Style Guide
IntroPrimary LogoSecondary LogosColor PaletteFontsIconsButtonsHeadingsParagraphsRich Text
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Daxko Brand Standards Guide

This handbook has been developed to protect the quality, values and brand strength of the Daxko brand. The standards set forth in these guidelines will ensure consistent brand application and design integrity across all communication and merchandising platforms and throughout the company.

Every touch point, both internal and facing the outside world, becomes part of the fabric of the Daxko brand. Therefore, it is of utmost importance to the integrity and perception of our brand that these guidelines be followed precisely and consistently by all users.

Secondary Logos

Product Identity Design System

Daxko, in essence, is the sum of its people, its culture and its suite of tech products. For this reason, the brand identity system for each of our products we offer is built from the Daxko logo itself.

Each Product Logo is designed to feature one color from the primary or secondary color pallets.

Color

The primary color palette for Daxko is designed to reflect the vibrancy of the company and the products we offer.

The secondary color palette is designed to complement and support the vibrant hues of the primary palette. The softer shades bring balance to the suite of design tools and are formed when the primary shades are placed on a gradient spectrum and blend with one another.
Red
Velvet
banana
pudding
key
lime
cotton
candy
SPOT
CMYK
RGB
WEB
PMS 206
0 / 100 / 50 / 0
237 / 20 / 91
ED145B
SPOT
CMYK
RGB
WEB
PMS 124
6 / 34 / 100 / 0
237 / 173 / 31
EFAD1C
pink
lemonade
SPOT
CMYK
RGB
WEB
PMS 383
26 / 3 / 93 / 17
169 / 181 / 51
A9B734
orange
sherbet
SPOT
CMYK
RGB
WEB
PMS 324
34 / 0 / 17 / 0
166 / 219 / 215
9CDCD9
bay
leaf
blue
berry
SPOT
CMYK
RGB
WEB
PMS 486
0 / 52 / 43 / 0
232 / 146 / 124
F69381
SPOT
CMYK
RGB
WEB
PMS 7577
0 / 54 / 80 / 0
224 / 126 / 60
F68D47
SPOT
CMYK
RGB
WEB
PMS 625
72 / 34 / 57 / 12
80 / 127 / 112
4D7E71
SPOT
CMYK
RGB
WEB
PMS 7477
85 / 29 / 21 / 63
36 / 76 / 90
014559
peach
cream
summer
squash
mint
julep
green
tea
SPOT
CMYK
RGB
WEB
PMS 474
0 / 23 / 30 / 0
241 / 198 / 167
FCCBAD
SPOT
CMYK
RGB
WEB
PMS 106
0 / 1 / 70 / 0
249 / 229 / 71
FFF26C
SPOT
CMYK
RGB
WEB
PMS 621
12 / 1 / 9 / 2
209 / 224 / 215
DAEAE5
SPOT
CMYK
RGB
WEB
PMS 344
33 / 0 / 26 / 0
160 / 218 / 179
ABDBC8

Calibri

The Calibri Font Family is a core element of the Daxko brand. Clean and modern, this family is the preferred sans serif type choice for use in body copy and headlines and is the dominant typeface used on the Daxko website.

LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

FF Ernestine Pro

This modern serif typeface brings balance to the overall design aesthetic with a warm, personal feel. These fonts may be used for body copy, headlines and featured callouts.

LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

DEMIBOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

ITC Avant Garde Gothic

Avant Garde is the foundation font used to create the Daxko wordmark and the Product Logo System. This family may also be used for headlines, body copy, and pull quotes or callouts.

BOOK

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Chantal

Designed to bring a personal, human touch to the look of the brand, this font family should be used to create simple, powerful callouts or headlines. If the desire usage is longer than two words, use Chantal in conjunction with one of the Primary Fonts to build dynamic accents.

BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

ICONS

H1: Mega Heading

H2: Less Mega Heading

H3: Large Heading

H4: Medium Heading

H5: Small Heading
H6: Extra Small Heading

This is a very important paragraph with some very important text.

Paragraphs

Paragraph Default

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Paragraph Big

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Paragraph Small

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Rich Text

A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing result-oriented ad copy is difficult, as it must appeal to, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy; it is based on a number of factors, including ad placement, demographic, even the consumer’s mood when they see your ad. 

Simple & Powerful Template for Startups

So how is any writer supposed to pen a stunning piece of advertising copy — copy that sizzles and sells? The following tips will jumpstart your creative thinking and help you write a better ad. Consumers are inundated with ads, so it’s vital that your ad catches the eye and immediately grabs interest. 

You could do this with a headline or slogan (such as VW’s “Drivers Wanted” campaign), color or layout (Target’s new colorful, simple ads are a testimony to this) or illustration (such as the Red Bull characters or Zoloft’s depressed ball and his ladybug friend).  All good advertising copy is comprised of the same basic elements. 

Infinite Possibilities

How you write your advertising copy will be based on where you will place your ad. If it’s a billboard ad, you’ll need a super catchy headline and simple design due to the speed at which people will pass. Online ads are similar; consumers are so inundated with Internet advertising that your ad must be quick and catchy. 

"Writing result-oriented ad copy is difficult, as it must appeal to, entice, and convince consumers to take action. There is no magic formula to write perfect ad copy."

What would the consumer gain by using your product or service? This could be tangible, like a free gift; prestige, power or fame. But remember: you must be able to make good on that promise, so don’t offer anything unreasonable.

Template Features:
  • Beautifully Designed
  • Fully Responsive
  • CMS Content
  • Smooth Interactions

Magazine advertising is the most versatile, but this is solely dependent on the size of your ad and how many other ads compete with yours. If you have a full page ad, feel free to experiment; more page space gives you more creative space. If the ad is tiny, you’ll need to keep things as simple as possible.

  1. Beautifully Designed
  2. Fully Responsive
  3. CMS Content
  4. Smooth Interactions

So how is any writer supposed to pen a stunning piece of advertising copy — copy that sizzles and sells? The following tips will jumpstart your creative thinking and help you write a better ad. Consumers are inundated with ads, so it’s vital that your ad catches the eye and immediately grabs interest. 

PERFECT TEMPLATE FOR CREATIVE PEOPLE

Grabbing the consumer’s attention isn’t enough; you have to keep that attention for at least a few seconds. This is where your benefits come into play or a product description that sets your offer apart from the others.