Every D&B publication – brochure, catalog or fact sheet – gives us an opportunity to express and reinforce our distinctive identity. It is a chance to remind our audiences of the people behind our brand, our values, and the promises we make to our customers.
D&B communications must be consistent to establish and reinforce awareness of our brand. But consistency doesn’t mean inflexibility. These guidelines provide a consistent framework for a wide variety of design solutions. All of our publications have different communication objectives, but each should also memorably enhance the D&B identity in our readers’ minds.
Guiding principles have been used in making decisions on our new identity system. These principles will:
1. Reflect the brand positioning and attributes
2. Be easy to use and practical in application
3. Differentiate D&B in the marketplace
4. Flow from and complement the signature both visually and symbolically
5. Be simple, clear and consistent
Our design approach of “insightful connections” directly reflects our brand positioning. Our brand strategy – Decide with Confidence – and our brand attributes – Trusted, Insightful, Expert and Connected – are translated into a powerful visual framework that further differentiates us in the marketplace. The simplicity of this system is not only practical, but is easily adapted across all media. Emerging from the D&B signature are two strong symbols – the sun and the square – that help shape our new corporate identity. But most importantly, the system reinforces a visual confidence communicating our foundation of knowledge, which enables our customers to make confident business decisions.
The identity system includes six components which, when combined, create a unique identity for D&B. Our standards for use of the signature, color, typography, imagery, layout and format effectively reinforce D&B’s communications goals. These standards offer maximum design flexibility and creativity, while maintaining a simple, clear and consistent look.
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Saturday, 09 June 2012 21:54
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Thursday, 30 December 1999 19:00
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