BRANDING AND STYLE GUIDELINES
INTRODUCTION
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.
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TABLE OF CONTENTS
Introduction2
Table of Contents3
Typography 4
Color Theory 6
Main Logos 8
Alternative Logos 10
3
TYPOGRAPHY
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 .
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SERPENTINE BOLD ITALIC
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 Zz
123456789
OPEN SANS LIGHT
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 Zz
123456789
OPEN SANS REGULAR
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 Zz
123456789
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 Zz
123456789
5
COLOR THEORY
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 RED
RGB: 227, 24, 55
CMYK: 0, 100, 81, 4
PANTONE: 186 C
HEX: #E21836
REEL GREEN
RGB: 0, 168, 78
CMYK: 82, 5, 97, 0
PANTONE: 355 C
HEX: #00A84E
black copy
backgrounds
93 60 15 10 5
7
TYLER BLUE
RGB: 9, 84, 162
CMYK: 97, 74, 3, 0
PANTONE: 2935 CVC
HEX: #0954A2
white
0
MAIN LOGOS
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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9
ALTERNATE LOGOS
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.
10
dti
rvs
tts
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