DSD Brand Guidelines

2021 - 2022

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 the key to the usage of the ‘DSD Red’. was much more effective when used sparingly. More of an accent or flash of colour within the images.

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.

HEX PRIMARY COLOURS

DT Vought - #27313F

White - #FFFFFF

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.

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.

HEX SECONDARY COLOURS

Titanium Grey - #4E4F54

Lunar Grey - #8D8D8F

Clay Grey - #BCBCBA

Volcanic White - #E1E1E1

To counter the cool greys we have warm accent colours. To complement the new colour set we have the luxurious tone of Champagne Gold. The Coachman Red is also a change from the original tone. The old tone tended to sit more within the orange spectrum than red. When it was placed with other colours it tended to interact negatively and cause certain visual anomalies.

HEX ACCENT COLOURS

Champagne Gold - #B89D80

Coachman Red - #CA1228

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 VISUAL LANGUAGE