D&AD Identity Guidelines
D&AD Brand Identity Guidelines
02 Basic Elements — The Logo — The Logo in Black & White — Exclusion Area — Colour — Typeface — Colour Use — Do’s & Don’ts — Exceptions to the Rule
D&AD Brand Identity Guidelines
02 The Logo D&AD has a primary logo to help achieve consistency across all forms of communication, be it in print or online. Guidance is given on the following pages for how the logo should be used. It is important that the correct logo is used on each different item produced for D&AD. The logo has been specifically drawn and can only be used from the master artwork, which is held by D&AD. The logo master artworks can be supplied by D&AD as digital files in either a spot colour EPS, a CMYK colour EPS (for print), an RGB JPEG or an RGB PNG (for web and screen use).
D&AD_Logo_Yellow with Black_Pantone.eps
D&AD Brand Identity Guidelines
02 The Logo When it is not possible to use the yellow version of the logo, which will be primarily due to unacceptable colour contrast or definition, the reversed version of the logo should be used.
D&AD_Logo_Black with Yellow_Pantone.eps
D&AD Brand Identity Guidelines
02 The Logo in Black & White When it is not possible to use colour, either of these black and white versions should be used. It is important that the logo is clearly visible so care should be taken to select the most suitable version depending on the application, background colour or background image.
D&AD_Logo_Mono_Pantone.eps D&AD_Logo_Mono_Rev_Pantone.eps
D&AD Brand Identity Guidelines
02 Exclusion Area The logo has an exclusion area to prevent any secondary material inhibiting legibility. This area should be left clear of type, pictures, shapes and other logos.
0.5 X
This exclusion area is based on the x-height of the straight edge of the hexagon as shown.
0.75 X
0.75 X
0.5 X
D&AD_Logo_Yellow with Black_Pantone.eps
D&AD Brand Identity Guidelines
X
02 Colour D&AD’s corporate colours are yellow, black and white. Wherever possible these three colours should be used with Yellow being seen as the ‘lead’ colour. The colours are available in Pantone®, CMYK and RGB depending on the required use or application.
D&AD Brand Identity Guidelines
Spot Pantone® 116
Spot Pantone® Black
Spot –
CMYK 0 / 15 / 100 / 0
CMYK 0 / 0 / 0 / 100
CMYK 0/0/0/0
RGB 255 / 210 / 3
RGB 0/0/0
RGB 255 / 255 / 255
02 Typeface D&AD uses the Franklin Gothic typeface family including the following weights – ITC Franklin Gothic Book, ITC Franklin Gothic Book Oblique, ITC Franklin Gothic Demi, ITC Franklin Gothic Demi Oblique, ITC Franklin Gothic Heavy, ITC Franklin Gothic Heavy Oblique. The above fonts should be used for all D&AD applications. Please note that only the ITC cut of Franklin should be used. In applications such as the website where it is not possible to use Franklin Gothic, Helvetica Neue should be used instead. The typeface used on the website should always be Helvetica Neue.
D&AD Brand Identity Guidelines
ITC Franklin Gothic
02 Typeface This demonstrates the main set of characters from each of the standard weights within the ITC Franklin Gothic typeface family.
ITC Franklin Gothic Book
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?:.,‘’“”@#£%&()*_-–—<>+= ITC Franklin Gothic Book Oblique
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?:.,‘’“”@#£%&()*_-–—<>+= ITC Franklin Gothic Demi
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?:.,‘’“”@#£%&()*_-–—<>+= ITC Franklin Gothic Demi Oblique
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?:.,‘’“”@#£%&()*_-–—<>+= ITC Franklin Gothic Heavy
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?:.,‘’“”@#£%&()*_-–—<>+= ITC Franklin Gothic Heavy Oblique
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!?:.,‘’“”@#£%&()*_-–—<>+=
D&AD Brand Identity Guidelines
02 Colour Use To accommodate the different tasks of the materials for D&AD, the yellow and black proportions may vary. Whether the usage is predominantly yellow, black or white, the selection should always be appropriate to the application. The exercises shown, give an indication of the ideal colour proportions.
D&AD Brand Identity Guidelines
02 Doâ&#x20AC;&#x2122;s & Donâ&#x20AC;&#x2122;ts Making sure the D&AD logo is used in the right way is critical. It must never be modified, warped, stretched, recoloured or used in any other manner than stated. If you are unsure about whether or not you are using the logo in the correct way, please contact D&AD. The following examples illustrate several ways in which you should not use the logo.
D&AD Brand Identity Guidelines
Stretched
Incorrect proportions
Different colours
Transparent letters
Gradient fill
Background image
Substitute font
Transparent letters
Rotated
Outlined
Separate elements