BRAND GUIDE

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TABLE OF CONTENTS

BRAND MISSION ............................................................................. 3

BRAND PERSONALITY .................................................................. 3

LOGO ................................................................................................ 4

STANDARD LOGO | 5

BUILDING A LOCKUP | 6

BUILDING A LOCKUP: STATES | 7

BUILDING A LOCKUP: REGIONS | 8

BUILDING A LOCKUP: GROUPS | 9

BUILDING A LOCKUP: EVENTS | 10

PROPER LOGO SPACING | 11

COMMON LOCKUPS | 12-19

LOGO COLOR USE | 20

LOGO AGAINST A BACKGROUND: INCORRECT | 21

INCORRECT LOGO USE | 22

COLOR............................................................................................ 23

BRAND COLORS | 24-25

TYPOGRAPHY ............................................................................... 26

PRIMARY FONTS | 27

WEB FONTS | 28

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BRAND MISSION

BRAND PERSONALITY

The Democratic National Committee promotes the election of Democrats, and works to communicate our values.

The Democrats are inclusive, progressive, optimistic, and timeless.

LOGO

The Democrats’ logo represents our committee, our party, our members, and our voters. It is a valuable asset that must be used in consistent and approved forms.

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STANDARD LOGO

The standard logo should occur only once per digital piece. The primary use for the standard logo is the light blue. When color or printing prohibits this, it may be used in all white.

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LOGO MARK

The space from the left side of the D to the inner circle should be measured by the inner height of the D.

LOCKUP

The space from the logo to the word “Democrats” should be the same distance as the D is given to the inner circle. *This lockup is ONLY used on the national website and in DNC emails.

BUILDING A LOCKUP

*NOTE: For a 1” logo, 33 pt font should be used.

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HORIZONTAL LOCKUP

The space from the logo to the state name should be the same distance as the D is given to the inner circle. The state name should be 1/3 the height of the logo.

VERTICAL LOCKUP

The space from the logo to the state name should be the same distance as the D is given to the inner circle. The state name should be 1/3 the height of the logo and centered directly beneath the logo. The state name should always be kept on one line in instances where there are two words (i.e. North Carolina).

BUILDING A LOCKUP: STATES

STATE NAME

STATE NAME

The state lockup should be used solely by state parties for events and collateral materials. No colors other than white and the specified light blue should be used, and the state name should always be presented in Gotham Bold. State parties should contact Gottschalk-MarconiE@dnc.org to sign the necessary license agreement before using the D logo.

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HORIZONTAL LOCKUP

The space from the logo to the region name should be the same distance as the D is given to the inner circle. The region name should be 1/3 the height of the logo.

VERTICAL LOCKUP

The space from the logo to the region name should be the same distance as the D is given to the inner circle. The region name should be 1/3 the height of the logo and centered directly beneath the logo.

BUILDING A LOCKUP: REGIONS

REGION NAME

REGION NAME

The regional lockup is reserved for events where regions will be represented as a whole. No colors other than white and the specified light blue should be used and the region name should always be presented in Gotham Bold.

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HORIZONTAL LOCKUP

The space from the logo to the group name should be the same distance as the D is given to the inner circle. The group name should be 1/3 the height of the logo.

VERTICAL LOCKUP

The space from the logo to the group name should be the same distance as the D is given to the inner circle. The group name should be 1/3 the height of the logo and centered directly beneath the logo. If possible, the group name should be contained on one line, if the group name exceeds three words it may drop down to a second line.

BUILDING A LOCKUP: GROUPS

GROUP NAME

GROUP NAME

The group lockup is reserved for use by groups under the Democratic umbrella. No colors other than white and the specified light blue should be used and the group name should always be presented in Gotham Bold.

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HORIZONTAL LOCKUP

The space from the logo to the event name should be the same distance as the D is given to the inner circle. The event name and date should be 1/3 the height of the logo.

VERTICAL LOCKUP

The space from the logo to the event name should be the same distance as the D is given to the inner circle. The event name and date should be 1/3 the height of the logo and centered directly beneath the logo. If possible, the event name should be contained on one line.

BUILDING A LOCKUP: EVENTS

The event lockup is reserved for events by the Democrats or one of the groups associated with the Democrats. No colors other than white and the specified light blue should be used. The event name should be presented in Gotham Bold while the date of the event should be presented in Gotham Book.

EVENT NAMEDATE

EVENT NAMEDATE

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PROPER LOGO SPACING

The logo must never be crowded by other shapes, images, or type. It should always be given a generous amount of negative space as shown here.

LOGO MARK

The space around the logo mark is measured by the height of the D.

LOCKUP

The space around the horizontal lockup is measured by the height of the inner circle.*This lockup is ONLY used on the national website and DNC emails.

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COMMON LOCKUPS: CAUCUSES

The caucus lockups are reserved for DNC affiliated caucuses. No colors other than white and the specified light blue should be used. The caucus name should always be presented in Gotham Bold.

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COMMON LOCKUPS: COUNCILS

The council lockups are reserved for DNC –affiliated councils. No colors other than white and the specified light blue should be used. The council name should always be presented in Gotham Bold.

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COMMON LOCKUPS: STATE PARTIES

The state party lockups are reserved for DNC–affiliated state parties. No colors other than white and the specified light blue should be used. The state party name should always be presented in Gotham Bold.

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COMMON LOCKUPS: STATE PARTIES CON’T

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COMMON LOCKUPS: STATE PARTIES CON’T

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COMMON LOCKUPS: DEPARTMENTS

The department lockups are reserved for DNC internal departments. No colors other than white and the specified light blue should be used and the department name should always be presented in Gotham Bold.

COMPLIANCE

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COMMON LOCKUPS: GROUPS

The group lockups are reserved for DNC–affiliated groups. No colors other than white and the specified light blue should be used. The group name should always be presented in Gotham Bold.

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COMMON LOCKUPS: CONSTITUENCY GROUPS

The constituency group lockups are reserved for DNC–affiliated constituency groups. No colors other than white and the specified light blue should be used. The constituency group name should always be presented in Gotham Bold.

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LOGO COLOR USE

• Stick with brand colors.• The logo should always be light blue

when placed on a white background.• The logo should always be white when

placed on any other color.

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LOGO AGAINST ABACKGROUND: INCORRECT

Clockwise from top left:• Do not use any color other than light

blue when the logo is placed against white.

• Do not turn down the opacity on the logo.

• Do not use colors other than the ones provided.

• Do not use a multi-color logo.

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INCORRECT LOGO USE

DO NOT: distort, crop, stretch, rotate lockups, use gradients, make different lockups, use red in the logo, change colors, replace the “D” with an illustration or shape, substitute the circle for another shape, use the logo more than once in an instance, place words within the logo, use the logo as an illustration element, or use drop shadows or other effects.

DEMOCRATS

DEMOCRATS

COLOR

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BRAND COLORS

Our standard logo is available in light blue. For contrast and balance, a navy is used as a secondary blue. White also plays an important role in the color palette. Yellow or red may be brought in to create a secondary color palette but should never be used in more than 10% of the design. A light gray is included to be used only in print instances where the prints will be televised (see next page).

PRIMARY PALETTE

SECONDARY COLORS

QUICK TIP:

Set up your color palettes in your favorite design software and save them for future use as base files.

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PMS 2995

C 68 M 14 Y 0 K 0

R 0 G 174 B 243

#00AEF3

PMS 186

C 5 M 100 Y 100 K 1

R 227 G 24 B 24

#E31818

PMS 655

C 100 M 87 Y 43 K 45

R 15 G 36 B 70

#0F2446

PMS 109

C 2 M 2 Y 99 K 0

R 255 G 211 B 0

#FFDD00

WHITE

#FFFFFF

COOL GRAY

C 2 M 1 Y 1 K 0

R 246 G 246 B 246

#F6F6F6

QUICK TIP:

Be sure to create design files in RGB color space if you’re going to be saving graphics for the screen.

BRAND COLORS

TYPOGRAPHY

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PRIMARY FONTS

GOTHAM BOOK

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

GOTHAM MEDIUM

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

GOTHAM BOLD

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

GOTHAM

Primary uses:Gotham Book is used as body copy in print and digital graphics.Gotham Medium is mainly used for small amounts of body copy in digital graphics, and for URLs (rarely).Gotham Bold is used in ALL CAPS for headlines in print and emphasized text in digital graphics.

SENTINEL BOOK

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

SENTINEL SEMI-BOLD ITALIC

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

SENTINEL

Primary uses:Semi-bold italic is used to emphasis in email graphics and social graphics.It is also used for large numbers in infographics.

DEMOCRATS.ORG