Brand


The Differential mark is the most public facing and immediate interaction with our company, our people, and our brand. Due to this fact, it is paramount that these assets be used consistently and in the manner outlined throughout this guide.

Brand Colorways


There are four colors that are used in all Differential branding:

Dark Gray

HEX: #414141
RGB: R65 G65 B65

White

HEX: #FFFFFF
RGB: R255 G255 B255

Orange

HEX: #E27533
RGB: R226 G117 B51

Light Gray

HEX: #D4D4D4
RGB: R212 G212 B212

When selecting colors, the hierarchy is as follows: dark gray is the primary, white is the secondary, and orange is the tertiary. Light gray is used as an accent.

The general exception to this rule is if two objects of the same color would be placed next to each other. If possible, the object whose color is lower in the hierarchy should have its color changed. If this is not possible, then follow the color hierarchy noted above.

Font Usage


Aa Zz
BebasNeue-Bold
Aa Zz
WorkSans-Bold
Aa Zz
WorkSans-Regular
Aa Zz
WorkSans-Medium

There are two fonts that are used within the Differential brand: Bebas Neue and Work Sans. Bebas Neue is reserved for usage within the brand marks (see Mark Creation section), while Work Sans is used on the web and in print collateral. Bebas Neue is only used in its bold weight, whereas Work Sans is used in four of its weights: bold, regular, medium and semibold.

Mark Creation


The two basic Differential marks can be created with relative ease if the need arises. Follow the instructions below to get the base size Differential logos.

Di Icon

“Di” type set in 120pt Bebas Neue Bold
Kerning set to auto, tracking set to 0
Border: 23% (top / bottom) and 50% (right / left) of the word size

Word Mark

“DIFFERENTIAL” type set in 120pt Bebas Neue Bold
Kerning set to auto, tracking set to 0
Border: 28% (top / bottom) and .048% (right / left) of the word size

Mark Progression and Usage


There are two distinct marks that encompass the Differential identity. Selecting the right logo will create a consistent representation of Differential.

Di Icon

Primary, general use logo (if you are not sure, use this one)
Use when a logo needs to be in a small or square format (favicon, profile image, etc.)
If Differential is referenced in the title or body copy, use this logo (news article, off-site blog post, etc.)

Word Mark

Secondary, general use logo (if using the Di Icon isn’t practical, use this one)
If Differential is not referenced in the title or body copy, use this logo (news article, off-site blog post, etc.)

Iconography


We use icons as a beneficial visual aid. Icons should be simple and relevant to the surrounding content and should have the ‘feel’ of Differential. The icon style can be described as simple line art with a touch of detail, which can be the Differential orange or an additional icon to supplement the message (or both). Lines should be between 3 and 6 pixels in width and their caps and corners should be round.

Copywriting


When the company is referenced officially, Differential should be used. The exception to this is when Differential is used multiple times within a paragraph(s). The first time Differential is referenced, Differential (Di) should be used. Subsequent usage can be either Differential or Di.

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