REVISIONS DYSON LOGO 2.13.

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VISUAL IDENTITY GUIDELINES

Version 1.2 | October 2017

DYSON FOUNDATION VISUAL IDENTITY GUIDLINES | 1

 Contents
About this Guide. . . . . . . . . . . . . . . . . . . . . . . . . 3

About Us. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Name and Tagline . . . . . . . . . . . . . . . . . . . . . . . 5

Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Protecting the Logo . . . . . . . . . . . . . . . . . . . . . 10

Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

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About this Guide
DYSON FOUNDATION IDENTITY
This guide was created to provide an overview Please refer to this guide anytime you If there are questions about proper usage of this
of the Dyson Foundation brand identity. It are developing materials, events, or other guide or any identity elements, please contact:
describes standards for proper use of the logo and communications for the foundation. These include:
Theresa Gill
other visual identity elements.
• print materials Director of Administration
Using the identity properly and consistently as invitations, ads, posters, fundraising letters [email protected]
described in this guide will ensure that all of
• online presence
Dyson’s materials speak with one voice, helping
website, emails, facebook
audiences form accurate and coherent ideas about
the foundation. • in-person experiences
events, phone calls, meetings

This guide should also be supplied to freelance

designers working on behalf of the foundation.

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About Us
DESCRIBING THE DYSON FOUNDATION The Dyson Foundation works toward improving people’s lives
The text on this page expresses the core idea we want
our audiences to associate with us. It describes the
through grant funding, promoting philanthropy, and strengthening
overarching goals and activities of the foundation and the capacity of nonprofit organizations.
should guide all communication efforts. This statement
should also be used whenever standard “About Us” text
is needed on printed materials.

Our brand personality should also be reflected in the

tone and style of any materials developed for the
foundation.

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Name & Tagline
OUR NAME
Dyson Foundation
The official name of the organization is Dyson
Foundation. Whenever possible, the full name should
Over sixty years of giving back and looking forward
be used in printed materials and when speaking. If the
full name has been mentioned already, the organization
can be referred to as “the foundation”, but other
abbreviations (like TDF) should be avoided.

This current tagline is subject to change.

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Logo
OUR BRAND MARK
The Dyson Foundation logo was designed to be a visual Vertical orientation
expression of our brand identity. The mark combines
elegant colors and proportions.

The logo is available in two variations. Either of these

variations can be used depending on the constraints of
the design and the dimensions of the space available.

The logo should always be reproduced from master digi-

tal files, and never redrawn or retyped.
Horizontal orientation

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Logo
LOGO COLOR
The full-color logo should be used whenever possible, Full-color Logo
since it best reinforces the foundation’s brand identity. White Ground
However, additional versions are available for special (CMYK or 3 Pantone)
situations.

Blue Ground Logo

For use on Pantone 2945 blue backgrounds.

Grayscale Logo
Full-color Logo
For use on one-color or grayscale materials, like faxes
Pantone 2945 Ground
or newspaper ads. This logo should not be used on any
(CMYK or 3 Pantone)
full-color materials.

These color variations are provided for all logo versions,

including lockups and tagline-only files. Logos should
always be reproduced from master digital files, and
never redrawn or retyped.

Grayscale Logo
White Ground
(Black)

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Logo
Solid Black Logo
Solid Black Logo
This is an option for use on one-color or grayscale
White Ground
materials, like faxes or newspaper ads. This logo should
(Black)
not be used on any full-color materials.

Solid White Logo

This is an option for use on one-color or grayscale

materials, like faxes or newspaper ads. This logo should
not be used on any full-color materials.
Solid White Logo
These color variations are provided for all logo versions,
Dark Ground
including lockups and tagline-only files. Logos should
(White)
always be reproduced from master digital files, and
never redrawn or retyped.

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Logo
SIZE AND SPACING
The logo should always be used at a size that is easily Clear Space
legible and with a sufficient amount of surrounding
white space. The guidelines on this page show the mini-
mum dimensions and amount of clear space that should
be maintained for all versions of the logo.
h

1/3 h

1/3 h

Minimum Size
1/2 in.

1/3 in.

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What not to do
PROTECTING THE LOGO
Don’t change the colors in the logo Don’t change the font used in the logo.
The examples on this page illustrate misuse of
the logo. As a rule, always reproduce the logo
from master digital files and avoid altering
or modifying it in any way. When resizing the
logo in your document, make sure to scale it
proportionately to maintain the proper height-to-
width ratio.

Don’t use the mark without the foundation Don’t create new arrangements of the logo
name, or the name without the mark. mark and text.

Don’t add new elements or effects (drop Don’t use the logo on different colored
shadows, etc.) to the logo. backgrounds that compromise its legibility

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Typography
OUR FONTS
Consistent use of type on our materials helps strenghten ITC Franklin ABCDEFGHIJKLMNOPQRSTUVWXYZ
recognition of the foundation’s brand. Gothic Medium &
Demi abcdefghijklmnopqr stuvwxyz
ITC Franklin Gothic is our primary typeface. It is a sans- 1 234567890.,?!
serif (no flourishes on the ends of strokes) with a clean
and sophisticated yet friendly sensibility. ITC Franklin
Gothic should be used for most designed materials. ABCDEFGHIJKLMNOPQRSTUVWXYZ
All weights of ITC Franklin Gothic are available for
abcdefghijklmnopqr stuvwxyz
purchase online at www.fonts.com 1234567890. ,?!

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Color
OUR PALETTE
Color is an important part of our identity. The color
palette shown on this page was developed to convey a
combination of elegance and sophistication.

Because printing processes and onscreen displays en- Pantone: 2945U Pantone: 2746U @ 55% Black: 40% tint White
code color differently, each color is shown with several CMYK: 92/69/20/5 CMYK: 47/32/12/0 CMYK: 0/0/0/40 CMYK: 0/0/0/0
equivalent breakdowns. Please be sure to use the logo RGB: 38/88/141 RGB: 136/163/192 RGB: 153/153/153 RGB: 255/255/255
files and colors that correspond to the color model being HEX: #25598e HEX: #86A2bf HEX: #a7a9ac HEX: #ffffff
used in your project.

For Print
All materials being printed in full color (also called 4-col-
or process) should use CMYK color breakdowns.
Only materials being produced with special Pantone inks
should use the Pantone colors.

For Screen and Web

All materials being used onscreen (website, emails, Pow-
erPoint presentations) should use the RGB or HEX color
breakdowns.

If you are unsure which color model to use, your vendor

should be able to specify.

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Applications
STATIONARY
The examples on this page show materials
created using Dyson Foundation’s brand identity. Final
files are provided for professionally printing
each of these items.

When designing new materials, be sure to use

the logo and any other elements in a way that’s Firstname Lastname
Fname Lname
Title
consistent with our brand personality (page 4). 25
25 Halcyon Road
Halcyon Road
Millbrook,
Millbrook, New
New York 12545-6137
DirectPH:
845.790.0000 Email
845.677.0644 [email protected]
FAX: 845.677.0650
Main 845.677.0644 [email protected]
Fax 845.677.0650 www.dysonfoundation.org
www.dysonfoundation.org

25 Halcyon Road
Millbrook, New York
12545-6137

25 Halcyon Road Millbrook, New York 12545-6137 PH: 845.677.0644 FAX: 845.677.0650 [email protected]
www.dysonfoundation.org

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Applications
LETTERHEAD MARGINS
When using Microsoft Word to type a letter that
will be printed on the foundation’s letterhead, use
the margins below:

Top: 2 in.
Bottom: 1.5 in.
Left: Minimum: 1.0 in; Max: 1.5 in
Right: Minimum: 1.0 in; Max: 1.5

A letterhead template file including the artwork

and pre-set margins is also provided.

25 Halcyon Road Millbrook, New York 12545-6137 PH: 845.677.0644 FAX: 845.677.0650 [email protected]
www.dysonfoundation.org

DYSON FOUNDATION VISUAL IDENTITY GUIDLINES | 14