DEG s Brand. Logo. The logo must be reproduced from reproduction-quality art or from high-resolution digital files.

Transcription

1 BRAND STYLE GUIDE

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3 DEG s Brand A brand, at its most elemental level, is a statement of a company s character and purpose. At DEG, our brand is both the expression of the creative spirit that has existed since we first opened our doors, and a promise that we make to clients and associates about what we do. Understanding our brand and using it effectively and appropriately will ensure that as we grow, we retain what makes us remarkable. Logo This is the keystone of our visual identity and is used on all communications materials. The logotype and tagtline should always be spaced and aligned as shown in these guidelines. To maximize the impact and recognition of our logo, acceptable configurations and color choices are limited. The logo must be reproduced from reproduction-quality art or from high-resolution digital files. Never attempt to recreate the logo from scratch, as the unique relationships between the characters of the logotype and tagline are difficult to match. Also, do not ever alter logo in any way. If you do not have the logo in a format suitable for your need, please contact DEG s Marketing Department.

4 Acceptable Logo Usage Standard, Full Color Usage Alternate Treatments Black & White When using the logo over a solid color field or image, a white logo with 60% Black anchor points is required. Reversed Out When using the logo over a solid color field or image, a white logo with 60% opacity anchor points is required. CORE LETTER MARK DEG Official Blue PMS 3005 C CMYK: RGB: # 0A81C4 ANCHOR POINTS 3rd Blue PMS 292 C CMYK: RGB: # 79BDE8 Solid Single Color If the logo is being reproduce in print under 3/4, or there is no possibility to vary the color of the anchor points, a unified single color is prefered, either full DEG Blue, Black, or white.

5 Logo and Line Pairings In some cases, the logo may need to be paired with a tagline, or short snippet of text. Text can either sit centered, directly below the mark, or left justified to the right of the mark. There are a number of pre-approved pairings that can be found in the Graphics drive. No new pairings are allowed without consulting both Marketing and Creative teams. For use when: In some cases, the logo may need to be paired with a tagline, or short snippet of text. Text can either sit centered, directly below the mark, or left justified to the right of the mark. There are a number of pre-approved pairings that can be found in the Graphics drive. For use when: Xxxxxxxxxxxxxx SMARTER DIRECT MARKETING SMARTER DIRECT MARKETING PRESENTING SPONSOR PRESENTING SPONSOR For use when: In some cases, the logo may need to be paired with a tagline, or short snippet of text. Text can either sit centered, directly below the mark, or left justified to the right of the mark. There are a number of pre-approved pairings that can be found in the Graphics drive.

6 Logo Protection Area Part of the purpose of the logo usage guidelines is not only to create a visual identity, but also to make the brand visible. The following guidelines discuss how to allow for clear space around the logo, thereby emphasizing the logo. The recommended spacing surrounding the logo, is the minimum distance that is required between the DEG logo and any other visual element such as text, illustration, photography, borders, etc. The recommended safe zone around the logo is approximately 1 letter height from the core mark. Size and Color Limitations There is no maximum size for the logo, provided it is scaled appropriately. If the logo is under 1/2 wide, the logo 1/2 > Smallest Permissible Size The smallest permissible size for our logo is 30 x 18 pixels at standard 72 dpi resolution. Only one color is 30px 18px should be reproduced in a single color. Full Color Single Color permitted in the scenario.

7 Do Not: Do not place the logo over a patter or heavy texture Do not obscure the logo with any shapes or graphics Do not place the logo over any overly complicated background. Do not use background and logo color combinations that could obscure the legibility of the logo. Do not intersect the logo with any other element Do not stretch or warp the logo in any way. Do not outline the logo Do not alter any individual part of the logo. Do not use any glows, dropshadows, or stylistic effects on the logo Do not attempt to reconstruct the logo or redraw the logo. Do not increase the size of any pixel-based logo files. Do not use any new colors in the logo.

8 Service Areas DEG offers a variety of services to our clients. It is important that we represent these services consistently. Across the website and all collateral, each service area should be represented with it s icon, and using our brand font, ASAP Regular. Titles should never appear without the icon, unless they are being used in copy. Icons should never be used independently of their titles, unless dictated by the creative team. Efforts should be made to differentiate the service titles from surrounding copy by color. Brand blue or orange are preferred. Do not attempt to recreate these lockups. Standardized files for each of these service area titles will be made available on the creative server.

9 Color guidelines Colors are a powerful distinguishing feature of an identity and should be employed with care and consideration. Adhering to the following color reproduction guidelines will help in creating a consistent image and maintaining the visual impact of the logo. Primary Colors Variants and Accent Colors DEG Official Blue PMS 3005 C CMYK: RGB: # 0A81C4 2nd Blue PMS 302 C CMYK: RGB: # rd Blue PMS 292 C CMYK: RGB: # 79BDE8 Orange PMS 7413 C CMYK: RGB: # D27A2A 2nd Orange PMS 180 C CMYK: RGB: # D9531E 3rd Orange PMS 1375 C CMYK: RGB: # FAA634 Green PMS 376 C CMYK: RGB: # 8DC63F 2nd Green PMS 363 C CMYK: RGB: # rd Green PMS 374 C CMYK: RGB: # C8DF8E Basics Dark Grey CMYK: RGB: # Light Grey CMYK: RGB: # CCCCCC White CMYK: RGB: # FFFFFF

10 Typography DEG empowers businesses to become better. We speak clearly, plainly, and in a straightforward manner no matter the situation. The typography we use reflects that. Always clear and unadorned, our headlines are visible callouts of purpose, our body text is highly readable and easy to follow. Asap Arial Core Brand Typefaces Georgia

11 All Brand Fonts and Usages Asap Titles, Headlines, Major Headers Arial Titles, Headlines, Major Headers Georgia Uses: Titles, Headlines, Major Headers Asap Italic Secondary Headers Arial Italic Uses: Titles, Headlines, Major Headers Georgia Italic Uses: Titles, Headlines, Major Headers Asap Bold Tertiary Headers Arial Bold Uses: Titles, Headlines, Major Headers Georgia Bold Uses: Titles, Headlines, Major Headers Asap Bold Italic All Caps, Minor Headers and Callouts Arial Bold Italic Uses: Titles, Headlines, Major Headers Georgia Bold Italic Uses: Titles, Headlines, Major Headers Arial Black Uses: Titles, Headlines, Major Headers

12 Below are two examples of how the DEG typography can be used practically. While there aren t as many Brand Font Usage This approach is ideal for web and print. It relies heavily on the use of the Asap typeface, in multiple sizes. Standard Font Usage Since we cannot rely on every computer to have the Asap brand font, this sample shows how our standard fonts can be used in a coordinated manner. Title Asap DEG helps Timberland, Beatle spread the love Title Arial Bold DEG helps Timberland, Beatle spread the love Strapline Georgia Italic Having the opportunity to walk a mile in the shoes of former Beatle Ringo Starr may be a dream come true for fans. Strapline Georgia Italic Having the opportunity to walk a mile in the shoes of former Beatle Ringo Starr may be a dream come true for fans. Head Asap Bold Body Arial But forget the shoes, what about the boots? In November, Digital Evolution Group was responsible for launching new pages for outdoor footwear retailer Timberland that highlighted the relationship between Starr and the outdoor outfitter. Included in the new coupling were 75 pairs of custom boots, designed and autographed by Starr himself. Head Arial Bold Body Arial But forget the shoes, what about the boots? In November, Digital Evolution Group was responsible for launching new pages for outdoor footwear retailer Timberland that highlighted the relationship between Starr and the outdoor outfitter. Included in the new coupling were 75 pairs of custom boots, designed and autographed by Starr himself. Subhead Asap Bold Lorem Ipsum Dolor DEG s contribution to the relationship comes in the form of pages on Timberland s Community website. The pages feature photos and videos of Starr and the design process in one neat, clean package. Subhead Arial Bold Lorem Ipsum Dolor DEG s contribution to the relationship comes in the form of pages on Timberland s Community website. The pages feature photos and videos of Starr and the design process in one neat, clean package.

13 Hierarchy It is always important to maintain a consistent visual order in all of our communications materials. This order improves legibility and overall cohesion. Font Color It is important for our message to always be legible. The following colors are approved for standard reproductions. Headlines should be big, bold, and dominate. Always err on the side of too large. Straplines should be small compared to the headline and primary headers, but larger than body copy and secondary headers. Primary Headers should be around twice as large as body copy. Highlight & Headline Colors DEG Official Blue PMS 3005 C CMYK: RGB: # 0A81C4 2nd Blue PMS 302 C CMYK: RGB: # rd Blue PMS 292 C CMYK: RGB: # 79BDE8 Orange PMS 7413 C CMYK: RGB: # D27A2A 2nd Orange PMS 180 C CMYK: RGB: # D9531E Green PMS 376 C CMYK: RGB: # 8DC63F 2nd Green PMS 363 C CMYK: RGB: # Secondary Headers should be bold and noticeably smaller than the primary headers. Body copy should be smallest, and at most, half the size of primary headers. As it is the most important. Standard Text & Headers Dark Grey CMYK: RGB: # Medium Grey CMYK: RGB: # CCCCCC Light Grey CMYK: RGB: # CCCCCC

14 Text Cues DEG s voice is unique in the marketplace. We are a company of passionate, experienced individuals who creates smart digital marketing, commerce, and collaboration strategies that empower organizations to achieve their objectives. Our taglines and copy clearly deliver the Smarter Digital message. The taglines for our disciplines start with the smarter adjective followed by an appropriate noun or the name of one of DEG s discipline areas. These taglines are direct, memorable statements about our capabilities. They are confident, not boastful; they are about DEG only and never to be used as a comparison. Yes Smarter Digital Smarter Interactions Smarter Social Smarter E-commerce Smarter Collaboration Smarter Content Smarter Mobile Smarter Analytics No Smarter Than The Rest (Comparison) Smart Social (Start with Smarter ) We re Smarter (Start with Smarter, Comparison)

15 Supplemental Copy The text that supports the Smarter family of taglines or that describes the mission of our disciplines is positive, excited, informative, and clearly presents the benefit for clients who engage DEG. These short, exciting statements couple professional language with action verbs to unmistakably speak to our promise of empowerment in no more than 25 words. Yes DEG creates smart digital marketing, commerce, and collaboration strategies that empower organizations to achieve their objectives. Smarter Interactions: Digital direct marketing that empowers businesses to enhance and sustain the conversations they have with their customers. Smarter Social: Integrated social strategies that empower organizations to listen to, shape, and capitalize on the conversations taking place about their products, their company, and their industry. Smarter E-commerce: Robust, integrated digital commerce implementations that engage and retain customers, sell products, and engender loyalty. Smarter Collaboration: Breaking down the boundaries that hinder your success and empowering your organization to achieve everything it can. Smarter Content: Content tools, strategies, and experiences that maximize your impact on the Web s most valuable resource: Your visitors. Smarter Mobile: Ingenious, integrated campaigns that target on-the-go users, helping you to understand, prepare for, and capitalize on the opportunities presented by being everywhere. Smarter Analytics: Measurement and insight that identify opportunity, refine campaigns, and magnify impact, providing objective visibility and accountability across the digital spectrum. No DEG makes websites and does for a lot of companies. (Not exciting.) Smarter E-commerce: Robust, integrated digital commerce implementations. (No benefit for the client, doesn t speak to empowerment) Smarter Mobile: DEG creates great mobile campaigns that help companies like Acme Aluminum Alloys, BBB Brothers Balloons, and Chris Cool Cat Toys stay in touch with all of their customers. We ve designed apps, done a lot of responsive websites, and launched SMS campaigns that have been really successful. (Too long, too casual)

16 Service Offerings Each discipline has set menu of offerings that speak clearly and particularly to what we supply to our clients who engage us in those areas. As these offerings are constantly changing to meet market and competitive demands, an approved list of offerings is available on the website and through DEG s Marketing Department. The items on this list offerings are short, specific, often jargon-heavy descriptions that are intended to portray the services we sell, not to our entire list of capabilities. These should describe repeatable, productized offerings, not general abilities, and can include industry-recognized certifications and recognizable platform names if appropriate. Yes Full-Service Campaign Execution Multichannel Integrations and Account Configuration Highly Dynamic and Complex Personalization Triggered Lifecycle Campaigns Deliverability Audits and Management Subscriber Acquisition Custom Profile and Preference Centers Retention and Engagement Strategies Mobile Strategy and Execution SMS/Text Marketing Creative and Copy Development Multivariate Testing and Optimization Strategic Planning and Campaign Analysis Training and Support No (too broad) Custom website builds (a capability, but not a productized offering) Acme Aluminum Alloys Certified Vendor (not an industry-recognized certification) DEG s mission is to empower our partners by delivering on the promise of smarter digital. We speak clearly to business and how we benefit it. Our voice reflects our people their capabilities, plans, goals, experiences, hopes, and spirit because our people empower others to become what they want to be and to accomplish the things that they want to do.

17 Photography DEG s brand photography set is a strictly regulated group of images. The Marketing and Creative teams will manage the full photo library, and will select images that may be used more widely by the company at large. Any client logos or distinguishing client marks cannot be shown without permission. No confidential client work or work-in-progress should be included. Personnel Shots Environmental Shots There are two broad categories in our photography library: personnel shots and environmental shots. Personnel shots are generally used for external-facing material, and serve to identify specific people in the company. These pictures are closer to a standardized portrait, and should convey professionalism above all. These pictures are not for use by the general DEG staff. Our environmental shots feature the people and spaces of DEG. This category includes everything from people at work to details of our office. These photos are can be used by the DEG staff to give a branded flavor to presentations and other collateral.

18 Styling and Effects DEG has a number of effects and elements that can be used in conjunction with our environmental imagery. These effects should be performed by, or with, supervision from the creative team. Dark Overlay This effect is used widely on the website and in printed material. It provides a dark backdrop on which light typography and text boxes can pop. Dark Opacity This effect is used to create a relatively quiet space on a bright picture. A transparent dark band obscures part of the picture spanning the full width OR height. The brightness of the picture still shines, while providing a spot for type. Dark bands should be uniformly placed if used on multiple images within a piece. Original Dark Overlay Original Dark Opacity Color Tints Tints in the brand colors are permissible, but should only be used and executed at the discretion of the creative team. Original Color Tints

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