Embed Size (px)
Citation preview
1
BRANDING Styleguide
2
3
Welcome to Daugherty. We are a passionate group of individuals who believe in providing exceptional value to our clients, an incredible work environment for
each other, and unwavering support to the communities in which we live. Our brand is a reflection of that, promoting transparency,
innovation and opportunity to share our talents with the world. Below is everything you need to know about how we present ourselves,
defining our visual and stylistic elements, to showcase Daugherty to its full potential.
Consultants. Clients. Community.
Understanding the Daugherty BrandThe Daugherty brand is made up of two distinct
identities—Daugherty Business Solutions and Team Daugherty. Basically, you can think about these identities
like this: Daugherty Business Solutions is what we do, and
Team Daugherty is who we are. Together, we represent a
powerful brand built on the promise of driving exceptional
value to our clients through technology solutions.
While they complement each other, these identities are
unique in look and feel. Let’s break it down.
While they complement each other, these identities are unique in look and feel.
4
5
Daugherty Business Solutions — What We Do We use this identity for all of our client-facing materials, thought leadership, our corporate website, and company policies. Essentially, this is our corporate persona.
Brand Language UsagesAcceptableDaugherty Business Solutions
Daugherty
Not AcceptableDBS
Logo Specifications • Either version of the logo, horizontal or
stacked, is acceptable.
• Never replace the typeface.
• Do not use the logo on a busy pattern or background that impairs its legibility.
• Do not stretch any part of the logo at any time.
• To maintain legibility of all logo parts, ‘Daugherty’ must not be smaller than 1” wide.
• Please ensure white space around the logo is equal to 1x the height of the ‘D’ in Daugherty.
• The format cannot be compromised; do not slant or rotate the logo in any way.
6
Diverse people working and collaborating
Modern, development atmosphere
Action-focused single subject shots
Open workspaces
Use of color blocks and typography can be used to highlight short headlines
in conjunction with the photo; copy should never be placed directly on the photo.
Daugherty Business Solutions uses a very clean design aesthetic, making
use of white space and cool color tones for a forward-thinking, tech-savvy
appearance. Just like there’s nothing unnecessary about the technology
solutions we provide to our clients, the same applies to our brand style.
You won’t see superfluous design elements like complex background
patterns or needless embellishments in our layouts.
Images
We use a variety of stock and custom graphics with the Daugherty Business
Solutions identity. Elements of these include:
7
8
9
Logo Specifications• Never replace the typeface.
• Diameter of logo should not go below 1”.
• Do not stretch any part of the logo at any time.
• Please ensure white space around the logo equal to height of ‘D’ in Daugherty.
• The format cannot be compromised; do not slant or rotate the logo in any way.
• When placed on darker background, include white border around edge of circle.
TaglineExperience Beyond
Team Daugherty — Who We Are This is our cultural face, which spun out of our corporate persona as a way for recruiting to uniquely showcase the vibrant voices of our company. You’ll see this branding on all of our social media
accounts, internal communications, and anything having to do specifically with the personalities of our people or company culture.
Attempt to keep the Team Daugherty
logo within the circle at all times in its
current color scheme. If a need arises
where this is not possible, please
consult marketing for alternative
solutions.
10
Team Daugherty builds on the identity of Daugherty Business Solutions by grounding it in warm, earthy elements such as weathered wood and coffee. Visuals take advantage of white space and draw the viewer into warmth and conversation as if they were sitting at a local coffee shop.
Images
Images for Team Daugherty are less about the people in them and more about
the feel of the environment and how the viewer interacts with it. Everything
should be shot in first-person perspective, making sure the viewer feels
included in any action featured. This may include sitting and collaborating
with a team at a conference table, standing in a meeting, or working alone
with a laptop. Viewer should feel part of the photo, not as an outsider looking
in to the environment. There should also be an area of low noise that will
allow for copy to be placed directly on the photo.
11
12
Open Sans Light AaBbCcDdEeFfGgHhIiJjOpen Sans Light Italic AaBbCcDdEeFfGgOpen Sans AaBbCcDdEeFfGgHhIiJjKkLlOpen Sans Italic AaBbCcDdEeFfGgHhIiJjOpen Sans Semibold AaBbCcDdEeFfGgOpen Sans Semibold Italic AaBbCcDdEeFfGgOpen Sans Bold AaBbCcDdEeFfGgHhIiJjOpen Sans Bold Italic AaBbCcDdEeFfGgOpen Sans Extrabold AaBbCcDdEeFfGgOpen Sans Extrabold Italic AaBbCcDdEeFfGg
Lora AaBbCcDdEeFfGgHhIiJjKkLlLora Italic AaBbCcDdEeFfGgHhIiJjLora Bold AaBbCcDdEeFfGgHhIiJjLora Bold Italic AaBbCcDdEeFfGg
Open Sans Light AaBbCcDdEeFfGgHhIiJjOpen Sans Light Italic AaBbCcDdEeFfGgOpen Sans AaBbCcDdEeFfGgHhIiJjKkLlOpen Sans Italic AaBbCcDdEeFfGgHhIiJjOpen Sans Semibold AaBbCcDdEeFfGgOpen Sans Semibold Italic AaBbCcDdEeFfGgOpen Sans Bold AaBbCcDdEeFfGgHhIiJjOpen Sans Bold Italic AaBbCcDdEeFfGgOpen Sans Extrabold AaBbCcDdEeFfGgOpen Sans Extrabold Italic AaBbCcDdEeFfGg
Lora AaBbCcDdEeFfGgHhIiJjKkLlLora Italic AaBbCcDdEeFfGgHhIiJjLora Bold AaBbCcDdEeFfGgHhIiJjLora Bold Italic AaBbCcDdEeFfGg
Open Sans
Lora
TypographyWe’ve chosen two fonts that are very flexible for any use, one serif and one sans. The sans font has 5 weights, providing multiple emphasis points within copy and headlines. The serif has high legibility for use in longer text-based documents.
You can download these fonts at the link:
http://connect.daugherty.com/branding
Please note – These are not standard
fonts. If you are sending a Word or
PowerPoint presentation to a client, you’ll
need to export the document as a PDF. If
that is not an option, use Arial as your font
choice.
13
Brand VoiceWe are Smart and Approachable and believe in people
Smart: We are Subject Matter Experts who
have deep technology skills and a strong
business acumen to solve even the toughest
challenges.
Approachable: We’re fun and easy to work
with, solving business challenges with a
commitment to an easy to understand format.
This translates to how we cultivate new team
members, providing career development in a local
consulting model.
Copy ToneSo, what does our brand voice mean for our copy
tone? It means that we’re human. Sometimes we’ll use
colloquial language, including contractions, which is
more familiar to how people talk and communicate.
We won’t speak in overly technical jargon or talk down
to anyone. We’re a helpful, curious and honest group
interested in connecting and helping others.
14
A Few Copy RulesCommas – We do not use the Oxford
comma in Daugherty Communications
unless it is a complex series of three. For
a simple series, skip the comma.
Quotation Marks – Punctuation should
go inside the quotation mark, including
question and exclamation marks.
Exclamation Marks – You can use
them, but please don’t over do it, and
never under any circumstances include
multiple exclamation marks at the end of
a sentence.
Website – all one word, lowercase unless
it’s at the start of a sentence.
Web – Always capitalized.
Email – one word, no hyphen.
Startup – one word, no hyphen.
15
Daugherty on Social Media Daugherty is active on social media. Be sure to follow
us and share your own #TeamDaugherty experiences
by using one of our common hashtags listed below.
Download the Daugherty Communications Mobile
App for iOS or Android.
#TeamDaugherty
#DaughertyLife
#DaughertySTL
#DaughertyATL
#DaughertyMSP
#DaughertyDAL
#DaughertyCHI
