VISUAL IDENTITY OF THE PRODUCT BRAND MARCH 2009
DICKSON - VISUAL IDENTITY / the logotype
The product brand logo Dickson consists of two indissociable elements A > the emblem “sail” B > the typeface “Dickson” The logo of the product brand is
A
used for all communication supports: catalog, product file, marking, advertising product…
B
DICKSON- VISUAL IDENTITY / the logotype - 1
Colors of the logotype are the Grey Dickson and the red Dickson. The files of the various versions (PC or MAC) are available in the file "logo" joined to the guidelines in Illustrator® (ai et eps), JPEG and PDF®
P P F
®
Pantone Cool Gray 8C
Pantone 186C
Pantone Cool Gray 8U
Pantone 1797U
cyan 10 magenta 5 yellow 5 black 50
cyan 5 magenta 100 yellow 90
R 148 V 151 B 156
R 219 B 39
RAL 7004
RAL 3020
antone C
®
antone U
our-Color Process
R R
VB
®
AL
DICKSON - VISUAL IDENTITY / colors of the logotype - 2
Logotype in monochrome The monochrome version of the logotype is a particular case. It is used for fax and printing in black and white.
N
Black 100
Black 60
DICKSON - VISUAL IDENTITY / colors of the logotype - 3
The construction of the logotype
K
K
It is complied to the defined rules opposite:
7/9K
In order to preserve logotype integrity, a virtual exclusion zone delimits a zone that must never be an inset neither for drawing, visual nor typeface.
K
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K
exclusion zone
DICKSON - VISUAL IDENTITY / construction of the logotype - 4
Minimum size of the logotype. In order to preserve logotype integrity, it is formally forbidden to write down the size opposite.
10 mm
18 mm
DICKSON - VISUAL IDENTITY / minimum size of the logotype - 5
Logo on color backgrounds Rules to be complied: > On a dark colored background,
dark colored background
the logotype in negative version has to be used. Only the K remains in red color. A red color background close to the red Dickson must not be used. > On a very clear or pastel colored background, the positive version
clear colored background
has to be used. > On a black colored background, the monochrome version of the logotype is used in negative version with the k to 60% of black. The files of the different versions (PS or Mac) are available in the file “logo” jointed to the guidelines
particular case monochrome on black colored background
in Illustrator® (ai et eps), JPEG and PDF®
DICKSON - VISUAL IDENTITY / logotype on color backgrounds - 6
Don’ts. Do not do any of the following: 1 > modify the typeface
1>
or emblem color 2 > change the size of any elements of the logotype 3 > use the logotype under the minimum size 4 > use the logotype on a colored background closed to the red Dickson
2>
3>
5 > use the logotype in negative version with the white K 6 > use the logotype in positive version on dark colored
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backgrounds
4>
5>
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DICKSON - VISUAL IDENTITY / don’ts - 7
Set of typeface The typeface Avenir (Adobe) is chosen for its legibility. The choice of
Avenir 35 Light
bold characters is used for optimal results in different type of printing.
Avenir 45 Book
Avenir 55 Roman
Avenir 65 Medium
DICKSON
Avenir 85 Heavy
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Avenir 95 Black
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DICKSON - VISUAL IDENTITY / set of typeface - 8
10 rue des Châteaux BP 109 Z.I. la Pilaterie 59443 Wasquehal Cedex France www.dickson-constant.com Tél. +33 (0)3 20 45 59 59 Fax +33 (0)3 20 45 59 00