Design Guidelines
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This is how we share the powerful energy and welcoming authenticity of Dallas wherever and whenever our story is told.

Design Guidelines

Partners can align their marketing efforts with Visit Dallas to truly unify the destination's brand. By following the standards and guidelines outlined below and in our brand toolkit, you can help ensure that Dallas is consistently presented as welcoming, inviting, inclusive, attractive, generous, ambitious, audacious, bold and brave.

Brand Identity

Our Logo

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.

When using the logo, please adhere to the designated safety zones to allow appropriate space above, below and around the sides of the logo. Clear spaces is defined by the D in the logo.

Logo
Brand Mark

Typography

Typography is our visual voice. It delivers range, nuance and attitude to what we say.

Our main typeface is Basic Sans Black. This typeface is used for primary headlines and the foundation of our brand voice.

We also use Basic Sans Black for additional headlines, Roboto Serif Regular for secondary headlines and Basic Sans Regular for long form copy.

When using our typography system, ensure there is a clear hierarchy of type and that all fonts are legible.

Color

Color is pure engery coursing through the brand and an integral part of the visual voice. We use color to punctuate, underscore and amplify the messages we deliver. Variations in hue, tint, vibrancy and saturation create the perception of a shimmer in the typography—shedding light on that pure Dallas energy. Colors can be mixed or more singular in hue.

When paired with images, headlines act as image to amplify the energy found in our brand assets. We look to hues found in photography to inform our choices of headline colors. When crafting visuals, we deliver vibrancy, strong legibility and that unmistakable, impossible to ignore, pure Dallas energy.

Photography

What does Dallas swagger look like? It's welcoming, inviting and inclusive. It's shared with smile bringing energy and moments that exude a range from quiet confidence to absolutely owning the moment. It's camera aware with a wink, a tip of the hat and knowing nod. It's what y'all look like where everyone belongs, is included and is valued. It's genuine warmth and welcoming showcasing true Texas hospitality.

When depicting Dallas, use a wardrobe that is stylish, on-trend and thoughtfully and carefully crafted for the setting. Brands don’t pop — attitude,confidence and someone feeling their true self does. When casting, diversity and inclusion with expressive, confident, real-feeling intermingling of characters who are ‘up to something’ and down for anything. For your composition and lighting, find unique and visually intriguing groupings of people and features to generate energy and curiosity. Lighting style adds a palpable electricity and “star power” to subjects. Vibrant colors convey confidence and an energy that’s impossible to ignore.

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