Brand Guidelines
Logo Basics
There are two logo variations, a full-sized logo with the entire company named spelled out 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
Symbol Logo
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%.
Correct Usage
DASH Black
Reversed Out On DASH Gray
DASH Navy
Reversed Out On DASH Black
DASH Black
Reversed Out On DASH Black
Watermark Logo
Incorrect Usage
Font usage: Primary Font
Saira, all weights
DASH uses Saira as its primary or headline font. All font-weights are acceptable.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Saira
Font usage: Secondary Font
Montserrat, all weights
DASH uses Montserrat for its secondary 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 light grey, DASH dark 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 Gray
- HEX#: 545456
- R:84 G:84 B:86
- C:65 M:57 Y:54 K:31
DASH Light Gray
- HEX#: d1d3d4
- R:209 G:211 B:212
- C:17 M:12 Y:12 K:0
DASH Navy
- HEX#: 152736
- R:21 G:39 B:54
- C:89 M:73 Y:53 K:59
DASH Light Blue
- HEX#: b3cae0
- R:179 G:202 B:224
- C:28 M:13 Y:4 K:0
DASH Dark Blue
- HEX#: 1c3448
- R:28 G:52 B:72
- C:91 M:73 Y:48 K:45
DASH Medium Blue
- HEX#: 23415a
- R:35 G:65 B:90
- C:91 M:71 Y:43 K:32
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
Dashed Line Icon
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.
Flyers
Business Card
Email Signature
Website Header
