Brand Guidelines

Protecting the Firm’s Identity and Image

Brand guidelines are essential for law firms because image is important. While they are important for law firms of any size, brand guidelines are critical to Dinsmore with multiple teams across several locations. In order to be effective, branding needs to be consistent.

This page contains a set of rules that are put in place to safeguard our brand image, ensuring that our brand elements are used consistently by everyone within the firm as well as media outlets and organizations requesting the use of our brand identity. This includes but is not limited to guidelines for logo usage, font usage, color usage, overall brand tone, and photography.

Communicating a strong brand image gives our firm control over the way we are viewed and can help manage the overall perception of Dinsmore by our clients and potential partners, especially when entering into new markets where our name may not be well known.

As a law firm, our brand is one of our most important assets.

 

The Dinsmore Corporate Identity

The logo mark

 

Our logo is a strong visual statement and uses a clean, modern shade of blue. Using a positive part of our name “more” alongside an “Accomplish more” brand promise tells the marketplace who you are and what they can expect from you.

 

The Dinsmore logo mark is an art element designed for maximum visual impact of the Dinsmore name.  The logo mark, brand line are art files and cannot be reproduced or replaced with another font.  It cannot be typed or mimicked in body copy. Always use approved artwork provided by the Marketing Department.

 

Using the Logo Signature

Consistent Usage is Key

Our corporate identity [logo mark] is fundamental to the way we communicate. It’s the way we present ourselves to clients, media, suppliers and communities and it distinguishes us effectively from our competitors. It visually connects our services to our firm, unifying our operations and providing a recognizable endorsement of quality. It must present well, regardless of the application.

 

As well as increasing the effectiveness of communication, our identity provides us with consistency — but only if we all have the discipline to ensure that our corporate identity standards are maintained. Maintaining visual consistency of the Dinsmore logo mark and brand lines is vital to preserving the integrity and recognition of the brand identity.

Signature [Logo mark] Safe Area Protects the Dinsmore Identity, Ensures Easy Recall

Do not crowd the Dinsmore logo mark. Minimum space required around the Logo mark is 1x, where x equals the height of the Logo typeface.

 

The logo mark should only appear in its core colors used at 100% intensity:

Pantone 7462 (PMS 7462) (“Dinsmore Blue”) and Pantone Warm Gray 11 (PMS Warm Gray 11).  

 

The logo mark may also appear in 100% Process Black (“Black”) and may appear as white (reversed out of the primary or secondary color palette).

It is important to maintain clarity, legibility and strong contrast between the Dinsmore logo mark and any background to which it is applied. None of the logo mark elements should be recreated, distorted or altered in any way. These effects weaken the power and distinctiveness of the brand mark.  Always reproduce the brand mark from the approved master electronic artwork available from our marketing department. Please refer to the examples shown below.

 

Logo mark size and position is not an arbitrary decision  

A grid system provides a tool to ensure consistent deployment of Dinsmore’s visual assets and to aid in maintaining a consistent brand presence across a variety of sizes and formats.

 

 

Determining logo / signature size

An underlying grid (shown here in varied size formats) is used to demonstrate consistent signature size across similarly-dimensioned pieces. The grid determines the size of the logo mark.  For our purposes, the optimum size has already been determined.

 

The Dinsmore signature will always be 4 units (squares) of the grid and should be anchored left or right in any print, email or web document, regardless of the size of the piece.

 

Also, do not center the logo in a document or use it as part of a title or sentence.

 

For custom-sized pieces, cross-reference a standardized grid for a similar size and use the same principles to size or position the logo in your document.

 

Consult the Marketing Department with questions regarding custom documents and logo usage.

Logo Sizing and Placement

Proper sizing and placement for most Dinsmore communications

 

Proper sizing and placement on a Dinsmore business card

Color Usage

Color plays an important part in Dinsmore’s identity. Care must be taken to ensure color is kept as consistent as possible.

Primary Color Palette

 

Dinsmore Blue, warm gray and black serve as our brand’s corporate colors for print, electronic and environmental (signage) applications.

PANTONE 7462 C

 

C=100 M=50 Y=0  K=10

 

R=0 G=103 B=172

 

HEX=#005DA2

PANTONE Warm Gray 11 C

 

C=0 M=17  Y=34  K=62

 

R=124 G=106 B=8

 

HEX=#5c5048

100% Black

 

C=0 M0 Y=0  K=100

 

R=255 G=255 B=255

 

HEX=#ffffff

 

Secondary Color Palette

 

Variety is the spice of life and relying on one color is impactful but limiting. We want to keep our reader's attention and the use of color prolongs engagement. The secondary color palette helps provide striking communications in print and web applications, but these colors will be used only as accents to Dinsmore’s primary identity.

PANTONE 2925 C

 

C=76 M=24
Y=0  K=0

 

R=0 G=135 B=215

 

HEX=#0087D7

PANTONE 4695 C

 

C=0 M=81
Y=100  K=77

 

R=90 G=20 B=0

 

HEX=#5A1400

PANTONE 7408 C

 

C=3 M=26
Y=100  K=0

 

R=245 G=179 B=0

 

HEX=#F5B300

PANTONE 4515 C

 

C=31 M=31
Y=69  K=2

 

R=166 G=147 B=87

 

HEX=#A69357

PANTONE 383 C

 

C=39 M=20
Y=100  K=2

 

R=153 G=161 B=0

 

HEX=#9FA617

PANTONE 716 C

 

C=4 M=64
Y=100  K=0

 

R=250 G=105 B=0

 

HEX=#FA6900

70% Black

 

C=0 M0
Y=0  K=70

 

R=80 G=81 B=83

 

HEX=#505153

50% Black

 

C=0 M0
Y=0  K=50

 

R=129 G=131 B=134

 

HEX=#818386

 

Typography

What fonts should I use?

Font choice either enhances or obscures a message. It is one of the most important style elements when considering content. Dinsmore expresses written communication in a simple, legible  and professional yet friendly typographic style.  For day-to-day Microsoft Office applications, a widely-used font, Arial is chosen — bringing a clean, yet sophisticated feel to the firm’s daily communications. 

 

Specialized fonts for branding and promotion

We use three fonts that create a distinctive impression when creating materials for advertising or to promote special events, sponsorships and announcements. These fonts for headlines and body text are easy to read and they do not form dense blocks of page content. Plus, these fonts transfer well to our website and digital applications.

 

Always check with the Marketing Department if you need help with font usage.

Contact

Questions?

© 2019. All rights reserved.

Brand Guidelines

Protecting the Firm’s Identity and Image

As a law firm, our brand is one of our most important assets.

Brand guidelines are essential for law firms because image is important. While they are important for law firms of any size, brand guidelines are critical to Dinsmore with multiple teams across several locations. In order to be effective, branding needs to be consistent.

 

This page contains a set of rules that are put in place to safeguard our brand image, ensuring that our brand elements are used consistently by everyone within the firm as well as media outlets and organizations requesting the use of our brand identity. This includes but is not limited to guidelines for logo usage, font usage, color usage, overall brand tone, and photography.

 

Communicating a strong brand image gives our firm control over the way we are viewed and can help manage the overall perception of Dinsmore by our clients and potential partners, especially when entering into new markets where our name may not be well known.

The Dinsmore Corporate Identity

The Dinsmore logo mark

Our logo is a strong visual statement and uses a clean, modern shade of blue. Using a positive part of our name “more” alongside an “Accomplish more” brand promise tells the marketplace who you are and what they can expect from you.

 

 

 

 

 

 

The Dinsmore logo mark is an art element designed for maximum visual impact of the Dinsmore name.  The logo mark, brand line are art files and cannot be reproduced or replaced with another font.  It cannot be typed or mimicked in body copy. Always use approved artwork provided by the Marketing Department.

Using the Logo Signature

Consistent Usage is Key

Our corporate identity [logo mark] is fundamental to the way we communicate. It’s the way we present ourselves to clients, media, suppliers and communities and it distinguishes us effectively from our competitors. It visually connects our services to our firm, unifying our operations and providing a recognizable endorsement of quality. It must present well, regardless of the application.

 

As well as increasing the effectiveness of communication, our identity provides us with consistency — but only if we all have the discipline to ensure that our corporate identity standards are maintained. Maintaining visual consistency of the Dinsmore logo mark and brand lines is vital to preserving the integrity and recognition of the brand identity.

Signature [Logo] Safe Area Protects the Dinsmore Identity, Ensures Easy Recall

Do not crowd the Dinsmore logo mark. Minimum space required around the Logo mark is 1x, where x equals the height of the Logo typeface.

 

The logo mark should only appear in its core colors used at 100% intensity:

Pantone 7462 (PMS 7462) (“Dinsmore Blue”) and Pantone Warm Gray 11 (PMS Warm Gray 11).  

 

The logo mark may also appear in 100% Process Black (“Black”) and may appear as white (reversed out of the primary or secondary color palette).

It is important to maintain clarity, legibility and strong contrast between the Dinsmore logo mark and any background to which it is applied. None of the logo mark elements should be recreated, distorted or altered in any way. These effects weaken the power and distinctiveness of the brand mark.  Always reproduce the brand mark from the approved master electronic artwork available from our marketing department. Please refer to the examples shown below.

Logo Sizing and Placement

Logo mark size and position is not an arbitrary decision

A grid system provides a tool to ensure consistent deployment of Dinsmore’s visual assets and to aid in maintaining a consistent brand presence across a variety of sizes and formats.

 

 

Determining logo / signature size

An underlying grid (shown here in varied size formats) is used to demonstrate consistent signature size across similarly-dimensioned pieces. The grid determines the size of the logo mark.  For our purposes, the optimum size has already been determined.

 

The Dinsmore signature will always be 4 units (squares) of the grid and should be anchored left or right in any print, email or web document, regardless of the size of the piece.

 

Also, do not center the logo in a document or use it as part of a title or sentence.

 

For custom-sized pieces, cross-reference a standardized grid for a similar size and use the same principles to size or position the logo in your document.

 

Consult the Marketing Department with questions regarding custom documents and logo usage.

Proper sizing and placement for most Dinsmore communications

Proper sizing and placement on a Dinsmore business card

Color provides a strong visual link to our brand identity across a wide range of applications. Care must be taken to ensure color is kept as consistent as possible.

Color Usage

Primary Color Palette

Dinsmore Blue, warm gray and black serve as our brand’s corporate colors for print, electronic and environmental (signage) applications.

Secondary Color Palette

Variety is the spice of life and relying on one color is impactful but limiting. We want to keep our reader's attention and the use of color prolongs engagement. The secondary color palette helps provide striking communications in print and web applications, but these colors will be used only as accents to Dinsmore’s primary identity.

Typography

Contact

Questions?

What fonts should I use?

Font choice either enhances or obscures a message. It is one of the most important style elements when considering content.

 

Dinsmore expresses written communication in a simple, legible  and professional yet friendly typographic style.  For day-to-day Microsoft Office applications, a widely-used font, Arial is chosen — bringing a clean, yet sophisticated feel to the firm’s daily communications. 

 

Specialized fonts for branding and promotion

We use three fonts that create a distinctive impression when creating materials for advertising or to promote special events, sponsorships and announcements. These fonts for headlines and body text are easy to read and they do not form dense blocks of page content. Plus, these fonts transfer well to our website and digital applications.

 

Always check with the Marketing Department if you need help with font usage.