Dott Brand GuidelinesJanuary 2021

Meet the Dott brand

Logo design elements

Construction

This is how the Dott logo is constructed. Our logo is simple and based on round shapes. It’s friendly and legible on any application.

Logo design elements

Logo design elements

Clear spacing

Space around the logo is equal to the height of the “d”, with the exception of the app and social icons.

Logo variations

The Dott logo is only printed in black or white.

Always ensure you select the right color logo for optimal contrast to the background color.

Logo design elements

Pure white:

HEX: #FFFFFF

RGB: 255, 255, 255

CMYK: 0, 0, 0, 0

Pure black:

Logo design elements

Some Dott logo don’ts

In case you’re curious, here are some examples showing how not to use the Dott logo.

To make sure you always correctly reproduce the logo, just follow the tips in this guide.

Collaborations

We combine logos by adding a divider, either horizontally or vertically Here’s the vertical guidelines.

Vertical logo lockups:

Make sure you use the height of the “d” as your clear space between the logos and divider.

The divider line should be longer than the Dott logo, based on ½ the length of the “d”.

The partner logo should always be the same width as the Dott logo.

Logo design elements

Collaborations

And here’s an example of a horizontal lockup. The guidelines are the same as for the vertical version.

Horizontal logo lockups:

Make sure you use the height of the “d” as your clear space between the logos and divider.

The divider line should be longer than the Dott logo, based on ½ the length of the “d”.

The partner logo should always be the same width as the Dott logo.

Logo design elements

Color palette

Color palette

Primary colors

Here are our color values for the Dott brand.

We have a vibrant brand, with colors contributing greatly to our look and feel. Use color often when appropriate – it’s an essential element in communicating the Dott style.

Yellow:

HEX: #FDCC05

RGB: 253 204 5

CMYK: 1 18 100 0

RAL: 1023 Traffic Yellow

Pantone: 116C

Green:

HEX: #019A7E

RGB: 6 224 165

CMYK: 82 16 62 2

RAL: 6026 Opal Green

Pantone: 3305C

Blue:

HEX: #00A8E9

RGB: 0 169 235

CMYK: 71 17 0 0

RAL: 5012 Light Blue

Pantone: 2193C

Color palette

Secondary colors

There are different levels of color within the Dott brand. These are our secondary colors.

The secondary colors should always be used as accents in combination with our primary colors.

Secondary Yellow:

HEX: #AA8B21

RGB: 170 139 33

CMYK: 33 40 100 7

Secondary Green:

HEX: #136652

RGB: 19 102 82

CMYK: 87 37 72 26

Secondary Blue:

HEX: #077FB3

RGB: 7 127 179

CMYK: 85 42 11 0

White:

HEX: #FFFFFF

RGB: 255 255 255

CMYK: 0 0 0 0

Grey:

HEX: #CFCFCF

RGB: 207 207 207

CMYK: 18 12 10 1

Black:

HEX: #000000

RGB: 0 0 0 0

CMYK: 100 100 100 100

Illustration style

Illustration style

Dott’s graphic vibe

Our illustrations represent what we stand for as a company. They show how we focus on people, cities, safety and the environment.

Since Dott is a people-oriented brand, we use facial features within our character illustrations to make them feel human. We want to emphasize their individuality and give them personality.

The lines and shapes used are organic and natural as well to give a sense of relatability and playfulness.

Illustration style

Illustration variations

Here are some examples of the different compositions we have within our illustrative branding.

As we use illustrations across all platforms, the structure and content of the visuals varies.

Thanks so much!