Dell Brand Book
Dell is an American multinational technology company that develops, sells, repairs, and supports computers and related products and services, and is owned by its parent company of Dell Technologies.
Dell Brand Guidelines
Dell Logo Usage Guidelines
The Dell logo The Dell logo is a clear signpost for our brand and our primary visual symbol. Our logo serves as a positive embodiment of Dell’s uniqueness. In eeping ith our brand personality our logo is straightforard and simple. It is rendered to maimie visual appeal and effectiveness — qualities that gro increasingly important in a competitive maretplace. The ring protects our name hile shocasing our heritage through the use of our original ord mar inside. Our logo brings vibrancy and clarity and reflects the transparency of our brand. € Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
‚tandƒalone logo Below are the primar standalone logo variations — Dell Blue and white. ither ma e used in our materials as an initial introdution to our rand. Guidane on standalone logo appliation an e ound on page 1.. All standalone logo assets and their respetive olor variations an e downloaded rom the DA€. Dell Gray ‘antone Cool Gra ˆ C1ˆ €ƒ …Ž †22 ‡GB 1’01’01’0 ‰ Še‹ ŒAAAAAA “he Dell Gra logo is used onl a ter an introdution o the Dell Blue or white logo has ourred. ‡e er to page 1. or e‹amples. Dell Dark Gray ‘€” CG11 Dell Blue White CŽ €„• …2 †•• Dell Blue‚ –Žˆ— † is also aeptale˜ Cƒ2 €„ …0 †0 ‡GB •Ž•Ž•Ž ‰ Še‹ Œ ‡GB 01„„1ƒˆ ‰ Še‹ Œ00ŽˆC„ “he Dell Dar™ Gra logo is or limited ither the Dell Blue or white logo ma e used as our primar logo. use onl on appliations suh as newspaper advertising or orms. Note: Dell Blue is a ustom olor or print. €.€ Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
…lear space Clear spae is the area that is rešuired around the outside o our logo. ›t must e ™ept ree o other graphi elements suh as headlinesœ te‹tœ images and the outside edge o materials. “he minimum rešuired lear spae or the logo is defined the measurement “Ÿ” as shown. “his measurement is ešual to the height o the letter D in the word mar™. ‹ x ‹ ‹ ‹ €.„ Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
‡inimum sie “he Dell standalone logo is restrited to 0.ˆ˝ or print and „0p‹ or digital appliations. ¢iolating this standard ompromises the integrit and legiilit o the logo. £or logo si¤es smaller than minimum si¤es shownœ please ontat [email protected] or approval. Print .ˆ” width –12.’ mm˜ Digital „0p‹ width 0.ˆ” height „0p‹ –12.’ mm˜ height €.† Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
Špplication usage “he appliation o our priniple Dell Blue or white logo should alwas serve as the first impression. ¥ne that rand impression has een madeœ it is aeptale to use the Dell Gra logo. “he e‹amples elow illustrate usease senarios or logo appliation. Building signage Packaging Tradeshow Websites ‘rimar e‹terior Bo‹ and ‘rimar and Šomepage vs. vs. door sign doumentation seondar view seondar pages PowerPoint Business card Advertising Collateral Note: ‘laement on eah appliation “itle page vs. slides £ront and a™ ”ingle pages Cover vs. interior is or illustrative purposes onl. vs. setion dividers €.‰ Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
Usage ith bacgrounds Consistent usage o our Dell Blue or white logos on our supporting olor palette helps uild reognition o our rand and ensures our logo is alwas rendered with proper impat and legiilit. “he Dell Blue logo should onl e used on white and Dell Light Gra a™groundsœ while the white Dell logo an e used on an olor rom our olor palette and on imager where the logo is lear and unostruted. ncorrect use “he Dell Blue standalone should never e used on omple‹ imager or on a a™ground other than solid white or Dell Light Gra. “he Dell Gra and Dell Dar™ Gra logos should never e used on olored a™grounds. €.‹ Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
Incorrect logo usage An modifiation o our standalone logo on uses its meaningœ diminishes its impatœ and is not allowed. ‘reise logo artwor™ has een reated to aommodate an usage need. ¦ever redrawœ translate or otherwise alter our logo in an wa. “he ollowing list o inorret usages must e avoided to maintain the integrit o our rand. Žoered by servers Do not reateœ retpe or redraw Do not streth or alter Do not use our logo as Do not use graphi effets our logo. our logo in an wa. a readthrough in te‹t. –drop shadows ...˜ on our logo. Do not hange the olor o our logo. Do not plae our logo near o§ets Do not plae our logo on Do not reate a pattern without defined lear spae. a™grounds with high ontrast with our logo. or that limit legiilit. Do not add graphis to our logo. Do not fill the interior o our logo with a olor© it should remain ªtransparent.ª €.Œ Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
Incorrect logo locup usage “he ollowing list o inorret logo lo™up e‹amples must e avoided to maintain the integrit o our rand. “he term ªlo™upª re ers to an wordsœ logos or images visuall paired up with our logo or purpose o an assoiation. The ‚‡’ Žrinters power to do more Do not lo™ up produt names. Do not lo™ our logo with Do not use our tagline logo Do not sta™ our tagline ne‹t to a partner produt adge. in an lo™up. our logo© leave tagline logo as is. “orce€” Global …reative Large •nterprise Do not hange the olor–s˜ Do not lo™ up our logo Do not lo™ up internal group names. Do not lo™ up usiness unit names. o an approved lo™up. with a ustomer logo. –Ž‚ Do not lo™ up multiple partner logos. Do not alter e‹isting lo™ups. Do not use our old word mar™ Do not plae an te‹t inside our logo. in an lo™up. €.‘ Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
Discontinued treatments “he illustration on the right shows the slight modifiations that were made during our rand re resh. ‘lease re er to this guide to help identi our old versus new standalone logo. ‘lease disontinue all use o the old logos on the le t. dentiying the correct logo ¥ur new logoœ seen outlined in magenta elowœ retains the strengths o our previous mar™s suh as the anted E and the old tpe ae enirled with a strongœ simple ring. “he new logo inorporates resh harateristis suh as refinement o the letter orms to ma‹imi¤e larit and aestheti alane. ›t has een designed or ma‹imum impat and visiilit. Current logo ‘revious logo €.— Dell Logo Usage Guidelines | 2012 Dell. All rights reserved. | Confidential
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