Dun and Bradstreet Brand Guidelines MASTER

Brand
Guidelines
Table of Contents
01 OUR STORY 04 TYPOGRAPHY 0 7 D I G I TA L

INTRODUCTION 04 P R I M A R Y T Y P E FA C E S 3 0 C O L O R PA L E T T E 5 2
REDISCOVERING OUR ORIGINS 05 P R I M A R Y T Y P E FA C E S T Y L I N G 3 2 TYPOGRAPHY 53
MODERNIZING OUR STORY 06 S E C O N D A R Y T Y P E FA C E S 3 5 TYPOGRAPHY STYLING 54
A NEW BRAND DEFINITION 07 S E C O N D A R Y T Y P E FA C E S T Y L I N G 3 7 PULL QUOTES STYLING 55
OUR PURPOSE 08 ICONOGRAPHY 39 BUTTON STYLING 56
O U R VA L U E S 0 9 ICONOGRAPHY 57
0 5 W O R D M A R K & TA G L I N E E M A I L S I G N AT U R E S 5 8
02 IDENTITY LOCKUP 41 SOCIAL MEDIA APPEARANCE 59
BRAND MARKS 11 C L E A R S PA C I N G
LOGO MARK 12 & MINIMUM SIZE 43 0 8 B R A N D A C T I V AT I O N S
WORD MARK 16 USAGE 44 BUSINESS CARD 61
B R A N D M A R K C O M B I N AT I O N S 2 1 LETTERHEAD & ENVELOPE 63
06 PHOTOGRAPHY & ART DIRECTION EVENT BOOTH 64
03 COLOR R E L AT I O N S H I P P H O T O G R A P H Y P O W E R P O I N T T E M P L AT E S 6 5
APPROACH 46
P R I M A R Y PA L E T T E 2 4
ART DIRECTION 47
S E C O N D A R Y PA L E T T E 2 5
R E L AT I O N S H I P S O L I D C O L O R
S E C O N D A R Y PA L E T T E U S A G E 2 6
ART DIRECTION49
C O L O R V I O L AT I O N S 2 7 A complete library of standards, tools and templates is
COLOR AESTHETIC ACCENTS 28 available at the Dun & Bradstreet Brand Center at
http://ourbrand.dnb.com/ or the Dun & Bradstreet
link at https://www.dnbbrand.info
You can also ask the brand team a question through

Chatter @AskBrand or askbrand@dnb.com.
01 Our Story
Introduction
This book will explain the brand story

As a more modern Dun & Bradstreet
of Dun & Bradstreet: where we came
from, who we are today and where
starts to take shape, we want to
we’re going.
take the opportunity to restate and
This book will also explain in detail
how to use the elements of the new modernize what our brand stands for.
brand, wherever it may appear.
Our discovery process uncovered a truly The new brand will help restore
unique brand with a fascinating history. Dun & Bradstreet to its rightful place
of appreciation. Building understanding,
It also found a brand that had room to gratitude and growth by injecting
grow. A perception gap exists between the emotion, humanity and modernity.
credit report provider of old and today’s
Dun & Bradstreet.
DUN & BRADSTREET BRAND GUIDELINES OUR STORY 4

Rediscovering Our Origins
To fully understand the future of In 1841, Lewis Tappan started the

Dun & Bradstreet, we must look to its past— Mercantile Agency (that would later
not to think about how this great company become Dun & Bradstreet) as a network
has changed, but to focus on how in many of correspondents who served as a unique
ways it has remained the same and how its source of reliable, consistent and
DNA will forever be part of its future. objective credit information, fostering
business relationships and man’s
confidence in man.
“Trade is as universal as the human race,

as ancient as the first barter, when two
men got what both wanted by giving
what neither needed, and each gained,
while neither lost.”
– Freeman Hunt, Merchants Magazine, 1856, as quoted in the
Dun & Bradstreet Annual Report, 1962.

Modernizing Our Story
Now, nearly two centuries later, we’ve And our agents who rode on horseback are
changed beyond recognition. Where once now data scientists with predictive analytics.
the world sought from us a guiding light
in the darkness, it is now dazzled by the But amidst this change, our mission remains
overwhelming brightness of big data. Our the same. We are inspired by human progress—
credit ledgers now take the form of the the desire to grow and find new, better ways of
world’s most complete database of hundreds doing business.
of millions of business records.
We believe that by forming the best

possible relationships between data
points, between businesses and
between humans, we can help the
right people win for the right reasons.

A New Brand Definition
A brand’s purpose is the highest-level

definition of what it stands for and
brings to the world. It provides:
E M O T I O N A L B U L L’ S - E Y E SPECIFICITY
Most importantly, we are looking for Can we be absolutely specific about
an emotional hook—the answer to Dun & Bradstreet’s role—what we
“What do you tell your kids you do for actually do and how?
a living?”
P R I O R I T I Z AT I O N OWNABILITY
The strongest brand purposes have one How can we make this absolutely
center of gravity—the most important unique to Dun & Bradstreet?
single thing about the brand.

Our Purpose
Dun & Bradstreet grows the most
valuable relationships in business by
uncovering truth and meaning from data.
Understanding DUN & BRADSTREET IN BUSINESS
We’re going back to using our full name. Our currency is the relationship between
Our Purpose Our name is an example of a business humans when doing business together,
relationship formed when two people came anywhere and everywhere in the world.
together in trust and trade.
UNCOVERING TRUTH AND MEANING
GROWS We use analytics to seek out stories,
We illuminate our customers’ paths answers and knowledge that give our
towards growth by helping inform customers transparency and foresight
strategies, opportunities and decisions. about their worlds.
T H E M O S T V A L U A B L E R E L AT I O N S H I P S F R O M D ATA
Above all else, we help our customers Our most fundamental, essential raw
unlock the maximum value from their material is our data—our own, or that
relationships—between data points, from our vendors or customers.
between businesses, between people.
In a world besieged by deafening volumes of
We embrace the fact that every data, we can find meaning in data and make
customer defines value differently: it work to progress the goals of real people.
lowest risk, greatest opportunity,
best strategic fit, etc.

What Are Brand Values?
Where a purpose defines the “what” For Dun & Bradstreet, we found three timeless
and the “why” of a brand, its values tell values that are true not just of the company as
us about the “how.” a whole, but also of each team member.
These values describe behaviors that

empower us to deliver the purpose to
our customers and the world.
Our Values D ATA I N S P I R E D I N H E R E N T LY G E N E R O U S

We are passionate about the power of data. We succeed by helping others succeed.
It is at the heart of everything we do. We openly share our time and talent, and
we confidently welcome the help of others.
R E L E N T L E S S LY C U R I O U S
We embrace the changes in the world
around us. We know they bring new
problems to solve, new things to learn
and new ways to grow.

02 Identity
Brand Marks
LOGO MARK
We’re proud to
introduce our new
brand identity.
Dun & Bradstreet has two brand marks,
with authorized forms and formats for each.
The availability of multiple versions provides
flexibility to ensure prominent display of the
brand marks. WORD MARK
The brand marks are:

Logo mark (ampersand)
Word mark (Dun & Bradstreet)
DUN & BRADSTREET BRAND GUIDELINES IDENTITY 11

Logo Mark
Minimum Size
LOGO MARK
At the heart of any

relationship is “&.”
In the writing industry, an ampersand is used to indicate
a closer-working collaboration between two writers
than if they’re credited together with the word and.
Since 1871, an ampersand has appeared in our

company name.
MINIMUM SIZE
When we studied the ampersand, we uncovered a

lowercase “d” and an uppercase “B” hidden in its
shape. The Dun & Bradstreet logo mark combines
these two letters to form the ampersand: H E I G H T: 0 . 2 5 I N C H E S
Dun & Bradstreet’s graphic identity.
The parts of the logo mark have been carefully

proportioned so that a single drawing can be
reproduced at many sizes. The minimum height
of the logo mark is 0.25 inches.

Logo Mark
Color
PMS CMYK RGB

The logo mark only appears in the four color Pantone 3025 C© 100 27 10 56 0 79 113
variants shown on this page. Avoid any other color
Pantone 7459 C ©
72 9 9 13 66 152 181
combinations except for approved secondary
color combinations.
Use single color black or knock out on a color

background. Background should always be black or
a color from our primary or secondary color palettes.
ACCESSIBILITY
The logo mark must always contrast well against
the background to ensure maximum impact and
accessibility. G R AY S C A L E BLACK KNOCK OUT
Black 60%
Clear space is required around the logo mark Black 35%
(see following page).
NOTE: Never use the logo mark in the secondary

color palette. For special permission to use the
secondary colors, you must get CMO (Chief
Marketing Officer) permission.

Logo Mark
Clear Space
Giving our logo mark A B
room to breathe will

make it more impactful.
The logo mark requires a surrounding area clear of
any other graphic elements or text.
The width of the “B” in the logo mark is the module

used to measure clear space. Note that the left side has
more padding than the right side, in order to keep the
logo mark feeling centered. NOTE: A IS WIDER THAN B
The recommended minimum clear space is to protect

the logo mark. The logo mark will appear on many
different applications and formats, and this will help
give it clarity and presence. This is not a placement
guide. It is a minimum only.

Logo Usage:
Do’s & Don’ts
Logo Usage:
Logo Usage: andand
Do’sDo’s
& Don’ts
& Don’ts
Logo Mark Logo
LogoUsage:
Usage: and
and
Do’s & Don’ts
Do’s & Don’ts
Violations Logo Usage:
Do’s & Don’ts Do use the logo on a white background Logo Usage:
with adequate space around it.
Do’s & Don’ts
Logo Usage:
and
Do’s & Don’ts
The most effective way Logo Usage:
Do’s & Don’ts Do use the logo on a white background
Logo Usage: Logo Usage:
to establish identity
Do’s &is
Logo Usage: Logo
an angle Usage:
with adequate space around it. Don’t use the logo at Don’t stretch the logo in any way Don’t apply a dropshadow
Don’t use the
Do’s &mark
Don’ts Logo Usage: logo Don’t reflect the logo mark Do’sswap
Don’t & Don’ts
the two Don’t put a box around
Don’ts at an angleDo’s & Don’ts brand colors and
the logo mark
Do’s & Don’ts
through recognition.
Don’t abstract or cut the logo Don’t use colors that aren’t the brand colors Don’t use over a colored background
Logo Usage:
Recognition can only be achieved
Don’t use the logo through clarity inDon’tform and
Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14
Do use the logo on a white background
8
an
at an angle stretch the logo in any way Don’t
with
Don’t applyapply
adequate spaceaaround it.
a dropshadow Do’s & the
Don’t rearrange Don’ts Don’t use transparency Don’t use gradients
Do use the logo on a drop shadow to
consistency of the different applications. white background
thearound
with adequate space logoit. mark
parts
Dun & Bradstreet
of the withlogo
| Web Guidelines
Dun & Bradstreet
adequate mark
1.0 | 01.07.14
| Web Guidelines 1.0 | 01.07.14
space around it.
Do not alter the logo mark in any way. Do not animate, color, Dun & Bradstreet | Web Guidelines
Dun & Bradstreet 1.0 | 01.07.14
| Web Guidelines 1.0 | 01.07.14
rotate, skew or apply effects to the logo mark. DoDon’tnot

Don’t abstract or cut the logo
separate the
use colors that aren’t the brand colors Don’t use over a colored background
elements. Never attempt to recreate the logo mark, change the font
Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14 8
or alter its size or proportions. Do not attempt to alterDon’tthe use thespace

logo at an angle Don’t stretch the logo in any way
Don’t stretch the logo Don’t apply 3D effects
Don’t apply a dropshadow
Don’t add a stroke to Don’t outline the logo mark
between the letters of the logo mark. Do not enclose the logo mark
Don’t use the logo at an angle
mark
Don’t
Don’t stretch the logo in any way
usein
theany
logo atway
an angle to the Don’t
Don’t use the Don’t
logostretch
logo atapply
mark the logo in any way
a dropshadow
an angle
the logo mark Don’t apply a dropshadow
Don’t stretch the logo in any way Don’t apply a dropshadow
within a box that is not part of a predesigned brand mark lockup.

Never place the primary color logo mark on a color background. Don’t abstract or cut the logo Don’t use colors that aren’t the brand colors Don’t use over a colored background
(The only exception to this is the artwork that adheres to the Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14
Don’t abstract or cut the logo Don’t use colors that aren’t the brand colors 8
Don’t use over a colored background
Don’t abstract or cut the logo Don’t use colors that aren’t the brand colors Don’t or
usecut
over
thealogo
colored background
image guidelines on page 49.) Don’t abstract or crop
Don’t abstract
Don’t use over a
Don’t use colors that aren’t the brand colors
Don’t use colors
Don’t use over a colored background
8
Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14 Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14 8 8
the logo mark
colored background that are not the 8
brand colors
Never place the white logo mark on a maroon background.
Never create the logo mark with a solid maroon or a
2-tone maroon.
No type, style, color or configurations may be used, other than Don’t place the white Don't create the logo mark Don't create the logo mark
logo mark on a maroon with a solid maroon with a 2-tone maroon

those illustrated on previous pages. background

Word Mark
Minimum Size
We’re proud to reinstate

our full name in our identity.
We're going back to using our full name. Our name is an
example of a business relationship formed when two people
came together in trust and trade.
The ratio and spaces between the letters and the word mark
have been established and can be formatted and resized
for any application (as long as these proportions are kept
consistent throughout each application).
The letters in “dun bradstreet” are reproduced in a straight H E I G H T: 0 . 2 5 I N C H E S

line, with all elements of the signature shown in their
proper relationship to each other.
If the word mark is on a vertical plane, rotate it 90 degrees.
If writing long copy, such as for a case study, you may write
“D&B” after first establishing the full name somewhere in
the copy, using grammatically correct parentheses.

Word Mark PMS
Color Pantone 3025 C©

Pantone 7459 C©
CMYK
The word mark only appears in the four color 100 27 10 56
variants shown on this page. Avoid any other 72 9 9 13
color combinations, apart from approved
secondary color combinations.
RGB
Use single color black or knock out on a color
0 79 113
background. Background should always be black or
a color from our primary or secondary color palettes. 66 152 181
ACCESSIBILITY
G R AY S C A L E
The word mark must always contrast well against
the background to ensure maximum impact Black 60%
and accessibility. Black 35%
Clear space is required around the word mark

(see following page). BLACK
KNOCK OUT

Word Mark
Clear Space
Giving our word mark

room to breathe will
make it more impactful.
In order to maximize its visual presence, the word
mark requires a surrounding area clear of any other
graphic elements or text.
The word mark needs a generous amount of space

around it. The height of the “d” or “b” is the module
used to measure clear space.

Word Mark
Vertical Application
If the word mark must be displayed within a

vertically orientated space, such as a sign or digital
banner advert, rotate it exactly 90 degrees, always
keeping “dun” at the top.
Use the rotated word mark sparingly and only

when the horizontal word mark is too small to
be legible.
90°

Logo Usage:
Do’s & Don’ts
Logo Usage:
and
Do’s & Don’ts
Word Mark
Violations
Logo Usage:
and
Do’s & Don’ts Do use the logo on a white background
Logo Usage:
Do’s & Don’ts
The most effective way Don’t use the logo at an angle Don’t stretch the logo in any way Don’t apply a drop shadow
Don’t apply 3D effects to the word mark
Logo Usage:
to establish identity is
Don’t apply a drop shadow to the word mark
and
Do’s & Don’ts
through recognition. Don’t abstract or cut the logo Dun & Bradstreet | WebDon’t use colors
Guidelines that aren’t the brand colors
1.0 | 01.07.14 Don’t use over a colored background 8
Logo Usage: Logo Usage:

Do’s & Don’ts Don’t rearrange parts of the word mark Do’suse
Don’t & transparency
Don’ts
Recognition can only be achievedDon’tthrough clarity in formDon’t stretch the logo in any way
use the logo at an angle Don’t apply a drop shadow 7
and consistency in different applications. Logo Usage:

Do’s & Don’ts
Do not alter the word mark in any way. Do not animate,

color, rotate, skew or apply effects to the word mark. DoDon’t use colors that aren’t the brand colors
Don’t abstract or cut the logo Don’t use over a colored background Do use the logo on a white backg
Don’t use with
theadequate
wordspace
mark overit. a colored background Don’t add a stroke to the word mark
not separate the elements. Never attempt to recreate the around with adequate space around
word mark, change the font or alter its size or proportions.

Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14 Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14 7 Do use the logo on a white background 8
Do not attempt to alter the space between the letters of the

word mark. Do not enclose the word mark within a box
that is not part of a predesigned brand mark lockup.

Don’t use the logo at an angle Don’t stretch the logo in any way Don’t apply a drop shadow Don’t use the logo at an angle Don’t stretch the logo in any wa
Don’t stretch the word mark in any way Don’t use the word mark at an angle
Logo Usage:
Never place the primary color word mark on a Don’t use the logo at an angle Don’t stretch the logo in any way
and Don’t apply a drop shadow
Do’s & Don’ts

color background.
No type, style, color or configurations may be used, Don’t abstract or cut the logo Don’t use colors that aren’t the brand colors Don’t abstract or cut the logo
Don’t use over a colored background Don’t use colors that aren’t the bran
Don’t use colors that aren’t the brand colors Don’t use over a colored background
other than those illustrated on previous pages. Don’t abstract or cut the logo
Don’t abstract or crop the word mark Don’t reflect the word mark


Brand Mark Combinations
Violations
Our brand marks

are happy on their own.
Our primary brand mark is the word mark.
The logo mark should only be used in established
environments or if the word mark is in proximity.
If you’re using the logo mark but want to clarify

our full name, just use the word mark instead.
Never place the logo mark and word mark in such

close proximity as to appear as one single lockup.
They may appear along the same plane, but as a rule
of thumb, keep the two brand marks apart at least half
the distance of the width or length of the medium in
which they appear.

Brand Mark Combinations
Alignment & Usage
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They’re flexible enough

to appear anywhere.
Our word and logo marks are flexible enough to
appear in different sized media. Center alignment
is always preferred, but in each situation, take into
consideration the alignment that works best from a
design aspect. *PREFERRED VERSION
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03 Color
Primary Palette
Pantone CMYK RGB

3025 C© 100 0
Our color is one 308 U © 27
10
79
113
of our equities. 56
Pantone CMYK RGB

©
We’ve used a shade of blue for more than 40 years 7459 C 72 66
7703 U© 9 152
and will continue to do so—but with a modern,
9 181
timeless tone. 13
The primary color palette features two corporate

colors. For consistency, it should be used on
all communications.
Black is our primary color used for long copy.

Pantone 429 © is recommended for the tagline,
short bits of information, credits, legal copy, etc.
Pantone BLACK
Black 6C© K
100
Pantone BLACK RGB

429 C© 40% 164
428 U© 169
173
DUN & BRADSTREET BRAND GUIDELINES COLOR 24

Secondary Palette
Secondary colors add

depth and variety to
Pantone 718 C© Pantone 7411 C© Pantone 349 C© Pantone 7489 C©
our brand. CMYK 0 74 100 8
RGB 190 77 0
CMYK 0 42 75 2
RGB 230 166 93
CMYK 90 12 95 40
RGB 4 106 56
CMYK 56 2 78 5
RGB 116 170 80
Pantone 718 U© Pantone 142 U© Pantone 356 U© Pantone 2294 U©
The primary palette has been expanded to include the

use of both active and neutral colors that complement
each other. A set of tonally darker and lighter colors
has been developed in order to support the two
primary colors.
These 12 secondary colors are set in complementary CMYK 11 94 25 34 CMYK 4 78 30 2 CMYK 96 16 42 57 CMYK 81 0 39 0
pairs of tone and are designed to work with the RGB 155 50 89 RGB 210 91 115 RGB 0 95 97 RGB 0 178 169
primary colors in various combinations. Pantone 2041 U© Pantone 7423 U© Pantone 322 U© Pantone 325 U©

CMYK 24 89 5 37 CMYK 16 83 0 0 CMYK 67 95 4 16 CMYK 47 72 0 0
RGB 137 59 103 RGB 198 870 154 RGB 100 47 108 RGB 160 94 181
Pantone 235 U© Pantone 233 U© Pantone 2623 U© Pantone 2592 U©

Secondary Palette
Usage
The secondary colors should not be used with any

particular meaning or symbolism but should be used Bob Carrigan
President,
103 JFK Parkway
Short Hills, NJ 07078
CEO & Director 123.456.7890
as a marketing aid to add diversity to the collateral bob.carrigan@dnb.com

www.dnb.com
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range of information or bring more personality to

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our brand, like on infographics. www.dnb.com

L O R E M TA S Q U E V E R U M
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SECTION HEADER

Keep charts and graphics straightforward in appearance. Avoid using distracting effects such as
drop shadows and three dimensions.
Use the approved slide color scheme (as illustrated below) for charts and graphics.
Type title here

120

100

80

Value Axis

60

40

20

0

April
May
June
July

Region 1
Region 2
Region 3
Region 4
Region 5
Region 6
Expon. (Region 1)

PRE SENTATI ON TI TLE ! 5


Color
Violations
Color should be used as flat block color without

any applied gradients. Use any pair of secondary
colors together rather than trying to complement
one secondary color with another.
D O N ' T C R E AT E A N Y D O N ' T C R E AT E A N Y O N LY U S E B R A N D -
KIND OF GRADIENT KIND OF GRADIENT APPROVED COLORS
D O N ' T A P P LY D O N ' T C R E AT E
ANY EFFECTS RANDOM
C O M B I N AT I O N S

Color
Aesthetic Accents
Use boxes to help organize information or to create

aesthetic accents within a body of work.
Any color from the primary or secondary palettes

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L O R E M TA S Q U E V E R U M LOREM CEARIS EXERROVITIIS
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pa simolupta velesciem dolu lorem ipsum
L O R E M TA S Q U E V E R U M
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04 Typography
Primary Typefaces
Avenir ©
Avenir A a A a A a
©
Our typographic family AV E N I R ABCDEFGHIJKLMNOPQRSTUVWXYZ

LIGHT©
a b c d e f g h i j k l m n o p q r s t u v w x y z
reinforces our brand 0123456789:.,/?!@#$%^&*(){}[]<>
identity.
AV E N I R ABCDEFGHIJKLMNOPQRSTUVWXYZ
ROMAN©
As with our logo, consistent use of our corporate a b c d e f g h i j k l m n o p q r s t u v w x y z
typefaces—Avenir© and Sabon©—further reinforces 0123456789:.,/?!@#$%^&*(){}[]<>
Dun & Bradstreet’s brand identity.
AV E N I R ABCDEFGHIJKLMNOPQRSTUVWXYZ
Avenir© is a beautiful geometric sans serif font MEDIUM©
designed by Adrian Frutiger in 1988 for Linotype a b c d e f g h i j k l m n o p q r s t u v w x y z
Foundry©. Its roundness brings an elegant yet 0123456789:.,/?!@#$%^&*(){}[]<>
approachable quality to the brand.
TEXT SIZE The quick brown fox jumps over the lazy dog and feels as if he were in the seventh heaven
It should be used for all headlines, intro copy, (9 pt)
subheads and captions and can also be used for The quick brown fox jumps over the lazy dog and feels as if he were
small body copy. Never use Avenir© for quotes. (12 pt)
The quick brown fox jumps over the lazy dog and feels as
(14 pt)
Do not use Avenir Italics except when
©
grammatically necessary. The quick brown fox jumps over the lazy dog
(18 pt)
The quick brown fox jumps over the

(21 pt)
DUN & BRADSTREET BRAND GUIDELINES TYPOGRAPHY 30

Primary Typefaces
Sabon ©
Sabon A a A a A a A a
©
Our typographic family SABON

ROMAN ©
ABCDEFGHIJKLMNOPQRSTUVWXYZ
reinforces our brand 0123456789:.,/?!@#$%^&*(){}[]<>
identity. ABCDEFGHIJKLMNOPQRSTUVWXYZ
SABON
I TA L I C © a b c d e f g h i j k l m n o p q r s t u v w x y z
0123456789:.,/?!@#$%^&*(){}[]<>
SABON
Sabon© is a literary, old-style serif typeface designed
from 1964 to 1967 by the German-born typographer
BOLD© ABCDEFGHIJKLMNOPQRSTUVWXYZ
and designer Jan Tschichold.
0123456789:.,/?!@#$%^&*(){}[]<>
SABON BOLD
It balances out the friendliness of Avenir© and brings
I TA L I C © ABCDEFGHIJKLMNOPQRSTUVWXYZ
some seriousness to the brand.
0123456789:.,/?!@#$%^&*(){}[]<>
It should be used for all body copy and quotes.
Never use Sabon© for headlines, intro copy, subheads The quick brown fox jumps over the lazy dog and feels as if he were in the seventh heaven
TEXT SIZE
and captions. (9 pt)
The quick brown fox jumps over the lazy dog and feels as if he were
(12 pt)
The quick brown fox jumps over the lazy dog and feels as
(14 pt)
The quick brown fox jumps over the lazy dog

(18 pt)
The quick brown fox jumps over the

(21 pt)

Primary Typeface Styling
Primary Colors
COLOR
Lorem Ipsum Dolores Headline:
Avenir Light©
Berum Voluptas Short copy length
Large font size
Tiberum accae optatenet lametan Intro:

eosaerum fuga. Ut ut faccusdam Avenir Light©
rem qui atium conseces sinumendis Short to medium copy length
Medium font size
dolo ea dundis at est esendunt.
Comfortable leading
L P E R N AT U R , C O R E C O R I T U TAT I A
Subhead 1: Subhead 2:
Lerum re lab in re et alis pel estrum eaque dus invenimi, optas Avenir Medium© Avenir Medium©
sed que ium que magnat ant doluptio quam quid qui reperum
eos quatur reped ma dunt a es et am quamusam, sus eos aut Short copy length Medium copy length
que vendictem unt pero optis eles asit que nonsequ aeribus, ium Small font size, all caps Small font size
vendis ipsam quodipsum as eosa cusam et harum re nos moui
Generous tracking Upper or lower case
offic teniscita doluptam non perum fuga. Nam dolor aute poria
nobis es alibea venimil luptatiae diciunt od ullam idis acipsae in
ex eat.Estis re endant aut qui optur? Iciasperibus ipsam imenemp Body: Caption:
osapita tiores aut maiorest ad quam harciis moles dolorum
reperorem si intor aut ut quia conseque dolupti accum autem Sabon Regular© Avenir Medium©
excepel iquiam ad ullam aliquos velest. Long copy length Short to medium copy length
Small font size Small font size, all caps
L P E R N AT U R , C O R E C O R I T U TAT I A N I E T L P E R N AT U R , C O R E C O R I T U TAT I A N I E T Comfortable leading Generous tracking
F U G I A D I G N I S D O L U P TAT I A P L A U T F U G I A D I G N I S D O L U P TAT I A P L A U T

Secondary colors
OPTIONS
COLOR
Avenir Light©
Large font size

eosaerum fuga. Ut ut faccusdam Avenir Light©
Medium font size
dolo ea dundis at est esendunt.
Comfortable leading
Subhead 1:
Lerum re lab in re et alis pel estrum eaque dus invenimi, optas Avenir Medium©
eos quatur reped ma dunt a es et am quamusam, sus eos aut Short copy length
que vendictem unt pero optis eles asit que nonsequ aeribus, ium Small font size, all caps
vendis ipsam quodipsum as eosa cusam et harum re nos moui
Generous tracking
osapita tiores aut maiorest ad quam harciis moles dolorum
reperorem si intor aut ut quia conseque dolupti accum autem Sabon Regular© Avenir Medium©
excepel iquiam ad ullam aliquos velest. Long copy length Short to medium copy length

Fact Sheet Example
P R I M A RY C O L O R E X A M P L E S E C O N D A RY C O L O R E X A M P L E
Lorem Ipsum Dolores Lorem Ipsum Dolores

Lorem Atectectas enis pe andenis audant Lorem Atectectas enis pe andenis audant
lantiusam adiciendem. Itas event, cus lantiusam adiciendem. Itas event, cus
excest ma incte vel mosseque imendae excest ma incte vel mosseque imendae
lorem ipsum dolores. lorem ipsum dolores.

Lorem Atectectas enis pe andenis audant lantiusam adiciendem. Itas Pelecusdae omni rest ommolup tatur? Bere Lorem Atectectas enis pe andenis audant lantiusam adiciendem. Itas Pelecusdae omni rest ommolup tatur? Bere
event, cus ea excest ma incte vel mosseque imendae pelecusdae omni pa simolupta velesciem dolu lorem ipsum event, cus ea excest ma incte vel mosseque imendae pelecusdae omni pa simolupta velesciem dolu lorem ipsum
rest ommolup tatur? Bere pa simolupta velescienim dolupta spisquossi rest ommolup tatur? Bere pa simolupta velescienim dolupta spisquossi
dis molenis dignate ctiatempore omnimporum sequasperiae consecum dis molenis dignate ctiatempore omnimporum sequasperiae consecum
LOREM CEARIS EXERROVITIIS LOREM CEARIS EXERROVITIIS
excessus eatur, cullupta excessus eatur, cullupta
Pelecusdae omni rest ommolup tatur? Bere Pelecusdae omni rest ommolup tatur? Bere
pa simolupta velesciem dolu lorem ipsum pa simolupta velesciem dolu lorem ipsum
L O R E M TA S Q U E V E R U M L O R E M TA S Q U E V E R U M
LOREM CEARIS EXERROVITIIS LOREM CEARIS EXERROVITIIS
event, cus ea excest ma incte vel mosseque imendae pelecusdae omni taturvelesciem dolu lorem ipsum event, cus ea excest ma incte vel mosseque imendae pelecusdae omni taturvelesciem dolu lorem ipsum
rest ommolup tatur? Bere pa simolupta velescienim dolupta spisquossi rest ommolup tatur? Bere pa simolupta velescienim dolupta spisquossi
dis molenis dignate ctiatempore omnimporum sequasperiae consecum dis molenis dignate ctiatempore omnimporum sequasperiae consecum
excessus eatur, cullupta excessus eatur, cullupta
LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM
Lorem Ipsum Ucid Lorem Ipsum Ucid Lorem Ipsum Ucid Lorem Ipsum Ucid Lorem Ipsum Ucid Lorem Ipsum Ucid Lorem Ipsum Ucid Lorem Ipsum Ucid
undanit dendaectatus a undanit dendaectatus a undanit dendaectatus a undanit dendaectatus a undanit dendaectatus a undanit dendaectatus a undanit dendaectatus a undanit dendaectatus a
atae sus voluptaes. atae sus voluptaes. atae sus voluptaes. atae sus voluptaes. atae sus voluptaes. atae sus voluptaes. atae sus voluptaes. atae sus voluptaes.

Secondary Typefaces
Gill Sans©
Gill Sans
©
Aa Aa Aa
What if an application GILL SANS
LIGHT©
doesn’t carry our 0123456789:.,/?!@#$%^&*(){}[]<>
primary typefaces? GILL SANS
REGULAR©
If an application doesn’t carry our primary typefaces, our a b c d e f g h i j k l m n o p q r s t u v w x y z
secondary typefaces—Gill Sans© and Times New Roman©— 0123456789:.,/?!@#$%^&*(){}[]<>
should be used.
GILL SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ
The system font Gill Sans© is used for all editable text on BOLD©
the Internet, in email correspondence, in Microsoft Word© a b c d e f g h i j k l m n o p q r s t u v w x y z
documents and in PowerPoint© presentations. 0123456789:.,/?!@#$%^&*(){}[]<>
It should be used for all headlines, subheads and intro

TEXT SIZE The quick brown fox jumps over the lazy dog and feels as if he were in the seventh heaven 123 times
copy when Avenir© is unavailable. Never use Gill Sans© (9 pt)
for quotes. The quick brown fox jumps over the lazy dog and feels as if he were in the
(12 pt)
The primary and secondary typefaces should never The quick brown fox jumps over the lazy dog and feels as if he
(14 pt)
be used together. If neither Avenir© nor Sabon© are
available, use both Gills Sans© and Times New Roman©. The quick brown fox jumps over the lazy dog and
(18 pt)
If Gill Sans© is not available, use Arial©.

The quick brown fox jumps over the lazy
(21 pt)

Secondary Typefaces
Times New Roman©
Times New Roman Aa Aa Aa Aa ©
What if an application TIMES NEW ROMAN

REGULAR©
doesn’t carry our 0123456789:.,/?!@#$%^&*(){}[]<>
TIMES NEW ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ

primary typefaces? R E G U L A R I TA L I C ©
0123456789:.,/?!@#$%^&*(){}[]<>
The system font Times New Roman© is used
for all editable text on the Internet, in email BOLD© a b c d e f g h i j k l m n o p q r s t u v w x y z
correspondence, in Microsoft Word© documents 0123456789:.,/?!@#$%^&*(){}[]<>
and in PowerPoint© presentations.
It should be used for all body copy and quotes B O L D I TA L I C ©
when Sabon is unavailable. Never use
© 0123456789:.,/?!@#$%^&*(){}[]<>
Times New Roman© for headlines or subheads.
TEXT SIZE The quick brown fox jumps over the lazy dog and feels as if he were in the seventh heaven in 1,234
(9 pt)
The primary and secondary typefaces should

The quick brown fox jumps over the lazy dog and feels as if he were in the
never be used together. If neither Avenir© nor (12 pt)
Sabon© are available, use both Gills Sans© and The quick brown fox jumps over the lazy dog and feels as if he
(14 pt)
Times New Roman . ©
The quick brown fox jumps over the lazy dog and
(18 pt)
The quick brown fox jumps over the lazy

(21 pt)

Secondary Typeface Styling
Primary Colors
COLOR
Gill Sans Light©
Large font size

eosaerum fuga. Ut ut faccusdam Gill Sans Light©
dolo ea dundis at est esendunt. Medium font size

Comfortable leading
Subhead 1: Subhead 2:
Lerum re lab in re et alis pel estrum eaque dus invenimi, optas Gill Sans Medium© Avenir Medium©
eos quatur reped ma dunt a es et am quamusam, sus eos aut que
Short copy length Medium copy length
vendictem unt pero optis eles asit que nonsequ aeribus, ium Small font size, all caps Small font size
vendis ipsam quodipsum as eosa cusam et harum re nos moui Generous tracking Upper or lower case
osapita tiores aut maiorest ad quam harciis moles dolorum Times New Roman© Gill Sans Light©
reperorem si intor aut ut quia conseque dolupti accum autem
Long copy length Short to medium copy length
excepel iquiam ad ullam aliquos velest.

Secondary Typeface Styling
Secondary Colors
OPTIONS
COLOR
Gill Sans Light©
Large font size

eosaerum fuga. Ut ut faccusdam Gill Sans Light©
dolo ea dundis at est esendunt. Medium font size

Comfortable leading
Subhead 1:
Lerum re lab in re et alis pel estrum eaque dus invenimi, optas Gill Sans Medium©
eos quatur reped ma dunt a es et am quamusam, sus eos aut que
Short copy length
vendictem unt pero optis eles asit que nonsequ aeribus, ium Small font size, all caps
vendis ipsam quodipsum as eosa cusam et harum re nos moui Generous tracking
osapita tiores aut maiorest ad quam harciis moles dolorum Times New Roman© Gill Sans Light©
reperorem si intor aut ut quia conseque dolupti accum autem
excepel iquiam ad ullam aliquos velest.

Iconography
Iconography should
be simple and clean.
The icons appear in an outlined style in either the
primary or secondary palettes.
Dun & Bradstreet does not have a library of icons,

so the icon creator should follow this basic style
for consistency.
The icons can be placed onto a square- or

circle-shaped background if necessary.

05 Word Mark & Tagline
HELLO
Lockup
CENTERED (PREFERRED VERSION)
Our tagline tells the

world what we do
every day.
It’s our mantra. And the culmination of what every
Dun & Bradstreet employee works towards. It R I G H T- A L I G N E D
summarizes our brand purpose and encapsulates
our brand values in an externally facing expression.
The word mark and tagline can be locked up three

ways: centered, right-aligned and left-aligned. The
preferred orientation is centered if used alone.
L E F T- A L I G N E D
DUN & BRADSTREET BRAND GUIDELINES W O R D M A R K & TA G L I N E 4 1

Lockup PMS
Pantone 3025 C©
Colors Pantone 7459 C©
Pantone 429 C©
CMYK
100 27 10 56
The tagline should always be uppercase and appear
72 9 9 13
in Pantone 427 C© when locked up with our primary
Black 40%
color word mark. When on a solid color background,
it should appear as knock out.
RGB
Always use supplied files. 0 79 113
66 152 181
164 169 173
G R AY S C A L E
Black 60%
Black 40%
Black 35%
BLACK
KNOCK OUT

Clear Spacing & Minimum Size
CENTERED EXAMPLE
Give it some room.

Like our brand marks, the word mark and tagline
must be given some clear space.
It is not intended to be used on small formats.

Minimum size has a height of 0.6 inches.
The tagline can also be used in body copy or as a

headline when the space where the word mark and
tagline are used doesn’t allow for clear space or if
the tagline is the focus of the communication.
MINIMUM SIZE
H E I G H T: 0 . 6 I N C H E S

Usage
We’re proud of who we

are and what we do.
The word mark and tagline lockup is the complete
package of our new brand identity. The Visionary The Draftsman
On all external marketing communications, such

as advertisements, brochures, case studies and
videos, the tagline lockup should be used wherever
the word mark appears.
For internal communications and non-marketing

external communications, the use of the word mark A developer had a lease on unconventional commercial land &
we introduced him to the architects who could triple its value.
and tagline lockup is at the user’s discretion.

06 Photography & Art Direction
Relationship Photography
Approach
Bringing two parties together to

form a relationship is at the heart
of everything we do, so our brand
photography should reflect this.
Every photographic image we use The images will only work together
will be created by collaging two if they have a visual connection—it
photographic images together. could be a line or shape that
continues between them through a
The two photographs should be trick of the eye, a similar pattern or
carefully chosen to ensure there texture or just matching colors.
is something inherently unifying
when they’re placed together This photographic approach does
as one. not apply to employee photographs
or key photographs used in news,
blog or intranet updates.
DUN & BRADSTREET BRAND GUIDELINES PHOTOGRAPHY & ART DIRECTION 46

Art Direction
STYLE COPY
We should use properly licensed If copy is used over photographic
stock photography but not the sort imagery, it should be short and
that feels overtly staged or cheesy, snappy, connected to the imagery
like you see from typical corporate in some way. We only use nouns,
companies. pronouns and articles on our The Visionary The Draftsman
photographic imagery. Whatever
Our style should be reminiscent we say across the photography
of reportage photography— must be written with “&” in the
beautifully shot with a feeling of middle of the sentence.
real life captured through a lens.
We should use color photography If long copy is required, it can A developer had a lease on unconventional commercial land & we introduced
unless black-and-white photography be placed in the border following him to the architects who could triple its value.
is specifically needed for a the guidelines of size, font

monochrome publication. and placement.
S U B J E C T M AT T E R If long copy is adding explanation

The Fish The Fire The Shippers The Masses
The brand photography we use and depth to the image and
should always relate to the subject headline copy, an ampersand
matter we’re using it for. That should only be used when
means the content can be abstract referring to the “and” or to the
or literal, micro or macro. It can relationship between two parties
feature objects, places, sceneries or that Dun & Bradstreet has created.
a diversity of people—whatever it
is the subject demands.

Relationship Photography
Art Direction
Breakdown
There should be a white border around the artwork
The Visionary The Draftsman Headlines should be Avenir Medium©

Always use the knock out version of the ampersand logo mark
Center the logo mark
The “d” should align along the left side of the angle
between images
The angle between the images should be the same as the

angle in the ampersand logo mark
Body copy should be Avenir Roman© at a smaller scale
The tagline and word mark should be the right-aligned lockup

Relationship Solid Color
Art Direction
This set of imagery brings to life our array of

primary and secondary colors with bold effect, while
symbolizing the coming together of two parties to
form a relationship.
It places our logo mark front and center and

emphasizes the hidden lowercase “d” and
uppercase “B” in our ampersand.
The use of a color ampersand on a color background

is unique to this template art direction only and
should not be replicated elsewhere.
COPY
Long copy may be used over the two halves of
this solid color imagery. Whatever we say across
imagery must be written with “&” in the middle
of the sentence.
In all other instances, with the exception of

Dun & Bradstreet, the ampersand should be
spelled out as “and.”

Relationship Solid Color
Art Direction
Breakdown
There should be a white border around the artwork
Always use the color version of the ampersand logo mark

Center the logo mark
Body copy should be Avenir Roman©
The “d” should always be on the left half of the angle

between the two sides
The angle between the two sides should be the same as the
angle in the ampersand logo mark
The tagline and word mark should be the center-aligned lockup

07 Digital
Color Palette
RGB 0 79 113 RGB 66 152 181

HEX 004F71 HEX 0086BF
Online is just as important

as in person.
RGB 235 245 249
HEX EBF6F9
Let’s make sure our brand is represented as it
should be. These blue colors are the primary colors
for Dun & Bradstreet. For web, they will be used in
the logo, typography, buttons and some illustrations
and icons. RGB 0 0 0 RGB 167 169 172
HEX 000000 HEX A2AAAD
The secondary color palette can be used for

backgrounds and for breaking up the page.
Black should be the primary color for body copy.

Gray can be used to help define hierarchy in text—
e.g., footnote copy can be gray.
DUN & BRADSTREET BRAND GUIDELINES D I G I TA L 5 2

Typography
Raleway© Open Sans© Crimson ©

Online needs its own set R A L E W AY
LIGHT©
of fonts. 0123456789:.,/?!@#$%^&*(){}[]<>
Google© fonts do not carry either our primary or

secondary typefaces, so for the web, a tertiary set R A L E W AY
of typefaces must be used. Three Google© fonts REGULAR©
have been chosen for the Dun & Bradstreet website:
Raleway©, Open Sans© and Crimson©. 0123456789:.,/?!@#$%^&*(){}[]<>
R A L E W AY © R A L E W AY
Raleway© is an elegant sans-serif display face that MEDIUM©
should be used for all headlines, intro copy and
subheads. Never use Raleway© for body copy 0123456789:.,/?!@#$%^&*(){}[]<>
or quotes.
OPEN SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ
OPEN SANS ©
LIGHT©
Open Sans© is used for body copy only, in light weight. a b c d e f g h i j k l m n o p q r s t u v w x y z
0123456789:.,/?!@#$%^&*(){}[]<>
CRIMSON TEXT©
Crimson Text© is used for pull quotes only, scaled CRIMSON ABCDEFGHIJKLMNOPQRSTUVWXYZ
up in regular weight. REGULAR ©
0123456789:.,/?!@#$%^&*(){}[]<>

Typography Styling
COLOR
Headline:
Lorem Ipsum Dolores Raleway©

Large font size

eosaerum fuga. Ut ut faccusdam rem Raleway©
qui atium conseces sinumendis dolo Short to medium copy length
Medium font size
ea dundis at est esendunt.
Comfortable leading
Subhead 1:
Lerum re lab in re et alis pel estrum eaque dus Raleway©
invenimi, optas sed que ium que magnat ant doluptio
Short copy length
quam quid qui reperum eos quatur reped ma dunt a
es et am quamusam, sus eos aut que vendictem unt
Small font size, all caps
pero optis eles asit que nonseqqui optur? Iciasperibus Generous tracking
ipsam imenemp osapita tiores aut maiorest ad quam
harciis moles dolorum reperorem si intor aut ut quia Body: Caption:
conseque dolupti accum autem excepel iquiam ad
Open Sans© Raleway©
ullam aliquos velest.

Pull Quotes Styling
OPTIONS
COLOR
“Lorem ipsum urio hil is elle Pull quote:
Crimson Roman©
tet at eria volorest repra Short copy length
Large font size
quatem eadolorit pratur est
volesci psuntur, pquiaspero Pull quotes are used as an
effective means to entice
volecum qui.” the viewer into an article
or to highlight a key topic.

Button Styling
If you want people to

click on something,
make it clear it’s
something to click on.
Links and calls-to-action must be recognizable

Font: Raleway Medium©
in a clear and immediate manner.
Unvisited link color: Light blue
Visited links will be dark blue. Visited link color: Dark Blue
Unvisited links will be light blue.
Text on hover will go from light blue to dark blue

except in the header, where it will go from dark
blue to light blue.
There is no hover effect on any buttons.

Iconography
Iconography should
be simple and clean.
The icons appear in an outlined style in either the
primary or secondary palettes.
Dun & Bradstreet does not have a library of icons,

so the icon creator should follow this basic style
for consistency.
The icons can be placed onto a square- or

circle-shaped background if necessary.

Email Signatures
Wordmark
Bob Carrigan Name

President, CEO & Director
Gill Sans Bold©
103 JFK Parkway Address and phone
Short Hills, NJ 07078 Size 9pt
Direct 123.456.7890
Gill Sans Regular© RGB 0 79 113
Office 123.456.7890 Size 9pt
dnb.com Website link
Gill Sans Bold©
Social media icons
Size 9pt
RGB 0 79 113

Social Media Appearance
PROFILE PICTURE
Our primary color logo mark is our profile picture
across all social media. It represents the company in
our most iconic and memorable form and works best
for scalability in mobile.
COVER PICTURE
Our cover picture isn’t set in stone for eternity. It’s
good to be flexible so we can change it to reflect any
future communications or themes. For now, we will
use examples of our brand photography, minus the
central white ampersand.

08 Brand Activations
Business Card
When you hand

someone your
card, you forge
Bob Carrigan 103 JFK Parkway
President, Short Hills, NJ 07078
bob.carrigan@dnb.com
www.dnb.com
a relationship.
Our business cards are designed to
become a symbolic “&” between
you and your client—symbolizing
the relationship you’re creating.
When you hand yours to someone,
try to keep the logo mark topside.
DUN & BRADSTREET BRAND GUIDELINES B R A N D A C T I V AT I O N S 6 1

Business Card
Secondary Colors
Make your card

truly yours.
Every Dun & Bradstreet employee
may choose his or her own style Bob Carrigan 103 JFK Parkway Bob Carrigan 103 JFK Parkway
President, Short Hills, NJ 07078 President, Short Hills, NJ 07078
of business card from any of CEO & Director 123.456.7890

www.dnb.com
www.dnb.com
our primary and secondary

color palettes.
NOTE: Creating the logo mark Bob Carrigan 103 JFK Parkway Bob Carrigan 103 JFK Parkway
in the secondary color palette is CEO & Director 123.456.7890

www.dnb.com
www.dnb.com
only permitted on our business

cards. Any other use of our logo
mark in a secondary color must
be approved by the CMO. Bob Carrigan 103 JFK Parkway Bob Carrigan 103 JFK Parkway
CEO & Director 123.456.7890 CEO & Director 123.456.7890
bob.carrigan@dnb.com bob.carrigan@dnb.com
www.dnb.com www.dnb.com

Letterhead & Envelope
The word and logo marks are used

simultaneously across stationery,
adhering to the brand guidelines.
The word mark is used in

conjunction with our address,
while the logo mark makes an Janurary 7, 2015
impact through our use of space.

Dear Mr. I. Lorem,
Note that the two marks are not
Id eictas dist am vel iliquam si corehen ditiate mporion ecepedios
used in close proximity. et quid ut ut aut lab in coreperum quas nam iduciur as corepta pra
quatusandam, ut provit quiatur sume inus mi, sitinustis quid erum
quiae que porest ium aliquam nobis autem diandus sam, sinciis ea
veruptatia dolecti usantios quo ea doluptaspe venihil eosandesto
volorae num quo esequisi repta con et inveruptamus ad ullibusda
eatiis que ma sequatur, nonsequia vollign imusdaestiis rem imagni
invelen damus, ommolor ehenditatio te nem ullatemos ati commo
eliquas molorem est, quae diorum fugit, iducime ndaernam a iure,
103 JFK Parkway cum dollam hitiaep elique quia que nobit fuga. Nequia dolesti
Short Hills, NJ 07078 onsequam, sit idelignatis maximilis ut maximet dest arum am, sunt
oditio volecer uptaeruptati dolum sitisqui inum lat alic to dolo
blautat istendu saecatet et repella nonseque volorat derror ament.
Iminvel endio. Nectate mporiat quianderum faccusam etus

Mr. L. Ipsum
ini ut fugiate nientiaescim enti que lit quodit eatur si sum ex
111 Madison Avenue
et estionsecus. Vid ex esedionserum vit ape non corita provid
New York, NY 10123 maiorumquo consequ istio. Modipsus, ut dem volor rae modio.
Sincerely,
Mr. B. Carrigan
President, CEO & Director
103 JFK Parkway 123.456.7890

Short Hills, NJ 07078 dnb.com

Event Booth
Styling Example
First impressions
count
At events and conferences, maintain
a modern, stylish feel by utilizing
clear space and our primary colors.
Secondary colors can be used
minimally to add variety and detail.
Furniture should be contemporary,
as should any fixtures or fittings you
may need to make.

PowerPoint Templates
STANDARD WIDESCREEN
We have two PowerPoint templates—standard
and widescreen. The standard version should be
used for internal presentations and printing. The
widescreen version should be used for more formal
presentations that are primarily being projected.
The standard template is set to 4:3 format,

while the widescreen template is set to 16:9.

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Brand

01 OUR STORY 04 TYPOGRAPHY 0 7 D I G I TA L

02 IDENTITY LOCKUP 41 SOCIAL MEDIA APPEARANCE 59

You can also ask the brand team a question through

This book will explain the brand story

DUN & BRADSTREET BRAND GUIDELINES OUR STORY 4

To fully understand the future of In 1841, Lewis Tappan started the

“Trade is as universal as the human race,

DUN & BRADSTREET BRAND GUIDELINES OUR STORY 5

We believe that by forming the best

DUN & BRADSTREET BRAND GUIDELINES OUR STORY 6

A brand’s purpose is the highest-level

DUN & BRADSTREET BRAND GUIDELINES OUR STORY 7

DUN & BRADSTREET BRAND GUIDELINES OUR STORY 8

These values describe behaviors that

Our Values D ATA I N S P I R E D I N H E R E N T LY G E N E R O U S

DUN & BRADSTREET BRAND GUIDELINES OUR STORY 9

The brand marks are:

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 11

At the heart of any

Since 1871, an ampersand has appeared in our

When we studied the ampersand, we uncovered a

The parts of the logo mark have been carefully

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 12

PMS CMYK RGB

Use single color black or knock out on a color

NOTE: Never use the logo mark in the secondary

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 13

Giving our logo mark A B

room to breathe will

The width of the “B” in the logo mark is the module

The recommended minimum clear space is to protect

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 14

rotate, skew or apply effects to the logo mark. DoDon’tnot

or alter its size or proportions. Do not attempt to alterDon’tthe use thespace

within a box that is not part of a predesigned brand mark lockup.

logo mark on a maroon with a solid maroon with a 2-tone maroon

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 15

We’re proud to reinstate

The letters in “dun bradstreet” are reproduced in a straight H E I G H T: 0 . 2 5 I N C H E S

If the word mark is on a vertical plane, rotate it 90 degrees.

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 16

Color Pantone 3025 C©

Clear space is required around the word mark

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 17

Giving our word mark

The word mark needs a generous amount of space

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 18

If the word mark must be displayed within a

Use the rotated word mark sparingly and only

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 19

Logo Usage: Logo Usage:

and consistency in different applications. Logo Usage:

Do not alter the word mark in any way. Do not animate,

word mark, change the font or alter its size or proportions.

Do not attempt to alter the space between the letters of the

that is not part of a predesigned brand mark lockup.

Do’s & Don’ts

Dun & Bradstreet | Web Guidelines 1.0 | 01.07.14 7

DUN & BRADSTREET BRAND GUIDELINES IDENTITY 20

Our brand marks

If you’re using the logo mark but want to clarify

Never place the logo mark and word mark in such