D端er Marketing & Advertising Brand Guidelines
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Contents Core Branding
1.0 1.1 1.2 1.4
Typography
2.0
D端er Brand Guidelines | Contents
Düer Logo
DUER Our logo and corporate colors are essential elements of Düer’s visual identity. Your commitment to ensuring they always appear as shown in these guidelines will protect the integrity of the Düer name and ensure we create the best results. The iconic Düer logo is timeless and neither the logo or the logotype has changed since the company was foounded. The distinctive bold, geometric shapes are the most important element of our visual identity and the most potent symbol of our brand and heritage. It unites all the business elements and ensures that the Düer brand stands out against global competitors. For this reason, the logotype must never be redrawn or altered in any way. The iconic logo may be altered if the alterations are specified within the brand guidelines. The logo is confident, simple and above all, effective. No other elements should therefore be used in direct contact with this logo for the sole purpose of identifying the Düer brand, as this will only serve to weaken the strength of the message.
1.0 | Düer Logo | Düer Brand Guidelines
Logo Variations Alternative arrangements of the Düer logo and logotype are used for different styles of communication. Although they are all centered upon the original logo and logotype, they can be incorporated in a variety of ways.
Düer Original Logo The shape of the original logo may not be altered in any way. However the color of the iconic right triangle can be altered for different Düer products. The alterations must be pre-approved.
Düer Original Logo & Logotype The original logo and logotype must always appear together as shown below.
DUER Düer Original Logotype The logotype is never to be altered in anyway. The geometric Düer logo is still the most iconic elements of Düer’s visual identity. The logotype may not stand alone without also including the geometric logo as well.
DUER Düer Brand Guidelines | Logo Options | 1.1
Logo Guidelines Clearance Zone Both the logo and logotype are our icons and always occupy their own space whether they are presented together or separately. We can maximize visual impact, simply by creating and protecting an invisible clear zone around it. An invisible clear zone protects the visual identity of the logo. The size of this zone is determined by the length between the upper right corner of the red triangle and the upper right corner of the black triangle. This is a minimum recommended clear zone area – more space will always aid visibility.
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Centering the Düer Logo The unique shape of the Düer logo has its own symmetry. It can be most effectively centered using the optical center as we have shown below, rather than by measurement. Where possible, the logo should be centered on the axis, using the optical center, as illustrated below. Do not center the logo on the axis using the geometric center line as this will make it appear too far to the left. When using the combination of the logo and logotype, we expect it to be visually centered as well. As for the occasions when you are solely using the logotype by itself, the name may be geometrically centered.
Visually Centered
Geometrically Centered
DUER Visually Centered
Minimum Size the Düer Logo The sizes indicated below provide a guide to print production of the Düer logo when used alone, in a combination with the logotype and also when using just the logotype. The reproduction medium, methods and materials will affect the final size, therefore on every occasion these elements should be checked thoroughly to ensure that quality and legibility is of the highest quality.
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45 mm
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Düer Brand Guidelines | Logo Guidelines | 1.3
Color Pallete The Core Color Pallete The three colours below are the Düer primary colors – the core color palette. Used in combination, they are strong brand signifiers and are fundamental to brand identity. It is important they are used carefully on core items so that they remain powerful and effective brand elements.
C=0 M = 90 Y = 95 K=0
C=0 M=0 Y=0 K = 100
C=0 M=0 Y=0 K=0
Please DO NOT attempt to visually colour match from printouts or on-screen colours, as printing conditions and screen resolution may result in variations in colour shade. For accurate colour matching use the correct CMYK color reference.
Both the geometric logo and the combination of the logo and logotype are never to be altered when it comes to color.The logo and combination should always appear against a white solid background. However when using soely the logotype, it may appear as white on black or black on white. When using the correct CMYK color code for the red the logotype alone may also appear as red on white, but never red on black.
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NOTE: When the logotype needs to be small, or there are issues with legibility or budget, black or white options are a simple, practical solution.
1.4 | Logo Colors | Düer Brand Guidelines
Logo on Backgrounds Great care should be taken when using the logo against different backgrounds. Following these simple rules will ensure it remains a visible and effective branding device, whatever the background. However the logo itself and the combination of the logo and logotype is recommended to keep on a light colored background, preferably white. In the situation of a photograph, the logo look best on black and white photography.
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D端er Brand Guidelines | Logo Colors | 1.5
Typography Typography is a fundamental element in creating and protecting Düer distinctive brand identity. It is a subtle and more complex element than the logotype or color palette. It is also a powerful brand signifier in its own right, bringing personality and consistency to all communication, infusing everything with the essential Düer look and feel. Düer branding always appears in one of two main fonts : Avenir or Univers. In the case that two fonts are required, Avenir or Univers will be paired together with Adobe Caslon, in which case Adobe Caslon would appear as the smaller font, never the same size as or bigger than Univers or Avenir. In the case that three fonts are needed, Univers shall act as the main heading, Avenir shall act as the subheading, and Adobe Caslon will appear as the body copy. When using 3 fonts the primary use of each font is not interchangable. At no time will more than 3 fonts be allowed.
Univers LT Std Univers is one of our two primary typefaces. For this reason it is used for applications relating to the core of the business. These include corporate communications and signs. It can also be used for headlines but never for body copy. The New Baskerville font is available in a variety of brands, please note that for all Düer material, only the LT Std version is to be used. Univers Oblique is never to be used as a heading only as a sub-heading.
Univers 45 Light
Univers 45 Light Oblique
Univers 55 Roman
Univers 55 Oblique
Univers 65 Bold
Univers 65 Bold Oblique
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a b c d e f g h i j k l m n o p q r s tu v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
2.0 | Typefaces | Düer Brand Guidelines
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a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
a b c d e f g h i j k l m n o p q r s tu v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
Avenir LT Std Avenir is one of our two primary typefaces. For this reason it is used for applications relating to the core of the business.These include corporate communications and signs. It can also be used for headlines and body copy. For all D端er material, only the LT Std version is to be used.
Avenir 35 Light
Avenir 35 Light Oblique
Avenir 55 Roman
Avenir 55 Oblique
Avenir 65 Medium
Avenir 65 Medium Oblique
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a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
Avenir 85 Heavy
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
Avenir 85 Heavy Oblique
a b c d e f g h i j k l m n o p q r s t u v w x y z ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890
Adobe Caslon Pro
The sole purpose of Adobe Caslon pro is to be used as body copy when paired with either of or both of the previously listed fonts.Caslon is never to be used as a heading or subheading. Only the Adobe Caslon pro version of Caslon is to be used. Adobe Caslon bold and oblique are only to be used within already regular or light body text and never to be used as body text itself.
Adobe Caslon Pro Regular
Adobe Caslon Pro Italic
Adobe Caslon Pro Bold
Adobe Caslon Pro Bold Italic
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D端er Brand Guidelines | Typefaces | 2.1