BRANDING AND STYLE GUIDELINES

The Dodd family brand is designed for clarity of communication and consistency within departments. Bold colors and photographs are set on simple and clean backdrops that create high contrast and a visually arresting message. Typography follows the same principles - an aggressive logo typeface is paired with a restrained and functional brother.

Contrast, when managed respectfully, creates interest. Aggression and weight are used intelligently to maximize their impact. All aspects of design function more efficiently when priority is given to functional minimalism.

The Dodd family brand is one of quality and consistency. Both should be respected within the brand’s design.

INTRODUCTION

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Introduction 2

Table of Contents 3

Typography 4

Color Theory 6

Main Logos 8

Alternative Logos 10

TABLE OF CONTENTS

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We technically make use of two typefaces within the Dodd brand - Serpentine (only in bold italic) and Open Sans.

Serpentine is an aggressive display font featured predominately in the Dodd logos. The typeface has existed within the brand and carries significant weight as the memorable feature of the brand identity. However, it lacks legibility and clarity in longer words and smaller sizes and should be used sparingly.

Open Sans is the workhorse typeface of the brand - an open-source, free to download sans serif with high clarity and a modern personality. This book is set in the typeface. The light (300), regular (400), and bold (700) versions are commonly used (along with their respective italics). When in doubt, use Open Sans.

Open Sans can be downloaded at http://www.google.com/fonts/specimen/Open+Sans .

TYPOGRAPHY

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9

OPEN SANS LIGHT

SERPENTINE BOLD ITALIC

OPEN SANS REGULAR

OPEN SANS BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9

COLOR THEORY

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Color exists as an essential part of the Dodd brand. While the logo was designed to be able to stand alone in black and white, each variation takes on an individual identity with the inclusion of bold color.

The essential palette, consisting of Dodd Red, Reel Green and Tyler Blue, was chosen to stand on its own - bold colors that capture attention and refuse to be mistaken. None of the colors should ever be changed, altered, or guessed at - many different methods of identification have been listed here in order to maintain consistency.

Our choices are rounded out by a simple black, white and gray color palette to be used generously. Our bold colors work best in high contrast situations where a light gray, white, or a dark charcoal can really draw attention to it.

Finally, avoid pure black. A dark ashy gray can accomplish everything black does without painful contrast.

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DODD REDRGB: 227, 24, 55

CMYK: 0, 100, 81, 4PANTONE: 186 C

HEX: #E21836

REEL GREENRGB: 0, 168, 78

CMYK: 82, 5, 97, 0PANTONE: 355 C

HEX: #00A84E

TYLER BLUERGB: 9, 84, 162

CMYK: 97, 74, 3, 0PANTONE: 2935 CVC

HEX: #0954A2

5 010156093

black copy whitebackgrounds

MAIN LOGOS

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Many different variations of the Dodd family of logos have been used in the past. While efforts are being made to expand the brand and become more versatile, there is one logo for each company that works as the flagship indicator of each company.

These logos were created with the other companies in mind - each diamond shape is exactly the same size and shape in order to create a continuum across the family of companies. These logos feature the brand colors detailed earlier in this book and should never be altered - purity of color is essential to a strong message.

A set of white logos have been provided to ensure legibility on darker backgrounds.

Attempts to maintain the quality of these logos are essential - vector files have been provided, so the logos should never appear fuzzy, blurred, or distorted in anyway. Crisp, clear, and bold are the hallmarks of our logo usage.

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ALTERNATE LOGOS

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The Dodd brand is a constantly evolving identity with a need for different logos in different situations. A few have been provided here for your convenience. Enjoy!

These logos play extremely well together and can be coupled to created chains or grouped together to create small stacks. Not used very commonly in this way.

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The actual Dodd squares are a new branding concept that takes advantage of the bold colors of each logo. These squares work exceptionally well in situations of low legibility (such as website favicons) and square indicators of identity (social media profiles). These should be used sparingly to preserve the integrity of the Dodd diamond.

Instead, we use blank squares as a balanced solution, one that echoes the colors of each brand but does not dillute the actual logo. We like to tuck these into the corner of multi-page documents to create not only a sense of depth but also a consistent reminder of brand presence.

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BRANDING AND STYLE GUIDELINES