Our Brand

The DGDG Brand Guidelines

Welcome! As you may know, the DGDG wordmark is “Be Happy” – and it’s been the cornerstone of our brand for nearly two decades. For us, It’s much more than an advertising slogan. It represents our commitment in doing everything possible to ensure our guests are comfortable and happy. Our brand colors, fonts, and photography are designed to evoke a sense of confidence, enthusiasm, fun, inclusion, motion, reassurance, trust, and authenticity. As you’ll discover within these brand guidelines, our friendly, energetic and buoyant tone stretches across all media, all executions, and all facets of our business.

DGDG Logos

Alternate Logos

When the brand mark cannot be used, use the DGDG plate and its variations.

Ensure “clear space” equal to the height of the “D” letterform in the logo.

Co-Branding

The DGDG logo is placed on the left with a pipe to separate branding identities.

The height of the partner logo should not be larger than the DGDG plate logo.

Do not use the DGDG brandmark lockup in a co-branding lockup.

DGDG colors

Primary Colors

DGDG’s choice of yellow and blue as our primary brand colors are a reflection of our core values and vision. Yellow, with its vibrant and energetic hue, represents optimism and enthusiasm that drives us forward. Paired with the calming and trustworthy nature of blue, our two main colors complement each other in print and digital use and small and large scales.

Capitol Yellow

HEX: #fff200
RGB: 255 342 0
CMYK: 0 0 100 0
PMS: 102C

Stevens Creek Blue

HEX: #0271E6
RGB: 2 113 230
CMYK: 91 53 0 0
PMS: 285C

Vallejo Navy

HEX: #003881
RGB: 56 129 100
CMYK: 100 88 22 8
PMS: 7687C

Fremont Hills Green

HEX: #0F8A13
RGB: 15 138 19
CMYK: 91 0 97 0
PMS: 7481C

Salinas Red

HEX: #C80000
RGB: 200 0 0
CMYK: 15 100 100 5
PMS: 711C

UI Range

#FFFFFF
#e6e6e6
#a9a9a9
#888888
#444444
#131313
#000000
Typography

Heading

The Futura PT family & Extra Bold Condensed may be used as heading font on both web & print mediums.

Typefaces

Roboto is our web-safe font for all web based content.

Acumin Pro, Pro Wide, and Extra Condensed is preferable in print based content.

Text Spacing

Line Height (line spacing) to at least 1.5 times the font size

Spacing Following Paragraphs to at least 2 times the font size

Letter spacing (tracking) to at least 0.12 times the font size

Word spacing to at least 0.16 times the font size

Components

Buttons

To have the highest visibility for all visual conditions, our call to actions must exceed a 4.5:1 contrast ratio.

Primary Button

Background #FFF200
Font Color #131313
Contrast Ratio 15.67

Secondary Button

Background #0271E6
Font Color #FFFFFF
Contrast Ratio 4.65

Tertiary Button

Background #E6E6E6
Font Color #131313
Contrast Ratio 14.88

unique selling propositions (USPs)

USPs Logos

We believe that getting a new car is exciting, and that the car buying process should be easy, fun, and hassle-free. That’s why we have designed the following programs: to help simplify the buying or selling process, reduce customer time spent at the dealership, and provide peace of mind.

Using the Logos

Ensure “clear space” around the logo is at least .5 times the size of the logo’s height.

Alternate Unique Selling Propositions

DGDG works closely with our OEM partners throughout our marketing. Here are alternate versions of our USPs to fit OEM compliance.

vehicles

Plate Frame and Inserts

Always use current DGDG plate frames and inserts.

PID Plates

Pidplates are used only on vehicles with a drilled front license plate holder.

Place the Pidplate straight and level on the back left of the car (driver’s side). If other decals are in the way, place it on the right.

If the vehicle has decals on both sides, place it in an area with the most space.

DGDG Certified Used Cars

Tags and Stickers

Hang the DGDG Certified Used Cars™ hang tag on the rear view mirror. Stick the windshield sticker to the passenger side of the vehicle in the location shown.

Vehicle Details Sticker

Place the sticker on the inside of the passenger rear, or passenger window if there are no rear windows.

Reconditioning Sticker

Standards of Reconditioning stickers go on the front driver’s side window, affixed to the inside of the glass.

DGDG Value Cars™

Tags and Stickers

Hang the DGDG Value Cars™ hang tag on the rear view mirror. Stick the windshield sticker to the passenger side of the vehicle in the location shown.

Photography

In House Photos

DGDG’s in house photography is an essential part of our advertising and brand awareness. Ensuring consistent photographic principles is a fundamental component of DGDG’s vision of modern automotive retail. 

Vehicle Photography

With millions of annual VDP views, DGDG’s vehicle photography must be prolific and precise to ensure consistency across our websites and third-party partners.

SRP Example

Settings

Photo Ratio

4:3

Grid

On

Photo Guides

Off

Auto Photo Adjustments

On

Enable Upload Over 4G

On

Ricoh

On

Shot List & Zoom

SRP

Wheel

Driver Door Panel

Driver Seat

Driver Dash

Rear Seat

Third Row

Gauge Cluster/Odometer

Upper Center Console

Lower Center Console

Armrest with Keys

Cargo Area

Passenger Seat

Under Hood

SRP Horizon Line

Exterior 360º

Start your recording from the driver’s door and walk counter clockwise around doing at least 380º degrees around the vehicle.

Stand at a distance that keeps the entire vehicle in frame & level.

OEM Photography

Photography is essential to our brand message. Art direction, light, composition, and color should be the primary elements we consider when selecting and creating images for advertising.

Real & True Moments 

Well-Defined Car Shapes 

Shallow Focus 

Accurate Color Balance

Camera Unaware Talent

Moments of Happiness

Stock Photography

DGDG stock lifestyle images should be high quality, tasteful and depict authentic and real moments. We should always avoid heavy filter effects, fake lens flare and obvious effects. 

Social media

Profile Image

Logomark should be 50% of the image size.

Cover Photo

2023 Top Workplace Facebook
2023 Top Workplace Twitter Banner
2023 Top Workplace Pintrest Banner
VIdeo

End Plates

OEM BRANDS

GENERAL MOTORS

GMC

Colors

#633231
#2B2b2B

GENERAL MOTORS

Cadillac

Colors

#FA0037
#F3C846
#2C28E8

GENERAL MOTORS

Chevrolet

Colors

#393839
#B6862D
#1F3D84

Honda

Colors

#e42525
#2198dc
#02324F

Hyundai Motor Group

Hyundai

Colors

#002575

Hyundai Motor Group

Genesis

Colors

#A36B50

Kia

Colors

#05141F

Mazda

Colors

#ffffff
#000000

Stellantis

Chrysler Dodge Jeep Ram & Wagoneer

Colors

#011E50

Subaru

Colors

#1a72d3

Volkswagen Group

Audi

Colors

#f50537

Volkswagen Group

Volkswagen

Colors

#011E50