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We use our logo with pride and fill it with meaning. It is the primary visual icon of our identity. The typefaces exude a blend of relaxed, friendly confidence and ambitious worldliness. A larger than life place with a maverick, can-do personality and just the right amount of swagger. Pure, simple and powerful, by design.
The center of our Brand Mark is the D. The star of our brand. It’s where we shine—as a city, a community and a people. The trail of energy emanating from the star delivers on our progressive, can-do spirit: bold, brave, ambitious. A grand sense of arrival, pride and playful audacity lives in the mark.
Logo
Brand Mark
Can-Do Blue is our hero color. It’s the distillation of a city powered and empowered by human energy. The hue itself is pure in its elements—a flood of cyan with a touch of magenta. Stardust and Twilight Grey serve as accents for the star in the two versions of the brand mark.
Our expanded palette is a vibrant reflection of the collective electricity of Dallas—greater than the sum of its sparks. A diverse intermingling of energies and colors. Keep things fresh and relevant, coupling hues and messages with intent—employing the emotional values of color.
CAN-DO Blue
Stardust
Twilight Grey
Pegasus
Deep Yellum
Victory
Swagger
Fuchsia Looks Bright
Tajin
Fletch
Trinity
Rooftop Pool
Traveling Man
Basic Sans Black is the typeface used for primary headlines and the foundation of the Dallas Brand voice. Tight tracking and leading creates a visually compact graphic to deliver that confident, can-do attitude.
Basic Sans Black typeface is used for primary headlines while Roboto Serif Regular typeface is used for secondary subheads. Finally, Basic Sans Regular typeface used for long form copy.
Basic Sans Black
Roboto Serif Regular
Basic Sans Regular
The Dallas D is a strong graphic with progressive energy and future-facing intention. It can act as a container for our brand assets—a portal to the endless capacity of a can-do, can-be dynamic. It’s another simple, powerful extension of the brand.
Use the star of Dallas as a graphic device to amplify the energy that lives in the D of the brand logo. The star joins pieces of content, visually delivering a more cohesive message. Use the star responsibly and sparingly, so the unique quality of brand logo and mark are not diminished.
The Dallas D
The Star