资料课件讲义10 dell品牌vi

1、DellBrand IdentityStandardsVersion 2.0 | February 2010A message from MichaelTo maintain and enhance our competitive advantage, we must remain focused on fulfilling our purpose and meeting theneeds of our customers. The Dell brand is one of the most important resources we have to set us apart in the

2、marketplace.Our brand reflects and defines who we are and how we are viewed by our customers and stakeholders. By tying all our actions and communications back to the Dell brand, we strengthen and enhance its value.Dells visual identity is a critical element of our overall brand strategy. As our uni

3、que signpost, it highlights our brand personality across all touchpoints with our stakeholders.As the champions and owners of our brand, each of us bears a responsibility to the visual identity. It is important that we all understand how and when to use it, adhering closely to thestated guidelines.

4、Doing so will ensure that we consistently and proudly represent Dell, while bringing even greater success to both our company and our customers.Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialContentsLogoGraphic elementsLogo overview1.1Grap

5、hic elements overview4.1Clear space/Minimum size1.2Rounded corners4.2Alternate logos1.3Application examples4.3Application usage1.4Usage with backgrounds1.5ImageryIncorrect usage1.6Imagery overview5.1Partner lockup1.7Lifestyle imagery5.2Other lockups1.8Product imagery5.3Discontinued treatments1.9Supp

6、orting imagery5.4Imagery style5.5ColorScaling and cropping5.6Color overview2.1Application examples5.7Primary colors2.2Secondary colors2.3VoiceApplication examples2.4Voice overview6.1TypographyHow to find/request assets7.1Typography overview3.1Typeface family3.2ContactAlternate typefaces3.3Typographi

7、c style3.4Discontinued typefaces3.5Application examples3.6Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialLogo overviewThe Dell logo is our primary visual symbol. Our logo serves as a positive embodiment of Dells uniqueness, enhancing the p

8、erception of the brand in the marketplace, as well asdriving purchase intent by providing a clear signpost for the benefits of our brand.In keeping with our brand personality, the mark is straightforward and simple, communicating directly and without “fluff.” It is rendered to maximize visual appeal

9、 and effectiveness qualities that grow increasingly important ina crowded, competitive marketplace.The ring protects our name while allowing our customers to show through. The Dell blue brings vibrancy and maximizes impact. Its clear and direct execution leverages our existing visual equities while

10、evolving through an aesthetic balance.1.1Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialNote: Our logo must never be altered, modified or recreated. Any attempt to modify or alter our logo is a direct violation of our brand policy.Marketin

11、g and design professionals may access approved logo artwork by accessing the DAM (Digital Asset Manager) tool at: Dell BlueDell Blue* - SpotC92 M34 Y0 K0 - Process (coated)The Dell Blue logo should be used as the primary logo.Note: Dell Blue is a custom color. See page 2.2 f

12、or more information.Clear spaceClear space is the area that is required around the outside of our logo and must bekept free of other graphic elements such as headlines, text and the outside edge ofxmaterials. The minimum required clear space is defined by the measurement “X” as shown. This measureme

13、nt is equal to the height of the letter D in the Dell word.xxxxMinimum size1.2Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialThe minimum size the Dell logo is restricted to is 0.5“. Violating this standard compromises the integrity and leg

14、ibility of the logo. The minimum usage for online is restricted to 40px.Offline0.5” Diameter (12.7mm)Digital40px DiameterAlternate logosThe Dell blue logo most strongly supports our brand position strategy and should be the first choice. These alternate logos should be used only in the defined insta

15、nces below.1.3Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialWhiteThe white logo is used on solid color or imagery based backgrounds and only secondarily after anintroduction of the blue logo has occurred. Refer to page1.4 for examples.Lig

16、ht GrayPMS CG5 - Spot40% Black - ProcessThe light gray logo is used only secondarily after an introduction of the blue logo has occurred. Refer to page1.4 for examples.Dark GrayPMS CG11 - Spot85% Black - ProcessThe dark gray logo is for limited use only on one or two-color applications such as newsp

17、aper advertising or forms.Application usageThe application of our primary Dell blue logo should always serve as the first impression. Once that brand impression has been made, it is acceptable to use either the white logo or the light gray logo. The examples below illustrate use case scenarios for l

18、ogo application.1.4Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialBuilding SignagePrimary exterior and monumentPackagingBox vs documentationTradeshowPrimary view vs secondaryDHomepage vs secondariesPowerPointTitle page vs slides vs

19、section dividersBusiness CardFront vs backAdvertisingSingle pageCollateralCover vs interiorNote: Placement on each application is for illustrative purposes onlyUsage with backgroundsConsistent usage of our white logo on background colors helps build recognition of our brand ensures our logo is alway

20、s rendered with proper impact and legibility. The white Dell logo artwork should be used only on approved brand colors and on imagery where the logo is clear and unobstructed.Incorrect useThe Dell blue logo should never be used on a background other than solid white (never imagery). The light and da

21、rk gray logos should never be used on colored backgrounds.1.5Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialIncorrect usageAny modification of our logo confuses its meaning, diminishes its impact, and is not allowed. Precise logo artwork h

22、as been created to accommodate any usage need. Never redraw, translate, or otherwise alter our logo in any way. The following list of incorrect use must be avoided to maintain the integrity of our brand.Lorem ipsumdolor1.6Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0

23、| February 2010 | ConfidentialDo not recreate, retype or redraw the logoDo not change our logo colorDo not change or fill the background color within the logoDo not stretch or alter our logo in any waySMALLBUSINESSDo not lock-up anything to our logo (tagline, institutions, etc.) without defined clea

24、rspaceDo not place our logo on backgrounds that limit legibilityDo not modify the shape of our logoDo not use our logo in outline formDo not place our logoon backgrounds with high contrast elementsDo not use our logo as a read through in textDo not use graphic effects on our logo (e.g drop shadows,

25、etc.)Do not place our logo on facesDo not rotate our logoDo not add graphics or clip art to our logoDo not create a pattern from our logoPartner lockupPartnering with other organizations that support our values through co-branding or sponsorship opportunities adds value to our brand by reaching new

26、customers and reinforcing awareness of Dell among existing customers. Care must be taken to ensure that we and any partner relationships are clearly and consistently identified. A simple, thin vertical rule and uniform spacing should separate the Dell logo from any partner logo. Consideration should

27、 be taken to ensure the visual prominence of our logo is maximized in all situations.1.7Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialMax. Partner HeightCompany LogoUsage (Positive)Use the primary Dell Blue logo. The keyline separator sho

28、uld be colored Dell Gray.0.1x (minimum weight - 1pt)ExamplesIncorrect useAll partner lockups must include proper spacing and a vertical rule.Company LogoxNever overlay our logo on another.Never stack a partner lockup.1.5x 1.5xUsage (Reversed)The Dell logo, separator rule and partner logo should all

29、be reversed to white (use appropriate White or reversed logo artwork from partner organization).Never tilt the vertical rule that separates our logo from a partner.Other lockupsAppropriate spacing must separate the Dell logo from any name or group. Lockup treatments are reserved primarily for groups

30、 and departments requiring special distinction. Care must be taken to maintain the visual brand hierarchy. Do not attach anything to the logo or create contained lockups incorporating the logo.1.8Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | Confiden

31、tial Lorem DeiHorizontal lockupx ExamplesIncorrect useGlobal HRGlobal HRVertical centered lockupxNote: All lockup copy must be in Museofor Dell (300), 1x cap height distance away from logo and 85%KRegistered PartnerGlobal HRDo not add background elements behind lockup when displayed on white.xLorem

32、DeiEarthGlobal HRDo not change logo color.Discontinued treatmentsThe use of these brand assets must be discontinued and replaced with our new logo.1.9Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialColor overviewDell BlueDell GrayWe use col

33、or to make a distinctive, positive impression in a crowded marketplace. Our bright, flexible palette uses vibrant saturation that proves most appealing to customers. Our color system is anchored by “Dell Blue,” an ownable hue with strong visual impact. Our color palette, including secondary colors,

34、brings vibrancy and a positive impact to all Dell communications.dDell PurpleDell RedDell BerryColor helps us create brand recognition and visual interest across our communications. Its one of the primary ways that we signal Dell at every touch point where we come intocontact with our customers. Fro

35、m packaging to business cards to collateral, the consistent use of color reminds customers that we are committed to staying engaged with them.Dell YellowDell AquaDell GreenDell PeriwinkleDellDark GrayDellLight Gray2.1Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | Feb

36、ruary 2010 | ConfidentialPrimary colors2.2Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialIt is essential that our use of color is consistent across all applications. By referring to the guidelines, we willachieve the desired results for ou

37、r brand, and work more efficiently by eliminating guesswork.Color namePANTONECMYKRGB/HEXWe have identified precise Dell Blue specifications for CMYK, RGB and solid ink. The accompanying chart listsDell Blue-C92 M34 Y0 K0 (coated value)0-133-195 #0085C3the values that should always be used when rende

38、ring our primary colors. Never use tints of any color in theDell GrayPantoneC15 M9 Y8 K22170-170-170Cool Gray 5#AAAAAAprimary or secondary palette.WhiteC0 M0 Y0 K0255-255-255#FFFFFFNote: Dell Blue is a custom color. When reproducing Dell Blue as a spot color reference the custom swatches to ensure a

39、 correct match. For swatches please contact .Dell Blue solid ink formula:The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE publications for accurate c

40、olor. PANTONE is the property of Pantone, Inc.Extender - 51%(transparent) Phthalo - 25%Reflex blue - 18% Opaque white - 2% Additives - 4% (wax)Secondary colorsColor namePANTONECMYKRGB/HEXDell GreenPMS 376C53 M0 Y96 K0122-184-0 #7AB800Dell YellowPMS 7408C0 M30 Y100 K0242-175-0 #F2AF00Dell RedPMS 7417

41、C0 M80 Y80 K0220-80-52 #DC5034Dell BerryPMS 7425C4 M93 Y28 K14183-41-90 #B7295ADell PurplePMS 2603C73 M98 Y0 K3110-37-133 #6E2585Dell Dark GrayPMS Cool Gray 11C48 M36 Y24 K66 (or 85%K)68-68-68#444444Dell Light GrayPMS Warm Gray 1C2 M3 Y4 K5238-238-238 #EEEEEEDell PeriwinklePMS 646C73 M30 Y3 K1084-13

42、0-171 #5482ABDell AquaPMS 632C93 M2 Y13 K60-155-187 #009BBBOur supporting colors have been selected with the same precision as our primary colors. The palette of accent and neutral colors has been chosen to work in support of Dell Blue, Dell Cool Gray and White.Our colors have been chosen to work we

43、ll in combination with each other, and to enable a full range of visually engaging communications.The accompanying chart provides the values that should always be used when working with our palette across all applications.The colors shown on this page and throughout these guidelines have not been ev

44、aluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE publications for accurate color. PANTONE is the property of Pantone, Inc.Note: Dell Periwinkle and Dell Aqua should not be used on the same surface as Dell Blue.2.3Dell Brand Identity Standar

45、ds | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialApplication examples01: Introducing our brand bookIntro our b bookDell: Our brand01This book is about the Dell brand: who we are, what we do, and the difference we make for businesses, organizations and individuals all

46、around the world.02: A brand with a purposeAs we transform our businesses to better meet customer needs, the Dell brand high- lights what has always set us apart. And, it points the way for- ward. It headlines the range of solutions and services that we bring to the market andthe tools that wereputt

47、ing in ourcustomers hands.Dell: Our brand book 2.4Our brand is the promise we make to our customers, and the space we want to occupy in their minds what they expect from us, and how well they feel we live up to those expectations.07Working at Dell means being part of a story thatcontinues to change

48、the world in positive and powerful ways.pDell: Our brandOur07: Our peopleSo what does it mean for customers to thrive?2.4Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialAaBbTypography overviewTypography is a strong extension of our brands p

49、ersonality. We use Museo for Dell as our primary corporate typeface.This modern and approachable typeface helps us communicate ideas simply and confidently.GgHh NnOo UuVv 1234567890#%()3.1Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialType

50、face familyOur brand typeface, Museo for Dell, is available in three font weights along with Museo Sans for Dell for maximum flexibility across applications. Museo Sans for Dell should be used only in layouts requiring smaller size type.3.2Dell Brand Identity Standards | 2010 Dell. All rights reserv

51、ed. | Version 2.0 | February 2010 | ConfidentialMuseo for Dell - 100abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890Museo for Dell - 300 (Primary weight)abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890Museo for Dell - 700abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST

52、UVWXYZ 1234567890Museo Sans for Dell - 100abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890Museo Sans for Dell - 300abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890Museo Sans for Dell - 700abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890Alternatetypefac

53、esOur primary alternate typeface is Trebuchet. Trebuchet can be used as a substitute when Museo for Dell is not available in certain applications. Usage examples would include web, email and Microsoft Word and Excel. See additional localized language typefaces below.3.3Dell Brand Identity Standards

54、| 2010 Dell. All rights reserved. | Version 2.0 | February 2010 | ConfidentialTrebuchet - Regularabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXZ 1234567890Trebuchet - Boldabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXZ 1234567890Simplified ChineseJapaneseKoreanTraditional ChineseThaiTypographic styleThe following are illustrate the dos and donts associated with using our typeface.3.4Dell Brand Identity Standards | 2010 Dell. All rights reserved. | Version 2.0 | February 2010