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.
While the Primary Logo is designed with a fixed relationship between the logo elements, the overall Daxko design system has been engineered for optimal flexibility for creative brand expression.
In other words, the icon and logotype may be separated from
one another on a given composition. And in certain cases, the icon portion of the logo may be integrated with photography to created a unique, branded visual statement.
Squarely at the center of Daxko’s visual identity sits the Primary Logo. The brandmark is built from the convergence of four vibrant scone-shaped segments that represent the coming together of our core products to create a suite of powerfully simple products.
This logo format for the Daxko brand includes the quadrant icon, the Daxko wordmark and the ®Registration Symbol.
Because of the vital role that color plays in our overall brand aesthetic, the logo should be presented in it’s full color application whenever possible. For successive brand applications beyond the initial logo appearance on given communication piece, alternate logo applications may be used. ie. White icon over a field of color or image.
For the Primary Logo application, the size and spacing relationship between the icon and logotype have been set to display optimal visual balance within the logo. Use this logo format whenever possible.
To ensure that the full logo receives ample space from other elements in a composition, use the height of the “x” in the word “daxko” as a tool to measure buffer space around the logo.
To maintain the integrity of the brand, please avoid altering the logo in any way. Approved logo files are available, offering several color and file format options.
To maintain legibility, clarity and to ensure our brand is presented consistently, please avoid using the logo at sizes below the minimum width outlined to the left.
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.
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.
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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.
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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.
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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.
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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.
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.
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.
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.
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.
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.