Dymetrix Graphic Standards Manual

Graphic Standards Manual



Table of Contents

1.0 Visual Mark of Identity 1

1.1 Identity Development 2

1.2 Final Identity 4

1.3 Buffer Zone 10

1.4 Colour Scheme 12

1.5 Typography 14

1.6 Improper Use 18

1.7 Proper Use 20

2.0 Applications 23
2.1 Business Card 24
2.2 Letterhead 26
2.3 Envelope 28
2.4 3D Applications 31

3.0 Digital Applications 35
3.1 Website 36
3.2 Animation 39
3.3 Mobile Application 40

Introduction

Our visual identity embodies all what Dymetrix stands
for; ensuring an honest relationship between us and
our customers, as we provide them with simple,
friendly advice. Here at Dymetrix we have been in the
business of investment and insurance solutions for
over 100 years and have always ensured that we help
our customers to make clear financial choices, while
providing the right insurance, savings and investment
products to fulfil their needs. Our goal is clarity based
on straightforward discussion and sound advice.

Trustworthy
Loyalty
Clarity

Integrity
Sustainablity

Friendly
Reliable



1.0 | Visual Mark of Identity

1.1 | Identity Development

Wordmark Inspired by simple, clean shapes, this wordmark design was created to
Signette show the straightforward nature of Dymetrix. The use of straight lines
coupled with rounded edges makes for a design that is clear to read and
conveys clarity.

The idea behind this signette design was to merge the two letters together
to create a whole image that in turn helps to show the values of Dymetrix.
Together the circle and oblong shapes create both the letter D and I, as
well as suggesting the silhouette of a person.

Logotype

The concept behind this logotype design was to convey the simplicity and
straightforward thinking associate with Dymetrix. The varying weights of
the type help to add contrast and interest to the overall design, as well as
emphasising Dymetrix’s name.

2 | Visual Mark of Identity

Composite Inspired by the wax seals that were used on the back of envelopes,
Figurative this design aims to highlight the traditional aspects of the company,
Non-Figurative referencing to the their centenary celebrations. Created using simple
shapes the design aims to represent both the past and the future.

Inspired by simple modern designs, this concept uses simple lines to
create a shape ressembling a house, person and pointing arrow, to show
the homely nature of the company and to show potential customers the
aim of the company. Designed to look fresh and accessible.

The idea behind this design was to represnt the letter D using the non-
figurative shape of the traingle. Inspired by the idea of a traingles inner
strength the logos aim is to convey the stability of Dymetrix as an
investment company.

Visual Mark of Identity | 3

1.2 | Final Identity

The final identity for Dymetrix
is inspired by fresh, simple
design and aims to convey the
straightforward thinking and
overall clarity of the insurance
company. The neat, figurative
image, coupled with the
geometric sans-serif typeface
in different weights, makes
for a visually interesting yet
unequivocal design.

4 | Visual Mark of Identity

1.2 | Final Identity 1 1/2

Version 1 - Size Variations 1
3/4
2
Visual Mark of Identity | 5
All measurements in inches.

1.2 | Final Identity 3/4

Minimum Size 1 3/4

There is a minimum size for the logo, 1/4
which should be adhered to. This is to
ensure legibilty and prevent problems
with reproduction.
The minimum size for the Dymetrix
logo is 3/4 inches in height.

Variations

If the design requires the logo to be
reduced further an alternative design
should be used where the image
and text are of more equal size. This
design should only be used if and
when the logo requires to be smaller
than previously advised. With this logo
the elements can be seperated.
The minimum size for this Dymetrix
logo is 1/4 inches in height (1 3/4
inches in width).

6 | Visual Mark of Identity

1.2 | Final Identity

Version 1

This version of the Dymetrix logo is to
be used for all applications where the
height is 3/4 inches or above. The logo
should be used for stationery items
and other applications when against
background field colours.

Version 1 - Inversed

This version of the Dymetrix logo is to
be used when a coloured background
is used behind the identity. This can
be used as often as wanted within the
design output, but must be placed
against colours identified in the
Dymetrix colour palette.
It can be used for all applications where
the height is 3/4 inches or above.

Visual Mark of Identity | 7

1.2 | Final Identity

Inverse Changes
In order to maintain legibility and visual
appeal when inversed the stroke of the
image is reduced. This allows the logo
to maintain equal identity which ever
version is in use.

8 | Visual Mark of Identity

1.2 | Final Identity

Version 2

This version of the Dymetrix logo is
to be used for applications where the
height of the identity has to be under
3/4 inches.

Version 2 - Inversed

This version of the Dymetrix logo is to
be used when a coloured background
is used behind the identity. This can
be used as often as wanted within the
design output, but must be placed
against colours identified in the
Dymetrix colour palette.
It can be used for all applications where
the height of the identity has to be
under 3/4 inches.

Visual Mark of Identity | 9

1.3 | Buffer Zone

Version 1
The logo requires an exclusion
zone around it in order to
maximise the overall visual
impact of the design.
Always ensure that there is
appropriate space left around
the logo when using in any
printed or digital medium, with
careful consideration of the
placement. Users do not have
to adhere to a specific location,
but should consider carefully
where they feel it would give
the best visual impact.

10 | Visual Mark of Identity

Version 2

The logo requires an exclusion
zone around it in order to
maximise the overall visual
impact of the design.

Always ensure that there is
appropriate space left around
the logo when using in any
printed or digital medium, with
careful consideration of the
placement. Users do not have
to adhere to a specific location,
but should consider carefully
where they feel it would give
the best visual impact.

Visual Mark of Identity | 11

1.4 | Colour Scheme

As a brand Dymetrix Corporate Colours
aims to portray itself
as a trustworthy and PMS 346 U PMS 656 U
approachable company. RGB 59, 176, 30 RGB 245, 243, 242
Using a colour scheme of CMYK 72, 1, 61, 0 CMYK 5, 4, 6, 0
greens and neutral shades,
as it represents the Accent Colours
natural and trustworthy
nature of the insurance
brand. The colour green
also represents growth,
harmony and safety which
are all important aspects
to consider within the
insurance company.

PMS 569 U PMS 431 U PMS 5463 U PMS 7458 U
RGB 50, 153, 113 RGB 113, 127, 134 RGB 66, 80, 90 RGB 99, 165, 187
CMYK 77, 16, 66, 2 CMYK 57, 38, 37, 18 CMYK 73, 54, 45, 40 CMYK 62, 19, 21, 2

Field Colours

PMS Cool Gray 1 U PMS 538 U PMS 7457 U
RGB 222, 220, 212 RGB 211, 212, 215 RGB 190, 226, 228
CMYK 16, 11, 18, 0 CMYK 20, 14, 14, 0 CMYK 30, 0, 13, 0

12 | Visual Mark of Identity

Any of these colours can be used
with a reduction in the opacity if it is
appropriate to the design.

Visual Mark of Identity | 13

1.5 | Corporate Typography

Gotham is a geometric sans-serif
typeface that evokes simple,
straightforward design. Inspired
by architectual signage, Gotham is
fresh and well established, and has
lasting credibility, a value of which
Dymetrix shares.

Gotham Bold

Headings, Subheadings ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi
& Highlights jklmnopqrstuvwxyz0123456789!?;:@£$%&#

Gotham Book

Body Text ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh
ijklmnopqrstuvwxyz0123456789!?;:@£$%&#

14 | Visual Mark of Identity

1.5 | Substitute Typography

In cases when Gotham is not
available, Helvetica should be
used. As a web safe typeface, it
too evokes simplity and clarity,
and works well in relation to the
Dymetrix brand.

Helvetica Bold

Headings, Subheadings ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh
& Highlights ijklmnopqrstuvwxyz0123456789!?;:@£$%&#

Helvetica Regular

Body Text ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh
ijklmnopqrstuvwxyz0123456789!?;:@£$%&#

Visual Mark of Identity | 15

1.5 | Secondary Typography

Times New Roman is to be used
for body copy only and only when
large amounts of text requires to
be printed. This type should only be
used in black or in the darker accent
colours stated previously. It is also
easily accessible to users.

Times New Roman Regular

Body Text ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefg
hijklmnopqrstuvwxyz0123456789!?;:@£$%&#

Times New Roman Italic

Body Text, Highlights ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh
within Text ijklmnopqrstuvwxyz0123456789!?;:@£$%&#

16 | Visual Mark of Identity

1.5 | Secondary Typography

An example of when Times New Roman
would work would be its use in a brochure,
where large areas of text are required and
legibility could be an issue.

Insurance Guide

Ensure your
loved are left
financially secure

Visual Mark of Identity | 17

1.6 | Improper Use

There are certain rules that
users of the Dymetrix logo
must adhere to ensuring
the visual aesthetics are
effectively and appropriately
conveyed at all times.

By adhereing to these rules
users are in turn continuing
to portray Dymetrix as a
trustworthy, friendly and
professional company.

1 | The logo must always be proportionally 2 | Do not change or alter the typface used
scaled, and maintain a relationship with the logo. This includes changing the
between its elements. specified weights of the typefaces.

6 | The logo must not be rotated at any 7 | The logo must not be be streched or
angle rather than 90°. distorted in anyway.

18 | Visual Mark of Identity

3 | Always use the logo at 100%, other 4 | Do not change the overall colour of the 5 | Always ensure contrast between the
elements within the design can be logo, other than to the colour specified background and foreground for legibility
reduced. on pages 12 to 13.

8 | Do not apply any effects to the logo (e.g 9 | Do not add any other elemenst to the 10 | Do not remove any part of the logo.
drop shadows, 3D bevel). logos overall design.

Visual Mark of Identity | 19

1.7 | Proper Use

Here are some examples of
how the logo should treated
against backgrounds and
chosen imagery.

1 | The logo can be placed in front of the
indicated field colours.

20 | Visual Mark of Identity

2 | The inversed logo can be placed in front 3 | The logos can be used in front of imagery,
of darker background identified in the without obstructing the image, users
colour scheme. should use their best judgement to
determine which they feel works best.

Visual Mark of Identity | 21



2.0 | Applications

2.1 | Business Card

Centre to Dymetrix’s brand, is their
simplicity and clarity with their
customers. This can be reflected
in their business cards, opting for
a clean, minimalist design focusing
only on the information that is of
most importance.

3.5

0.27 2

0.75 0.69
0.25 All measurements in inches.
0.47
0.26

0.23 0.75 0.26 1.57

24 | Applications

The business cards are designed so that names
of all lengths can comfortably fit in the space
without distrupting the other elements.
The back of the card uses a pattern that is a
combination of icons represting the different
services provided by Dymetrix, created in the
same style as the original logo design.

Applications | 25

2.2 | Letterhead

Like the business card 0.71 8.5
design, the letterhead 1.55 11
design keeps to a very 0.75
simple, straightforward
layout. Keeping all the
information to the left
side it allows for a large
amount of whitespace
for the letters content.
Having the contact
information in a vertical
format adds interest to
the design, while still
remaining simple and
evoking clarity.

7.41

0.58

0.52 1.01 0.17 6.8
All measurements in inches.
26 | Applications

Letterhead at 50% of Original Size

Applications | 27

2.3 | Envelope

The envelope uses similar design
elements to both the letterhead
and business card, opting to place
the senders address vertically for
a more interesting layout similar to
the letterhead.

9.5

0.27 4.125
0.75
0.25
0.47

0.26

0.41 0.88 0.15 2.58 5.48

All measurements in inches.

28 | Applications

Envelope at 75% of Original Size

Applications | 29

2.3 | Envelope

Like the other stationery the
envelope uses the icon pattern to
add interest to the design, and help
unify the Dymetrix brand.

30 | Applications

2.4 | 3D Applications

ATM
The completed logo can be applied
to an ATM that would be placed
within in branches of Dymetrix.

Signage
A large 3D sculpture of the
Dymetrix logo could be created and
placed in the centre of branches
of Dymetrix. The centre of the
logo could be used and decorated
dependent on the time of year,
brochures could also be placed in it.
(example - flower arrangement).

Applications | 31

2.4 | 3D Applications

Bank Card
Dymetrix bank card that
encompasses the logo with it
and continues the use of the
icon pattern to unify all areas
of Dymetrix as a company and
insurance brand.

This card may only by the authorised signatory and in Cheque Book
accordance with the current terms and conditions of use. This
card remains the property of Dymetrix Insurance to whom the This is the Dymetrix cheque book that
loss of this card must be reported immediately. If found this uses the inversed logo design coupled
card should be handed in at any branchof Dymetrix Insurance with the pattern to create an aesthetically
or posted to 161 Fictitous Street, Toronto, M5B 1J3 . pleasing book to be used by customers.

This card may only by the authorised signatory and in
accordance with the current terms and conditions of use. This
card remains the property of Dymetrix Insurance to whom the
loss of this card must be reported immediately. If found this
card should be handed in at any branchof Dymetrix Insurance
or posted to 161 Fictitous Street, Toronto, M5B 1J3 .

32 | Applications

2.4 | 3D Applications

Personal Bank
The completed logo can also be
used to create a personal bank for
Dymetrix customers in which they
can save their coins. The logo is also
applied to the side of the bank.

Pens
In addition the Dymetrix logo can
also be applied to a set of pens that
could be used within the branches.
This is an example of how the
alternative logo can be used.

Applications | 33



3.0 | Digital Applications

3.1 | Website At Dymetrix our aim is to help our customers make smart decisions when it
comes to their insurance, savings and investments. Our internal goal is
Page One
clarity based on straightforward discussions, listening and sound advice.
The overall website is designed to
portray the simple, straightforward
nature of Dymetrix as a company.
The simple colour scheme and
clean graphics are designed to try
and help users navigate the site
smoothly.

Users are able to simply navigate
between the different insurance
plans offered without leaving
the page. Users simply select
the type of insurance they are
interested in, and it is displayed in a
straightforward manner.

36 | Digital Application

3.1 | Website Make sure both you and your family are protected with Dymetrix’s
simple life insurance, with no confusion and straightforward discussions.
Page Two

This page shows what users would
see once they have chosen an
insurance that they are interested
in pursuing further. This page deals
with a lot of important information
that has to be displayed sensibly for
all readers. Certain areas have been
seperated clearly using the colour
scheme and elements of the logo to
make a more effective webpage.

Our Garuntees
Our Covers

Our Ratings

| 37

3.1 | Website

Page Three
This page shows Dymetrix’s aims
and values, and continues the use
of colours and secondary graphic
elements. Each page has an image
as the header. The images used are
sourced from the internet and aim
to show the style of photography
associated with Dymetrix.

38 | Digital Applications

3.2 | Animation

Ident
As part of Dymetrix’s website there is an
animated version of the inversed logo
design. The animation is designed to reflect
the straightforward values of Dymetrix as
the identity is drawn out on screen.

1 | A circle appears, dropping down before 2 | In an anti-clockwise motion the circle 3 | until the outside stroke is complete and
ressembles the logo.
beginning to draw the outline continues to draw the logo shape...

4 | The centre circle is then drawn in the 5 | The logo is then complete before the type 6 | The completed logo then remains on the
same motion.
appears underneath... screen.

Digital Applications | 39

3.3 | Mobile Application

Designed with a simple interface
in mind, the Dymetrix mobile
application works similarly to the
website, allowing both returning
and new customers to search out
insurance plans and investments.
The app also allows customers to
maintain their banking information,
with easy access whenever they
require it.

40 | Digital Applications

3.3 | Mobile Application

Digital Applications | 41

Colophon

This manual was created in Adobe Project Coordinator - Annette Blum
InDesign CC 2015 and output as a PDF.
Additional design work was created Associate Professor
using Adobe Illustrator CC 2015.
Faculty of Design
The typeface used in this manual is
Gotham Book Regular 10pt. Ontario College of Art and Design

All printing and binding was done at Book Design - Jenny Taylor
Print Zone on 28lbs text paper. 3rd Year Graphic Design Student

The image used within the designs of
the manual have been sourced from the
internet and have been edited to fit the
style of the company. All images were
chosen as I feel they reflected the nature
of the company best.

Due to the fictitious and non-commercial
nature of this project no copyright
infringements may occur.

Cited Images - http:// www.postoffice.co.uk/life-insurance - 10th March 2016
- http://img0.ndsstatic.com/wallpapers/dff38fda2a120085515b49f113f3c7da_large.jpeg - 10th March 2016
Mum and Daughter with Guitar - http://1stresourcebirmingham.us - 10th March 2016
Child & Father on Beach
Family looking at Baby - https://uk.pinterest.com/pin/296674694178159448/ - 6th April 2016

Older Couple

42 | Colophon