DENNIS Brand Book

Brand Book 2021

Contents 03 Guide Introduction 05 Our Mission 06 Positioning Statement 07 What We Value 10 Brand Guidelines 11 Brand Statement 12 Our Name 13 Tone of Voice 14 Logo 17 Typography 20 Brand Colors 22 Photography 24 Iconography

WHO WE ARE Signature products, quality craftsmanship, and unparalleled service to our families & schools.

We are the uniform experts.

THE DENNIS BRAND EMBODIES EXPERTISE AND EXCELLENCE. Since 1920, our company has designed, manufactured, and delivered best-in-class uniforms and uniform programs for families and schools across the nation. With three generations of satisfied parents and a century of successful school partnerships, we’ve built our reputation as the true uniform experts – and our future is brighter than ever!

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WE BUILT A BEST-IN-CLASS BRAND. You can help us keep it that way.

The DENNIS Uniform brand is our personality. It’s how we reflect our mission, goals, and values to the families and schools we serve. That’s why these guidelines exist – to clearly communicate what our brand stands for, and to help guide & strengthen how the DENNIS brand is represented in market.

USE THESE GUIDELINES TO: • Understand the DENNIS story and learn how to tell it effectively • Understand how our brand helps define our company and mission • Understand the elements of our brand identity • Ensure consistent use of our brand elements Following these guidelines will help ensure all our brand touchpoints position DENNIS as the best-inclass brand we have been for over 100 years.

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Our Mission

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OUR MISSION

To make it easy for schools to design and maintain best-in-class uniform programs that meet their goals and values, while providing families a seamless shopping experience and giving students the top-quality, comfortable uniforms they deserve.

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OUR BRAND PROMISE

DENNIS makes school uniforms easy.™ OUR NORTH STAR

“Best In Class” in the Custom Logo School Uniform industry measured by excellence in: • E-Commerce • Sales and Service • Product

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What We Value

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OUR CORE VALUES

Simplicity.

Trust.

Focus.

Reliability.

Leadership.

These are the brand themes that enable our success.

We use them internally to guide our decision making, and we use them externally to help tell our story. Our values encompass everything we’ve worked towards over the last 100 years – quality products, helpful customer service, industry-leading performance, convenient shopping options, and the most experienced, dedicated team of school uniform experts in the world. Simply put, these are the pillars that define our brand and provide the foundation for the next phase of our success.

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OUR CORE VALUES

Simplicity:

Trust:

Focus:

Reduce friction. Always keep the customer in mind.

Be sincere, honest, professional, transparent, consistent & friendly.

Do one thing—school uniforms— better than anyone else.

The uniform selection, design & purchase process can be stressful for schools, parents, and even students. At DENNIS, we strive to reduce friction throughout the process.

We recognize that trust is a privilege, not a right. We focus on earning trust by being sincere, honest, professional, transparent, consistent, and friendly in all we do.

In an industry where brands often attempt to serve multiple consumer markets at once, we believe it’s best to stay focused and do one thing – school uniforms – better than anyone else.

Make it easy.

Reliability:

Quality you can depend on.

Pay attention. Be detailoriented. Deliver quality & satisfaction. Be best-in-class.

We’re committed to ensuring everything we do, from big initiatives down to the smallest detail, gets the right amount of attention to deliver quality products and satisfaction to our customers. It’s the little things that set us apart and make us truly best-in-class.

Earn trust.

Dedicated to our core.

Leadership:

Listen. Learn. Lead.

Listen to our customers.

Learn from successes & failures. Adapt & evolve.

We strive to listen and learn from our customers so we can deliver better & more innovative services, products, and convenient ways of shopping for uniforms.

More than anything else, our future success will come from our ability to quickly adapt and stay aligned with our customers’ expectations as they continue to evolve.

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Brand Guidelines

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BRAND STATEMENT

We are the approachable experts.

We are friendly, authoritative and knowledgable. Visually, our brand is sophisticated with a bit of whimsy to keep us from looking out-of-date or stuffy. Our style is modern classic.

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OUR STANDARD NAME “DENNIS” is in all capital letters.

OUR OFFICIAL NAME

The DENNIS Uniform Name

“Uniform” begins with a capital “U”.

DENNIS Uniform

THE NAME OUR BUSINESS IS REGISTERED UNDER IS DENNIS UNIFORM MFG. LLC. Brand consistency begins with how we identify ourselves. All DENNIS team members must use our standard name of “DENNIS Uniform”* in all communications (the first mention should be the full name; after that it can be simply “DENNIS”).

When passing our name on to schools, vendors and advertisers for use in their communications, request that our standard name be used. Carefully proofread all copy and make a correction if any errors have been made. A list of incorrect versions of our name appears on the following page. Do not use these, and request a correction if any of our partners refers to us by one of these names. The only exception is our primary logo and logotype, where both “DENNIS” and “UNIFORM” are in all capital letters.

MISUSE OF OUR NAME

*Our legal business name changed from “DENNIS Uniform Mfg. Co.” to “DENNIS Uniform Mfg. LLC”. **The name “DENNIS School Uniforms” changed to “DENNIS Uniform” following our rebranding.

The following examples are incorrect use of our company name. Please do not use these in your communications.

DENNIS Uniform Manufacturing Company*

Dennis Uniform

DENNIS Uniform Mfg. Co.*

Dennis uniform

DENNIS School Uniforms**

Dennis uniforms

DENNIS school uniforms

DENNIS uniforms

Dennis School Uniforms

DENNIS Uniforms

Dennis school uniforms

DENNIS UNIFORM

Dennis

DENNIS UNIFORMS

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WORDS WE LIKE The following keywords and phrases distill the essence of our company and brand. Use this table as a resource for all your communications. The words and phrases in italics are those you are especially encouraged to include.

KEYWORDS Academic

Creative

Guaranteed

Plaid

Stitched

Active

Custom

History

Pleated

Stores

Affordable

Dedication

Heritage

Portland (Oregon)

Style

American

Design

Honest

Product

Superior

Authority

Detail

Identity

Professional(ism)

Tailored

Availability

Durability

Innovative

Quality

Team(work)

Benchmark

Easy

Integrity

Relationship

Technology

Benefits

Education

Kids

Reliable/Reliability Thread

Caring

Exceptional

Knowledge(able)

Responsible

Trust

Classic

Experts

Leadership

Responsive(ness)

Uniform

Collaborative

Fabric

Legacy

School

USA

Comfortable

Fairness

Manufacturing

Service

Value

Commitment

Family

Nationwide

Sewn

Vision

Community

Fit

Options

Shopping

Warm

Confidence

Flexible

Partnership

Signature

Weave (Woven)

Convenient

Focus

Passionate

Simplicity

Welcoming

Craftsmanship

Fun

Perfect

Smart

Workmanship

Our Tone of Voice The DENNIS Uniform tone of voice is unique.

As a brand built around the schools and families we serve, our voice should always be friendly, welcoming, conversational, and respectful. Our communications should focus on conveying our school uniform expertise, our dedication to excellence, and our commitment to taking care of our schools and families. All our communications should evoke a sense of calm, confidence and our appreciation for our customers.

Brevity is also important when speaking or writing on behalf of the DENNIS brand. Focus on being as clear and concise as possible, and streamline long sentences or paragraphs to help simplify your communications.

KEY PHRASES Make it easy

Every stitch counts

The uniform experts

Earn trust

Different by design

The DENNIS advantage

Quality you can depend on

Signature designs since 1920

The perfect fit

America’s #1 school uniform provider

Designed in Portland, Oregon, USA

The source matters

America’s largest school uniform provider

Old school craftsmanship

We support schools

Inspired by (schools, teachers, kids) Seamless (web shopping, etc.)

We take care of our families

Top schools choose DENNIS Classic uniforms and contemporary styles

Customized web stores

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DENNIS primary logo & variants About Our Primary Logo The DENNIS Uniform primary logo is the visual embodiment of our brand philosophy.

PRIMARY LOGO*

PRIMARY HORIZONTAL VARIANT

SHIELD MARK

TAG MARK

MINI ICON (LIMITED USE)

LOGOTYPE (LIMITED USE)

COMPONENTS OF THE LOGO INCLUDE: • Gold and white shield mark: evokes stitching; pockets; a school crest • Logotype — “DENNIS UNIFORM” (Hypatia Sans Semibold) • Tagline — “since 1920” (Source Serif Pro Bold Italic) • Divided gold rule Variants of our logo and supplemental brand elements have been created for use where the primary logo is not a good fit, or to supplement the primary logo. The following pages detail appropriate uses of our primary logo, mark and other brand elements. Do not allow our logo to be reworked, recolored or redesigned in any way for any design or publication.

We want to make it easy for everyone to understand our brand and represent it in the right way.

For our partner schools & organizations, news publications and others who want to spread the word about DENNIS, we have created a Media Kit page on our website: dennisuniform.com/pages/ media-kit Logo update: For 2021, the primary logo was tweaked to print without blocking up at smaller sizes and to update the “since 1920” font.

*Simplified logo variants omitting the word “Uniform” have been created for some designs, including product labels. Please do not use or duplicate alternate logo artwork unless directed to do so by the DENNIS creative team.

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Spot color icon and black text over 50% grey value to white background

Logo Considerations Consistency Through Repetition

The DENNIS primary logo has been developed for widespread use. Consistency is key to a strong brand, so use this logo wherever possible. Follow these guidelines when displaying the logo.

Clear area

Spot color icon and knocked out text over 50% grey value to black background

One color logo on white (no color) background (mostly for swag and internal communications)

Logo boundary 1” minimum

Knocked out logo over full color background (mostly for swag)

Keeping a clear space ensures the logo will stand out appropriately and that other text, graphics or design elements will not compete with the logo.

0.3035” minimum

0.15” minimum

Web only Neutral grey type

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Logo Misuse Use these visual examples of what not to do with our Primary Logo to ensure consistent representation of our brand. Keep an eye out for logo misuse similar to these when you see our brand assets published online or in print, and for any other deviations from the brand guidelines in this book. If you see something, say something!

Manufacturing Company

DENNIS

uniform

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Typography About Our Font Families

ABOUT ROBOTO & ROBOTO CONDENSED* Roboto has a dual nature. Designed by Christian Robertson, it has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. This makes for a more natural reading rhythm more commonly found in humanist and serif types. This friendly, readable font is a reflection of DENNIS’s approachable expert brand position. *Description and download from https://fonts.google.com/specimen/Roboto and https://fonts.google.com/specimen/Roboto+Condensed ABOUT SOURCE SANS PRO & SOURCE SERIF PRO* Source Serif Pro is a serif typeface in the transitional style, designed to complement the Source Sans Pro family. The close companionship of Serif and Sans is achieved by a careful match of letter proportions and typographic color.

Both typeface families have different personalities because they spring from the hands of different designers: Source Serif was designed by Frank Grießhammer, Source Sans was designed by Paul Hunt. Robert Slimbach consulted on both designs, which helped maintain the overall family harmony. Either design feels confident on its own but also works in combination with the other.

Originally designed for a digital environment, the letter shapes are simplified and highly readable. Like DENNIS, its historical roots combined with expert guidance show a strong, unique character that will shine when used on paper or screen. *Description and download from https://fonts.google.com/specimen/Source+Serif+Pro and https://fonts.google.com/specimen/Source+Sans+Pro A note about Google fonts: With our business being so complex, our fonts need to work for all platforms and uses, from web to signage, on Mac and PC. Google fonts have that flexibility without compromising their design integrity. While the original Google fonts were designed to be web-only, they have evolved to include families that are both web and print appropriate.

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Typography

WEBSITE & DIGITAL FONTS ROBOTO Roboto increases the legibility of our website and adds a modern, approachable look to our voice.

Use Roboto Regular for text and Roboto Bold for emphasis.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

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Typography

ADDITIONAL FONTS FOR PRINT ROBOTO CONDENSED Use Roboto Condensed Bold for headlines to indicated to your reader where the most important information starts.

SOURCE SERIF PRO Use Source Serif Pro Italic for subheadlines and taglines.

SOURCE SANS PRO Use Source Sans Pro Regular for body copy with Bold for emphasis.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 DENNIS Uniform | Brand Book 2021 | 19

Brand Colors Our unique brand color palette establishes our identity and differentiates us in the marketplace. By simplifying the palette this year and limiting each colors’ uses, we avoid the “rainbow effect” of having too many colors, which would make us unrecognizable to our customers.

DENNIS COLORS CALLS TO ACTION

DENNIS gold PANTONE 1235C 15-0955 TCX CMYK C = 0 M = 31 Y = 98 K = 0 RGB R = 253 G = 183 B = 26 HEX #fcb61a

red

ACCENTS

light blue

BACKGROUNDS

black

navy

turquoise

cream

white

PANTONE 704C

PANTONE 283C

PANTONE Black C

PANTONE 295C

PANTONE 320C

PANTONE 7401C

PANTONE N/A

CMYK C = 6 M = 93 Y = 58 K = 28

CMYK C = 32 M = 6 Y = 0 K = 0

CMYK (text) C = 0 M = 0 Y = 0 K = 100

CMYK C = 100 M = 84 Y = 36 K = 39

CMYK C = 96 M = 0 Y = 31 K = 2

CMYK C = 2 M = 6 Y = 30 K = 0

CMYK C = 0 M = 0 Y = 0 K = 0

RGB R = 162 G = 41 B = 46

RGB R = 148 G = 192 B = 233

RGB R = 15 G = 44 B = 82

RGB R = 0 G = 153 B = 168

RGB R = 250 G = 234 B = 190

RGB R = 255 G = 255 B = 255

HEX #a2292e

HEX #94c0e9

CMYK (rich black) C = 60 M = 40 Y = 40 K = 100

HEX #002855

HEX #0099a8

HEX #faeabe

HEX #ffffff

RGB R = 41 G = 41 B = 41 HEX #292929

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Brand Colors How to apply the DENNIS color palette The goal of these lockups is to apply color in a modern way while maintaining legibility and differentiation.

We make school uniforms easy™

We make school uniforms easy™

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Subhead color2 mpRem ea venihic.

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Subhead color2 mpRem ea venihic.

SHOP NOW

SHOP NOW

CLEARANCE

CLEARANCE

We make school uniforms easy™

We make school uniforms easy™

Subhead color mpRem ea venihic.

Subhead color mpRem ea venihic.

Subhead color mpRem ea venihic.

Subhead color mpRem ea venihic.

SHOP NOW

SHOP NOW

CLEARANCE

CLEARANCE

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Photography A minimalist design system with generous white space sets the stage for products and photography to stand out.

DENNIS Uniform draws from a rich heritage to guide innovation in order to offer classic uniforms made with modern materials. Our photography approach makes a conscious choice to show the comfort and durability of our products. We strive for authentic, natural situations. Our kids are happy and smiling doing “candid” activities, and can engage with the viewer. Avoid forced smiles and situations. Model selection will show diversity of race, age, sex, and ability.

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Photography LOCATION

STUDIO

FLAT LAYS

This is our main focus for branding photography.

Showing kids and families on location at home and at school, lets our customers know that DENNIS understands what it’s like for parents and kids today, making us relatable, relational and the modern choice.

On-body studio shots are a great way to tell specific product stories and show product details. They are more flexible to adapt to specific schools.

As our main way of selling product on our website, our laydowns need to show the comfort of our apparel. Minimal, soft folds convey comfort, but we maintain clean lines and pleats. Flat lays are also a great way to tell product stories through layering and product combinations.

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Iconography Acting as color accents and informational cues Our icons are line art centered in solid circles. They are not the focus of our designs—they enhance photocentric layouts and add to DENNIS’s approachability.

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dennisuniform.com jgillette@dennisuniform.com 1-800-854-6951 Follow us: © 2021 DENNIS Uniform, Portland, Oregon, USA