DSD Brand Guidelines

BRAND GUIDELINES

December 2019

The goal

Elevate the brand experience and formalize the visual language

optimisation

Designed and made using the most recent ideas and methods

cohesion

Being in close agreement and working well together, so that the brand usage scenarios can exist or be combined without problems.

digitally minded

Designed to fulfill all the standards required by the new technologies

Brand Mark PlanSame vision, refreshed appearance

cohesion planTHE BRAND HIERARCHY - The Four rules

we want

Elevate the brand experience

The more we came to work with the DSD brand throughout the past few years, we discovered a lot of ways the brand can be implemented. The key one in my opinion is the usage of the ‘DSD Red’. As we went through optimizing items such as the DSD Residency Promotional campaigns, the new website, blog content.... we discovered that the red was much more effecive when used sparingly. More of an accent or flash of colour within the images.It actually works well as a tool to direct the viewers gaze. Draw them to specific key points of information within the content. This led me to approach the branding with a clear understanding of how to implement the proposed branding.

The DT Vought will now feature instead of Black. This is a subtle trick to differentiate the brand. By using an off-black it instantly changes how your eye interacts with the text or icon. Its softer and not as starkly contrasted in appearance. Plus, Navy is associated with esteem, trust and knowledge.

The key challenge that we face when it comes to branding Digital Smile Design is to take into consideration the entire company structure and how the ‘Main Brand’ is implemented throughout the entire company infrastructure.

Currently we have multiple logos with different fonts, different colours, no real conformity. Plus, the logo’s themselves don’t really indicate what pillars of the business they fall under. For example - Planning Center, Education, Lab etc...

So we have picked luxurious dark navy, deep, rich accent colours, muted & cool greys to lead the main brand as this needs to be as neutral as possible. High quality photography and flashes of accent colours will push the branding forward.

The other primary colours (various cool grey’s) will feature and be used throughout the brand (in websites, media, video) but I wanted to focus briefly on the secondary colours.To counter the cool greys we need warm accent colours. We have had some real success with the gold accent for a lot of materials. Predominantly the DSD Day promotion. To compliment the new colour set I have researched extensively gold tones that appear with sufficient contrast on both white and the new Navy colour. The other primary colours (various cool grey’s) will feature and be used throughout the brand (in websites, media, video) but I wanted to focus briefly on the secondary colours.To counter the cool greys we need warm accent colours. We have had some real success with the gold accent for a lot of materials. Predominantly the DSD Day promotion. To compliment the new colour set I have researched extensively gold tones that appear with sufficient contrast on both white and the new Navy colour. This led me to pick this luxurious tone of Champagne Gold.The Coachman Red is also a change from the original tone. The reason for this is that the old tone tended to sit more within the orange spectrum then red. When it was placed with other colours it tended to interact negatively and cause certain visual anomalies.This led me to pick this luxurious tone of Champagne Gold.The Coachman Red is also a change from the original tone. The reason for this is that the old tone tended to sit more within the orange spectrum then red. When it was placed with other colours it tended to interact negatively and cause certain visual anomalies.

MAIN BRAND COLOUR SCIENCE

We amalgamated the two individual logos in order to create a singular brand for Digital Smile Design.

The bracket now matches the thickness of the DSD letters. This ‘DSD’ font remains Turkish Microgramma as we believe the ‘DSD’ is a strong brand mark. To dismiss this would ‘in our opinion’ be bad practice as this brand works and has many years of recognition.

The key changes are the inclusion of the brackets and also the subtext below now changes to ‘Gotham’ font. Aside from this font coming from the patient brand, it is actually much more legible at smaller sizes making this version of the logo more practical when it comes to different uses such as web or mobile UX experiences.

The brand hierarchy - the four rulesDSD Companies / Divisions

DSD Education Sub-Brands

Tier Status & Strategic Alliances

DSD PRODUCTS & SUB-BRANDS