents searching and finding the right pictures. The eye stands for the element of vision, because pictures have everything to do with vision.
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Spacing If you take the icon and place it on the utmost of everyside, that should be the minimum of spacing around the logo. If the space where the logo is applied is in conflict with the minimum size, the designer should anticipate the amount of spacing. The minimum size for the logo should be 69 x 11 px (24x 4 mm). If it’s scaled smaller then that, it might loose readability. The minimum size of the icon should be 16 x 16 px (5,6 x 5,6 mm) . This is the size of a favicon.
4 mm 11 px
24 mm 69 px
16 px 5,6 mm
16 px 5,6 mm
Don’ts To keep the “Dashmote” brand as sharp as possible, there are some things that should be avoided. Here are some examples:
Do not use colors that are not asigned in the brandbook.
Do not put the logo on an angle
Do not squeeze the logo.
Do not use gradients.
Do not stretch the logo.
DA SH M
Do not change the icon.
Do not give the logo and outline.
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Do not use a different font for the logo.
Typography For the typography we handpicked a selection of fonts complementary to each other. All of the selected fonts are Google fonts, because they need to be compatible for web applications such as Google Docs. The guidelines made for each font should be respected at all times so the ‘Dashmote” brand stays intact.
Lusitana Regular/Bold
The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog
For titles, names or headlines the font ‘Lusitana - Bold’ is used. The spacing should always remain 0.
Use ‘Lusitana - Regular’ for headings with less priority. An example would be a titles in a blog overwiew.
Merriweather Sans
Open Sans
Regular/Bold
Regular/bold
The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog
For subheadings ‘Merriweather Sans’ is used. An example would be Navigation on the website, call to actions or text on buttons. The designer should judge wether regular or bold is used. The spacing should always remain 0.
The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog
‘Open Sans - Regular’ is used for body copy. The spacing should always remain 0 at all times. Use ‘Open Sans - Bold’ in case you want to highlight a specific part in the body copy.
Blue
Colors This is a special color palette developed for Dashmote. These colors support the overall message Dashmote sends out to the world.
#1C48E8 Blue is de maincolor of the Dashmote brand. This is a vibrant blue with a friendly approach. Do not put this blue on black. If this color is used over a picture the designer should judge if the background works with this color. Use the Pantone color for printing.
Pantone 2935 U
Pictures need space to breath, that’s why white is the support color for the Dashmote blue. This color can be used combined with all the other colors assigned in the brandbook.
White
Black
Red
#FFFFFF
#000000
#FF0048
To give the brand a more corporate look the secondary color is black. This color can be applied in a more serious way. An example would be a businesscard. Only use black combined with white and red.
This is the support color for black. But can also be used combined with blue and white. This color is especially assigned for small details such as mouseover buttons, links and call to actions. Use the Pantone color for printing.
Pantone Strong Red U
Do
Don’t
Do
Don’t
Icons Next to the logo there is a fresh set of icons that go with the Dashmote brand. Each of the icons represents another service or product that the company offers. The color should always remain the same and the line weight should be respected at all times.
Pictures
Social media
Element identification
Visual recognition
Data search
Data
Sales
Database
Social media
People
Big data
How it’s used: Step 1
Pattern To give the whole brand a final touch up there is a special pattern that is mainly used combined with pictures,but could be applied to everything to support the Dashmote brand. An example would be website, presentations, business cards, social media, etc.
This is the basic pattern. Build up out of a grid of squares. The AI. file of this pattern is attatched to this brandbook.
Step 2
Step 3
Scale some of the squares up and delete some of the squares. This can be completely random.
Some of the squares should be red and revolve around the subject in the picture the pattern is placed on.
How it’s used:
If used on a picture that is very vibrant, use the color white. If used on a brighter picture use blue. Make the red squares react to the picture and place some blue squares outside of the picture to make it seem layered.
You can even make it seem more layered by adding a blue surface. And/or play with the opacity.
Examples: This is how the square pattern would be applied