2023學(xué)年完整公開課版VI手冊資源dell

DellBrandIdentityStandardsVersion2.01February2010Tomaintainandenhanceourcompetitiveadvantage,wemustremainfocusedonfulfillingourpurposeandmeetingtheneedsofourcustomers.TheDellbrandisoneofthemostimportantresourceswehavetosetusapartinthemarketplace.Ourbrandreflectsanddefineswhoweareandhowweareviewedbyourcustomersandstakeholders.BytyingallouractionsandcommunicationsbacktotheDellbrand,westrengthenandenhanceitsvalue.Dell'svisualidentityisacriticalelementofouroverallbrandstrategy.Asouruniquesignpost,ithighlightsourbrandpersonalityacrossalltouchpointswithourstakeholders.Asthechampionsandownersofourbrand,eachofusbearsaresponsibilitytothevisualidentity.Itisimportantthatweallunderstandhowandwhentouseit,adheringcloselytothestatedguidelines.DoingsowillensurethatweconsistentlyandproudlyrepresentDell,whilebringingevengreatersuccesstobothourcompanyandourcustomers.DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialContentsLogoLogooverview1.1Clearspace/Minimumsize1.2Alternatelogos1.3Applicationusage1.4Usagewithbackgrounds1.5Incorrectusage1.6Partnerlockup1.7Otherlockups1.8Discontinuedtreatments1.9ColorColoroverview2.1Primarycolors2.2Secondarycolors2.3Applicationexamples2.4TypographyTypographyoverview3.1Typefacefamily3.2Alternatetypefaces3.3Typographicstyle3.4Discontinuedtypefaces3.5Applicationexamples3.6DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0February2010GraphicelementsGraphicelementsoverview4.1Roundedcorners4.2Applicationexamples4.3ImageryImageryoverview5.1Lifestyleimagery5.2Productimagery5.3Supportingimagery5.4Imagerystyle5.5Scalingandcropping5.6Applicationexamples5.7VoiceVoiceoverview6.1Howtofind/requestassets7.1ContactConfidentialLogooverviewTheDelllogoisourprimaryvisualsymbol.OurlogoservesasapositiveembodimentofDell'suniqueness,enhancingtheperceptionofthebrandinthemarketplace,aswellasdrivingpurchaseintentbyprovidingaclearsignpostforthebenefitsofourbrand.Inkeepingwithourbrandpersonality,themarkisstraightforwardandsimple,communicatingdirectlyandwithout"fluff."Itisrenderedtomaximizevisualappealandeffectiveness-qualitiesthatgrowincreasinglyimportantinacrowded,competitivemarketplace.Theringprotectsournamewhileallowingourcustomerstoshowthrough.TheDellbluebringsvibrancyandmaximizesimpact.Itsclearanddirectexecutionleveragesourexistingvisualequitieswhileevolvingthroughanaestheticbalance.Note:Ourlogomustneverbealtered,modifiedorrecreated.Anyattempttomodifyoralterourlogoisadirectviolationofourbrandpolicy.DellBlueDellBlue*-SpotC92M34YOKO-Process(coated)MarketinganddesignprofessionalsmayaccessapprovedlogoartworkbyaccessingtheDAM(DigitalAssetManager)toolat:TheDellBluelogoshouldbeusedastheprimarylogo.Note:DellBlueisacustomcolor.Seepage2.2formoreinformation.1.1DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialClearspaceClearspaceistheareathatisrequiredaroundtheoutsideofourlogoandmustbekeptfreeofothergraphicelementssuchasheadlines,textandtheoutsideedgeofmaterials.Theminimumrequiredclearspaceisdefinedbythemeasurement"X"asshown.ThismeasurementisequaltotheheightoftheletterDintheDellword.MinimumsizeTheminimumsizetheDelllogoisrestrictedtois0.5".Violatingthisstandardcompromisestheintegrityandlegibilityofthelogo.Theminimumusageforonlineisrestrictedto40px.OfflineDigital0.5"Diameter40pxDiameter(12.7mm)1.2DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialAlternatelogosTheDellbluelogomoststronglysupportsourbrandpositionstrategyandshouldbethefirstchoice.Thesealternatelogosshouldbeusedonlyinthedefinedinstancesbelow.WhiteThewhitelogoisusedonsolidcolororimagerybasedbackgroundsandonlysecondarilyafteranintroductionofthebluelogohasoccurred.Refertopage1.4forexamples.LightGrayPMSCG5-Spot40%Black-ProcessThelightgraylogoisusedonlysecondarilyafteranintroductionofthebluelogohasoccurred.Refertopage1.4forexamples.DarkGrayPMSCG11-Spot85%Black-ProcessThedarkgraylogoisforlimiteduseonlyononeortwo-colorapplicationssuchasnewspaperadvertisingorforms.1.3DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialApplicationusageTheapplicationofourprimaryDellbluelogoshouldalwaysserveasthefirstimpression.Oncethatbrandimpressionhasbeenmade,itisacceptabletouseeitherthewhitelogoorthelightgraylogo.Theexamplesbelowillustrateusecasescenariosforlogoapplication.PowerPointTitlepagevsslidesvssectiondividersBusinessCardFrontvsbackITradeshowPrimaryviewvssecondaryAdvertisingSinglepageDHomepagevssecondariesCollateralCovervsinteriorNote:Placementoneachapplicationisforillustrativepurposesonly1.4DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialUsagewithbackgroundsConsistentusageofourwhitelogoonbackgroundcolorshelpsbuildrecognitionofourbrandensuresourlogoisalwaysrenderedwithproperimpactandlegibility.ThewhiteDelllogoartworkshouldbeusedonlyonapprovedbrandcolorsandonimagerywherethelogoisclearandunobstructed.IncorrectuseTheDellbluelogoshouldneverbeusedonabackgroundotherthansolidwhite(neverimagery).Thelightanddarkgraylogosshouldneverbeusedoncoloredbackgrounds.1.5DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialIncorrectusageAnymodificationofourlogoconfusesitsmeaning,diminishesitsimpact,andisnotallowed.Preciselogoartworkhasbeencreatedtoaccommodateanyusageneed.Neverredraw,translate,orotherwisealterourlogoinanyway.Thefollowinglistofincorrectusemustbeavoidedtomaintaintheintegrityofourbrand.Donotrecreate,retypeorredrawthelogoDonotchangeourlogocolorDonotchangeorfillthebackgroundcolorwithinthelogoDonotstretchoralterourlogoinanywayDonotlock-upanythingtoourlogo(tagline,institutions,etc.)withoutdefinedclearspaceDonotplaceourlogoonbackgroundsthatlimitlegibilityDonotmodifytheshapeofourlogoDonotuseourlogoinoutlineformDonotplaceourlogoonbackgroundswithhighcontrastelementsDonotuseourlogoasareadthroughintextDonotusegraphiceffectsonourlogo(e.gdropshadows,etc.)Donotplaceourlogoonfaces1.6DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialDonotrotateourlogoDonotaddgraphicsorcliparttoourlogoDonotcreateapatternfromourlogoPartnerlockupPartneringwithotherorganizationsthatsupportourvaluesthroughco-brandingorsponsorshipopportunitiesaddsvaluetoourbrandbyreachingnewcustomersandreinforcingawarenessofDellamongexistingcustomers.Caremustbetakentoensurethatweandanypartnerrelationshipsareclearlyandconsistentlyidentified.Asimple,thinverticalruleanduniformspacingshouldseparatetheDelllogofromanypartnerlogo.Considerationshouldbetakentoensurethevisualprominenceofourlogoismaximizedinallsituations.Max.PartnerHeightCompanyLogoUsage(Positive)UsetheprimaryDellBluelogo.ThekeylineseparatorshouldbecoloredDellGray.O.lx(minimumweight-lpt)XCompanyLogo1.5x1.5xUsage(Reversed)TheDelllogo,separatorruleandpartnerlogoshouldallbereversedtowhite(useappropriateWhiteorreversedlogoartworkfrompartnerorganization).ExamplesMicrosoftredhatIncorrectuseMicrosoftAllpartnerlockupsmustincludeproperspacingandaverticalrule.UyuJhiveY'Neveroverlayourlogoonanother.Neverstackapartnerlockup.redhatNevertilttheverticalrulethatseparatesourlogofromapartner.1.7DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialOtherlockupsAppropriatespacingmustseparatetheDelllogofromanynameorgroup.Lockuptreatmentsarereservedprimarilyforgroupsanddepartmentsrequiringspecialdistinction.Caremustbetakentomaintainthevisualbrandhierarchy.Donotattachanythingtothelogoorcreatecontainedlockupsincorporatingthelogo.HorizontallockupVerticalcenteredlockupD44.LNote:AlllockupcopymustbeinMuseoforDell(300),lxcapheightdistanceawayfromlogoand85%KXLoremDeiExamplesIncorrectuseGlobalHRRegisteredPartnerDonotaddbackgroundelementsbehindlockupwhendisplayedonwhite.?EarthDonotchangelogocolor.1.8DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialDiscontinuedtreatmentsTheuseofthesebrandassetsmustbediscontinuedandreplacedwithournewlogo.1.9DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialColoroverviewWeusecolortomakeadistinctive,positiveimpressioninacrowdedmarketplace.Ourbright,flexiblepaletteusesvibrantsaturationthatprovesmostappealingtocustomers.Ourcolorsystemisanchoredby"DellBlue,"anownablehuewithstrongvisualimpact.Ourcolorpalette,includingsecondarycolors,bringsvibrancyandapositiveimpacttoallDellcommunications.Colorhelpsuscreatebrandrecognitionandvisualinterestacrossourcommunications.It'soneoftheprimarywaysthatwesignalDellateverytouchpointwherewecomeintocontactwithourcustomers.Frompackagingtobusinesscardstocollateral,theconsistentuseofcolorremindscustomersthatwearecommittedtostayingengagedwiththem.DellGrayDellYellowDellPeriwinkleDellLightGrayDellDarkGray2.1DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialPrimarycolorsItisessentialthatouruseofcolorisconsistentacrossallapplications.Byreferringtotheguidelines,wewillachievethedesiredresultsforourbrand,andworkmoreefficientlybyeliminatingguesswork.WehaveidentifiedpreciseDellBluespecificationsforCMYK,RGBandsolidink.Theaccompanyingchartliststhevaluesthatshouldalwaysbeusedwhenrenderingourprimarycolors.Neverusetintsofanycolorintheprimaryorsecondarypalette.ColornamePANTONE?CMYKRGB/HEXC92M34YOKO0-133-195(coatedvalue)#0085C3DellGrayPantone?C15M9Y8K22CoolGray5170-170-170#AAAAAAWhiteC0M0Y0K0255-255-255#FFFFFFNote:DellBlueisacustomcolor.WhenreproducingDellBlueasaspotcolorreferencethecustomswatchestoensureacorrectmatch.Forswatchespleasecontactbrand(a).ThecolorsshownonthispageandthroughouttheseguidelineshavenotbeenevaluatedbyPantone?,Inc.foraccuracyandmaynotmatchthePANTONE?ColorStandards.ConsultcurrentPANTONE?publicationsforaccuratecolor.PANTONE?isthepropertyofPantone,Inc.DellBluesolidinkformula:Extender-51%(transparent)Phthalo-25%Reflexblue-18%Opaquewhite-2%Additives-4%(wax)2.2DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialSecondarycolorsOursupportingcolorshavebeenselectedwiththesameprecisionasourprimarycolors.ThepaletteofaccentandneutralcolorshasbeenchosentoworkinsupportofDellBlue,DellCoolGrayandWhite.Ourcolorshavebeenchosentoworkwellincombinationwitheachother,andtoenableafullrangeofvisuallyengagingcommunications.Theaccompanyingchartprovidesthevaluesthatshouldalwaysbeusedwhenworkingwithourpaletteacrossallapplications.ThecolorsshownonthispageandthroughouttheseguidelineshavenotbeenevaluatedbyPantone?,Inc.foraccuracyandmaynotmatchthePANTONE?ColorStandards.ConsultcurrentPANTONE?publicationsforaccuratecolor.PANTONE?isthepropertyofPantone,Inc.Note:DellPeriwinkleandDellAquashouldnotbeusedonthesamesurfaceasDellBlue.2.3DellBrandIdentityStandards|2010Dell.Allrightsreserved.ColornameCMYKRGB/HEXColornamePANTONE?CMYKRGB/HEXDellGreenPMS376C53MOY96K0122-184-0#7AB800DellYellowPMS7408COM30Y100K0242-175-0#F2AF00DellRedPMS7417C0M80Y80K0220-80-52#DC5034DellBerryPMS7425C4M93Y28K14183-41-90#B7295ADellPurplePMS2603C73M98Y0K3110-37-133#6E2585DellDarkGrayPMSCoolGray11C48M36Y24K6668-68-68(or85%K)#444444DellLightGrayPMSWarmGray1C2M3Y4K5238-238-238#EEEEEEDellPeriwinklePMS646C73M30Y3K1084-130-171#5482ABDellAquaPMS632C93M2Y13K60-155-187#009BBBFebruary2010Confidentialpplicationexamples01IntroducingourbrandbookIntrocourbbook-ThisbookisabouttheDellbrand:whoweare,whatwedo,andthedifferencewemakeforbusinesses,organizationsandindividualsallaroundtheworld.Dell:Ourbrand07:OurpeopleWorkingatDellmeansbeingpartofastorythatcontinuestochangetheworldinpositiveandpowerfulways.DellOurbrand02AbrandwithapurposeOurbrandisthepromisewemaketoourcustomers,andthespacewewanttooccupyintheirminds-whattheyexpectfromus,andhowwelltheyfeelweliveuptothoseexpectations.Aswetransformourbusinessestobettermeetcustomerneeds,theDellbrandhighlightswhathasalwayssetusapart.And,itpointsthewayforward.Itheadlinestherangeofsolutionsandservicesthatwebringtothemarketandthetoolsthatwe'reputtinginourcustomer'shands.DellOurbrandbook24Sowhatdoesitmeanforcustomerstothrive?2.4DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialTypographyoverviewTypographyisastrongextensionofourbrand'spersonality.WeuseMuseoforDellasourprimarycorporatetypeface.Thismodernandapproachabletypefacehelpsuscommunicateideassimplyandconfidently.3.1DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialTypefacefamilyOurbrandtypeface,MuseoforDell,isavailableinthreefontweightsalongwithMuseoSansforDellformaximumflexibilityacrossapplications.MuseoSansforDellshouldbeusedonlyinlayoutsrequiringsmallersizetype.MuseoforDell-100abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZMuseoSansforDell-100abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890MuseoforDell-300(Primaryweight)abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890MuseoSansforDell-300abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890MuseoSansforDell-700MuseoforDell-700abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ12345678903.2DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialAlternatetypefacesOurprimaryalternatetypefaceisTrebuchet.TrebuchetcanbeusedasasubstitutewhenMuseoforDellisnotavailableincertainapplications.Usageexampleswouldincludeweb,emailandMicrosoftWordandExcel.Seeadditionallocalizedlanguagetypefacesbelow.Trebuchet-RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXZ1234567890JapaneseA-CTTF-SmGoPtoLA-OTFSimGolYoMA-CJTFSwnGoTYoHmumxrcill'SecDTrebuchet-BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXZ1234567890SimplifiedChineseiTraditionalChineseA#￡Slr?fFowdaBoMHalYaditionaiKoreanYixxiGotfiic120YbonGothic140YbonGothic130ThaiPSLUttittiwlaBOMnoiuiniboTunwninos'DisplayBoUnonuiiniGoTuiiwnirrasBnfnBctiaBoklnoiumiuaTunwninos3.3DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialTypographicstyleThefollowingareillustratethedosanddon'tsassociatedwithusing?DouseonlytheapprovedDelltypefaces?Dosettypein"sentencecase"-combinationofuppercaseandlowercase?Douseflushleft,ragrightforbodycopy?DouseonlyapprovedDellcolorsfortype;defaultis85%K?Dosettrackingto'10'forheadlinesover20ptinsizeHeadlinegoeshere.LoremipsumdolorAmetconsectetueradipiscingelit,seddiamnonunibheuismodtinciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercitationullamcorpersuscipitlobortisnisiutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemolestieconsequat.Veliliumdoloreeufeugiatnullafacilisisatveroeros.Quiblanditpraesentluptatumgrildelenitaugueduisdoloretefeugaitnullafacilisi.3.4DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0Donotalterthestyleorcolorforemphasis;avoidallcapsDonotjustifybodycopyoropenletterspacingDonotsubstituteMuseoforDellforothertypefacesDonotdistortthetypeface(e.g.usingspecialeffects,suchasdropshadows,ormodifytheletterforms)IncorrectuseHEADLINEGOESHERELOREMIPSUMDOLORAmetconsectetueradipiscingejtfjseddiamnonunibheuismodtinciduntutIporeetdoloremagnaaliquameratvolutpat.Ut>tfisienimadminimveniamquisnostrudexercitatio#4ullamcorpersuscipitlobortisnisiutaliquipexeacommodoconsequat.Duisautemmiriuredolorinhendreritinvulputatev^tftessemolestieconsequat.Veliliumdoloreedfeugiatnullafacilisisatveroeros.Quiblanditluptatumgrildelenitaugueduisdolorefeugaitnullafacilisi.ConfidentialDiscontinuedtypefacesThefollowingtypefaces,andallassociatedweights,arenolongertobeused.ThesemustbereplacedaccordinglybyMuseoforDellorMuseoSansforDell.Gothamabedefghijklmpopf^rstuvwxyzABCDE^GHdKLMNOPQRSTUVWXYZ1234567890InterstateabedefghijklmnopqrsfuvwxyzABCDEF^WKLMNOPQRSTUVWXYZ1234567890UniversabcdefghijklmnotuvwxyzABCDEFLMNOPQRSTUVWXYZ678903.5DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialpplicationexamplesBestvaluesolutionsisbothaplatformandapointofviewthatsetusapart—andpositionsustowin.BVSisourstrategytodesignanddeliverinnovativesolutionswithoutcompromisethataretheuniquecombinationofopen,capableandaffordableWellbringthebestvaluemindsettoeverycustomerinteractionandtoeverysolutionwedesignanddeliverOpenCapableAffordableOURDEFINITIONSOpenisklsdsddolumIritpratUsdassdtulputedoloredolorefedfumquaturningetdpet.sustoeuisafeuisisieafeugueverostodipsuaiosdassis.Capableis.sdasridolumiritpratUsdassdtulputedoloredolorefeusdsmquaturningetdpe?.sustoeuisafeuisisieafeugueverostodipsuaiosdassisAffordableIs.-,doludfmiritprat.Usdassdtulputedoloredoloreleudfmquaturningetdpet,sustoeuisafeuisisieafeugueverostodipsuaiosdassis,We'lldifferentiateourselvesfromtheproprietaryplayersinhowwedesignanddeliveroursolutions.WhycustomerswillchooseDell:iWe'regoingtogoafterthecriticalIPcontrolspointsthatmattermosttocustomers.Wehavetheintegrationcapabilitiestobringatrulyend-to-endbestvaluesolutionexperienceforcustomersWeregoingtoleverageourHWdesignandOEMcapabilitiestounlocknewvalueforcustomers.Ourdesignapproachenablesthemodularityandflexibilitythatcustomersaresearchingfortoday.Wehavethepartnershipsandalliancesthatnoothertechnologyprovidercandelivertomakethepromiseofbest-valuereal.NowisthetimeforDelltoleadthewayforwardinthisnewera.3.6DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialGraphicelementsoverviewThethoughtfuluseofagraphicelementsisonewaywegiveourvisualsystemadistinctivelookandfeel.Throughconsistentandrepeateduseofcertainforms,wecreateavisuallanguagethatcustomersassociatewithDell.Addingroundedcornerstosquareorrectangularshapeshelpsusemphasizestrategiccontentinasubtlewayandgiveusadditionaloptionsforhighlightingdifferenttypesofmessages.Thegraphicelementsprovideauser-friendlyadditionforcreatingcommunicationmaterialsthathelpourcustomersrecognizeimportantinformationandidentifykeytakeaways....wedelivertechnologysolutionsthatworkharderinserviceofourcustomers.4.1DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialRoundedcornersCreatingroundedcornersinalayoutisasimplewaytohighlightandprioritizeinformation.Usingroundedcornersonsquaresorrectanglesemphasizesthemostimportantinformationorkeytakeawaysonourmaterials.Ideally,onlyoneshapewithroundedcornersshouldbeusedonasinglepage.Overuseofroundedcornersdiminishestheirimpactandmeaning.Bymakingaroundedcornerpreciseandconsistent,webringvaluableuniformityandaestheticintegritytoourvisualsystem.AllcolorsintheDellcolorpalettemaybeusedtocreatearoundedcornershape.Refertothe'Color'standardssectionforcorrectPANTONE?orCMYKcolors.Roundedcornerelementsshouldnotbemadesmallerthan1"x1".Atsizessmallerthanthis,aroundedcornerbecomesillegibleandthemessagewillhaveinsufficientimpact.IncorrectuseTomaximizetheimpactoftheroundedcornershape,donottoalterorusetheshapeincertaincombinationswithothervisualelements.RoundedcornerssignalemphasisThisisa2"x2"square.Thecornerradiiare5pointsor0.0694".Startwiththisbasicmeasurement,thenallothersizesincreaseordecreaseexponentially.DonotcombineroundDonotchangetheratioandsharpcornersoftheroundedcornersDoneeatmetusidauguev;erravulputate.Pellentes,aemetusodiotempusidvestibuluma,accun..anutdolor.Curabiturmaurise*>s,consequatvitaeruttissedviverraidnibh.Kurbirisuspededignisr.nidlaoreetvitaeonrevitaeturpis.Duissit??ietdiamquisMaecenas.DonotplacebodycopyDonotusemorethanoneintotheroundedcornersimagewithintheroundedcorners4.2DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialApplicationexamplesIIRW“wartTheDellbrand_isnotjustawaytocommunicate.ourbusiness.It'sawaytodriveourbusiness.VPageDividertextgoesherePowerPointpresentationTheroundedcornersquarehighlightsthetitleBrandbookTheroundedcornersquareemphasizesmostimportantmessageorkeytakeawayP*t*rWc.tr*LA5&-K*gicAiiiareesUS5&PMutatingP*r*1-512-56&-Q550*o\4*

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v*si:-5^oooegetter;waf<spitdtcomCWfV*>OweMlMSKfti■?i-Cfexjrdfti-ckEkxdKiis76￡￡2.rran:?BusinesscardsTheroundedcornersprovideatactileframe4.3DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialImageryoverviewOurvisualsystemusesphotographytoconveyourbrandpersonalityandtocreatecommunicationsthatengageourcustomersinpositiveandauthenticways.Thewayweselectanduselifestyle,productandsupportingimagerymakesanimportantstatementaboutwhoweare.It'soneofthewaysthatwesignalandshapethecustomercentricexperiencesthatwedeliver.Ourimagerymustreflectourbrandpersonality.Wereflectthesechacteristicsbyusingimagerythatisopen,bright,active,down-to-earthandauthentic.5.1DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialLifestyleimageryOurpurposeistohelppeopleandorganizationsthrivewiththetechnologies,solutionsandservicesweprovide.Wedemonstratethisbyusingimagerythatfocusesonpeopleandgroupspursuingwhat'simportanttothem.AlongwithcapturingthespiritandvitalityoftheDellbrand,theseimagesdemonstratetheimportantroleDellplaysinday-to-daylifeandbusiness.Inareflectionofourownvalues,weselectpeoplewholookhonest,activeandauthentic-notposed.Weuselifestylephotographyinauthenticsettingsathomeorinbusinessenvironments,withorwithoutDellproducts.DoshowrealproductinteractionDoshowreallifesituationsin"Dell-friendly"environmentsDoshowtechnologyworkingforthecustomerinnaturalenvironmentsDoportraypeopleinthrivingandenjoyablesituationsDoshowenvironmentsinfusedwithbright,naturallightDoshowpeopleinbrightandnaturallightDonotshowstagedinteractionorexaggerateeffects/posesDonotuseoverlyconceptualimagerythatisdisconnectedfromDellproductusageDonotfocusattentiononDellproductbyshowinguserout-of-focus5.2DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialProductimageryDellcreatessolutionsthatpeopleusetoachievetheirgoals.Inkeepingwiththeirdesignandtheirease-of-use,Dellproductsarephotographedinastraightforward,cleanandunclutteredstyle.Thisdemonstratesourcommitmenttotechnologythatisperfectlysuitedbothtowhatitmakespossible,andtothecustomerwhousesit.DousesimplepropsandstylingtoconveyuniqueproductqualititesDogroundtheproductusingsubtleshadowsandreflectionDonotallowthesurroundingenvironmenttooverwhelmtheproductDonot"float"orunnaturallyposeproducts5.3DellBrandIdentityStandards|2010Dell.Allrightsreserved.|Version2.0|February2010|ConfidentialDousedepthDonotusedarkand"cluttered"imageryasaprimaryphotographSupportingimagerySupportingimageryisusedtot