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BRANDGUIDELINESPhase 1 : Commercial
March 3, 2008
TABLE OFCONTENTS
Creative Snapshot 41-45
Guideline Rationale 4
Brand Values 5
Brand Essence 6
Creative Voice 7
Call To Action 8
Logo Usage 9-11
Font Family 20
Typographical Hierarchy 21-24
Graphic Elements 29
Photography 30-35
Design Hierarchy 36
Color Guidelines 37
Primary Palette 38
Wall Test 46
Online Ads 47-50
Mailer 54-56
Small Business Catalog 59-61
Co-op Advertising 68
Black and White 69
Global Communication 70-72
Dell.com Banners 51-53
Out of Home Advertising 73-75
Spec Sheet 57
Segment Identifiers 40
Solutions Guide 58
02
Events 76-77
Brochures 62-67
Promotional Printing Guidelines 12-19
Parnter Logo Treatment 25-28
ONECOMPANYONEBRANDONEBEAT
GUIDELINERATIONALE
In your hands is a living, breathing document.It guides us toward a unified and consistentrelationship with our customers. It is not adeparture, but a return, full-circle, to the corevalues of the Dell brand. The Dell Brand Bookcontains a set of guidelines. Do not use theseguidelines as an excuse for not thinking.
04
BRANDVALUES
From its inception, Dell has resonatedwith the individual. Guided by the beliefthat listening to customers will alwaysresult in real solutions for real needs.
Dell recognizes that the technology needof every business, every customer andevery person is unique.
05
BRANDESSENCE
TOUCH Solid.New.Exciting.SMELL Clean.Fresh.Familiar.SOUND Steady.Driving.Reliable.TASTE Stimulating.Provocative.Fulfilling.SIGHT Sleek.Serious.Desirable.SIXTH SENSE Optimistic.Responsible.Green.
06
CREATIVEVOICE
Speaking with the frankness one wouldexpect from a friend, the tone of Dell isengaging and candid. We are bold enoughto let the facts speak for themselves.TECHNICAL LANGUAGEDell copy is performance-driven. Even technical features speak to a real world benefit.
07
CALL TOACTION
Every piece of communication ends with aninvitation. Our tagline is a call to action, period.• The call to action should be uppercase, short, compelling, and provide a reason to take action.• When listing URLs, the “DELL.COM” is capitalized and the “/XxxxxxXxxxx”is set in upper and lowercase.
• The typography baseline and preferred distance from the Dell badge are indicated below.
LEARN HOW DELL SIMPLIFIES _____ATDELL.COM/Simplify OR CALL 800.XXX.XXXX
08
xx
LOGOUSAGE
The Dell badge is bold and dimensional,a symbol of simplicity you can touch.
09
• The black version of the Dell badge should be used when the bubble/band are in color.
• The color version of the Dell badge should be used when the bubble/band is in white.
• Highlight color in headline should match the color version of the Dell badge.
• Colored badges can be used for events, promotional items, or holiday-themed marcom.
• Logo files can be found on dell.com/brandcentral in PSD and vector .ai formats.
LOGOUSAGE
2
1
3
1. Badge
Placing the badge against color createsstopping power.
2. Band
The band of solid color works like anexclamation point. It is the line ofdifferentiation, the broad stroke pointing toor underscoring the Dell badge.
10
x x
4
4.Drop Shadow
Dell Logo must have a drop shadow.Blend Mode: MultiplyColor: BlackOpacity: 50%Angle: 120Distance: 7Spread: 0Size: 18
For Marcom Use
3. Bubble
The bubble adds an arc of color to allowthe badge to pop. The clearance space aroundthe badge is equal to the width of the verticalstroke in the “L” letter form.
LOGOUSAGE
Minimum Size and Placement• The badge should be sized no smaller than 42 pixels x 42 pixels (.5 inch).• The badge should always knock out from a primary color, form a notch breakingthe plane of the color field, and compliment the black background.
• Partner logo relationships, requirements and hierarchy still apply.
When representing the badge onthe right or left, the top and bottomof the “E” in the Dell logo should lineup with the color plane.
When representing the badgeon the top or bottom, the top ofthe “L” letter form should line
up with the color plane.
11
PROMOTIONALPRINTING GUIDELINES
12
*Only for use when full-color printing is not available
PROMOTIONALPRINTING GUIDELINES
13
*Only for use when full-color printing is not available
PROMOTIONALPRINTING GUIDELINES
14
*Only for use when full-color printing is not available
PROMOTIONALPRINTING GUIDELINES
15
*Only for use when full-color printing is not available
PROMOTIONALPRINTING GUIDELINES
16
*Only for use when full-color printing is not available
PROMOTIONALPRINTING GUIDELINES
17
*Only for use when full-color printing is not available
PROMOTIONALPRINTING GUIDELINES
18
*Only for use when full-color printing is not available
PROMOTIONALPRINTING GUIDELINES
19
*Only for use when full-color printing is not available
FONTFAMILY
A bold and powerful message deservesbold and powerful typography.
GOTHAM ULTRA
ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
GOTHAM BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
GOTHAM BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
GOTHAM MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
GOTHAM BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
GOTHAM LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ123456789
20
*Font can be purchased from Hoefler & Frere-Jones at http://typography.com
TYPOGRAPHICALHIERARCHY
LEVEL 1: MAIN HEADLINEThe dominant graphic anchor of this campaign isthe headline. It must be the most prominent copyon the page. The headline expresses the primarytopic or idea of a piece, spread or reveal.
Typeface: Gotham UltraStyle: Uppercase ONLYColor: Knocked out to white from black background with
key stat, word, or phrase in primary color
LEVEL 2: SUBHEADPays off main headline with detail or introducesand divides major sections.
Typeface: Gotham UltraStyle: Uppercase ONLYColor: Knocked out to white from black background with key
stat, word, or phrase in primary color (where appropriate)
LEVEL 3: CALL TO ACTIONExplains response device.
Typeface: Gotham BoldStyle: Upper Case with URL “DELL.COM” capitalized andthe “/XxxxxxXxxxx” is set in upper and lowercase.Color: Knocked out to white from black backgroundwith URL or phone number in primary color choice
LEVEL 4: QUOTESA quotation cited from an authoritative source.
Typeface: Gotham BookStyle: Upper/lowerColor: Knocked out to white from black background
1
3
2
21
4
TYPOGRAPHICALHIERARCHY
LEVEL 5: BODY COPYThe main text of a piece of communication.
Typeface: Gotham BoldStyle: Upper/lowerColor: Black, white, or single primary color choice (color mustremain consistent throughout the piece or program)
LEVEL 6: PRODUCT NAME, CONFIGS, PRICINGSpecific product information.
Typeface: Gotham Book/Bold (all weights)Style: Upper/lowerColor: Black, white, or single primary color choice (color must
remain consistent throughout the piece or program)
LEVEL 7: REQUIRED PARTNER TAG LINE(Dell recommends...)Partner approved tag lines.
Typeface: Gotham face (weight determined by partner legalrequirements)Style: Determined by partner legal requirementsColor: Determined by partner legal requirements
LEVEL 8: BIRDSEEDLegal copy.
Typeface: Gotham BookStyle: Upper/lowerColor: Designer may choose color that best minimizes text
5
7
6
22
8
TYPOGRAPHICALHIERARCHY
GOTHAM IS NOT YET AVAILABLE FOR THE FOLLOWING LANGUAGES, SUBSTITUTE FONT LISTED BY LANGUAGE.
Greek: Arial Black (Headline) Arial Regular / Arial regular Italic (Body Copy)
Russian: Arial Black (Headline) Arial Regular / Arial regular Italic (Body Copy)
Hebrew: Arial
Arabic: Arial
APJ Master: Gotham Bold / Gotham Medium. Arial Black / Arial Medium
China: Gotham Bold / Medium. Arial Black / Bold
Taiwan: Gotham Bold / Medium. Arial Black / Bold
Hong Kong: Gotham Bold / Medium. Arial Black / Bold
Japan: Gotham Bold / Medium. Arial Black / Bold
Korea: Gotham Bold / Medium. Arial Black / Bold
Thailand: Gotham Bold / Medium. Arial Black / Bold
Font Exceptions
23
TYPOGRAPHICALHIERARCHY
HEADLINE & SUBHEAD COPY USAGE: IT must be upper case. The kerning should be increased to create a slightly larger spacebetween the I and T, to differentiate the acronym IT from the word it. The space is equal to the half width of the “I” in IT.
BODY COPY USAGE: In upper and lower case body copy, IT is capitalized. Kerning should not be increased.
Treatment Of The Acronym IT
24
x
IT must never have periods.
INCORRECTUSAGE
CALL TO ACTION COPY USAGE: IT must be upper case. The kerning should be increased to create a slightly larger spacebetween the I and T, to differentiate the acronym IT from the word it. The space is equal to the width of the “I” in IT to accom-modate for the font weight.
x
HEADLINE & SUBHEADCOPY USAGE
x x
BODY COPYUSAGE
CALL TO ACTIONCOPY USAGE
PARTNER LOGOTREATMENT
25
Applicable partner logo size requirementsand hierarchies still apply.
PARTNER LOGOTREATMENT
26
Applicable partner logo size requirementsand hierarchies still apply.
PARTNER LOGOTREATMENT
27
PARTNER LOGOTREATMENT
28
GRAPHICELEMENTS
Movement and Momentum
GRAPHIC WAVE
RHYTHM PULSE
SOFTBEAT
LOUDBEAT
AMPLITUDE
29
Graphic elements may be used as designer and creative director see fit. Do not limit yourself to these graphic elements.
DELLPHOTOGRAPHY
30
Product is hero. Photographed with contrastand dramatic lighting, conveying the bold-ness and confidence of the Dell brand.
Lifestyle photos should tell a story, beingcandid, engaging, and above all real. In short,no cheesy stock photography.
Dell people are real, not models. They comein all shapes, sizes, races, and genders.They are the people who use our products.
LIFESTYLEPHOTOGRAPHY
31
This approach focuses on a captured moment in timewith the emphasis on the interaction with product. Themost important part of the image is highlighted byremoving the accent color in that area. The photographyand itsʼ cropping, including the environment is clean andstreamlined for a bold graphic look.
This approach uses dramatic cropping and black andwhite photography layered over an accent color toenhance the intensity and boldness of the imagery. Theindividuals are removed from any specific context,meaning they could be customers or Dell stafff, andrelatable to a wide range of viewers-but the humanityand emotion comes through lour and clear.
LIFESTYLEPHOTOGRAPHY
32
This approach focuses on captured moments in timeusing individuals without environments. The use of highcontrast black and white photography without accentcolors creates a sophisticated/editorial feel that tellsmore of a story.
The focus is always on individuals. The use ofphotography in these pieces reinforces that attitude-boldclose-ups of individual people with distinctivepersonalities. Layering high contrast black and whiteover the accent colors grabs the viewers attention. Thevisuals theme is always humanity. This approachcommunicates the end benefit of working withDell: Simplified solutions to your problems.
LIFESTYLEPHOTOGRAPHY
33
In this approach, dramatic cropping enhances theintesity and immediacy of the imagery. The individualsare removed from any specific context but the humanityand emotion always comes through loud and clear. Thephotography is used 4/color with the dominant colormatching the accent color. The mix of soft focus keepsthe attention on the individual.
This approach brings the individual and the environmenttogether using 4/color photography. Allowing forenvironment enables a bigger story to be told butkeeping it soft and high contrast keeps the focus onhumanity. The photography should encompass adominant accent color to be matched in the layout. Agritty texture can be added (as shown here) when anedgier approach is appropriate.
PRODUCTPHOTOGRAPHY
34
DESKTOPS NOTEBOOKS
Product photography should highlight product features with dramatic lighting, surface reflections, and should overall make theproduct look as desirable as possible.
PRODUCTPHOTOGRAPHY
35
SERVERS
DESIGNHIERARCHY
1
2
3
4
5
6
1. HEADLINEBold, all-caps, color highlight, no periods at end ofheadline
2. PRIMARY IMAGEProduct is hero
3. ENVIRONMENTDimensional background, colored band
4. MAIN COPYDirect and concise
5. CALL TO ACTIONDriving the point home
6. SIGNATUREWave, pulse, Dell badge
7. COLOR USAGE
Color can be used to highlight elements of headlineand copy. Do not use red to highlight numbers. Donot use color to highlight names of competitors.
36
COLORGUIDELINES
One primary accent color per produced item.
Multiple colors for use in longer communica-tions is acceptable.
All colors must print at 100%. Tints are notpermissible for color band or highlight ofheadline. Tints are acceptable for use incomplex graphs or charts.
There is no color designation by LOBor solution.
37
PRIMARYPALETTE
38
DELL BLUE BLACK WHITE
CMYK
C- 100M- 43Y- 0K- 0
RGB
R- 0G- 102B- 204
PANTONE
300C
CMYK
C- 0M- 0Y- 0K- 100
RGB
R- 30G- 30B- 30
PANTONE
BLACK 3C
CMYK
RGB
R- 250G- 250B- 250
PANTONE
RED ORANGE YELLOW GREEN BLUE BROWN
CMYK
C- 0M- 93Y- 95K- 0
RGB
R- 213G- 43B- 30
PANTONE
485C
CMYK
C- 0M- 45Y- 95K- 0
RGB
R- 255G- 110B- 0
PANTONE
1375C
CMYK
C- 0M- 27Y- 100K- 0
RGB
R- 234G- 171B- 0
PANTONE
124C
CMYK
C- 54M- 7Y- 79K- 21
RGB
R- 106G- 150B- 59
PANTONE
7490C
CMYK
C- 60M- 29Y- 0K- 0
RGB
R- 106G- 173B- 228
PANTONE
659C
CMYK
C- 29M- 78Y- 91K- 78
RGB
R- 130G- 92B- 38
PANTONE
4625C
CMYK
C- 5M- 3Y- 4K- 8
RGB
R- 213G- 214B- 210
PANTONE
COOL GRAY 2C
NEUTRAL LIGHT
CMYK
C- 7M- 100Y- 65K- 32
RGB
R- 152G- 30B- 50
PANTONE
201C
RUBY
CMYK
C- 29M- 23Y- 16K- 51
RGB
R- 116G- 118B- 120
PANTONE
COOL GRAY 9C
NEUTRAL DARK
CMYK
C- 37M- 35Y- 87K- 7
RGB
R- 162G- 145B- 70
PANTONE
GOLD 872C
METALLIC GOLD
RHYTHM ISSOMETHINGYOUEITHER HAVEORDON’T HAVE,BUTWHENYOUHAVE IT, YOUHAVEITALL OVER.
—ELVIS PRESLEY
“
”
SEGMENTIDENTIFIERS
SEGMENT IDENTIFIERS ARE NOT ALLOWED
40
CREATIVESNAPSHOT
41
CREATIVESNAPSHOT
42
CREATIVESNAPSHOT
43
CREATIVESNAPSHOT
44
CREATIVESNAPSHOT
45
WALLTEST
46
ONLINEADS
47
ONLINEADS
48
ONLINEADS
49
ONLINEADS
50
DELL.COMBANNERS
51
BANNER CREATIVE ANATOMY
Headlines: 3 lines maxSubheads: 2 lines max
SolidColorbar
SoftBeat
Layered Product Photography(backstage lighting), reflections
Headlines & Subheads:Gotham Black, All CapsSplit Color Highlighting
Call To Action:Gotham Bold
DELL.COMBANNERS
52
FONT USAGE - MLB EXAMPLE
Translation may not be correct
German
Italian
English
Headlines & Subheads:Gotham Black, All CapsSplit Color Highlighting
Call To Action:Gotham Bold
DELL.COMBANNERS
53
FONT USAGE - SMB EXAMPLE
Translation may not be correct
German
Italian
English
Headlines & Subheads:Gotham Black, All CapsSplit Color Highlighting
Call To Action:Gotham Bold
MAILERPANEL
54
MAILERCOVER
55
MAILERSPREAD
56
SPECSHEET
57
SOLUTIONSGUIDE
58
SMALL BUSINESSCATALOG
59
SMALL BUSINESSCATALOG
60
SMALL BUSINESSCATALOG
61
BROCHURES
62
BROCHURES
63
BROCHURES
64
BROCHURES
65
*This is an example of a regional version
BROCHURES
66
BROCHURES
67
CO-OPADVERTISING
68
*Pending Intel Approval.
BLACKANDWHITE
69
GLOBALCOMMUNICATION
70
GLOBALCOMMUNICATION
71
GLOBALCOMMUNICATION
72
OUT OF HOMEADVERTISING
73
OUT OF HOMEADVERTISING
74
OUT OF HOMEADVERTISING
75
EVENTS
76
EVENTS
77
MUSIC IN THESOULCAN BEHEARD BYTHEUNIVERSE.
—LAO TZU
“
”