Brand Guidelines

Logo Basics

There are three logo variations, a full-sized logo with the entire company named spelled out with and without tagline and a small symbol with a capital letter D in a circle. The full-sized logo should be used in the header and footer, or in any focal point areas, like a hero.

The symbol logo should should be used in cases where only a small icon is needed.

Primary Logo with Tagline

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Primary Logo without Tagline

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Symbol Logo

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Logo color & variations

There are two variations of the main logo, a black and a white. The black logo should be used in instances where the logo is set against a light or white background, as in the header of the site. The white logo should be used in instances where the logo is set against a dark or black background, as in the footer of the site.

There are three variations of the symbol logo. As with the main logo, the black symbol is used on a white background while the white symbol is used against a black or dark background. There is also a watermark symbol, which is a dark logo with the opacity set to between 20% and 30%.

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Correct Usage

DASH Black

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Reversed Out On DASH Gray

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DASH Navy

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Reversed Out On DASH Black

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DASH Black

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Reversed Out On DASH Black

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Watermark Logo

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Incorrect Usage

Font usage: Primary Font

Montserrat, all weights

DASH uses Montserrat for its primary or body font. it can also be used for headlines. Saira may be used in the body text when it is necessary to emphasize particular phrases or words.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Montserrat

Primary and accent colors

DASH’s primary colors are black and white and grey.

DASH’s secondary colors include, DASH bright blue, DASH gray, DASH light gray, DASH navy, DASH light blue, DASH dark blue and DASH medium blue.

Primary Colors

DASH Black

HEX#: 231f20
R:35 G:32 B:31
C:70 M:67 Y:64 K:74

DASH White

HEX#: ffffff
R:255 G:255 B:255
C:0 M:0 Y:0 K:0

Accent Colors

DASH BRIGHT BLUE

PMS: 2995
HEX#: 00a9df
R:0 G:169 B:223
C:81 M:12 Y:1 K:0

DASH Gray

PMS: 425
HEX#: 545456
R:84 G:84 B:86
C:65 M:57 Y:54 K:31

DASH Light Gray

PMS: 427
HEX#: d1d3d4
R:209 G:211 B:212
C:17 M:12 Y:12 K:0

DASH Navy

PMS: 5395
HEX#: 152736
R:21 G:39 B:54
C:89 M:73 Y:53 K:59

DASH Light Blue

PMS: 543
HEX#: a7bbc9
R:167 G:187 B:201
C:35 M:18 Y:14 K:0

DASH Dark Blue

PMS: 7692
HEX#: 005686
R:0 G:86 B:134
C:100 M:69 Y:24 K:7

DASH Medium Blue

PMS: 646
HEX#: 5989b2
R:89 G:137 B:178
C:69 M:39 Y:13 K:0

Complimentary elements Icon styles

DASH has two different icon styles. The first is the morse code icon, which is white text on a square black logo. The second is the dashed line icon, which can be seen on the home page and a few interior pages. This is typically fixed in the background for a unique scrolling effect.

Morse Code

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Dashed Line Icon

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Photography

DASH uses both interior and exterior images of homes, as well as images containing people. When possible, exterior images should contain foliage and greenery. Interior shots should include sunlight and accent colors. Photos containing people should show variety and diversity.

Exterior

Interior

People

Marketing examples

DASH has created a variety of flyers and other marketing print materials. These typically involve bold colors, clear messages, and at times monochrome imagery with pops of color. The aim is for clean lines and clear messaging.

Business cards and email signatures should contain the DASH icon logo or watermark with the text and the morse code icon on the front.

Brand Guidelines