d3o brand bible

welcome to thed3o brand bible.

Our brand is our most valuable asset.

D3O is an ‘ingredient’ brand and patented technology that gives our customers a performance advantage.

D3O adds an aura of innovation and trust that is central to the functional performance of the final product.

A strong emotional connection with our consumers is a must.

The strength of our brand is critical to our success. Our brand will only be strong if it is used consistently.

reSPect it,

trUSt it,

ValUe it,

treaSUre it,

loVe it

introdUction

0

2 d3o brand bible IntroductIon IntroductIon d3o brand bible 3

4 d3o brand bible our HIStorY our HIStorY d3o brand bible 5

D3O is a British-based impact protection solutions company that markets a unique patented technology that is used to produce a shock absorbing material.

This high performing branded material is used to provide a wide range of integrated products in the motorcycle, sport, electronics, footwear, and PPE markets.

We were born out of the 2006 Winter Olympics, where we provided protective-wear solutions to the US and Canadian ski teams. With no compromise on protection, we changed the protection market with a range of light-weight, flexible and breathable protectors.

Today, we continue to challenge and lead the world of impact protection and shock absorption with innovative, pioneering solutions for our customers.

oUr hiStory

1

6 d3o brand bible our brand perSonalItY our brand perSonalItY d3o brand bible 7

We are passionate about what we do. Anything is possible.

The D3O brand is:

oUr brand PerSonality

2

innoVatiVebold

PioneeringtechnicalPaSSionate

8 d3o brand bible our a our valueS d3o brand bible 9

As a ‘trustmark’ brand, it is important that we hold certain values.

Our values are reflected in our basic principles:

oUr ValUeS

3

ProtectionSafetyreSPectPerformance

10 d3o brand bible our tone of voIce our tone of voIce d3o brand bible 11

The language and visual artwork we use in our communication should reflect our brand personality. Our ‘tone of voice’ throughout our marketing communications should be:

oUr tone of Voice

4

12 d3o brand bible our logo our logo d3o brand bible 13

The D3O logo consists of three elements: the D3O name (always accompanied by the registered trademark symbol), the orange mesh symbol and the Impact Protection tag line - all placed on black rectangular background. The logo must be used as is and should not be modified under any circumstances without permission.

oUr logo

5

Stacked lOGO Main version for all applications

hOrizOntal lOGO Secondary version, to be used when necessary due to

space constraints or size optimization

14 d3o brand bible our logo: elementS our logo: elementS d3o brand bible 15

When used in its primary configuration, the logo must follow the compositive patterns proposed to ensure its legibility. These include: correct colour usage, proportions, clearspace and typeface - all of which are specified on the right.

oUr logo: elementS

5.1

Typefaces

akzidenz Grotesk light extended

Gotham Bold Gotham Book

D3O Orange values

print Spot: pantone® hexachrome Orange c

Process: c=0 M=60 Y=100 k=0

On Screen heX: #F7901e

r=245 G=130 B=32

x x

xx

x x

xx

16 d3o brand bible tactIcal logo applIcatIon tactIcal logo applIcatIon d3o brand bible 17

When applied to product or marketing communication within the military/defence sector, the D3O logo colour element should be switched from orange to green.

tactical logo aPPlication

5.2

Typefaces

akzidenz Grotesk light extended

Gotham Bold Gotham Book

D3O Green values

print Spot: pantone® 7503 c

Process: c=33 M=28 Y=58 k=0

On Screen heX: #B3aa7e

r=179 G=170 B=126

x x

xx

x x

xx

18 d3o brand bible SecondarY logo confIguratIon SecondarY logo confIguratIon d3o brand bible 19

A secondary version of the D3O logo may be used only when being applied to an area of limited space, where primary logo usage compromises the visibility of the D3O logo.

Secondary logo configUration

5.3

20 d3o brand bible our logo: Incorrect uSage our logo: Incorrect uSage d3o brand bible 21

oUr logo: incorrect USage

5.4

Our logo is our most valuable brand asset and should be respected accordingly. Here are some common mistakes made in application of logos.

The logo should not be distorted in any form. It is important to constrain proportionally when re-sizing. Never place a graphic or text within the logo’s non-approachable space.

Incorrect ‘orange’ colour association:D3O’s distinctive signature orange is a key feature of the D3O brand. In no instance, unless with prior permission of D3O, should a similar coloured material be used next to D3O material in such a way that might infer greater area of D3O coverage than is actually the case.

22 d3o brand bible our logo: Incorrect uSage our logo: Incorrect uSage d3o brand bible 23

the ‘d3o orange’: incorrect coloUr

aSSociation

6

D3O’s distinctive signature orange is a key feature of the D3O brand. In no instance, unless with prior permission of D3O, should a similar coloured material be used next to D3O material in such a way that might infer greater area of D3O coverage than is actually the case.

24 d3o brand bible our tYpefaceS our tYpefaceS d3o brand bible 25

oUr tyPefaceS

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a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”



@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”


a b c d e f g h i J K l m n o P Q r S t U V w X y Z

@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”



@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”

gotham

Medium

Medium

bold

Bold Italic

We have two corporate typefaces: Gotham and Helvetica Neue.

Gotham is primarily used for specifically designed marketing communication tools.

Helvetica Neue is our default font and should be used for all other forms of brand communication.



@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”



@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”



@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”



@ # $ % ^ & * ( ) - _ = + , . ! ? ‘ ’ “ ”

Helvetica Neue

65 Medium

66 Medium Italic

75 Bold

76 Bold Italic

26 d3o brand bible our StraplIne our StraplIne d3o brand bible 27

oUr StraPline

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maKe an imPact.Simple and to the point. It’s what we aim to do as a brand and what our products do for our customer.

Our strapline applies across all our market sectors. We apply it to our marketing communication materials wherever appropriate, but not in a manner that detracts from our primary branding.

28 d3o brand bible our StatIonerY our StatIonerY d3o brand bible 29

oUr Stationery

9

Our family of stationery comprises of business cards, compliments slips, corporate letter head and continuity paper. All have been formatted to a set template and should not be altered without prior approval.

30 d3o brand bible on-product brandIng on-product brandIng d3o brand bible 31

on-ProdUct branding

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Our on-product branding is strategically vital. As the ‘added value ingredient’ inside our partner products, it is imperative that our brand, product and technology story is visible for our end consumers.

We offer a number of different swing tags and on-product labels.

and finally...If in doubt, call us. We’re quite friendly and would love to talk.

+44 (0)1273 418 600D3O Lab, 69 North Street, Portslade,

East Sussex, BN41 1DHwww.D3O.com

d3o brand bible

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