Brand Guide Version 1.1
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3...2...1... Energeti DVL Smith blast off on a mission to energise marketing intelligence
Here to help DVL Smith to do that are set of guidelines which introduce the brand and all of the elements to support it. Take care to follow the guidelines closely. This brand represents all that the company stands for, how it is perceived and what it looks and feels like to its audience. Consistency is key.
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Challeng Fun Brand Values
1.0 Overview 1.1 Definitions
Wordmark
Logo
2.0 Logo: Wordmark 2.1 Logo: Lockup 2.2 Exclusion zone: Wordmark 2.3 Exclusion zone: Lockup 2.4 Colour usage 2.5 Incorrect usage
traits
3.0 Typography Primary Font 4.0 Brand Colours Primary Palette • Intelligent
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Use accessible language. 5.0 Imagery Illustration Overview
Abc.123
• Approachable • Warm/Engaging
ABCDEFGHIJKLMNOPQRSTUVWXYZ • Witty/Playful abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“
• High energy
DVL Smith are an intelligent bunch, but need to be easy to deal with font and Brand understand.
Bailey Sans ITC is the primary typeface family for DVL Smith and should be used on all
7.0 Brand Applications Business Card Business Card The DVL Smith business card is printed on 100% recycled stock with an embossed logo. The result is a smart, tactile, high quality card.
Use overlaps in a creative way Overlaps are an integral part of the DVL Smith logo and therefore an important brand device. Where possible use overlaps in a creative way. Always make overlap area purple No matter which colours from the palette are overlapping, the overlap area should always appear in purple.
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7.0 Brand Applications Business Card Business Card The DVL Smith business card is printed on 100% recycled stock with an embossed logo. The result is a smart, tactile, high quality card.
externally. However, any shared raw format les (Word, PPT etc) should be created using Usefiwordplay the system font Trebuchet. Exercise your intelligence with wit and Fonthumour. background Bailey Sans ITC was created by Kevin Bailey, a graphic designer in Dallas, Texas.
Red
White Purchase online: http://goo.gl/ajP6i
Pantone Coated: 2925 C Uncoated: 299 U
Pantone Coated: 185 C Uncoated: 032 U
Pantone Coated: N/A Uncoated: N/A
c 85
c 0
c 0
r 0
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Simplify detail DVL Smith are simplifiers and that runs through to their illustration style. Illustrations are not complex and fussy, they are bold and simple.
Be characterful professionally created marketing collateral. Use words that conjure something produced newDocuments and interesting inand theshared in-house should be created using Bailey Sans ITC. imagination. Avoid business These documents can be exported as a pdf speak filesand andcliches. the Bailey Sans ITC font maintained
Blue
Bailey Sans ITC, Book
comparison Eddie Izzard
12 Abc.123 18 Abc.12320 Abc.12322
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Typography
Brand Personality
Brand Brand Applications Assets
6.0 Tone-of-voice 6.1 Comparison brands
7.0 Business card 7.1 Trade advert 7.2 Display banners 7.3 Website
m y k 21 0 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz g b 1234567890#?!@£%&*(){}”“ 156
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Bailey Sans ITC, Book Italic Web #0088FF
3.0 Primary font 3.1 System font 3.2 Font usage
m y k 93 79 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ
m y k 0 0 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ
Brand Colours
Imagery
4.0 Primary palette 4.1 Secondary palette
5.0 Illustration overview 5.1 Illustration style
abcdefghijklmnopqrstuvwxyz
r g b 1234567890#?!@£%&*(){}”“ 198 46 53
Bailey Sans ITC, Bold Web #DD0000
r 255
abcdefghijklmnopqrstuvwxyz g b 1234567890#?!@£%&*(){}”“ 255
255
Bailey Sans ITC, Bold Italic Web #FFFFFF
28 8.0 Wordmark 8.1 Lockup 8.2 Brand centre
Brand by Do Good Branding info@dogoodbranding.com +44 (0)20 7250 0292
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1.0 Brand Values Overview
Energetic Challenging Fun
1.1 Brand Values Definitions
Energetic 1. possessing or exhibiting energy, especially in abundance; vigorous: an energetic leader. 2. powerful in action or effect; effective.
Challenging 1. offering a challenge; testing one’s ability, endurance. 2. stimulating, interesting, and thought-provoking. 3. provocative; intriguing .
Fun 1. something that provides mirth or amusement. 2. enjoyment or playfulness.
5 Your brand values Think about how these values can be reflected in everything you do from how you answer the phone through to the way you design your newsletters. Remember, a consistent brand is a powerful one.
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2.0 Logo Wordmark Wordmark The DVL Smith wordmark is based on the font Bello Pro from Dutch font foundry Underware. The ‘v’ has been recut into a sharper form so not to be mistaken for the letter ‘u’. The use of Bello Pro should only be used for DVL Smith logos and icons. Download logo: http://goo.gl/wrwQJ Encapsulated Wordmark An encapsulated version of the wordmark exists to enable the wordmark to be applied to a dark, coloured or image-based background whilst retaining the overlapping colour effect. Download logo: http://goo.gl/63Yu7
Wordmark
Encapsulated Wordmark
2.1 Logo Lockup
7 Wordmark + Strapline ‘Lockup’ A version of the logo combined with the ‘Energising Marketing Intelligence’ strapline exists in logo form. Only use this lockup version – do not create alternative lockup combinations! Download logo: http://goo.gl/HKGwP
Encapsulated Lockup An encapsulated version of the lockup also exists to enable use on a dark, coloured or image-based background. Download logo: http://goo.gl/lE0m0
Lockup
Encapsulated Lockup
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2.2 Logo Wordmark Exclusion Zones Always allow space for your logo to ‘breathe’. This space is referred to as the ‘exclusion zone’. With the exception of the strapline, no elements should enter this space. Use the logo itself to calculate a proportionate exclusion zone: Reference Point The size of the surrounding margin should be equal to half the height of the logo.
2.3 Logo Lockup Exclusion Zones
9 The same principle applies to the logo and strapline lockup: Reference Point The size of the surrounding margin should be equal to half the height of the lockup. Encapsulated Wordmark When the logo is used on any kind of background other than white, the encapsulated version of the logo must be used. No exclusion zone has been specified for these logos, the only rule to apply is to make sure the white ‘bubble’ shape is never encroached upon.
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2.4 Logo Colour Usage
Logo on white
Encapsulated logo on image
Encapsulated logo on colour
Choosing the Right Logo Logo assets have been created to deal with the most frequent usage scenarios. The colour logos must always sit on a white background, whether it is the background it is being used on, or when using the encapsulated versions. Black wordmark on white
Black encapsulated logo on a pale image
The encapsulated versions enables usage on any kind of background content so should be used if there is any doubt of where the logo will be used. Mono Logos For instances whereby a single colour logo is required, use either a Black or White logo file. Again, if unsure of the exact usage supply a encapsulated version.
White wordmark on black
White encapsulated wordmark on a dark image
2.5 Logo Incorrect Usage
11 Things to Avoid It is important that our DVL Smith logos are used consistently and in line with the brand guidelines. Be vigilant about their use. Here are examples of how NOT to use the DVL Smith logotypes.
DO NOT use the Wordmark on colour/image
DO NOT stretch or distort any of the logos
Us, occum illo velestistio. Lesedipsum,
DO NOT ignore the exclusion zone
DO NOT recreate the logo using different fonts
NEVER change the logo colouring
NEVER rearrange the logo lockup
AVOID applying special effects to the logo
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3.0 Typography Primary Font
Bailey Sans ITC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Bailey Sans ITC, Book Brand font Bailey Sans ITC is the primary typeface family for DVL Smith and should be used on all professionally created marketing collateral. Documents produced and shared in-house should be created using Bailey Sans ITC.
These documents can be exported as a pdf files and the Bailey Sans ITC font maintained externally. However, any shared raw format files (Word, ppt etc) should be created using the system font Trebuchet.
Font background Bailey Sans ITC was created by Kevin Bailey, a graphic designer in Dallas, Texas.
3.0 Typography Primary Font
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Bailey Sans ITC, Book Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Bailey Sans ITC, Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Bailey Sans ITC, Bold Italic
13 Font purchase The Bailey Sans ITC family of four font weights can be purchased online. Purchase font: http://goo.gl/ajP6i
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3.1 Typography System Font
Trebuchet
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Trebuchet, Regular System font Where a system font is necessary use Trebuchet e.g. website, html text.
Shared raw format files Any raw format files (Word, ppt etc) shared externally should be created using the system font Trebuchet. This includes any files that may be opened on an external computer e.g. If you take a .ppt file on a memory stick to a presentation and open it on a clients computer.
3.1 Typography System Font abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Trebuchet, Regular Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Trebuchet, Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890#?!@£%&*(){}”“ Trebuchet, Bold Italic
15 Font purchase The Trebuchet family of four font weights can be purchased online. Purchase font: http://goo.gl/WWcOc
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3.2 Typography Font Usage
Headline Font style This is an example of the subhead font style This is an example of the standfirst type style which is the same size but a slightly bolder version of the body copy style. The Body copy type style is a comfortable size and weight of font, allowing large quantities of text to be read easily. Here is some more body copy to demonstrate this: Copy refers to written material, in contrast to photographs or other elements of layout, in a large number of contexts, including magazines, advertising, and book publishing.
Here is an example of which font weights, sizes and colours to use when producing DVL Smith marketing materials. Sizes are based on an A4 page but size hierarchy can be used as a guide and adapted for other page sizes. Headlines/Titles 110pt Bailey Sans ITC Bold Subhead 40pt Bailey Sans ITC Bold Italic Standfirst 15pt Bailey Sans ITC Bold Body Copy 15pt Bailey Sans ITC Book Margins 10mm on all edges Grid 8-column grid, 4mm gutter, 9pt baseline grid Logo Use encapsulated lockup on blue. Size: 2 column widths (in 8-column grid).
3.2 Typography Font Usage
Headline Font style This is an example of the subhead font style This is an example of the standfirst type style which is the same size but a slightly bolder version of the body copy style. The Body copy type style is a comfortable size and weight of font, allowing large quantities of text to be read easily. Here is some more body copy to demonstrate this: Copy refers to written material, in contrast to photographs or other elements of layout, in a large number of contexts, including magazines, advertising, and book publishing.
17 A white background allows you to use the non-encapsulated wordmark or lockup. Type colours can be adjusted as follows and adapted dependent upon wordcount and content.
Headlines/Titles Blue Subhead Red Standfirst Purple Body Copy Purple
Logo Use lockup on white. Size: 2 column widths (in 8-column grid).
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4.0 Brand Colours Primary Palette
Blue
Red
White
Pantone Coated: 2925 C Uncoated: 299 U
Pantone Coated: 185 C Uncoated: 032 U
Pantone Coated: N/A Uncoated: N/A
c m y k 85 21 0 0
c m y k 0 93 79 0
c m y k 0 0 0 0
r g b 0 156 222
r g b 198 46 53
r g b 255 255 255
Web #0088FF
Web #DD0000
Web #FFFFFF
4.1 Brand Colours Secondary Palette
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Purple
Yellow
Green
Pantone Coated: 2695 C Uncoated: 2765 U
Pantone Coated: 123 C Uncoated: 7404 U
Pantone Coated: 356 C Uncoated: 355 U
c m y k 91 100 8 59
c m y k 0 19 89 0
c m y k 91 4 100 25
r g b 46 26 71
r g b 255 199 44
r g b 0 150 57
Web #400050
Web #FFCC00
Web #006600
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5.0 Imagery Illustration Overview Simplify detail DVL Smith are simplifiers and that runs through to their illustration style. Illustrations are not complex and fussy, they are bold and simple. Use overlaps in a creative way Overlaps are an integral part of the DVL Smith logo and therefore an important brand device. Where possible use overlaps in a creative way. Always make overlap area purple No matter which colours from the palette are overlapping, the overlap area should always appear in purple.
5.1 Imagery Illustration Style
Primary palette The illustrations can be made up using just the primary palette. On a blue background solid white can be overlaid with red. Any area of overlap should appear in purple.
Full palette Where a wider range of colours is required, the secondary palette (green and yellow) may be introduced. Offsetting shapes, as shown in this example, can help to introduce an overlap area in both primary and full palette illustrations.
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Copy-integrated It is also possible to integrate text into DVL Smith illustrations. In copy-led concepts like the above it is important that the tone-of-voice is on-brand.
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6.0 Brand Personality Tone-of-voice
Personality traits • Intelligent • Approachable • Warm/Engaging • Witty/Playful • High energy
Approach Use accessible language. DVL Smith are an intelligent bunch, but need to be easy to deal with and understand. Be characterful Use words that conjure something new and interesting in the imagination. Avoid business speak and clichés. Use wordplay Exercise your intelligence with wit and humour.
Celebrity comparison Eddie Izzard
6.0 Brand Personality Comparison Brands
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Sparks & Mensa.
Reputation and name of founder is part of brand DNA. Ambassador for the brand.
Combination of technical superiority and approachability.
Dyson is about innovation and problem-solving, about making the technically advanced easy to use and understand.
Advertising campaigns are varied but always connect with their audience using just the right measure of wit.
Simple ideas that are cleverly executed in a way that is enough to challenge you but then raise a smile when you ‘get it’.
Intelligent, innovative, succinct.
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7.0 Brand Applications Business Card Business Card The DVL Smith business card is printed on 100% recycled stock with an embossed logo. The result is a smart, tactile, high quality card.
7.1 Brand Applications Trade Advert
Trade Advert Trade adverts should carry a concise, impactful message supported by bold imagery such as the example above.
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7.2 Brand Applications Display Banners Display Banners The vertical banner format is an effective means of quickly branding any operating space. The format could be used to convey current marketing campaigns, or to simply convey the brand’s logo and colours.
7.3 Brand Applications Website Design Copyright Do Good Media Ltd
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DVL Smith http://www.dvlsmith.com
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8.0 Brand Assets Wordmark Wordmark
vector
bitmap
rgb
cmyk
pantone
dvls_logo_rgb.eps
l
dvls_logo_cmyk.eps
l
dvls_logo_spot-c.eps
l
coated
dvls_logo_spot-u.eps
l
uncoated
dvls_logo_blk.eps
l
l
dvls_logo_wht.eps
l
l
l
l
l
dvls_logo_mono.png
l
l
bitmap
rgb
vector
white
l
dvls_logo_rgb.png
Encapsulated Wordmark
black
l l
l cmyk
pantone
dvls_encaps-logo_rgb.eps
l
dvls_encaps-logo_cmyk.eps
l
dvls_encaps-logo_spot-c.eps
l
coated
dvls_encaps-logo_spot-u.eps
l
uncoated
dvls_encaps-logo_blk.eps
l
l
dvls_encaps-logo_wht.eps
l
l
black
white
l l
dvls_encaps-logo_rgb.png
l
l
dvls_encaps-logo_mono.png
l
l
l l
l
8.1 Brand Assets Lockup Lockup
29 vector
bitmap
rgb
cmyk
pantone
dvls_lockup_rgb.eps
l
dvls_lockup_cmyk.eps
l
dvls_lockup_spot-c.eps
l
coated
dvls_lockup_spot-u.eps
l
uncoated
dvls_lockup_blk.eps
l
l
dvls_lockup_wht.eps
l
l
l
l
l
dvls_lockup_mono.png
l
l
bitmap
rgb
vector
white
l
dvls_lockup_rgb.png
Encapsulated Lockup
black
l l
l cmyk
pantone
dvls_encaps-lockup_rgb.eps
l
dvls_encaps-lockup_cmyk.eps
l
dvls_encaps-lockup_spot-c.eps
l
coated
dvls_encaps-lockup_spot-u.eps
l
uncoated
dvls_encaps-lockup_blk.eps
l
l
dvls_encaps-lockup_wht.eps
l
l
black
white
l l
dvls_encaps-lockup_rgb.png
l
l
dvls_encaps-lockup_mono.png
l
l
l l
l
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8.2 Brand Assets Online Brand Centre Online Brand Centre Access www.dogoodbranding.com/brand-centre/dvlsmith
Username: dvlsmith Password: brandguide
Asset Links Brand Guide http://goo.gl/BEPhq
DVL Smith http://www.dogoodbranding.com/brand-centre/dvlsmith
Fonts Display Font: Bailey Sans ITC http://goo.gl/ajP6i System Safe Font: Trebuchet http://goo.gl/WWcOc Logos Logo http://goo.gl/wrwQJ Encapsulated Logo http://goo.gl/63Yu7 Lockup http://goo.gl/HKGwP Encapsulated Lockup http://goo.gl/lE0m0
Brand by Do Good Branding info@dogoodbranding.com +44 (0)20 7250 0292 Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG