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DASH Carolina

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

light blue logo crossed out
light gray logo crossed out
white logo on light blue background crossed out
white logo on light gray background crossed out

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

house with green, sunlit front yard
house with green, sunlit front yard

Interior

sun-filled living room with houseplant
expansive kitchen with window view of tree
sunlit seating area with nature view

People

lady cleaning bright kitchen

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

closing costs flyer
technology flyer
zillow flyer

Business Card

black business card with white text and logo

Email Signature

email signature with logo, name, and social

Website Header

DASH header with form