2013 Dais brandguidelines

DAIS BRAND GUIDE

A BRAND IDENTITY GUIDE

DAIS BRAND GUIDE

LOGOTYPE The Dais logo is the primary visual identity mark and is intended to be used on stationery, merchandise and all printed and electronic marketing publications. The logo must always be printed as shown below, in a two-color format. When printing in a monotone situation, acceptable monotone colors are black, or white in a reverse-out application.

TWO COLOR

ACCEPTABLE MONOTONE COLORS

REPRODUCING THE DAIS LOGO

The Dais logo is comprised of carefully crafted and customized typography. Any attempt to re-create the type, spacing, or styling of the logo by word processing will result in inconsistencies that will compromise the integrity of the logo.

To obtain a copy of the official Dais logo, contact Karl Dinkler: kdinkler@tavistock.com or (407) 909-7250

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DAIS BRAND GUIDE

COLORS Color helps to define the Dais brand, which has a bright and welcoming palate. There are 4 principal colors which are supported by secondary colors. Below are the color values for full color printing, special colors and screen values.

PRINCIPLE COLORS

PANTONE 298 M C 69 M 7 Y 0 K 0

PANTONE 7417 PC

RICH BLACK R 19 G 181 B 234

C 60 M 40 Y 20 K 100

C 0 M 80 Y 80 K 0

R0 G 0 B 0

90% Black R 241 G 91 B 64

C M Y K 90

R 65 G 64 B 66

SECONDARY COLORS

Secondary colors are used generously in residential application. However, they should always be used to support the brand and never distract or deteriorate the Principal Colors.

PANTONE 187 M C 0 M 100 Y 79 K 20

PANTONE 2602 M R 198 G 18 B 48

C 63 M 100 Y 0 K 3

PANTONE 240 M R 120 G 39 B 139

C 18 M 94 Y 0 K 0

PANTONE 368 M R 202 G 48 B 146

C 57 M 0 Y 100 K 0

PANTONE 381 M R 122 G 193 B 67

3

C 20 M 0 Y 91 K 0

PANTONE 123M R 214 G 224 B 61

C 0 M 24 Y 94 K 0

R 255 G 196 B 37

DAIS BRAND GUIDE

TYPEFACE FAMILIES Forza is the natural choice for the type of the Dais brand.

It is a font built with succinct geometries that make for an expressive type family that’s ardent, disciplined, shrewd and commanding. It has an extended range of weights from a crisp Thin to a muscular Black, with matching italics throughout. And to help Forza withstand passing fads, it was designed to allow its forms to reference a century’s worth of good ideas from sources as disparate as early engraved postage stamps and enamel signs on Italian railways. With care, these moods can be coaxed out of Forza, lending extra versatility to this expressive family of thoroughly modern typefaces.

PRINCIPAL HEADLINE TYPEFACES

abc123 abc123

FORZA Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?$%&(){}/|\+= -_ FORZA Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?$%&(){}/|\+= -_ PRINCIPAL BODY COPY TYPEFACES

FORZA Medium

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?$%&(){}/|\+= -_ FORZA Book

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?$%&(){}/|\+= -_ FORZA Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?$%&(){}/|\+= -_ FORZA Thin

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?$%&(){}/|\+= -_ 4

abc123 abc123 abc123 abc123

DAIS BRAND GUIDE

SUPPORTING TYPEFACES Courier STD and Garamond Premier Pro type families are used in marketing materials to help strengthen the recognition of the Dais brand standards. These supporting typefaces are to be used as captions, details and notations.

These are used sparingly when additional typefaces may be needed.

Eg: Pricing, Callout Facts, Captions.

SUPPORTING TYPEFACES

Courier STD

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !?$%&(){}/|\+= -_

Garamond Premier Pro

abcdef g hijklmnopqrstuvwxy z AB CDEFG HIJK L MNOP QR STU VWXY Z 0123456789 !?$%&(){}/|\+= -_

abc123 abc123

Dais has very distinctive typography and alternative fonts are not encouraged. If marketing materials are produced outside of the Tavistock Creative Group, Forza, Courier STD and Garamond Premier Pro must be purchased and used.

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DAIS BRAND GUIDE

LOGO CONTROL AREA To maintain a clean look on all materials, maintain an unviolated area around the logo.

The sample below shows 3/8 of an inch based on a two inch logo. A four inch logo would need a 3/4 of an inch area and so on. This rule also applies to monotone logos.

CONTROL AREA FOR TWO INCH LOGO

3/8” 3/8” 3/8”

3/8”

CONTROL AREA FOR FOUR INCH LOGO

3/4”

3/4” 3/4”

3/4”

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DAIS BRAND GUIDE

INCORRECT LOGO USAGE To ensure visual consistency, promote recognition and preserve its strong status, the Dais logo must not be altered in any way. The illustrations below demonstrate several, but not all, incorrect usages of the logo:

INCORRECT USAGES

Stretching or distorting

Color Substitution

Font Substitution

dais

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DAIS BRAND GUIDE

PHOTOGRAPHY Photography is very important to humanize the brand. Particular attention to lifestyle images are needed to ensure accurate portrayal of the brand. When selecting images, avoid using images that have subjects with direct eye contact to the viewer. The viewer should appear to be on the outside looking in. This allows for a more intimate connection with the scene and avoids awkward stock photo poses.

EXAMPLES

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DAIS BRAND GUIDE

STATIONERY Dais has a set standard for its stationery package which ensures visual consistency, promotes recognition and preserves its strong status with its publics.

STATIONERY PACKAGE

9801 Lake Nona Road

First Last 123 Address City, ST, 012345

Dear Lucky Strike,

Envelope

This is Why I’m Quitting Tobacco: Recently, my advertising agency ended a long relationship with Lucky Strike Cigarettes – and I’m relieved.

For over 25 years, we devoted ourselves to peddling a product for which good work is irrelevant – because people can’t stop themselves from buying it. A product that never improves, causes illness and makes people unhappy.

First Last TITLE

9801 Lake Nona Road Orlando, FL 32827

But there was money in it, a lot of money. In fact, our entire business depended on it. We knew it wasn’t good for us, but we couldn’t stop.

###.###.#### ext. #### ###.###.#### email@daistechnologies.com

And then, when Lucky Strike moved their business elsewhere, I realized here was my chance to be someone who could sleep at night – because I know what I’m selling doesn’t kill my customers.

daistechnologies.com

So as of today, Sterling Cooper Draper Pryce will no longer take tobacco accounts.

Business Card

We know it’s going to be hard. If you’re interested in cigarette work, here’s a list of agencies that do it well: BVDO, Leo Burnett, McCann Erickson, Cutler Gleason and Chaough and Benton & Bowles.

As for us, we welcome all other business because we’re certain that our best work is still ahead of us.

Sincerely, Donald F. Draper Creative Director, Sterling Cooper Draper Pryce

9801 Lake Nona Road

Orlando FL. 32827

800.376.9715

daistechnologies.com

Letterhead

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Orlando FL. 32827

800.376.9715

daistechnologies.com

DAIS BRAND GUIDE

BRAND VOICE The voice of Dais helps to bring the brand to life and creates credibility and trust with its audience.

When conveyed through words, the Dais brand is easy to understand and direct yet witty and clever. It is engaging yet not overly technical with terms and descriptions.

The Dais brand was built upon four key characteristics that should emanate throughout the company from the marketing materials all the way to employees’ manner and actions.

Dais IS:

Dais IS NOT:

Approachable

stuffy, formal, unreachable

attainable, convenient, accessible

Commanding

hesitant, doubtful, unsure

confident, trusting, secure

Reliable

unsure, questionable, careless

trustworthy, candid, certain

Innovative

cutting-edge, inspired, clever, hip, advanced

traditional, old, customary

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DAIS BRAND GUIDE

BOILER PLATE A boilerplate is a short paragraph that explains the identity of a company and what it does. It helps to identify your business, its products and services. You can think of a boilerplate as how you would describe Dais if you had less than 60 seconds. It is a thumbnail sketch of your company that provides a little background information to your audience.

130 WORDS ABOUT Dais:

Dais is a technology and communications provider bringing next-generation technology to homes and businesses. By delivering simplified technology that is integrated and intuitive, Dais makes complex technology simple for life, work, education and play. Located in Lake Nona, Florida, Dais offers a full suite of residential services and high-tech lifestyle solutions including internet, digital cable and digital phone services as well as intelligent home solutions, security and monitoring, and music and media systems. With custom solutions to meet the needs of any business, Dais provides commercial enterprises with a range of services from internet and data, video and voice services to IT management, digital signage and interactive displays. Dais delivers bold innovation to its customers and is committed to making communications sustainable, affordable and accessible. For more information, visit www.Daistechnologies.com.

60 WORDS ABOUT Dais:

Dais is a technology and communications provider bringing nextgeneration technology to homes and businesses. By delivering simplified technology that is integrated and intuitive, Dais makes complex technology simple for life, work, education and play.

Located in Lake Nona, Florida, Dais delivers bold innovation to its customers and is committed to making communications sustainable, affordable and accessible. For more information, visit www.Daistechnologies.com.

35 WORDS ABOUT Dais:

Dais is a technology and communications provider bringing nextgeneration technology to homes and businesses. Located in Lake Nona, Florida, Dais delivers bold innovation through simplified technology that is integrated and intuitive. For more information, visit www.Daistechnologies.com.

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Also known as an “elevator pitch� Dais’ 60 word boiler plate should be known by all Dais employees and they should able to speak confidently when asked about where they work.

DAIS BRAND GUIDE

BLOODLINE The brand’s “bloodline” is what links all of the different areas of the company that sit under the Dais umbrella.

What makes up this bloodline are certain characteristics that can be traced back to the core of the brand. This means at any level, the brand can be identified.

BLOODLINE

There are a number of elements that can make up the bloodline: Logo, Typeface, Color, Photography and People. One or more of these elements can be used in combination to make a recognizable brand.

Typeface Color Logo Photography People 12

DAIS BRAND GUIDE

DAIS GURUS People are very much a part of the Dais brand. Often, Dais Gurus will wear the logomark on their clothing thus making the employee a direct reflection of the brand to external and internal publics. Dais requires Gurus to present the brand in an acceptable manor.

Always.

Like the typefaces chosen, all Dais Gurus should be (or appear to be) ardent, disciplined, shrewd and commanding. Dais Gurus should be well-versed in the full spectrum of products offered by Dais and able to articulate products and services with distinction.

The Dais brand was built upon four key characteristics that should emanate throughout the company from the marketing materials all the way to employees’ manner and actions.

HOW TO REPRESENT Dais

Notice: Shirts right-sized, tucked in for men

HOW NOT TO REPRESENT Dais

Notice: Shirts untucked, wrinkled, ratty jeans

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DAIS BRAND GUIDE

COLLATERAL SAMPLES Below are a few manifestations of the Dais brand in practice:

OVERVIEW BROCHURE

About Us At Dais, we believe technology should make life simple – make everyday tasks easier, make our lives more comfortable, help us save time and money, and empower us to customize almost every aspect of our life.

We also believe technology should be simple to manage. So we’ve bridged the gap by providing high-tech lifestyle solutions that offer intuitive and effortless control. By linking the best smart-home technology with the smart devices you use every day, interconnecting, maintaining and adjusting your home becomes as easy as a touch of a button.

Turn on the lights, adjust the thermostat, disarm your security system, control your appliances, or cue up any song in the world from the comfort of your bed or the other side of the world. With simple Apps, your intelligent home systems, security and monitoring devices, and music and media can all be managed remotely and instantly from your smartphone, tablet or computer.

Dais provides convenient and affordable smart-home technology solutions that come with ongoing support from our Dais Gurus.

Intelligent Home Solutions Take control of your home’s potential.

Make your house work around you.

Music & Media Experience your media across any of your smart devices in amazing clarity without interruption.

Whether it’s a smartphone, tablet or laptop, accessing and managing your music, movies and more is now possible from whatever device you happen to have handy. Dais simplifies the home media experience by integrating your

Dais’ intelligent home solutions allow you to integrate systems such as

entire collection of digital content with all of your favorite smart devices so

lighting, temperature, window shades, energy and utility management,

you can easily find and stream from a single point with unprecedented ease.

media and more. Our technologies give you the power to customize and control your home to fit your life.

One remote control too many? Your smart device is the only remote you need.

Control everything from your smartphone, tablet or computer. Cue up movies,

Disarm your security system and unlock the door as you pull into your

shows, songs and photos on one device, then pick up where you left off on

garage. Adjust your thermostat so the AC kicks in before you get home.

another. Stream your media content throughout your home. Access all the

Turn on the lights, draw the shades, and cue up your favorite song in every

music you want from anywhere in the world. And you’ll hear it all with the clear

room remotely. All of this control integrated into the mobile devices and

and robust sound of a wireless streaming music system.

tablets you use every day.

Living in your home has never been so simple and straightforward.

Why leave your digital content at home when you can carry it with you?

Retrieve your music, games, e-books and videos from your office, on the road, in the mall, or wherever you go. Your ability to customize and personalize your

PRODUCTS

music and media has become wireless, seamless and potentially endless.

Automation

Guru:

gu·ru/goo - roo/noun

Lighting Control

your technical guide through the digital age.

Mobile Thermostat Control Energy Management

PRODUCTS Music Systems Streaming Media Single-Device Home Media Control

Wireless Audio Distribution Stream all your favorite music from anywhere in your home.

Automated Control Control energy and appliances in your home.

Lighting Program lighting in every room and save on energy costs.

Network Access both wireless and wired connectivity.

Security Communicate with surveillance systems.

WEBSITE

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DAIS BRAND GUIDE

Dais BRAND GUIDE

CONTACT Due to the strict brand guidelines and standards set by Dais, Tavistock Creative Group reserves the right to review any and all external marketing materials associated with the Dais brand. This is to protect the Dais brand standards and to create a strong presence that is recognizable by all of our publics. If you have questions, please contact: Karl Dinkler Creative Director 4705 S. Apopka Vineland Road Suite 210 Orlando, FL 32819 Phone (407) 909-7250 Fax (407) 909-7100

DAIS BRAND GUIDE

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