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.
Primary Logo
The DGDG Brandmark is the primary symbol of our company and brand. The logo and brandmark must be used in their original form at all times.
*Always use the full brand mark lockup wherever possible.
Alternate Logos
When the brand mark cannot be used, use the DGDG plate and its variations.
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.
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
RGB: 255 342 0
CMYK: 0 0 100 0
PMS: 102C
Stevens Creek Blue
RGB: 2 113 230
CMYK: 91 53 0 0
PMS: 285C
Vallejo Navy
RGB: 56 129 100
CMYK: 100 88 22 8
PMS: 7687C
Fremont Hills Green
RGB: 15 138 19
CMYK: 91 0 97 0
PMS: 7481C
Salinas Red
RGB: 200 0 0
CMYK: 15 100 100 5
PMS: 711C
UI Range
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
Letterhead
Buttons
To have the highest visibility for all visual conditions, our call to actions must exceed a 4.5:1 contrast ratio.
Background #FFF200
Font Color #131313
Contrast Ratio 15.67
Background #0271E6
Font Color #FFFFFF
Contrast Ratio 4.65
Background #E6E6E6
Font Color #131313
Contrast Ratio 14.88
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.
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.
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
Grid
Photo Guides
Auto Photo Adjustments
Enable Upload Over 4G
Ricoh
Shot List & Zoom
SRP
Wheel
Driver Door Panel
Driver Seat
Driver Dash
Rear Seat
Third Row
Gauge Cluster/Odometer
Lower Center Console
Armrest with Keys
Cargo Area
Passenger Seat
Under Hood
SRP Horizon Line
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.
End Plates
Dealership Logos
GENERAL MOTORS
Cadillac
Colors
GENERAL MOTORS
Chevrolet
Colors
Hyundai Motor Group
Hyundai
Colors
Hyundai Motor Group
Genesis
Colors
Volkswagen Group
Audi
Colors
